What is Qualitative Research?
In a world where we have so much data on our customers, we can be misled into thinking we know all there is to know about them, and that is where qualitative research can help. As customer needs are changing faster than markets can keep up, qualitative research can your brand remain relevant and in touch.
Why? Because qualitative research is the best way to uncover needs. To get underneath the surface of the customer want, experience and desire – key factors that influence decision making for customers. It also provides valuable insight into innovation and consumer motivation to help businesses create and renovate products, services and technologies to meet ever changing market needs and demands.
In this dynamic world we live in, we need qualitative research more than ever to understand why people do what they do, to produce products and services that people actually want.
Types of Qualitative Research Methods used in Market Research
Focus groups (or group discussions) usually run for 1.5 to 2 hours and include up to 8 participants. They are most effective for exploring problems, reviewing ideas and debating key issues. Diversity of opinion is fantastic if you want to get consumers to help you solve the problem or create new ideas with you. Focus groups are typically conducted face to face in a group room venue or facility with one way mirror, but times are changing. It is now popular to have focus groups held in situ like in bars, clubs, retirement villages or even in boardrooms to get the board or executive team closer to the consumer. Online focus groups can be run on skype or zoom or a similar platform, however it is best to only have 4 participants plus the moderator for the best experience and better insight development. Online groups are great to handle geodemographic spreads and sensitive issues.