Qualitative market research gathers views and attitudes and includes:
- Focus groups with customers and potential customers to understand their feelings and attitudes towards your products and services
- Formal and informal conversations with customers about their satisfaction with your business
- Visits and reviews of competitors to understand their products and customer service practices.
You can use this approach to get a better understanding of your customers’ interests, needs and habits, and identify opportunities for growing sales and improving customer service. Analysing qualitative data requires a different approach and can take longer to interpret than quantitative data because of the nature of the information.