Published by Roe Smithson & Asociados Ltda in Santiago Chile on 20 Aug 2008
Qualitative market research
Market Research is either quantitative, qualitative, or a combination of both. Qualitative and quantitative market research methods each provide different insights into customer behaviour as well as grounded conclusions. Qualitative market research provides an understanding of how or why things are as they are. There are various types of qualitative market research methodologies that can be summarized as follows:
– Market Research Depth Interviews : It is a single respondent face-to-face or phone interview based on various topics
– Market Research Paired Depths: It is also a depth interview with two respondents where ideas need to be ‘bounced off’ one another.
– Triads: Conducted with three respondents.
– Market Research Mini-Groups: Interview with 4-5 respondents.
– Focus Group or Group Discussions: Conducted with groups of 8 respondents where the benefit comes from the interaction between the different personalities.
– Market Research Observation: A respondent is observed in its natural environment.
– Workshops: To disclose new ideas and to evaluate ideas
Qualitative market research delivers actionable information and drives effective business and organizational decision-making, it also helps us understanding our clients’ needs and goals with a full range of methods including:
Telephone surveys
Email/Web-based and mail surveys
Focus groups
In-depth interviews
Internet-based
Secondary research
Political polling
As a marketing consultants, Roe Smithson & Asociados Ltda is aware that every client has unique information needs therefore we offer you trustworthy services on qualitative market research based on our experience and our high ethical standards.
