Qualitative Market Research
Get beneath the numbers. In-depth research that uncovers the motives and feelings behind buyer behaviour.
- Open conversations
- Small, focused samples
- Deep insight
What is qualitative market research?
Qualitative market research is an observational, in-depth study of the thinking that drives buyer behaviour.
The direction and structure of the study are often revisited as new information comes in, so the researcher can explore issues and themes in real depth. Because the quality of the findings depends heavily on the skill of the researcher, and can be affected by researcher bias, experienced moderators and interviewers make all the difference.
What qualitative research reveals
Use it when you need to understand reasons, not just count responses.
Buying motives
Why people choose, reject or recommend a product.
Brand perceptions
What your brand means to the people who buy it.
Customer language
The words customers use, for sharper messaging.
Reactions to ideas
How people respond to new concepts and adverts.
Barriers to purchase
What stops people from buying, in their own words.
New opportunities
Unmet needs that point to new products and services.
Our qualitative methods
Focus groups
Moderated discussions with six to twelve people from your target market.
A typical qualitative study
Eight steps take a study from the first question to the final report.
Set the question
Agree the business question to explore.
Decide the objectives
Define what the study must uncover.
Plan the design
Choose the approach and structure.
Select methods
Pick focus groups, interviews or both.
Plan the sample
Decide who to speak to, and how many.
Collect the data
Run the sessions with skilled moderators.
Analyse
Draw out themes, patterns and insight.
Report
Deliver findings and recommendations.
Qualitative research is only as good as the people doing it, which is why skilled researchers matter.
Pannel Plus Market Research CompanyQualitative Market Research: common questions
Quick answers about how this service works.
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Plan your qualitative market research project
Tell us what you need to find out. We will suggest the right approach and send a clear quote.