Why your Brand needs a Qualitative Research?

Posted by Coral Research on December 12th, 2016

When it comes to qualitative market research, it is about observational and natural examination of the different philosophies which govern the behavior of the customers. The framework and direction of the research is revised at a regular interval in order to gain new information. This allows the researcher to assess subjects and issues in a more detailed and comprehensive manner. The quality of the out of the research conducted is determined by the researcher’s skill s and ability.  It is the job of the Qualitative Market Research Companies to not only determine the thoughts of the people, but at the same time to find out why people think in that way. It is a process through which people are allowed to express their thoughts and opinions so that their feelings towards a specific product can be understood.

It is all about getting in-depth feedback. Group discussions and face to face interviews are the best ways to go about it. The process of Qualitative Market Research comes real handy when someone is planning to design new products or is about to launch marketing campaign. This is a very common methodology which is being used by the companies in order to make sure that their marketing campaigns bring out the best of results.

What are the Reasons for such Research?

When it comes to undertaking any sort of marketing activities, research is one of the most important steps and it includes the following -

•  SWOT Analysis
•  Designing an effective marketing strategy
•  Branding
•  Product Development, and
•  Pricing

Talking about marketing research, the internet plays a very important role. The social media websites and other platforms can be used effectively in order to collect data. They are very useful and reliable mediums when it comes to interacting with people and collecting their feedback and opinions, which are the main outputs of a marketing research.

Marketing Research can also help to improve the quality of the services and products and ensure that the needs and demands of the target audience are being met. For example, if a restaurant is planning to add new items to their dinner menu, in that case they can invite few people and ask them to taste their new items and give a feedback on the quality and the price. These types of exercises can at times be quite costly and might take a considerable amount of time; however they are very useful and have proven to be quite effective when it comes to customer feedback and analysis. The feedback received can be used to modify the services and the products and make them more likeable for the customers.

Before a new product is launched, it is very important it makes sure that the product is being tested by a section of the target audience. There are a couple of important questions which needs to be addressed, here are some of them

•  Is the product easy to use?
•  Does it serve the purpose for what it has been designed?
•  Does it look appealing and attractive?
•  Is the price a right one?

The process of market research is all about getting an idea about what the customers feel on the existing products and those which are about to be launched.

What information can be gained from such Research?

There are different types of useful information which can be derived from an effective market research campaign. Here are some of them

•  What are thoughts and feeling of the customers with regards to the services or products?
•  How do customers make a choice when it comes to selecting a supplier?
•  What motivate the customers to go for a particular supplier?
•  How designing, processing and branding influence the customers
•  What are the different marketing messages which would have the best impact on the customers and what can turn them off?
•  How is customer’s decision making is affected by price?
•  Is there a demand for new services and products?

Successful firms in countries like Singapore and UK rely largely on Qualitative Market Research Companies for their product development.

Author’s Bio: This article has been composed by Bipasha Lal, who has been into the field of market research for a couple of years now