Qualitative research, based on the group discussion technique and individual interviews, has a particular role to play in providing depth and quality of understanding of the attitudes and needs which operate in the marketplace.

The Dangar Research Group's qualitative research is distinguished by two key features:

1. A range of sophisticated psychologically based techniques are available, as warranted by the job at hand.

2. Respondent specifications are typically based on attitudinal as well as demographic and behaviour characteristics.