Solutions

Qualitative Market Research

Qualitative market research is the art & science of collecting and analysing non-numerical data (e.g., text, video or audio) to understand concepts, opinions, or experiences. It focusses on obtaining data through open-ended and conversational communication. This is not only about “what” people think but also “why” they think so. Qualitative market research is based on the disciplines of social sciences like psychology, sociology, and anthropology.

Qualitative research can be used to gather in-depth insights into a problem, deep dive into consumer experiences or generate new ideas for research. It is used to understand how people experience the world.

Qualitative Market Research Methods

While there are many approaches to qualitative market research, they tend to be flexible and focus on retaining rich meaning when interpreting data. The following are the different methods that are frequently used by qualitative market research companies.

One-on-one interview or In-depth Interviews ▼

This is one of the most common qualitative research methods. It is a personal interview that is carried out with one respondent at a time. This is purely a conversational method and invites opportunities to get details in depth from the respondent.

Focus groups ▼

A focus group usually includes a limited number of respondents (6-8) from within your target market. The main aim of the focus group is to find answers to the “why” “what” and “how” questions.

Ethnographic research ▼

Ethnographic research is the most in-depth observational method that studies people in their naturally occurring environment. This research design aims to understand the cultures, challenges, motivations, and settings that occur. Instead of relying on interviews and discussions, you experience the natural settings firsthand.

Behavioural research ▼

This approach allows the researcher to study the selected issue, event, or case in depth and detail within its original context. This helps test and predict the behaviours that signal cultural shifts.

Shopper research ▼

This approach helps understand what shoppers think and believe (attitudes) and what they do pre-store and in-store (behaviours). This helps guide clients to tailor activities and programs to suit various shopper persons on differing shopping missions.

Qualitative Market Research
Company KSA

4SiGHT, a leading qualitative research company in Saudi Arabia, offers a comprehensive range of qualitative and quantitative research methodologies, guided by our in-house domain and methodology experts. We tailor our approach, using qualitative or quantitative methods independently or in combination, depending on the project’s specific requirements. Our in-house capabilities in both methodologies allow us to seamlessly integrate research findings across diverse approaches. For more information about conducting qualitative research in Saudi Arabia, UAE, or Kenya, please contact one of our marketing research consultants at 201, SABA Tower 1, Cluster E, Jumeirah Tower (JLT), Dubai, UAE or email us at info@4sight-global.com.

4sightglobal.com →

English

Optimized by Seraphinite Accelerator
Turns on site high speed to be attractive for people and search engines.

Qualitative Market Research