IntuitIntuit is a well-known US-based software design company specializing in financial solutions and tax preparation support software for small businesses and individuals.1. Qualitative (also called exploratory) research methods include observation, ethnography, in-depth interviews, and focus groups. None of these methods can provide researchers with statistical information. Their aim is to explore the thoughts and actions of a targeted group of people and discover the reasons why they think and behave in a certain way. Intuit's Site Visit initiative is an implementation of the observational research method. In particular, Intuit uses an ethnographic method. The company's researchers visit customers' homes or offices, spend several hours “living” with them and observing how people use Intuit products. Intuit has adopted the technique to analyze consumer behavior on the site. The acquired primary information is used for further innovations and developments. A Lab Study is a form of face-to-face interview conducted by Intuit with the purpose of learning an individual's opinion on the company's new ideas. Intuit researchers suggest an interviewer try one of their recently developed products and give their opinion about it. During a remote study, customers are interviewed by telephone and asked to evaluate the company's new design features to introduce to the market. Intuit uses a secure remote system to see what the individual is doing on the screen. This means that it is a distance study carried out with the help of both telephone and Internet.2. Quantitative research methods analyze the collected data providing statistical information about the objects studied. Through post-purchase evaluations...... middle of paper ......personal opinion on the product, but also with authentic behavioral models of people. The second most important difference lies in the collective nature of group research. Opinions gathered in this way tend to be influenced by a group, which can provide the researcher with a unique perspective of social consensus on product characteristics. On the other hand, the data collected is much less predictable, as some members may adapt their expressions leaning towards a stronger will than a natural leader in the group. It is worth remembering that focus groups traditionally require substantially less investment, providing results more quickly than observational research. It only requires the moderator to prepare a detailed plan and write a report, thus avoiding the expense of setting up the environment and scheduling personal interviews necessary in observation techniques.