If you want to get inside your customers' minds, you need to do qualitative research. Face-to-face interviews and focus groups can provide valuable insights into your products, your market and your customers' opinions and motivations
Qualitative research methods
Qualitative research is about finding out not just what people think, but why they think it. It's about getting people to talk about their opinions so you can understand their motivations and feelings.
Face-to-face interviews and group discussions are the best way to get this kind of in-depth feedback. With focus groups, you work with small samples of your target market, typically with four to eight people. Or you could conduct one-on-one interviews.
Qualitative market research can be valuable when you are developing new products or coming up with new marketing initiatives and you want to test reactions and refine your approach.
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Why do qualitative market research?
Market research can also help you develop your products and services and make sure they meet the needs of your target audience. For instance, if you run a restaurant and you want to introduce a new menu, you could invite local people to come and give you feedback on your dishes, service and proposed pricing.
This kind of exercise would not cost you much, but it could provide you with important feedback and increase your chances of success.
Qualitative research before a new product launch
Before you go into production with a new line, it's vital to get your product into the hands of some members of your target market: Ask them:
- Is it easy to use?
- Does it do what it's supposed to?
- Is the design appealing?
- Does it look as if it will stand out next to competing products in-store?
- Is the packaging working?
- Is the price right?
This type of customer research almost always reveals one or two important issues that can then be ironed out before you launch your product.
Qualitative research and group discussions
Getting clear results from qualitative research can be difficult. Some people may be positive just to be polite, while others may dominate the discussion.
Choosing the right person to interview people or to moderate a group discussion is vital. Business owner/managers shouldn't run the sessions themselves.
It's vital to find an independent person to do the job, such as a professional market researcher - that way, they'll remain unbiased and the interviewees will feel they can speak honestly.
A good moderator will run the session in an unstructured way. Answers should be probed and proceedings should be recorded for analysing later. Body language and non-verbal responses should be noted - video is useful here.
What can qualitative research tell you?
Qualitative research is useful for answering questions such as:
- what customers or prospects think and feel about your product or service;
- how they choose between different products or suppliers;
- how branding, design and packaging influence them;
- what sort of marketing messages have the most impact, and what turns them off;
- how price affects decision-making;
- whether there is demand for a new product or service.
Qualitative research is about getting people to expand on their answers so that you can get more insight into their attitudes and behaviour. It's all about getting underneath people's responses to find out what is driving their decisions.