If you’re thinking about skipping qualitative market research and just going with your gut, this article is a must-read.
While some brands and products in the past have won big based on someone’s intuition, it certainly isn’t a reliable recipe for success — because many more who’ve invested based on an instinct, have failed. Hard.
That’s why we want to highlight the importance and value of qualitative market research. It’s what explains why people pick one product over another that seems just as good.
Qualitative research digs into the nuances, offering insights that can significantly impact your marketing approach and product development. Here we’ll show you exactly how you can turn it into your secret weapon.
Qualitative market research goes straight to the core of your customer’s thoughts and feelings. It’s not just about how many people clicked or bought, but why they did it, or even why they didn’t.
This kind of research lets you in on the stories behind the statistics, giving you a more in-depth understanding of your target audience’s behaviors, perceptions and motivations. And with this rich insights and data, you can tailor your products and marketing strategies to truly resonate with your audience.
Here’s a quick rundown of the types of market research out there:
It’s good to know qualitative and quantitative research make a great pair – it helps you give context to numbers, and vice versa. And it’s good to know when you could run qualitative research:
Of course, there are different ways of gathering qualitative data. So when we talk qualitative research, these are the main methods you’ll come across:
Each of these approaches gives you unique insights into the minds and lives of your customers, helping you make more informed decisions that can drive your brand forward.
If you want to know more about the ins and outs of different research types, check out our blog about the difference between quantitative vs qualitative research, and here’s a quick video summary to get you started…
While it’s not exactly mind reading, qualitative market research does touch more on personal thoughts and opinions than, for instance, quantitative research does. That means it requires trust – and that’s where ethics come into play. Here’s what keeping it ethical looks like:
Data isn’t high quality when it isn’t ethical, and vice versa. If your respondents don’t feel that their answers will be handled with care, they might not answer honestly – if at all.
At Attest, we’re all about making sure your insights are built on a solid foundation of excellent data quality, trust and transparency – for both you and your respondents.
Because what’s the point of qualitative research if you can’t trust the results? Check out how we assure data quality that you can rely on.
The research you do should be the foundation of the actions that follow — don’t just conduct research for the sake of it. Choosing the right qualitative research methods and tools is crucial, but there’s more to it.
By following the steps below, you’ll not only gather rich, qualitative data but also pave the way for meaningful changes in your product development, marketing strategy, and overall brand experience.
When you conduct qualitative research, or any kind really, the steps you take should be based on your research objectives, and related to the actual changes you might be making. This is what makes market research crucial for marketing experts: it shows you which actions to take, instead of just doing creative guesswork.
First, decide on your qualitative research methods—will you go for surveys, focus groups, or a mix? Define clear objectives. What do you want to learn? Keep in mind how to balance your research approach: you can opt for direct exploration for fresh insights, monadic testing for focused feedback, sequential monadic testing for comparative insights, or discrete choice testing to understand preferences. Each method has its place, and combining them strategically can offer a fuller picture of your market.
Next up, consider your sampling methods. Who are your ideal participants? Where can you find them? (Hint: we help you with this!)
Once you know what to ask and who you’ll be speaking to, it’s time to start crafting your survey — and using our templates makes that even easier. Take your pick and start tweaking.
The final step of your research plan, is choosing which qualitative market research tool to choose for. The steps below give you some guidance on what to look for.
The power of qualitative research lies not in the most fancy tools, but in the quality of your participants.
You’re looking for individuals who reflect your target audience or represent a new market you’re exploring. The key is to ensure diversity and relevance to get a comprehensive understanding of consumer behavior and opinions. Read more about how we help you get in touch with the right people — picking from an audience of 125 million people in 59 markets spread across the globe.
Jumping into your audience’s world, interviews, surveys, and focus groups are essential tools in your research kit. But how do these qualitative market research methods add value?
Remember: you don’t have to limit yourself to only one option – but pick a mix that works best for your research goals, and your audience. Their participation is key here.
Now this is optional, but if you want an extra layer to your research process, observational research is a great supplement to your qualitative study.
Instead of just hearing what your target audience is thinking, you are going to see how it affects their actions, by tracking how they interact with your products, navigate your stores or use your website.
Watching from a distance, you might discover that consumers use your product in ways you hadn’t imagined. It might also clarify some statements you heard or uncovered during the survey or interview phase – observational research can unearth gems of insights that are invisible in one-on-one conversations or online focus groups.
Of course, this approach requires patience and a non-intrusive stance. You don’t want to influence people, and it’s not easy to do it at a large scale – but in some scenarios adding an extra research method like this certainly gives extra depth to your findings.
With data in hand, it’s time to sift through the stories and sentiments to find patterns and themes. Qualitative data analysis can be complex, but it’s where you begin to understand the ‘why’ behind the behaviors that drive your customers’ choices.
Don’t just use qualitative insights to confirm your hopes and beliefs. Actively look for commonalities, differences, and surprising insights that can guide your strategy.
This is the springboard to action. If you can package your findings in a way that resonates with your team, management, or clients, you’re one step closer to meaningful and impactful changes.
Clear, compelling reporting translates your research into actionable insights – and our tool helps you get them.
Share stories, highlight key themes, and suggest next steps. Make your qualitative research findings a cornerstone for your decision-making and strategy development.
Get the full picture with qualitative research from Attest
Whether you’re looking for inspo, or backing up your quant research with qual context, you can run your research studies side-by-side with Attest
You can use qualitative market research for practically every aspect of your business. But let’s highlight some of the most popular applications first:
Beyond the usual suspects, qualitative market research has some lesser-known yet incredibly valuable applications.
The possible applications of qualitative market research are limitless – and brands who experiment with really specific, seemingly small applications, often find suggestions for meaningful changes that drive big results. Just check out our customers’ stories for some inspiration.
We won’t tell you that qualitative market research is something you can do on autopilot or with your eyes closed – doing it right is challenging in some ways. But not in ways you can overcome.
Let’s walk through some common obstacles and how to vault over them, and how using Attest can turn these challenges into opportunities for richer insights.
To ensure your market research truly hits the mark, blending the depth of qualitative insights with the breadth of quantitative data is key. For the clearest picture of your market landscape and the most informed decisions, a platform that offers both qualitative and quantitative insights is your best bet. Attest provides this comprehensive approach, equipping you with the tools to not just navigate but thrive in your market. Ready to see the full picture?
Discover how Attest can elevate your research game and support your brand’s growth with expert-backed insights.
Get the full picture with qualitative research from Attest
Whether you’re looking for inspo, or backing up your quant research with qual context, you can run your research studies side-by-side with Attest
