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.

Possible pitfalls

One of the greatest pitfalls for any business or organisation is not bothering to conduct any kind of research, but failing that actually investing time and resources into doing research that fails to deliver value will come a very close second.

The best way to avoid the latter situation is to spend the time to develop and agree a detailed brief before embarking on any research activities. The most important element of this brief will be the research objectives and the more specific this is the easier it will be to identify how it can best be addressed. The brief should also include:

• A discussion of the product of service / market to be researched, its relevant history, and its current status

• Details of what is already known about the brand or product of interest, and who its current customers are

• As much detail as possible about what it is you actually want to know 

• Why this information is needed, and how it will be used

• Any relevant information available from previous research

• Ideally, the scope of the project, with an indication of the available budget, and a realistic deadline for results

Where the project is not being conducted in-house, a reputable research agency should be used, ideally one that has done similar work or with some experience in a related market sector. Many agencies can actually help you to develop the initial project brief and this can be useful in identifying what is practical given your needs, budget and timescale.

When looking for an agency to work with it is advisable to secure a number of quotes, and the better defined your initial brief is the easier it will be to directly compare prices. Different agencies may recommend different methodologies for your project so you need to work with them to identify the advantages and disadvantages of the process they’re recommending and choose the one that is likely to be most effective for you.

Any agency that is used should be affiliated with the Market Research Society and all the work they do should comply with the MRS Code of Conduct. This is the best mark of quality available to protect you when conducting research and should ensure you are dealing with a qualified and professional organisation.