Qualitative Research

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Shanghai Soaring has a team of qualitative research moderators with more than 10 years of qualitative research experience.



Shanghai Soaring has conducted many different projects, such as NPD (new product development), brand and advertising testing, corporate image research, concept testing, product positioning, customer satisfaction research and so on.



Shanghai Soaring’s team of experienced moderators have developed a unique and flexible methodology, and is more adept at giving respondents a comfortable communication environment to help customers achieve project objectives more easily.



Shanghai Soaring’s qualitative project experience:

Number of qualitative projects conducted: 200 consumer focus groups, 1000 one-on-one in-depth interview annually




Details of innovative qualitative research methodology


Delphi Method (Experts View Method)



Set up a working group includes a team of experts from relevant areas. Identify experts based on the range of knowledge required for the project. The number of experts can be determined according to the size of the forecasted topic and the width of the face involved, generally with no more than 20 people.

Ask all experts the questions and related requirements to be predicted, and attach all background material on the issue, and ask the experts to ask what materials are needed. Then, a written reply by the expert.

Experts present their predictions based on the materials they receive and explain how they use these materials and make predictions.

The experts will summarise the opinions for the first time, put them into charts, compare them, and distribute them to the experts to let the experts compare their opinions with others and modify their opinions and judgments. You can also sort out the opinions of the experts, or ask other experts with higher status to comment, and then distribute these opinions to the experts so that they can modify their opinions after reference.

Collect and revise all expert revisions and distribute them to the experts for a second revision. Collecting opinions on a round-by-round basis and giving feedback to experts is the main part of the Delphi method. Collecting opinions and feedback is generally going through three or four rounds. When giving feedback to the experts, only give a variety of opinions, but do not state the specific names of the experts who have issued various opinions. Repeat this process until each expert no longer changes his or her opinion.

Summarise and treat the experts’ opinions comprehensively at the end of the process.



Projection method (associative technique, completion technique, structural technique, performance technique)



1. Associative technique - to ask the subject to say what they associate with the stimulus. For example, the Ringier text association test and the Rorschach text association test.

2. Construction method—requires the subject to fabricate a story that includes past, present, and future developments based on the pictures he sees, etc., and can detect his personality from the story.

Example: people painting exercise. The subject will be asked to draw a person with a pencil on a piece of white paper. After the painting finishes, the subject is asked to draw a person whose gender is opposite to the former. The main tester can understand the age, occupation, hobbies, family, social and other information of the characters he draws through interviews. Finally, the tester analyses the work of the subject.

3. Completion method - requires the subject to add a series of sentences to a complete sentence. Through the reaction of the subject, the subject's family, social and sexual attitudes, general attitudes, and character attitudes can be explained. E.g:

Stars often -

In the vast sea of people, she -

When I saw her, I -

What makes me most happy is that -

The completion of these sentences from the subject can reflect some of their personality traits.



4. Expression method - requires the subject to freely reveal his or her personality in a certain way (such as painting). For example, the subject can be freely expressed by writing, talking, singing, painting, etc., and analysing his personality.

5. Selection method or ranking method - requires the subject to select or rank the stimulating material according to certain principles. For example, the subject can be ordered by several words describing the personality according to the degree of good or bad or appropriate. From the sorting, the personality of the subject can be analysed.