Qualitative Research Answers 'Why' and 'How' Questions

Qualitative research is best applied for explanatory and exploratory purposes – this means, it aims to uncover 'why' people do what they do (explanatory), or 'how' people experience a new product (exploratory). For example, it reveals the range of behaviors of a target audience and the perceptions that drive them regarding specific topics or issues. It involves in-depth studies of small groups of people to support the construction of hypotheses. Unlike quantitative research, which focuses on numbers and statistics, qualitative research provides descriptive insights on perceptions, opinions, beliefs, and attitudes, based on the principle “what counts in life cannot be easily counted” (Naomi Henderson).

Types of Qualitative Research

Originating from social and behavioral sciences like sociology, anthropology, and psychology, several methods are used in qualitative research, each offering unique insights:

• Focus Groups: moderator-led discussions with individuals sharing a common need or interest. Sessions typically last one to two hours and involve four to ten participants. These can be conducted in person or remotely via online platforms.
• In-depth Interviews (IDIs): one-on-one interviews, usually lasting 30 to 90 minutes. These can occur at a research facility, the respondent's home or workplace, online, or in public locations.
• Dyads and Triads: interviews with two or three people from the same family or business team who use a product or service together.
• Paired Interviews: consecutive or interlocking interviews with two people who make purchase decisions together, such as a husband and wife.
• Ethnography: examining people’s behavior within their natural environments.
• Diary Studies and Journal Exercises: commonly used in journey mapping, researchers ask participants to record their thoughts, feelings, and behaviors over a specific period about a particular subject.

Why Qualitative Research Works

Qualitative research is effective due to its unique aspects:

• Dynamic Nature: Interviews and group discussions actively engage respondents.
• Probing Opportunities: Researchers can delve beyond initial responses to gain a deeper understanding of underlying feelings and rationales.
• Non-verbal Communication: Valuable insights can come from analyzing body language and voice intonation.
• Engagement Through Play: Researchers may use techniques and exercises that encourage spontaneous reactions and comments.
• Synergy Among Respondents: Participants can build on each other's comments and ideas.
• Real-World Observation: By understanding people’s context, their needs and opportunities become clear.

When to Use Qualitative Research

Qualitative research is instrumental because it…

• helps to develop hypotheses for further testing and questionnaire development.
• explains behavior by revealing the feelings, values, and perceptions influencing behavior.
• identifies customer needs and captures the language and imagery customers use.
• provides marketing insights into perceptions of messages and communication pieces.
• generates ideas for product development, improvements or extensions.
• uncovers potential strategic directions for branding or communications programs.
• helps to develop parameters for quantitative studies. Qualitative research can also provide meaningful understanding of conclusions AFTER quantitative studies.

Situations Ideal for Qualitative Research:

• New product idea generation and development
• Investigating product/brand positioning and marketing strategy
• Understanding purchase decision dynamics
• Studying reactions to advertising and public relations campaigns
• Exploring market segments and customer groups
• Assessing the usability of websites or interactive products
• Understanding brand and product perceptions

Qualitative research is a crucial tool for understanding complex human behaviors and perceptions, attitudes and beliefs. It offers rich, insightful results that help inform the marketing team.

What Qualitative Research Doesn't Do:

• It doesn't count, measure, or offer statistical validation.
• It isn't a substitute for quantitative research when quantitative evaluation is critical.
• It is not predictive of future behavior.

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