Qualitative research is all about finding out in a bit more depth and detail what people really think.
A large-scale questionnaire may tell you that 51% agree with something, but qualitative research will put meat on the bones and tell you why they think that way.
Consequently, you're in a much stronger position to make a business or marketing decision because you really understand your customer or target audience, and their priorities in relation to your product or service.
Qualitative research can be used in any context where there is a need to explore attitudes or develop new ideas. The skill of the researcher lies in their ability not only to conduct a good interview but also to analyse and interpret the findings, and to present the Client with constructive advice on how to progress their work.
The most frequently used qualitative research methods are focus groups and depth interviews, employing a range of prompt and projective techniques to encourage conversation and debate.
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