![]() Qualitative research plays an important role in understanding consumer attitudes and behaviors, measuring brand perceptions, finessing product development efforts, and achieving other goals as you strive to keep up with shifting demands from customers, new competitors and new technologies. ![]() Rather than producing facts and figures-like the hard lines of a drawing-it gives color to your customers’ experiences and provides context by exploring the how and why behind concepts or theories in question.Īs a result, there is a misguided assumption that qualitative data is somehow inferior, or at least more questionable, than quantitative data derived from market research. Qualitative research is, by nature, more directional than quantitative research.
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