BRIQUAL is Chrome DM’s qualitative research which aims to capture all of the qualitative inputs that can then either be used to substantiate the quantitative insights gathered or to be used as a basis for in-depth evaluation of the subjective responses that only a detailed interview can establish.
In order to tap the ‘why’ and ‘how’ that eludes most quantitative methods of acquiring data, BRIQUAL aims to capture the otherwise elusive information and help further the reasons behind a decision and confirm hypothesis or reform them to reflect the data.