Qualitative market research is a powerful market research tool utilizing focus groups, and one-on-one interviews to provide quality research and recommendations to assist our clients in their 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 Methods


We conduct qualitative market research using the following methods:

  • focus group discussion studies
  • depth interviews
  • observational techniques combined with interviewing

    • ethnography and photo-ethnography where customers or prospects record actual behaviors, reflect with diary entries, and participate in follow-up interviews
    • point-of-decision observation and interviews, such as store exit interviews

Qualitative Market Research can be used when:

  • You're in new territory and little is known.
    When considering products or new markets, qualitative research can deliver an early landscape profile of consumer or business buyer attitudes and behavior.

  • Customer perceptions or attitudes may be hidden from easy view.
    When the product category may represent unspoken meaning to buyers, qualitative market research may provide needed tools.
  • Generate ideas for products, advertising, or brand positioning.
    The nuances of buyer attitudes and beliefs can often provide stimulus for fresh new ideas.

  • Screening ideas and concepts.
    Qualitative market research can be a useful first step, prior to quantitative research, to screen new advertising, product, or positioning concepts. This allows time for refining concepts prior to quantitative market research.