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Qualitative Research - What Makes It
Different?
By Christa
M O'Conner
It's important for companies to
gain a personal understanding of
their customers and target
market in order to maintain a
successful and profitable
business. Qualitative research
is an essential tool that will
quickly and easily help
companies analyze unstructured
information that is gathered
through interviews, open-ended
survey questions, or feedback
forms so that they can measure a
consumer's purchasing behavior,
motivations, and attitudes.
Using qualitative research
methods focuses on the "why" and
intends to figure out more than
just numerical data.
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Click Here to Start.
Jessica's
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Gender |
female |
Location |
Sherwood
Park,
Alberta,
Canada |
Profile
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1458 |
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The
following are all business areas that can be
successfully measured using regular and
online qualitative research methods:
Customer Profiling - This area identifies an
individual's interests, attitudes, and
opinions about certain products or needs. By
analyzing a person's life experiences,
influences, uniqueness, and motivations a
company will gain a better understanding of
how to create successful products and
services.
Feelings & Concepts - It's important to look
far deeper into what a consumer means when
they give a brief explanation to an answer.
When asked the question "what do you think,"
most consumers will simply say something
like "It was good" or "It was bad". These
general statements will give a company an
idea of what is acceptable and what needs to
be fixed, but it will not give a solution on
how to fix it or how to improve to being
"spectacular". Qualitative research
encourages consumers to elaborate and expand
their ideas, feelings, and concepts. The
goal is to figure out the main source of
their reaction and what causes them to feel
that way. Finding out that they are unhappy
because they were treated poorly is more
informative than finding out that they are
just unhappy. |
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Shopping Experience - When a
company decides to launch a new
product or has decided to slash
prices in order to stay
competitive with stiff
competition, qualitative
research will help them identify
if there is an issue causing
them to lose market share. It
can figure out the reasons
behind customer preferences,
their perceptions and
preconceived notions, and
thought process prior to making
purchases in order to assist the
company with gaining back market
share or adjust marketing means
or project strategies.
Brand Positioning & Loyalty -
Many consumers have a deep,
emotional connection with
certain brands. Qualitative
research can help a company
understand why and how consumers
derive these connections and
help them become a brand
consumers can love. Finding out
what connects product features
with customer satisfaction (or
dissatisfaction) is crucial to
gaining brandy loyalty.
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a Few Quick Bucks or Want to Make a Lot
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Right Place!
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When a company digs deeper to find
out what's behind the simple
numerical data that other research
(like quantitative research)
collects, they will gain a better
perspective of how to serve a
consumer on a more successful basis.
Does your company need to invest in
online qualitative research? Do your
homework on your customers and find
out what you need to do to make your
business more successful.
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ABOUT THE AUTHOR:
Christa O'Conner is a Certified Wedding Specialist offering her wedding coordinating services to Pittsburgh brides-to-be. She also owns and operates WedPittsburgh.Com, a top of the line local wedding vendor directory. Christa is an avid article enthusiast and enjoys sharing her information, knowledge, and research to anyone who is interested.
Article Source: http://EzineArticles.com/?expert=Christa_M_O'Conner
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