Qualitative research has an important and often misunderstood role in market research.

• It has great value as a means by which to develop a holistic understanding of consumers’ experiences.
• It enables clients to create products that consumers will desire.

Focus Groups

Focus Groups are one of the primary qualitative tools:

• They are in-depth questioning of a small number of consumers either alone or in groups.
• They generate a deeper understanding of the reasons behind attitudes and behavior as they relate to a topic.

In-Depth Interviews

In-Depth Interviews are another primary research tool. They are one-on-one discussions with consumers that offer several advantages:

• No group dynamic effects.
• Time to pursue the thoughts of an individual to deeper levels.
• Can be done in-home which brings the additional advantage of bringing context to the interview.
• In-depths can be done in waves in which stimuli are progressively altered based on consumer response.
• Ultimately an in-depth project can evolve into a quantitative study.