Qualitative Research helps uncover information too complex or cost-prohibitive to quantify, such as subjective opinions and value judgments, which are typically unearthed during interviews or discussion groups.
- In-depth interviews
Interviews are most often lengthy, one-on-one structured conversations, examining in detail a consumer’s views about an issue, product or service.
- Dyads and Triads
A procedure in which 2-3 research participants are interviewed simultaneously.
A procedure in which 4-5 research participants take part in a group discussion.
- Focus groups
A procedure in which 8-10 research participants take part in a group discussion. A typical example might consist of a group of sample customers who are brought together into a discussion to measure their responses to a marketing stimulus pertaining to a new brand or product.
- Mystery shopping
Helps provide businesses with an unbiased opinion of how they are perceived by their customers. Objective is to improve the customer shopping experience, thereby increasing sales and customer loyalty.
- Online focus groups
Similar to traditional focus groups, with the discussion taking place virtually through moderated online “chat rooms.”
- Online bulletin boards
Participants are recruited online and asked to respond to a series of questions during a fixed time span. A moderator may or may not be periodically present in order to answer or respond to questions raised by the participants.