Qualitative Research helps you to

  • Develop hypotheses for further testing and for qualitative questionnaire development
  • Understand the feelings, values, and perceptions that underlie and influence behavior
  • Identify customer needs
  • Capture the language and imagery customers use to describe and relate to a product, service, brand, etc.
  • Perceptions of marketing/communication messages
  • Information obtained in quantitative study and to better understand the context/meaning of the data
  • Generate ideas for improvements and/or extensions of a product, line, or brand
  • Uncover potential strategic directions for branding or communications programs
  • Understand how people perceive a marketing message or communication piece
  • Develop parameters (i.e., relevant questions, range of responses) for a quantitative study

Qualitative Research is used for

  • New product idea generation and development
  • Investigating current or potential product/service/brand positioning and marketing strategy
  • Strengths and weaknesses of products/brands
  • Understanding dynamics of purchase decision dynamics
  • tudying reactions to advertising and public relations campaigns, other marketing communications, graphic identity/branding, package design, etc.
  • Exploring market segments, such as demographic and customer groups
  • Studying emotions and attitudes on societal and public affairs issues
  • Assessing the usability of websites or other interactive products or services
  • Understanding perceptions of a company, brand, category and product
  • Determining consumer language as a preliminary step to develop a quantitative survey

Do not expect qualitative research to

  • Count, measure or offer statistical validation
  • Determine the best product concept or price point; or establish the importance of specific customer needs or satisfaction criteria
  • Be a substitute for quantitative research because of time and/or budgetary constraints when quantitative evaluation is critical

Types of Qualitative Research

Qualitative research methods are continually evolving, as patterns and styles of human interaction and communication change. Current research may include: Face-to-face, telephone, or online exchanges Interviews conducted in a research facility, at a respondent’s home or business, or at a public location Real-time communication and "time-lapse” techniques (e.g., diaries, electronic bulletin boards) Regardless of venue or medium, qualitative research is always based on open-ended queries; it uses in-depth probing to uncover the thoughts and feelings behind initial responses; and it applies insights and learning to the research process in real time. Typical qualitative methods include:

Focus group

A moderator-led discussion among a group of individuals who share a need, habit, or life circumstance relevant to the research issue(s) at hand. Typically one to two hours in length, a focus group discussion often includes from two to ten respondents. While focus groups have historically been held in person (face-to-face), they can also be conducted remotely by teleconferencing, by videoconferencing, or through the Internet using text chat, online bulletin boards, online collaboration tools, desktop video conferencing, or various forms of tele/web conferencing.

In-depth interview (IDI, one-on-one)

Interview with a single individual, typically lasting from 30 to 90 minutes, depending on the subject matter and context. IDIs may be conducted in person at a research facility, the respondent’s home or workplace or a public location, or by telephone.

Dyads, triads

In-depth interviews with two or three people who often represent members of the same family or business team, who use a product or service and/or make purchase decisions together.

Paired interviews

Consecutive or interlocking interviews with two people who use and/or decide to purchase a product or service together, e.g., husband and wife, parent and child.

Call 0303-4471844 for Qualitative Research

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