5 Best Qualitative Market Research Methods

A qualitative market research is done to gain insight of the customer behavior through their feelings, opinions, thoughts and attitude. It is one of the most efficient and cost effective methods of market research. An organization can follow 5 below mentioned techniques to conduct a qualitative market research.

Conduct individual interviews

To go ahead with this method, conduct the interview face to face, over the phone or Skype. You should try to learn what motivates the customers to purchase a particular product. A questionnaire can be set up for the same purpose. However, don't hesitate to ask questions that are not from the questionnaire to dig deeper into the customer's mind to evaluate what makes them say yes to a product.

Focus groups

Another qualitative market research technique is focus group. Using this method, a company calls a few customers to discuss various aspects of its products or service. Focus groups are generally conducted in-person and let you experience the live verbal and non-verbal reactions of the customers about your product or service. Another benefit of this method is that customers can bounce off each other's opinions about your product during the conversation, which offers you better insight of your service.

Observation

Observation or shopping along with a customer is one of the best qualitative market research techniques. Going shopping with a customer enables you to see his/her actual reaction as opposed to what can be said in a questionnaire based interview. This method is also helpful in learning deeply about what your customer thinks about your product, packaging, plus points and minus points.

Lifestyle immersion

Connecting with your customer through a party or a family gathering can be an effective way to learn the behaviors of lots of customers in one go. Lifestyle immersion is the qualitative market research method that allows you to do the same. As an interviewer, you can find it easy to have a candid chat with your customers in such parties or gatherings and can get real insight into their motivations and frustrations about your service.

Tell user to keep a diary

You can also ask the user to write their reactions in a diary or journal about your service. This qualitative market research technique lets you hear the actual voice of the customer and can be effective in promotional activities.

Furthermore, you can use online focus groups and in-home videos to learn more about what a customer thinks about your product. Use any of these qualitative market research techniques to gain in-depth knowledge of your products as per the customer's view and win over the market.