Insight In Their Own Words

Versta qualitative research takes center stage when research questions are broad, new topics are being explored, or in-depth interviews among fewer participants would yield better insight than a larger sample.

Our emphasis on storytelling shines in a qualitative approach. Close analysis of information from even a handful of long-form interviews reveals common threads, unique experiences and insights in participants’ own words that captivate research audiences and spark conversations.

Many qualitative results stand alone as answers to research questions. Others set clearer direction for quantitative projects, sharpening the next set of hypotheses, or are an opportunity to follow-up on quantitative results. If you are considering a multi-stage research program, we will work with you to ensure you get the most out of each step.

We focus on in-depth interviewing with particularly difficult or technical topics among specialized audiences, often as one component of a broader research effort. For other qualitative techniques like focus groups, ethnographies, diaries or MROCs, we call on highly specialized experts from firms we have deep working relationships with, coordinated by the Versta team for a seamless client experience.

If your next study calls for qualitative, let’s connect.