What is Qualitative Market Research?

What is Qualitative Market Research?

Qualitative Market Research explores consumer attitudes, motivations, and sentiments through interviews, focus groups, or open-ended surveys. Unlike quantitative methods emphasizing numerical data, qualitative studies illuminate underlying reasons behind preferences or behaviors.

Key Points:

• In-Depth Insights: Focuses on the “why” behind choices.
• Subjective Data: Uncovers emotional factors shaping consumer decisions.
• Flexible Approach: Researchers adapt questions as discussions unfold.
• Applications: Influences branding, marketing, and product improvements.

Qualitative market research helps businesses refine offerings by deeply understanding their target audience’s needs, pain points, and aspirations.