Research Topics:

Exploratory Research | Focus Groups | Qualitative Research

Content Type:

Glossary

Exploratory Research Definition

Preliminary research to clarify the exact nature of the problem to be solved.

Exploratory research is the preliminary investigation conducted to gain insights and identify potential problems or opportunities, as well as formulate more specific research hypotheses. In other words, it’s preliminary research that clarifies the nature of the problem to be solved. In this qualitative approach, information is gathered from sources like focus groups, interviews or secondary data – information from existing and, many times, external sources – to improve understanding of a subject or market area. This process is intended to guide further research and helps researchers frame their studies, develop a hypothesis and design their study approach. 

Who relies on exploratory research?

Businesses and organizations entering new markets, launching new products or dealing with complex consumer behaviors turn to exploratory research when limited knowledge exists about a subject. What’s more, researchers do exploratory research when they are seeking to generate hypotheses for further investigation.

Why should I care about exploratory research?

Exploratory research can uncover hidden patterns, consumer insights and potential market gaps that might not be evident through traditional quantitative methods alone. What’s more, it can help identify new business opportunities and challenges, refine marketing research questions and make more informed decisions.