focus groups depth interviews and qualitative market research conducted by your freelance market research consultant , focusfreelance uk
What Is Qualitative Market Research?
Qualitative market research incorporates focus groups and one-to-one depth interviews, where your trained moderator collects detailed insights to your marketing issues from carefully selected respondents.
Qualitative research is not designed around yes/no answers or marks out of ten (scales). This research takes the form of more open ended questions built around a discussion guide.
Respondents are encouraged to talk freely and express their honest opinions e.g. "I'd buy it for someone else, but not for me".
Unlike quantitative market research, where this would be recorded as a cross in a box, qualitative market research allows more detailed questioning to unearth the issues. Asking, "Why is that?", can reveal important information you need to know e.g. "It looks too much like a luxury. I bet it's expensive".
With further probing your qualitative market researcher can reveal what is behind the respondent's perception e.g. "What makes you think it's expensive?", "What would you normally pay if it was for you?", and , "If this product was a similar price to what you normally pay, is there anything else that would put you off buying it?".
By asking the right questions, in an open and unbiased way, focus freelance can help you to glean real insights from your qualitative research and, importantly, reveal the issues and opportunities that your brand should address.
Qualitative research can deliver rich insights into consumer decision-making impacting your brand's performance. To gain this level of detail, personal interaction is required and sample sizes are small. Therefore, this type of market research should be conducted to explore issues and provide a good feel for the market. Qualitative research is not designed to be "taken as gospel" and is not statistically robust enough to make sound predictions of sales etc..
Qualitative research is especially useful for:
Understanding consumer usage of your brand within your market context
Revealing consumer need states and purchasing repertoire
Understanding market segmentation and relative brand positioning
Evaluating brand personality, USPs and consumer attitudes versus competitors
Testing brand communications e.g. advertising
Testing new product development concepts
Understanding shopping behaviour and solutions that can improve in-store category performance
Real issues affecting your brand and potential improvement areas, before committing to full development and quantitative testing
Real experience, real
issues, real brand application!
focus freelance
has over 15 years marketing experience with leading brands. Your project will be
designed, conducted and presented by a trained
qualitative market researcher, who has also commissioned and applied qualitative
market research for major brand development projects in senior marketing
positions!
Tel: 0113 322
6454 / 020 7993 6137
moderator@focusfreelance.com
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| What is qualitative market research? | How can focus groups work for me? | Working with a freelance market research consultant | Useful links & friends |
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| BSc(Hons) DipM Qualified | Trained & Affiliated | Real Marketing Experience |