Qualitative research is particularly valuable when a deeper understanding of customer perceptions, attitudes and motivations is needed. It also focuses more of the question of ‘why’ a particular opportunity or trend is developing. This knowledge enables organisations to make robust business decisions on the future development of existing and potential new markets and products.
There are a number of methods that can be used to gain a deeper market understanding and typically involve one to one interviews and/or facilitation of group discussions, where participants frequently hold different views. Particular methodologies used include the following:
Paired, Triad and Family interviews