Qualitative market research is a powerful market research tool. We've conducted focus groups, depth interviews, one-on-one interviews and related qualitative market research projects for consumer products, business to business-B2B- clients. We're a marketing research firm that knows qualitative research. We know when and where to use qualitative research for marketing decision-making. As with all marketing research, the design of qualitative research, if it is to have value, must be primarily driven by marketing strategy decision-making issues.
Qualitative research is a group of marketing research methods that play an important market research role in conducting customer value analysis, customer satisfaction research, market segmentation research, branding and naming research, brand equity research, and new product research.
Qualitative market research means "quality." Conversely, and importantly, it does not mean "quantity." Qualitative research methods are designed to talk to a relatively few people in the target audience of interest. The purpose of qualitative research is to plumb the depths and range of buyer attitudes and beliefs, not to measure incidence, project, or forecast quantity.
We conduct qualitative market research using the following methods:
We suggest that qualitative marketing studies are best suited when these situations exist:
Contact us to discuss how qualitative market research fits into your decision-making, and how we can help.
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