What's the Use of Qualitative Research?
Updated: Feb 9, 2022
The usefulness of qualitative market or opinion research is sometimes doubted. Some say why should we carry out this type of research that by definition is small-scale, and not spend our budget on getting fancy statistics?
In this article, we'll demonstrate how qualitative research is a powerful tool for understanding and evolving a product, service, new concept or advertising. It can reveal different perspectives from which a product is viewed and enhance our ability to act creatively in its development.
Identify what matters to your audience
Knowing the strengths and weaknesses of a product but also the expectations from its broader product category is crucial for future planning.
Qualitative research methods provide an opportunity to delve deeply into matters such as how a product is used and where it stands compared to competition, enabling the identification of nuances that can give us the edge.
Some questions that qualitative research excels in answering are:
· What factors influence my target audience's choice?
· Why is my target audience reacting positively or negatively to my
message /to my product?
· What type of message makes sense to my audience?
· What is the range of reactions to potential messages amongst my audience?
· What is the range of opinions or views on a topic of interest?
· What are the issues surrounding my subject at a specific moment in time?
Answers to these questions can be enlightening in themselves or they can confirm something already suspected.
Results obtained from qualitative research give us knowledge that informs important strategic decisions, and the confidence that marketing is aligned with the desires and expectations of the real world.
Do you want to truly understand your target market? Get in touch and we'll be happy to discuss your research options.
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