Qualitative research is a very powerful tool in exhaustively examining an issue to its core. CYMAR conducts both focus groups and in-depth interviews to this effect.

Focus groups with 8-9 participants are conducted at CYMAR's specially designed facilities under the direction of a skilful and experienced moderator.

For a unique experience, representatives of the client are invited to watch the focus groups, as they are carried out, through a closed circuit TV system or a one-way mirror, and witness first-hand the group dynamics as the discussion unfolds.

Furthermore, CYMAR offers one to one in-depth interviews. These are conducted by senior research executives of the company, who possess the knowledge and versatility to extract all essential and valuable information from a respondent. In-depth interviews can be extremely useful in product concept development as well as determining habits and attitudes of specific groups of the population.