Qualitative Market Research

Are you looking for a way to get inside the minds of your customers? If the answer’s yes, you need to carry out what’s known as qualitative market research. It’s a crucial first step in the market research process, and as an experience qualitative market research company, The Analyst Agency can craft a plan to help you obtain the information you are looking for to guide your strategy.

Qualitative market research helps businesses gain a deeper understanding of the fundamental reasons and motivations behind the spending habits of their target market.

If you’re new to qualitative market research, here’s some more information on the subject and the reasons why it makes sense to invest in qualitative market research services for your business:

Why Should You Carry Out Qualitative Market Research?

There’s no denying that market research is an essential thing to do before you spend money on any form of marketing. Some of the tasks you’ll need to carry out for the promotion of a product, service, or brand will include:

-Curating an effective marketing plan;

-Identifying strengths, weaknesses, opportunities, and threats;

-Fine-tuning products or services to better suit the needs of your target market.

Qualitative market research makes sense for businesses that want to promote their brands and what they sell. It enables companies to gain valuable insight into the things they want to sell and especially the target market.

When it comes to creating a marketing plan and performing a SWOT analysis, qualitative market research allows you to do that and more. It lets you create a marketing plan that packs a punch without wasting your efforts or blowing your marketing budget.

How Does Qualitative Market Research Get Carried Out?

You may not realize it, but there are various methods of qualitative market research that can get carried out on your target market. Here’s a brief overview of some of the most common ones:


Interviews get carried out with each person in your target market by telephone, over the Internet, or face to face. In each interview, the interviewer asks individuals several questions to gain knowledge of what motivates them to buy products and services like yours.


These get carried out in-person and in safe and comfortable environments. Focus groups allow people from your target audience to talk through how they feel about your products and services.


Believe it or not, one interesting way to carry out qualitative market research is by observing consumers in-person to see how they react when looking at and handling your products. Those observations usually take place in retail stores.

When conducting qualitative market research, it’s a good idea to combine several different methods, such as those outlined above. Doing so gives you a real sense of how people feel about the things you sell.

Is Qualitative Market Research Worth Your Time and Money?

Your target market will undoubtedly be a highly competitive one, and so you want to make sure any time and money you spend on your marketing efforts are worth it. The only way you can ensure that is by following a data-driven approach to marketing.

You might have a ‘hunch’ about who is most likely to buy your products and services. You may even have guessed correctly in some instances in the past. But, if you only base your marketing efforts on guesswork, you’re taking a significant risk.

So, to answer the question ‘is qualitative market research worth your time and money’ the answer is yes. It gives you the data you need to gain real insights into who is most likely to buy your products and services.

What’s more, your marketing efforts will boast a higher ROI (return on investment), and you’ll benefit from achieving your desired outcome.

What Can Qualitative Research Tell You?

The beauty of qualitative research is that you’ll learn all kinds of valuable information about your target audience. The data from that research will give you an insight into both what people think and why they think it.

Qualitative research is all about getting your target market to voice their opinions. That way, you can learn more about their motives, feelings, and beliefs. Qualitative research provides businesses with rich and highly detailed results.

It’s important to note that qualitative research isn’t about statistical analysis, such as percentages and numbers. Instead, qualitative research is about identifying themes and patterns.

Of course, your marketing plan can combine quantitative research as well as qualitative research. That form of research is about statistical analysis rather than learning about people’s feelings and motivations.

Qualitative Market Research For New Launches

One of the best ways that qualitative market research can help your brand is just before the launch of a new product or service. In some ways, qualitative market research in those circumstances is a bit like beta testing – but it’s more comprehensive than that.

It’s never a good idea to rush a product to market as you’re highly likely to come across problems. Some of those issues might even harm your brand. To that end, qualitative market research is ideal for new product launches.

You can find out all kinds of helpful information, such as:

-Whether your product is easy to use;
-Whether you’ve priced your product reasonably enough in the market;
-If it does what you claim it does;
-If the packaging design of your product is appealing to consumers like them;
-How well it’s likely to fare against competing products;

Why It Makes Sense To Use A Professional Market Research Company

As you can appreciate, qualitative market research is quite a specialist way of ascertaining what your target audience likes or hates about the things you sell. With that in mind, you should only use a professional qualitative market research company.

A professional qualitative market research company will have the skills, expertise, and knowledge to kick-start your marketing goals.

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