Qualitative Research
Qualitative research is the in-depth exploration of topics with smaller numbers of consumers. Its purpose is to provide a depth and richness of understanding of a subject outside of the rigors of a highly structured quantitative study. Qualitative research should be used to develop understanding and hypothesis about subjects rather than for decision-making. It is better used at the beginning of the product or program development process than at the end.
Qualitative research has great value as a means by which to develop a holistic understanding of consumers’ experiences, attitudes, and beliefs. It also enables clients to create products that fulfill consumers’ needs and wants.