Taking A Closer Look At The Main Components Of Qualitative Research

22 April 2016
 Categories: Business, Blog


If you are in the process of trying to build your brand or establish your business, consumer research becomes very important. While both quantitative and qualitative research is important, qualitative research is often overlooked. One big reason why this useful form of marketing research gets overlooked is it is easy to disregard the importance of actually listening to what customers have to say and making observations about how they react. In order to better understand the importance of qualitative research services, it is a god idea to get to know the main components and tactics used in the process.  

Consumer Focus Groups

For a long time focus groups have helped both marketing companies and retail businesses better understand consumer behavior. A focus group is a hand selected small group of individuals that could each be considered an average consumer. The idea of a focus group is to reach into the consumer pool and pull out a sample of people. These people are invited to a focus group meeting with a director who asks questions and generates topics for discussion. As the individuals in the group discuss products, shopping, and other consumer-related ideas, a researcher takes notes to gather information. 

Central Marketing Location Tests and Surveys 

If you are trying to market to a particular group of individuals, whether it is a group of teenagers or residents in a certain area, qualitative research utilizing a central marketing location approach can be incredibly useful. Tests and surveys are distributed to a specific group of individuals to gather feedback and information and in some cases, product testing is part of the equation as well. Central marketing location testing can be achieved in person or via online applications, but is most often handled by a third-party research group because of the difficulty that can come along with finding enough respondents. 

Consumer Behavior Monitoring 

There are a lot of things to be learned just through observation of consumers and their behavior. Consumer behavior monitoring tracks things like:

  • social media interaction with a brand
  • shopping habits of the average household
  • the frequency of specific product purchases
  • online interaction with your brand through your website 
  • response rates to marketing and advertisements

Even though all of this information may seem minuscule on its own, when conjoined into one cumulative review of consumer behavior, you have a full instruction guide that can be used to better your marketing efforts.