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 qualitative research used for?

Typically qualitative research is used to:

• Discover underlying perceptions, attitudes and behaviour drivers
• Test response to creative marketing messages or promotional materials
• Identify hypotheses about potential demand drivers and/or deterrents
• Get initial feedback about new product concepts

Studies conducted utilising qualitative methods often include:

• Advertising/campaign message development
• Ad testing
• Brand image and positioning studies
• Product concept evaluations
• Pilot testing/exploratory idea generation

How do I make sure my research adds value?

The most effective market research project is one that has a clearly defined objective. This objective is usually determined by the Client and conveyed in the form of a written or verbal brief. This brief should 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 that the marketer actually wants 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

How much will it cost?

Since every project is unique and customised to meet the client's needs research companies do not operate with a standard price list. How can I cut my research costs?

Clients are always interested in cutting their research costs; however, this is not easily done without compromising the quality and integrity of the research and the results generated. Some savings may be accomplished by:

• Reducing the length and complexity of the questionnaire
• Cutting the number of questions
• Reducing the number of locations
• Reduce the overall size of the sample