What is
Qualitative Market Research?

Qualitative Market Research involves consulting small samples of respondents, either singly or in groups, and delving deeply into the attitudes, tastes and needs that underpin their behaviour. Typically, this form of research answers the ‘why?’ questions that surround the outputs of quantitative work – supplying the insight that allows brands to adapt and play to these key drivers.

Why is Qualitative research important?

What is Qualitative Market Research?

Qualitative research often provides valuable insight into why people feel, react and act. Without qualitative research, we’re unable to delve into a topic at an emotional level. Important insight can be achieved using research methods that do not strive to achieve objective measurements.