Qualitative research focuses on understanding the views and beliefs of each human being and in turn what feel about a certain situation and defined factors that have great influence on their way of behave.
This type of research is based on a conventional method that relies on investigative methods such as interviews, focus groups and a wide variety of innovative methods such as communication on-line. It comprises a small sample size, but with a high level of validity.
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The qualitative market research It is used mostly in political campaigns in order to understand the knowledge that people have at the time of vote for their candidates in conjunction with their proposals and also to give depth to various topics of interest, among others things.
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It is based on a low-cost method to understand critical factors such as what respondents think and what is what they feel in relation to a certain topic and at the same time why they feel and think about that shape.
In this article you will find:
Ways to use qualitative research to improve your business
Successful companies mostly use the qualitative research to make the right decisions, keep up with market trends and achieve excellence.
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If you are a strong company or just starting out, this type of effective research will be able to identify the objective and at the same time understand how the product will respond.
These are some of the important attributes of business expansion where this type of research has a fundamental role through specific ideas for making better decisions such as following:
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Understand how customers act
It often happens that companies require much more information related to customers and thus achieve an optimal position.
In this sense, companies will need different information such as age, population, sex and marital status, among other things. That is why companies help each other through qualitative research to obtain all the necessary information.
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In order to understand the behavior of the clients, a good way is through the interview, since This can be done personally with the client, to collect and acquire all the information necessary.
Recognize new business opportunities
This type of research allows companies to identify new opportunities that can help the company expand. Through the information collected, companies will be able to understand the different dynamics of the itself and know who its competition is, in this way the company can go in one direction adequate.
Branding
Many companies often fail when it comes to understanding how customers view the brand or where it stands compared to the competition.
This research is mostly carried out through interviews with clients or through the organization of groups that are in charge of collecting comments on the subject and the commercial guarantee that have.
In this way, the group that carries out the surveys will be able to know the subject and at the same time receive feedback from the customers' opinion. Using this research, brands can acquire the information necessary to improve their status and also position themselves at a higher level within the market.
Measure the level of marketing activities
Companies strive to promote their brand, at that moment is when marketing activities put into practice the qualitative research.
These investigations provide companies with the information they need to know the effect of their promotions.
You can offer companies the effectiveness of their promotions by collecting information and messages that customers will be able to see. This means that it is an excellent method that increases and improves the budget of companies for marketing.
Get innovative products
When a company designs a new product or improves an existing one, a good option is to find out through this research what customers think of the new product.
How to conduct qualitative market research
Some methods that can be used to conduct this type of research are:
Extensive interviews
In general, these interviews are carried out with a group of people individually, they can be by phone in person. It is a totally conversational method where questions are asked to know the opinion of the people.
Innovative methods
In this case, the researcher can take a video or click on photos of people answering the surveys. When the researcher observes later, she will be able to get the reactions and responses of people in different situations.
Focus groups
It is a group of people, who meet in order to discuss a certain topic or product, as well as their market strategies. The group is led by a moderator, who is responsible for leading and ordering the discussion correctly. The use of focus groups has decreased, due to the current existence of platforms.
Advantages of conducting qualitative market research
Among the advantages of a qualitative research are:
- You can have knowledge of what customers think and how they appreciate the products or services of a company.
- They help to understand the different marketing strategies that have a positive impact on consumers.
- They allow to know the needs of the client and their way of behaving.
- They serve to know whether or not there is a demand for the product or service within the market.
- They help to understand how efficient a business planning is and to know the various strategies that are not working.
The qualitative research allows you to have the ability to group people for quick market research. Supported by this online research, it makes it inexpensive to capture customers on video through the keyword searches that create effective video clips and presentations that can be shared across the business.
