Consumer behaviour. Purchase decisions. Reputation and loyalty.
Qualitative research allows in-depth analysis of customer behaviour and motivation, purchase decisions, and brand loyalty. The method offers insights into how customers use the company’s products/services and how their perceptions are shaped.
There are different ways of collecting qualitative data, depending on the client’s objectives and the subject matter. The findings of qualitative research are descriptive rather than predictive. Focus groups and in-depth interviews, combined with participant observation, can identify issues affecting customer satisfaction in terms of product quality, customer service, employee behaviour.
Benefits of Qualitative Research
Obtain information about customer attitudes, preference, loyalty and brand equity, as well as buying behaviour and demand.
Engage respondents in gameplay to put them at ease and elicit spontaneous reactions and comments.
Achieve synergy among respondents, encouraging them to build on each other’s comments and ideas.
Offer insights on how customers use company products/services and how their perceptions are shaped.
Identify issues affecting customer satisfaction in terms of product quality, customer service, employee behaviour.
Observe and interpret non-verbal communication (body language, tone of voice) as part of respondents’ feedback, which will add value to the analysis following the interviews.
Explore respondents’ reactions to each element of the 4Ps, and get qualitative feedback to help fine-tune brand strategy.
The Client-X Approach
Client X moderates focus groups, and conducts in-depth interviews and uninterrupted observation. We are adding a custom touch and exploring innovative methods to maximize client benefits. For best results, the two types of research should be combined. Qualitative methods will help fine-tune initial product concepts, while quantitative techniques are deployed to assess viability, define key messages and, ultimately, identify a winning product/service idea.
- Focus groups – a group of individuals having common interest or characteristics, brought together by a moderator, to elicit information about a specific issue in an interactive setting.
- In-depth interview – a qualitative method of analysis, based on a confidential conversation between an interviewer and a respondent to collect specific information.
- Direct observation/Participant observation – observation of events, behaviours, and interactions to gain a deep understanding and familiarity with a community or a group of individuals.