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Qualitative research Definition

Research data not subject to quantification or quantitative analysis; characterized by the absence of empirical measurements and an interest in subjective evaluation. Qualitative methodologies include focus groups, mini-groups, one on-ones and open ended-questions.

Qualitative research in marketing research is an exploratory approach used to understand consumer attitudes, motivations, emotions and behaviors. It focuses on open-ended, non-numerical data gathered through methods like interviews, focus groups, ethnography and observation.

What are key aspects of qualitative research?

• Exploratory and open-ended in nature.
• Emphasizes depth over breadth.
• Uses methods like focus groups, IDIs and ethnographic studies.
• Involves small, non-random samples.
• Focuses on interpretation and themes, not statistics.

Why is qualitative research important in market research?

Qualitative research is important because it reveals the “why” behind consumer behavior, uncovering emotional drivers, unmet needs and decision-making processes. It is essential for concept testing, brand positioning, messaging strategy and innovation – areas where surface-level data isn’t enough.

Who relies on qualitative research in the insights industry?

• Brand managers and strategists.
• Product development teams.
• Advertising and creative professionals.
• UX and CX researchers.
• Market research agencies and consultants.

How do market researchers use qualitative research?

Market researchers use qualitative research to explore new ideas, test early-stage concepts, refine messaging and better understand target audiences. The insights gained are often used to guide quantitative research design or to provide context and meaning to survey findings.