Beth Worthy
7/19/2022
In the market research process, qualitative research is a vital first step. Qualitative research is crucial for acquiring a comprehensive grasp of the underlying causes and motives for consumer decisions.
In this article, we'll go through seven qualitative research approaches for understanding your users better.
Any market research undertaken through observation or unstructured inquiry is referred to as qualitative market research.
Qualitative research primarily aims to learn more about the deeper reasons why people buy products. In contrast, quantitative research mainly aims to quantify and generalize the findings so that the marketer may reach a final decision on the best course of action.
Here’s a comparison of the key aspects of qualitative and quantitative research methods.
| Qualitative research | Quantitative research | |
| Objective/purpose |
To gain a better grasp of the motives and underlying causes. To find out what are the current idea and opinion trends To find out what are the current idea and opinion trends |
Quantify data and extrapolate results from a sample to the target population. It’s sometimes combined with qualitative research to analyze certain research findings further. |
| Sample | A limited number of non-representative examples are typically included. | Typically, a higher number of cases represent the target population. |
| Data analysis | Non- statistical |
Tabulations are frequently used to present statistical data. The findings are usually conclusive and descriptive in character. |
| Example | Individual depth interviews, focus groups, and group discussions | Survey |
Qualitative research is not conclusive on its own, and it cannot be used in place of quantitative research. The two complement each other. Qualitative research is, nevertheless, used to:
When performing market research, qualitative research is a fantastic starting point. Here are some effective methods to prepare you to learn how to conduct qualitative research.
A one-on-one interview can occur over the phone, through video calling, or in person. The key objective here is to understand what drives your ideal user (or an active consumer) to purchase a product like yours by asking them a set of questions and following them up with more if needed.
It is best that you have a set of questions prepared prior to the time of the interview. However, you don't have to stick to the prepared script necessarily.
For example, you can ask the customer if they bought the product before, what motivated them to buy it, and so on.
If they bring up something intriguing, you need to follow up with more comprehensive and detailed questions on the topic. You can try to envisage yourself in their situation and figure out what makes them tick.
In-person focus groups are the most common type of focus group. The primary purpose of a focus group discussion is to provide a comfortable and safe environment for your audience to discuss their opinions and thoughts related to your product.
In-person focus groups offer the distinct benefit of allowing you to watch and monitor the consumer's verbal and nonverbal reactions to your product, service, or marketing campaign.
Another advantage is that group members can interact and bounce ideas off each other, resulting in even more insights.
Focus groups are an ideal place for product testing or usage analysis, and they can help you explore the general concept of your product.
Additionally, focus groups can also help you evaluate parts of your marketing strategy like testing advertising and imagery.
See Also: Why Is Transcription Essential in Qualitative Research?
In-home films let you see how customers engage with your product in their own homes. This approach has the advantage of enabling you to monitor user behavior in a natural, comfortable setting.
This lets customers be themselves in their home environment. In-home videos help you get a much more truthful picture of how your customer is using your product.
An in-person observation of shopping behavior, also referred to as a"shop-along," lets you observe how customers actually react to your goods in the store. This enables you to watch and analyze their authentic buying habits instead of merely being dependent on the answers given during a survey.
This might be beneficial in revealing obstacles such as shelf display issues, clutter, or out-of-stock situations. You can also connect with customers during the shopping process to gain more insights, such as input on packaging design.
Keep a notebook or a diary for your user (or future user) to document their experience with your topic or product. This can be written on paper or a computer.
Both methods will enable you to capture your user's true voice, which is highly useful for developing marketing content.
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Online focus groups are quite similar to in-person focus groups, but they are less expensive and allow you to contact many people.
Create groups of people interested in your issue and start a conversation with them using social media. Then just listen in on the conversation, and you'll learn a lot of useful information.
Lifestyle immersion is referred to as attending any event, such as a family reunion, a party, etc. Such events offer an uninterrupted observation of your users' habits and opinions.
You can effectively collect authentic consumer feedback in a comfortable, familiar atmosphere through this method.
Observe your users conversing with their pals during these activities. Listening to real-life discussions is a fantastic method to learn more about their aspirations, frustrations, and motivations.
Transcription is essential for qualitative research because it converts qualitative data and information into a text-based format, which simplifies data analysis and sharing.
It also helps store, access, and search data better, as sifting through text data for reference is far easier than rewinding and replaying a tape several times.
Viewing data in text form helps researchers understand and analyze data better, enhancing the process of formulating research findings.
However, for best results, it is advisable to collaborate with professional qualitative research transcription services for this process instead of transcribing the files yourself.
Start your market research by using one of the methods listed above. Follow this step-by-step approach to using email marketing to create consistent leads and sales for your business once you've figured out who your consumers are.
Get your research audios and videos transcribed by qualitative research transcription services for better data analysis and access.
