To investigate customer needs and

To help companies develop new designs

Researchers found that cooks could not easily see the

In Uganda, customers paid to use the cell phones of entrepreneurs.

These customers wanted to check the

There was a need to develop

The researched does not start off with a hypothesis.

Participants may be selected by criteria such as age,

The participants must fee

There is usually direct

The interview is guided by the participant.

A lot of time is needed for the 

Researchers look for a meaningful pattern in the data.