Qualitative research is defined as research obtaining data in the form of words or other indications that do not lend themselves to quantitative analysis and whose analysis and interpretation depend on the judgment of experts. This form of research is often used in focus group research, which focuses on acquiring participants' opinions through group discussions rather than via numerical responses. Hebert Research specializes in the following forms of qualitative research:

Focus Groups - Discussion groups of between 8 and 18 individuals provide critical insight as to the relative strengths and weaknesses of products and concepts, and allow ideas to be tested in a format wherein they can be picked apart at leisure. Focus groups typically precede quantitative surveys, and serve as a forum for understanding the critical issues that need to be measured during the survey.

Charettes - Charettes are informal brainstorming discussions.  Participants are told the purpose of the discussion before attending and are considered partners in a collaborative process of identifying issues and possible solutions to the matter at hand. 

Key Person Interviews - Like focus groups, this type of research provides qualitative insight into critical issues without attempting to measure penetration, demand, or awareness. Key person interviews serve to identify and highlight some of the critical issues by discussing them with individuals with special knowledge or interest in the subject at hand.