Qualitative research can be used as an alternative to, or in conjunction with, quantitative research. It allows respondents' views to be explored in greater depth than is possible in quantitative research. Typically, this uses a "brainstorming" approach whereby respondents are asked to concentrate on topics of common interest over a relatively lengthy period of time, either in focus groups or in a one-to-one interview, but it can also involve role-play or "games" to stimulate discussion.

Preliminary qualitative research can often help identify topics to be investigated further in quantitative research. Conversely, a qualitative study can be used at the conclusion of quantitative research to probe in greater depth the reasons behind some of the opinions expressed.

PCP has applied qualitative research to such diverse areas as the role of school governors, the use of local authority budgets, reaction to advertising and promotional material for a tourist board, attitudes to an in-home medical kit and potential new financial services products. We have successfully completed qualitative research with "difficult" groups such as the very old, the physically or mentally disadvantaged, those from lower socio-economic groups, and those with characteristics identified in cluster analysis from quantitative study.