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.

What Is Market Research?

Market research involves providing critical information about the buying habits, needs, preferences and opinions of current and prospective customers, allowing our clients to make informed strategic and operational decisions.
Primary market research is the best way for businesses or service organisations to learn about their customers’ attitudes and opinions:
Researching current customers will identify what types of people are using a companies products or services, for what purpose, in what situation, and with what attitudes and opinions.
 
Researching potential customers will identify who they are, how they can be reached and most effectively communicated with, and how both your own and any competitors’ products, brands or services are perceived in the overall market.

This research can also be supplemented by secondary research information or business intelligence – including your own data, such as sales (what’s being bought, where and when?), the retail price index, government census information or published market sector surveys.

What types of things is market research used for?

In essence, research is used to find out whatever a client needs to know in order to underpin marketing or strategic decisions, such as will this product sell and for what price, how effective is my advertising, which is the best product design or most effective packaging– in essence all the activities aimed at optimising the performance of a product or service.

Research can be used for:

• New product or service development
• Measure advertising effectiveness
• Staff and store assessments
• Customer satisfaction research
• Brand evaluations and development
• Customer usage and attitudes
• Advertising or promotion recall
• Concept development
• Pricing strategies
• New-customer acquisition
• Retail audits
• Brand/company image research
• Government or political research
• Brand or advertising tracking
• Employee satisfaction and commitment
• Shopping behaviour
• Media consumption