Dave Glantz, Director of Research Services, Market Connections, Inc.
Debate continues over the “validity” of qualitative research. Whereas quantitative research is seen as the means to achieving “valid” results, qualitative research – in-depth interviews, focus groups and the like – are often viewed as overly subjective, inconsistently applied methods. However, the term “validity” may sometimes miss the point of what qualitative research is meant to achieve.
How can I benefit from qualitative market research?
The first step is to think about the goals you have. What do you still need to know from your target audience that will help you understand how to make the best business decisions?
Qualitative interviewing, which digs much deeper than a telephone or online survey, can identify and define the problems faced by your customers and prospects, and more importantly, help you understand why those issues matter to the success of those targets. For example, depending on the research goal, that deeper understanding will help you to refine your brand positioning or increase satisfaction, or understand how best to formulate and refine value propositions or messages, or evaluate new product concepts that resonate with the needs and underlying motivations of your targets audiences.
Check out the full article for more insights into the true value of qualitative research.