Social research or public opinion polling uses surveys to find out the attitude and opinion of various social groups about current topics. Our team includes sociologists, psychologists, communication experts and data analysts. We understand the way humans think, their behavior and perception nuances. We perform in-depth analysis of the results.
Qualitative research provides answers to the questions: Why? How? Participants are able openly express their views and emotions. Often qualitative research is organized into focus group discussions, which take place in our specially equipped room. The client can follow the course of the discussion and gain direct insight by observing the discussion from behind a mirror wall.
Quantitative research typically addresses larger target audiences, often finding out the opinion, attitude of the entire Latvian population in surveys that allow to make different conclusions based on facts, figures. Survey participants generally have to respond to a number of sequentially created, structured questions, which allow later in data analysis to find out and compare the opinion, position of individual groups.
When starting each research, at first it should be understood what exactly is the purpose of the research. When it is clear, the most appropriate research method and instruments must be selected. Either qualitative or quantitative research methods can be selected, as well as the combination of both.