Qualitative Market Research Overview
The aim of qualitative research
The aim of qualitative research is to discover the range, psychological nature, motivations and needs behind consumer attitudes and behaviour, rather than measuring their incidence or rationalized opinions. Qualitative research is usually informal and semi-structured, and allows people to contribute and share their views and feelings in a conversational format, without the constraints of a structured questionnaire.
Conducting qualitative research
Generally conducted by the researcher (rather than an interviewer), qualitative research is usually based on a discussion guide, which details for the Client the issues that will be covered during the interview or group discussion. However, no two qualitative discussions are the same, since the respondent(s) have a significant influence on the process.
Qualitative research techniques
The experienced qualitative researcher is able to use projective techniques to delve deeper into the respondent’s psyche, to uncover the underlying feelings and attitudes which are not readily apparent in a more structured process.
Qualitative projective techniques can be extremely valuable for encouraging respondents to discuss issues they may be uncomfortable with – essentially by asking respondents to conceptualise and discuss ‘third parties”, they generally feel more comfortable than if asked to discuss themselves, and often reveal as much, if not more insights of value.
Projective techniques we sometimes use include the use of photosorts, collage building, crayon drawings, projections, role-playing, brand-families, personification, anthromorphism, metaphors, obituaries and even tarot cards - depending on the topic, and the ability of the respondents to project their thoughts and feelings.
Techniques which do not actively involve respondents can also be used, for example participant observation, semiotic analysis, media interpretation or online chatroom participation.
In general, qualitative market research is generally conducted in two broad ways, both of which include many variations of note: