Qualitative research services involve a wide range of methods. The most suitable depends upon the type of information sought, the business or product and the nature of the market. Processes range from traditional to innovative and high-tech, with a variety of benefits. However, examples of some of the most common include:
A timely way of producing qualitative information directly from your target market. Ideal for testing products or marketing messaging, focus groups encourage a small number of people to interact and discuss the subject in a natural and honest way.
Whether conducted with participants as individuals, pairs or triads, interviews are an exploratory research method. By discussing the subject with participants naturally, rather than asking heavily structured questions, the psychology behind their reasoning is of greater value.
Combining quantitative and qualitative studies
Both qualitative and quantitative research provides key information – the ‘why’ and the ‘what’. Combining the two delivers significant results. They go hand in hand by allowing you to compare your findings and subsequently gain a much deeper understanding.
Through qualitative research, you can prove a hypothesis and gain a thorough understanding of it, then broaden that knowledge by gathering statistical data through quantitative analysis. Not limiting yourself to one method adds an additional dimension to your research, giving much more valuable and actionable insights into consumer behaviour.
Using qualitative research methods alongside quantitative incorporates emotionally driven insights based on personal views into your studies. Having these insights included in your findings allows you to connect with audiences on a deeper and more meaningful level, which ultimately enhances your understanding of customer needs.