Qualitative Research

Qualitative Research focuses on how people think, exploring the motives behind their attitudes and behaviour.

This research is relatively informal, encouraging people to explore and share their views in a conversational format. The emphasis is on understanding not measuring responses, and given the depth and involvement of these methods, data is generally collected from only a smaller number of respondents.

The main qualitative research methods are:

• Focus Groups (group discussions)
• In-Depth Interviews
• Executive Interviews
• Diaries, Journals and Photographic Montages
• Observational Research
• Accompanied Shopping
• Mystery Shopping
• Vox Pops

Qualitative research is ideal when you need to tap into hearts and minds and build a real in-depth understanding of what really drives and motivates people.

Case Study – Ariel Colour

Methodology: Various

Warwick Equest has undertaken a variety of different research projects in support of the Ariel brand for P&G Testing Centres in Europe and the UK, including:

Street Interviews to evaluate the impact of product enhancements on how consumers use and perceive the detergent in terms of; cleaning power, perfume and visual appeal, reduced dosage requirements, washing temperatures and the design and appeal of new product packaging.

Wash & Wear Tests involving the recruitment of consumers to wear cotton rich socks and shirts, cut the garments in half, wash and dry one half in Ariel Colour, and return both halves to an independent laboratory for comparison testing.

Consumer Recruitment of both liquid and powder detergent users, including those loyal to P&G and competitor brands for a series of in-depth interviews, in home tests and focus groups to explore such issues as the appeal of more environmentally friendly detergents, the assessment of new product variants, comparative analysis of different brands and an exploration of how the consumers actually use their detergent.

Accompanied Shopping recruitment to identify how consumers choose their detergent within a retail environment and understand which factors can impact on and influence their purchase decision.

Focus Groups

Focus group discussions involve a small group of 8-12 people who come together and share their views, under the guidance and prompting of the researcher. The sharing can be done either in a central location, or via telephone or the Internet and acts as a ‘brainstorming’ session, generating a wide range of views and reactions,. These sessions represent an opportunity for participants to express ideas, or concerns, in an open forum and can help stimulate different ideas and opinions.

Focus group participants tend to be recruited to match set criteria – for example; heavy users of a particular product or loyal customers of a specific brand, or they may have similar characteristics – such as all being students, business professionals, or working mums.

Discussions generally last around an hour and a half, and are audio-taped, and sometimes videotaped for later analysis. The participants are ‘rewarded’ for their participation - generally with a money incentive.

Data Tabulation, Analysis & Reporting

Once all the research data has been collated it is common practice to tabulate and cross-analyse the information to identify significant trends or patterns in the data.   

The typical output from a project will be a report and presentation covering all the research findings in detail and including these data tables, cross analysis, an executive summary, conclusions and client recommendations.

The best researchers have a background of using research not for its own sake but as an effective guide to drive business decisions and strategy. They see their role as generating the maximum value out of research and delivering pragmatic, action-orientated insights that will be challenging and informative.    

Pricing

The main variables that impact on the price of a market research project are the number of people you wish to talk to and for how long, how accessible they are and how you intend to reach them.

The key factors are:-

• Sample size
• Recruitment criteria
• Research methodology
• Length of interview