Qualitative research is part of the field of marketing research and is often used to understand the needs of consumers and, of course, to satisfy them.
To conduct qualitative research, a sample of individuals is taken and subjected to tests such as concept tests (which products to use) and copy tests (the copy to be used).
Through these investigations, researchers attempt to discover the consumer's conscious and unconscious emotions, lifestyle, and purchasing habits.
How to Conduct Qualitative Research
Qualitative research is based on several characteristics:
- Involves small samples of individuals;
- The generated data are not intended for statistical purposes;
- Does not analyze data statistically but gathers information based on set objectives.
In a project, this type of research can be used in different phases, observation and ideation or design and validation.
Therefore, for each project it is important to make an assessment to define the most appropriate tools and techniques and the stages in which they will be used.
Three types of qualitative research can be defined:
- Exploratory Research: allows analyzing a theme or a problem that is not well known. It is carried out through the use of individual interviews observing the users' needs;
- Generative Research: allows involving users in a sort of community that enables idea generation;
- Evaluative Research: collects user feedback when experimenting with the interaction with the digital service provided.
Therefore, based on the qualitative research conducted, various types of instruments and techniques are associated.
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