The Advantages of Qualitative Research

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There is a lot of curiosity when it comes to qualitative marketing research. Many people may wonder what the point of it is, or why companies invest in it. For this reason, it is important that we understand not only the definition of qualitative research, but also the advantages of qualitative research.

Qualitative research can best be described as a way to understand the target audience / customer base, and the ideas behind very specific topics, products, or issues – how the audiences relates to certain situations, scenarios, or products.

The advantages of qualitative research are that we are able to discover the “why” behind certain behaviors; this is because instead of analyzing numbers, we are able to use language and behavior of the consumer. Another advantage of qualitative research is that there is a great deal of flexibility involved. For instance, if a focus group is taking place and the client decides they would like to add a question or explore a certain idea further, they can have the course of the focus group changed. This is because unlike an online survey, the client is able to watch the focus group as it happens. Quick turnaround is also an advantage of qualitative research. These types of research studies can move quickly on short timelines. An entire study, conducted using qualitative measures, can be designed and executed within 2-3 weeks by SmartPoint Research.

Some examples of qualitative research studies include focus groups, one-on-one interviews, or an ethnography, which is a means to represent graphically and in writing, the nature of a certain culture of people. Moving into the future, there are other examples of qualitative research that we can implement. These include online focus groups, bulletin boards, and more recently, utilizing text messaging to reach a crowd that is becoming more and more technologically advanced by the day. Qualitative research allows marketers to obtain consumer insights with regards to how the consumer’s behavior drives purchasing habits and various other exciting opportunities for sustained business growth and product improvements.

SmartPoint Research offers a variety of qualitative research services, and is backed by a strong team of marketing research professionals. Call us at 604-484-4111, or email us at info@smartpointresearch.com and we can help you get the most out of your research.