Humanistic inquiry focuses on understanding the meaning and context behind consumer behavior rather than measuring it through numbers or large samples. Unlike traditional surveys or experiments that emphasize objectivity and quantification, this approach values lived experience, emotion and interpretation. The researcher’s immersion allows for richer, more nuanced insights into why consumers think and act the way they do.
What is Humanistic Inquiry?
- Content Type:
- Glossary
Humanistic Inquiry Definition
A research method in which the researcher is immersed in the system or group under study.
Humanistic Inquiry in marketing research is a research method in which the researcher is immersed in the system or group under study. This method involves a qualitative approach that seeks to understand consumer behavior, preferences and emotions through in-depth exploration. Its focus is on individual experiences rather than statistical data. The goal is to uncover the "why" behind consumer actions, thus enabling businesses to create more tailored and resonant marketing campaigns. This approach acknowledges the complexity of human behavior, which can lead to a deeper understanding of customers.
Who relies on humanistic inquiry?
Marketing professionals, product developers and businesses seeking deeper insights into consumer motivations and attitudes use findings from humanistic inquiry.
How does humanistic inquiry differ from other marketing research methods?
Humanistic Inquiry offers richer insights beyond numbers and statistics. That can lead to greater comprehension of the underlying emotional and psychological factors that drive consumer choices, which can lead to more effective marketing strategies.