Many research projects are not complete without a qualitative component. Focus groups and online communities generate insights and information that quantitative research can not capture. Qualitative research provides the WHY rather than the WHAT. If your mission is to understand why voters feel they way the do about an issue, candidate, or public policy then focus groups are a must to get the full picture. The same holds true for trade associations and public or government affairs firms trying to understand particular constituencies, and general public opinion.