Qualitative market research is a type of business consulting as it supports decision making processes. It is searching for answers NOT for „What” and „How many” BUT for „Why” – the focus is on understanding problems. It investigates consumers and customers, reveals needs and motivations behind their choices, usage habits and decision making. Qualitative researchers are not satisfied with simple and smattering answers, they dig deeper in order to find values, beliefs, motives and attitudes.
Qualitative market research helps business decision makers on the following fields:
- Product development, new product tests
- Brand building
- Brand positioning and repositioning
- Market diagnosis
- Revealing unmet customer needs, identifying gaps on the market
- Brand and consumer segmentation
- Testing communication and creative ideas
Qualitative market research effectively supports product and service development and innovation activities, a great tool for testing creative and communication ideas and finding the best option.
This is the most effective research approach for gathering consumer insights, learning about consumer and customer behaviour and experiences which mean a reliable basis for building a successful marketing strategy on.