Discovering the secrets of motivation.
 Qualitative Research delves beyond the numbers, into the psyche of individuals, examining desires, personal decisions and behaviours, providing a greater understanding of issues and markets, particularly new market opportunities.
Roy Morgan Research is unique in that we offer the widest range of both Quantitative and Qualitative Research disciplines available.
Wherever information is needed we can draw on the experience of specialist staff in a broad range of areas from business to business, consumer, social, health, communications, education, leisure, industrial product evaluation and media research.
 Our experience in Qualitative Research extends to a range of techniques including In-depth Interviews, Focus Groups, Shadow Shopping, The Reactor (Perception Monitoring), Ethnography and Product and Packaging Clinics.
Roy Morgan Research has unmatched experience in formulating and conducting qualitative studies, analysing the material and using qualitative data to develop specialised research tools.
With the unique ability to draw on the Roy Morgan Single Source database, recruiting for groups and in-depth interviews is fast, precise and efficient. | 
The key secret to motivating customers is to understand precisely what they want.