Qualitative Research

Qualitative Research – can be valuable when you are developing new products or coming up with new marketing initiatives and you want to test reactions and refine your approach. Qualitative research is the solution to finding out not just what people think but why they think it. It’s about getting people to talk about their opinions and feedback so their motivations and feelings can be understood.

Before you go into production with a new line, it’s vital to get your product into the hands of some members of your target market. Is it easy to use, does it do what it is supposed to, is the design appealing? Does it look like it can be compared to existing competitor products in-store? Is the packaging working? Is the price right?

In-depth interviews and group discussions are the best way to get this kind of in-depth feedback.

• Focus Groups
• In-depth Interviews
• In-home Visits/Ethnographies