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.

When should I use quantitative research?

Quantitative research is useful when you need to forecast customer attitudes, behaviour and performance, measure brand or product awareness, establish customer profiles or determine market size.

What is quantitative research used for?

Typically quantitative research can be used to answer such questions as:

• What percent of the market would use our product?
• How effective is our advertising campaign?
• What does our typical customer look like?
• How strong is our brand (in terms of awareness and/or preference)?

Quantitative methods are especially well-suited for:

• Satisfaction studies
• Attitude surveys
• Public opinion polling
• Market segmentation
• Brand image and positioning studies
• Advertising and brand awareness studies
• Usage and preference studies

What is qualitative research?

Qualitative research is generally used to provide general indications and an in-depth understanding of how consumers think:  the range, nature, motivations and needs behind attitudes and behaviour.

Qualitative research is usually informal and semi-structured, and allows people to contribute and share their views and feelings in a conversational format, without the constraints of a structured questionnaire.

Qualitative research methods are typically undertaken when the research goal is to obtain more detailed knowledge or explore ideas rather than to obtain findings that can be scaled up and projected onto a larger population. Given the depth and involvement of these methods, data is generally collected from a much smaller number of participants than would be used in quantitative research. The two main qualitative research methods are in-depth interviews and focus group discussions.

What are focus groups?

Focus group discussions are one of the most commonly used qualitative research techniques. They allow a small group of people to come together and share their views, under the guidance and prompting of the researcher. The sharing acts as a ‘brainstorming’ session, generating a wide range of views and reactions, and they represent an opportunity to express ideas, or concerns, in an open forum.