Qualitative Research

Qualitative insights aid in designing quantitative surveys, marketing planning, strategy formulation, and new product development.

Qualitative research is characterized by nondirective, open-ended interviews and group discussions among a limited number of respondents. It is primarily an exploratory and/or a motivational technique. The findings from qualitative techniques are thought of as hypotheses.

Qualitative is especially useful in developing hypotheses about consumer motivations and in helping us understand a topic from the consumer's perspective in the consumer's own language. No one is smart enough to understand target consumers or to write a great marketing plan without some reliance on qualitative research techniques.