Qualitative Research

Qualitative research is critical in order to allow us to explore complex topics that can’t be limited to the forced-choice responses of polling, such as emotional impacts, language nuances, and social influences.

Focus Groups

Focus groups are an important tool in understanding target audiences. They allow us to understand participant perceptions and responses within the social environment that better reflects the way people consume information and deep dive information beyond the limitations of poll questions.


Online journaling allows us to keep track of a group of participants and record their feelings and thoughts as they interact with real-world stimuli in their every day lives. Journaling will occur over a period of time to allow participants to shift in views or understanding as they go through time.

Online Groups

Online focus groups are an alternative to focus groups, allowing us to produce the same social interaction in a digital forum. They are especially effective at exploring hard to reach or geographically spread-out audiences that cannot or will not physically attend focus groups, as well as exploring sensitive information that people often misrepresent when sitting across from strangers.


 Some socially sensitive information is hard to discuss in front of strangers. These smaller qualitative conversations allow us to explore information that is too sensitive or too dense for broader group conversations. These also help us talk to subject matter experts in-depth about their topic of expertise.

Black Youth Vote Join HIT and Gen Forward to discuss young Black voters in 2020.