Qualitative market research is the unstructured or semi-structured manner of data collection and analysis of a consumer’s way of life behavior. It is in-intensity studies of ‘why’ a consumer behaves in a certain manner. It enables in future decision-making of an company. The research involves exact interviews, participation remark, using innovation video games, organization discussions and case research.
Qualitative market research is regularly used earlier than the introduction of a new product idea and its development; while exploring new markets/demographics/consumer businesses; to assess the strength and weaknesses of a selected product/brand; for product positioning and advertising and marketing strategy, organization/brand perceptions or assessing the response to a mass communication marketing campaign – giving the qualitative research a much broader usage scope for any type and size of an organisation.
Due to complexity of data, Qualitative research uses small institution of human beings with similar set of traits (like backgrounds, attitudes/nature and demographics) and a predetermined subject matter. but businesses need to be careful to as qualitative market studies is extra dependent on the skills of the researcher. considering that there’s fee and future selection making related to qualitative studies, one need to be very careful even as selecting a market research company. For companies with tight budget tapping the advertising research programs of business faculties is a great concept, at the same time as others can tap alternate associations and other advertising or research associations
Qualitative studies is about getting humans to make bigger on their answers so you can get extra perception into their attitudes and behaviour. it is all approximately getting beneath people’s responses to find out what is riding their decisions.