Glossary - Vision One


Qualitative Market Research – A Brief Definition and Explanation

What is Qualitative Market Research

Qualitative Market Research (aka Qual research) is designed to help companies explore and understand people, markets & brands and focuses on understanding and meaning rather than numbers. It tends to use both verbal and non-verbal discovery methods involving face-to-face interviewing between researchers (known as a moderator) and the target market.

Qualitative methods are best used for understanding underlying reasons, opinions and motivations – it is ideally suited to new product development (co-creation) or in the early creative development stages of the marketing process. In particular it is  used in  the development of advertising, packaging, brand and concept development and is often conducted as a precursor to quantitative research methods.

The most popular techniques, include; Focus Groups, Depth Interviews (Individual, Pairs & Triads), observation and ethnographic disciplines also fit into the umbrella of qual research (e.g. observation, video, diaries, larder audits, eye-tracking and other neuromarketing research approaches) and is often supported with semiotics and learnings from psychology and behavioural economics. Qualitative research is by it’s nature small-scale in terms of sample size or  or numbers of observation. It also tends to be exploratory and uses unstructured interviewing guides (rather than rigid questionnaires) which are responsive to context and may evolve throughout the project.

Click on the following link for more information about Vision One’s qualitative research company services. If you would like more information we would recommend visiting the Association of Qualitative Research or Wikipedia for more information or feel free to give us a call.