Qualitative research is used to better understand the behavior, perceptions and motivations of target audiences. Qualitative research can provide rich insights that enable marketers to increase the effectiveness of their marketing programs by refining their strategies to be more in tune with consumer needs.
Common uses of qualitative research include …
- Generate ideas for new products and services.
- Explore reactions to concepts for screening and refinement.
- Design advertising and promotion materials by getting feedback on alternative prototypes (ads, direct mail, catalogs, brochures, packaging, taglines, urls, etc).
- UX (User Experience) research to develop or refresh websites.
- Hear customer perceptions of brand strengths and weaknesses compared to competition for rebranding efforts.
- Identify key customer satisfaction factors to develop customer retention and employee customer service training programs.
- Understand purchase decision process, identify key customer benefits and discover unmet needs.
- Explore needs of new market segments prior to expansion.
- Before conducting a survey to help develop a questionnaire (language, questions, options).
- After conducting a survey to help understand survey results.