Qualitative market research is the art & science of collecting and analysing non-numerical data (e.g., text, video or audio) to understand concepts, opinions, or experiences. It focusses on obtaining data through open-ended and conversational communication. This is not only about “what” people think but also “why” they think so. Qualitative market research is based on the disciplines of social sciences like psychology, sociology, and anthropology.

Qualitative research can be used to gather in-depth insights into a problem, deep dive into consumer experiences or generate new ideas for research. It is used to understand how people experience the world.

While there are many approaches to qualitative market research, they tend to be flexible and focus on retaining rich meaning when interpreting data. The following are the different methods that are frequently used by qualitative market research companies.

One-on-one interview or In-depth Interviews: This is one of the most common qualitative research methods. It is a personal interview that is carried out with one respondent at a time. This is purely a conversational method and invites opportunities to get details in depth from the respondent.

Focus groups: This is also one of the commonly used qualitative research methods. A focus group usually includes a limited number of respondents (6-8) from within your target market. The main aim of the focus group is to find answers to the “why” “what” and “how” questions.

Ethnographic research: Ethnographic research is the most in-depth observational method that studies people in their naturally occurring environment. This research design aims to understand the cultures, challenges, motivations, and settings that occur. Instead of relying on interviews and discussions, you experience the natural settings firsthand.

Behavioural research: This approach allows the researcher to study the selected issue, event, or case in depth and detail within its original context. This helps test and predict the behaviours that signal cultural shifts.

Shopper research: This approach helps understand what shoppers think and believe (attitudes) and what they do pre-store and in-store (behaviours). This helps guide clients to tailor activities and programs to suit various shopper persons on differing shopping missions.

Today our world is more complicated and it is difficult to understand what people think and perceive. Online qualitative research methods make it easier to understand that as it is more communicative and descriptive.

Visible Stars leading qualitative research company in Saudi Arabia, offers a full range of qualitative and quantitative methodologies through their in-house methodology and domain experts. We use qualitative or quantitative methodologies independently or jointly depending on the need of the project. Having in-house resources for both methodologies gives us an advantage in integrating research findings involving multiple methodologies.