Qualitative Research
Qualitative or psychological market research goes beyond the descriptive data of quantitative market research to provide explanations of consumers’ motivations.
Whenever it is not enough to know who buys what, when, where and how often – because you need to know why consumers behave as they do, then qualitative market research is indispensable.
Small, homogeneous samples provide information about motivational structures, making it possible to reduce a large number of behavioural factors to a few important drivers. It is necessary to know these in order to be able to integrate significant consumer insights into communication concepts and to understand the way people behave.
In qualitative market research it is possible to identify
- motives
- needs
- subjective images
The basic fields of qualitative market research are
- motivational research
- image research
- product research
- advertising research
- target group segmentation
Methods
- Creative Groups: "The Rolls Royce of Market Research"
- Psychological Creative Workshops
- Qualitative In-Depth Interviews/Interviews with Expert
- Ethnography
- Guided Tours
- Genius
- Focus Groups
- Video Metre Test in Focus Groups
- Focus Groups for Website Evaluation
- Qualitative Webtest
- Eye-Tracking
- Tachistoscope Test
- AD*VANTAGE®/Multimedia Online
- AD*CREATOR®
- Online Focus Groups
- Bulletin Board Discussion
- Online Diary
Teodora Lazetic