Qualitative Research
A market research technique known as qualitative research focuses on gathering information through conversational and open-ended dialogue.
This approach considers both the "what" and "why" of people's opinions. Consider a convenience store that wants to increase customer traffic as an example. A thorough investigation reveals that more men frequent this store than women. An in-depth conversation with potential customers in the category is a good way to find out why ladies weren't coming to the business.
One-on-one Interview
The in-depth interview is a popular qualitative research method that involves conducting personal interviews with individual respondents. This conversational approach allows researchers to gather detailed information from participants.
Focus Groups
Focus groups are a common method of gathering data for qualitative research, where a group of people are brought together to discuss specific topics. It typically has 6-10 participants who are members of your target market.
Ethnographic Research
In-depth ethnographic research involves observing people in their natural surroundings. The target audience's environment, which might vary and range from corporations to remote locales, requires researchers to adapt to it.
Qualitative Observation
A research method known as qualitative observation uses subjective methodologies to compile organised information or data. The main purpose of qualitative observation is to compare quality differences rather than quantify them.