Qualitative research
Qualitative research focuses on an in-depth understanding of how consumers think, exploring the range, nature and motivations that underpin their attitudes and behavior.
This research is usually informal and semi-structured, encouraging people to explore and share their views and feelings in a conversational format. The emphasis is on understanding not measuring consumer response, and given the depth and involvement of these methods, data is generally collected from a much smaller number of respondents than is typical for quantitative research.
The main qualitative research methods are:
- Focus Groups (group discussions)
- In-depth interviews
- Executive Interviews
- Diaries, journals and photographic montages
- Observational research
- Accompanied shopping
- Mystery shopping
- Vox pops
A qualitative research study is ideal when you need to tap into the hearts and minds of your customers and build a real, in-depth understanding of how they think and behave and what really drives and motivates their decision making.
About Warwick Equest
Warwick Equest is a leading supplier of test products to the detergent and allied industries worldwide. We also offer a market research facility providing a full range of quantitative and qualitative research services.