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. Qualitative marketing research is a method used to understand and explore people’s experiences, perceptions, beliefs and behaviours. And as customer needs are changing faster than markets can keep up, qualitative research can help your brand remain relevant and in touch.

Why? Because qualitative research is the best way to uncover needs and to get underneath the surface of the customer wants, experiences and desires — key factors that influence decision–making for customers. Qualitative marketing research focuses on gathering rich, descriptive data that provides in-depth insights into the complexities and nuances of a particular phenomenon. 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 marketing research more than ever to understand why people do what they do, to produce products and services that people actually want.

When it comes to nailing your qualitative marketing research, you need an expert eye to ensure you get the data you need to grow your business. That’s where we come in. Ruby Cha Cha is a highly experienced market research and insights agency that can help you build an effective qualitative marketing research program to really connect with your consumers. Our qualitative market research services can help you gain a deeper understanding of what makes your customers tick, ensuring your next business move delivers on all fronts. Learn more about the types of qualitative market research services and methods we can introduce your business to by contacting us today.

Types of Qualitative Research Methods used in Market Research

Ready to get rich, detailed and nuanced insights about your customers? It’s time to get to work! The good news is that qualitative marketing research is never a one-size-fits-all approach. In fact, we can help you determine the best way to collect and gather practical information and data from your customers.

There are a few different types of qualitative marketing research that can be employed to help reach your marketing objectives. The most suitable methodology can be influenced by a range of things, including the type of people you want to speak to, the topic of discussion, your budget, timings and geography. Read on to learn more about our top three qualitative marketing research services.

Focus Groups

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.

In Depth Interviews (IDIs) or Face to Face Interviews

Interviews typically run from 30 to 90 mins and can be conducted face to face, online or over the phone. They are most effective as a method if the problem requires individual insight or when over-claim can be a problem (i.e. social desirability and status behaviours). IDIs are also great for customer journey mapping – i.e. when context or an individual’s unique experience is needed; or where the topic is personal, sensitive or emotionally challenging. Typically IDIs are used when the audience is rare or widely scattered, ore where the outcomes could be commercially sensitive. There are many forms of in-depth interview beyond consumer interviews and can include stakeholder interviews, expert interviews and technology enhanced interviews such as skype or zoom interviews to remove geographical or time based barriers. Can include accompanied shops or shopalongs, ethnographic interviews, user experience (Ux) interviews and consumer immersions which are all conducted in situ (in store, in home or in venue) and can run up to 3 hours in length in order to understand the context of consumption beyond the behaviour.

Online Communities

Online communities are large groups run typically on a social media style platform with 30 or more people who are engaged for longer time periods (from a week to months or even years). This format allows the researcher (and client) to gain more empathy, truth and understanding of the nature of lifestyle, behavior and person. The benefits can include the ability to run experimental designs and multi country studies, with participants capturing and sharing personal and behavioural photos/videos, and conducting a series of tasks and missions. Online communities are great when behavioural observational research is required for example shopper missions can be conducted and videos uploaded to the platform. Online communities are also known as online bulletin boards, and digital ethnography.

Typical Uses for Qualitative Research

There are many uses for qualitative market research, but the most often used are:

Exploratory Research

Understanding market drivers, defining targets and answering the question: who is my customer? Can be combined with quantitative research and social media research to provide deeper insight and reality checks.

Brand development and positioning

Understand how a brand is positioned in a market today and where it could be positioned tomorrow. Assists in effective decision making for new product or brand launches, provides competitor analysis and help with understanding how to position your brand for growth, nailing a point of difference, reviving a brand that is losing relevance or clarifying brand architecture and development pipelines.

Campaign or ad development / testing

Ensuring your message is on brand and cuts through. Can test ad campaigns, concepts, ideas, from digital to TVC. Great for optimisation prior to launch.

Shopper and channel research

Understanding actual shopper behaviours on premise, in store and online. Ability to better understand the zero moment of truth for clear, effective channel, pack and POS strategies, helps to develop strategies for trade and category marketing, packaging briefs and more.

