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.

Ask The Expert

Paul Dobbie is the Market Research Manager with local full service research agency Warwick Equest Limited. Paul is a full member of The Market Research Society and has a passion for delivering actionable customer insight to his clients.

Although an experienced researcher, Paul also has over 20 years experience as management consultant, principally working in the areas of retail and marketing. This has given him a client-side perspective of the research industry, having appointed and worked closely with a number of different agencies throughout his career. It has also given him an appreciation of research that delivers not just results but clear direction and actionable recommendations.

Paul’s guiding principle is that the customer is the single most important asset to any company, organisation or business venture, and that you can never know too much about them. This, he believes is the raison d’etre of all good market research.

And he means “customer” in the broadest sense of the word. You might refer to them as your clients, ,colleagues, stakeholders, patients, passengers, residents, public or supporters depending on your organisations own perspective – Paul even has one client who refers to them as inmates!

Paul’s work experience includes:

P&G - On going consumer recruitment, in home and hall tests in support of the Fairy, Vicks, Pringles, Lenor, Ariel, Iams and Bounty brands.

Dallas Carpets - - Store exit research, customer mapping and advertising awareness for local home improvement retailer.

O2 - detailed consumer research programme to assess the impact of the brand re-launch and measure customer acceptance of new format shops and in-store services.

Alterra - development of a 20 year marketing strategy for Juan Santamaria Airport, Costa Rica, including customer segmentation and offer planning.

Boots - Identification of customer engagement concepts on behalf of Boots order to drive customer spend, visit frequency and loyalty.

Parker Foods – evaluation of consumer acceptance of a new food product prior to UK launch.

Copenhagen Airport – Development of 5 year marketing strategy for Copenhagen Airport Shopping Centre, including identification of key passenger profiles and future needs and wants.

Monkey Jungle – assessment of the market potential to develop a walk-through zoo in the North East of England, identifying propensity to visit, likely visit frequency and optimum price points.