Qualitative Research - Ruby Cha Cha

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

There are a few different types of qualitative 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.

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.

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 Research Agency Australia