Innovation and concept testing

Solving needs, tensions or pain points as well as determining if new product ideas are worth pursuing and which audience will be most receptive. Qualitative research in JTBD or innovation development is critical.

Customer experience and journey mapping

Understanding the consumer in the moment at the time of their decision making, their motivations and drivers, their barriers and what they want or need next. Helps to identify points along (and beyond) the pathway to purchase and where influence can be created.

Harness the power of qualitative market research for your brand

Whether it’s an upcoming project, campaign or just a better direction for your brand, a qualitative research agency can provide you with the data-driven insights you need to make decisions confidently. At Ruby Cha Cha, we specialise in giving brands a thorough understanding of their position through a combination of focus groups, in-depth interviews and face-to-face consumer co-creation workshops.

From real-world situational analysis to engagement over longer periods with online communities, to agile, fast turnaround groups or depths, our methods allow us to unearth the truth behind your core customer demographics and use those observations to hone your message and refine your product offering.

It is tempting to think that you can do this kind of work yourself, however, qualitative marketing research requires specific knowledge, skills and experience to effectively design, conduct and analyse the data. We are specialists in qualitative marketing research methodologies and understand the intricacies of various data collection techniques. Most of all we understand consumers and are experienced in decoding verbal, non verbal and sensory cues as well as our combined knowledge of years of qualitative research across many industries and consumer types.

We have superior expertise in formulating appropriate research questions, selecting participants, facilitating discussions and interpreting qualitative data. All you have to do is take advantage of our findings however you see fit.

Go beyond the numbers

Beyond just statistics or percentages, qualitative market research has the potential to illuminate the story behind the figures, giving you the key to understanding the emotional response to your brand and developing strategies for the long term. With figures explaining the relationship between your audience and your business, you can future-proof your business and keep exceeding customer expectations.

Qualitative research, done the right way

When it comes to qualitative market research that will actually make a difference to your business, it’s all about the why and how. As a passionate and experienced agency that works with a wide variety of clients, we know how to ask the right questions to give you insightful and revealing answers that can drive your brand forward.

From understanding existing customer behaviours, attitudes and habits to helping you find a unique position in a crowded marketplace, Ruby Cha Cha can help you probe deeper and find the answers that will give you an edge over the competition.

A qualitative research agency that’s on your side

We’ll help you discover who your customers are, test campaigns to give you an impression of what messages cut through the noise, and maintain relevance in a changing consumer landscape. Whether you want to test new products, technologies or innovations, you can map the customer journey to remove pain points and convert interested consumers into loyal customers. Qualitative market research from Ruby Cha Cha will connect your mission to your campaigns.

Define your tribe, understand what your customers want from your brand, and capitalise on your potential with a genuine point of difference that sets your band apart.

Choose an innovative qualitative research agency and invest in the power of knowledge

At Ruby Cha Cha, we’ve built an award-winning reputation for ourselves thanks to a consistently innovative approach. We thrive on finding new solutions to old challenges, forging bold paths ahead and exploring every possibility to help your brand stand out from the crowd.

From creating a real connection with your customers, responding to new challenges and helping you understand where to invest your efforts, our team will help you understand your key consumer so that every move you make can be executed with precision and intention.

Ready to get started?

No matter the size of your organisation, your goals for growth or your budget, at Ruby Cha Cha, we can form a qualitative market research approach to suit you. Ready to unleash the power of real insights for your brand? We can’t wait to work with you. Get in touch with our team, and let’s start a conversation about bringing you closer to the people that matter to your business.

Takeaway

Qualitative research is ultimately about getting closer to people: from consumers through to community members, employees, customers, intermediaries and stakeholders.

Qualitative research is about having a conversation to understand why and what people want and need from a market, employers or government.

Qualitative research is also about debate, exploration and understanding and it is worth the investment if you are serious about truly understanding your customers.

There are many different qualitative research formats and a good qualitative research consultant can help you find or create the right method to suit your needs and budget.

Qualitative Market Research