Qualitative Research


In short, qualitative research is research that is conducted through observation. or asking unstructured questions. The purpose of conducting. a qualitative research is to answer the “why” and “how”. (i.e. gain deep consumer insights and motivations).

In-depth interviews

In-depth interviews are conducted online,. over the phone, and in person. In qualitative interviews, the questions are open. and the interviewer is allowed to ask more questions outside of the set questions.

Focus groups

These groups are generally conducted face-to-face. In this method, the verbal and non-verbal reactions. (body language) of the participants in a meeting can be seen. Through focus groups, things like product testing,. product packaging ideas, review of advertising images, etc. can be implemented.

Observations and Shop-Alongs

In-person observation of shopping behavior allows for checking consumer reactions. to a brand’s product and even interacting with consumers about product design. and packaging. In this method, the actual purchase behavior. can be observed against what the consumer states. during a written survey. Also, problems such as disorganized shelves or problems. in the warehouse can be seen in this way.

Lifestyle Immersion

When a person participates in an event. (such as a party) can have a picture of the attitudes. and behaviors of consumers. In this method, users can be observed conversing with others,. and these interpersonal conversations help to understand. their motivations and desires.

In-Home Videos

This method enables video communication with consumers in their own homes. This video communication plays an important role in examining how consumers. interact with a brand’s product in real life (in the consumer’s home).

Journal or diary

In this method, end users (or potential consumers) are asked. to write down their personal experiences using a brand’s product. This note-taking can be handwritten or digital.

In-Home Use

It is a way to test new products. In this method, consumers receive a product and use it at home, and after a period of use, they express their opinions through surveys or notes.

Online focus groups

They are similar to face-to-face focus groups., except that they are more cost-effective and have the ability to reach a larger number of people.

Social media analytics

The information that cyberspace users post, tweet, comment., and upload to YouTube gives brands the opportunity.0 to track consumer activity and opinions.

Ethnographic research

includes observing people in a natural environment outside the laboratory. This method uses a variety of approaches,. including direct observation, video recording., diary study, and photography, to examine actual consumer reactions.

Online sentence completion and word association

In the sentence completion method,. consumers receive incomplete sentences and complete them.; This is a projection technique for customers. to express their true opinions and feelings. In the word association method,. respondents are given stimulus words. and the respondent must express the first association,. image, or word that comes to his/his mind.

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