What is Qualitative Research?

Qualitative research is a type of market research that consists of gathering participants’ experiences, perceptions, and behaviors through analysis of non-numerical data, such as interviews or observations. Unlike quantitative research, qualitative research focuses on the why rather than the how many.

A range of organizations conduct qualitative research. Brands, legal firms, marketers, researchers, and so many more utilize qualitative research to understand their audience or consumer. Qualitative research can highlight motivators, pain points, desires, and more, providing organizations with key insights on how to improve their product, service, argument, or messaging.

Qualitative research is about people. However, there are multiple methods of conducting qualitative and quantitative research that can vary depending on the goal of your research.

Different Types of Qualitative Research Methods

Qualitative research is essential to understanding motivators, behaviors, and attitudes. This information can be gathered through many different methodologies:

Focus Groups

Focus Groups are a moderated discussion with a set number of participants. Participants respond to a certain set of prompts, products, or messaging, engaging in conversation with one another and providing feedback on the topic. Focus groups are essential in understanding audience needs, motivators, and attitudes, allowing organizations to improve their product or messaging intentionally.

Participants of focus groups are always tailored towards the target audience or population. However, the methodology of certain focus groups can vary greatly depending on their use. Legal firms, politicians, and more can also use focus groups to gain valuable insights. Here are some alternative focus groups to keep in mind:

1. Legal Focus Groups: A legal focus group is a mock jury or group of individuals selected to simulate a trial-like environment. Participants provide feedback on legal arguments, case strategies, and the presentation of evidence, offering valuable insights into how a jury might react in real-life cases.
2. Public Policy Focus Groups: Public policy focus groups discuss and provide feedback specifically on public issues, policies, or proposed legislation. These sessions help policymakers understand public sentiment, potential challenges, and the effectiveness of proposed policies from the perspective of the target population.
3. Consumer Focus Groups: Consumer focus groups discuss and provide feedback on a product or service. The conversation can explore attitudes or reactions to a product, brand messaging, or service. Participants represent the target audience.

Alternative Methods

Focus groups are not the only methods of qualitative research. In-depth interviews, ethnographic research, and website usability tests are just a few alternative methods to conducting qualitative research.

In-depth interviews, or a one-on-one conversion offers deeper exploration of individual perspectives, crucial in understanding complex behaviors, while ethnographic research observes participants in a specific environment. Music and taste tests allow participants to react to a new song or new food, providing essential feedback to artists.

Qualitative versus Quantitative Research

Qualitative research is a type of market research that consists of gathering participants’ experiences, perceptions, and behaviors through analysis of non-numerical data, such as interviews or observations. Unlike quantitative research, qualitative research focuses on the why rather than the how many.

A range of organizations conduct qualitative research. Brands, legal firms, marketers, researchers, and so many more utilize qualitative research to understand their audience or consumer. Qualitative research can highlight motivators, pain points, desires, and more, providing organizations with key insights on how to improve their product, service, argument, or messaging.

Qualitative research is about people. However, there are multiple methods of conducting qualitative and quantitative research that can vary depending on the goal of your research.

Why is Qualitative Research Important?

Qualitative research uncovers the thoughts, motivations, and perceptions that numerical data just can’t. Through qualitative research, one aims to understand human experiences and behaviors by analyzing language, actions, and expressions, gathering consumer insights that quantitative data just can’t capture. But here’s the part that most companies overlook: qualitative insight is only as good as the people providing it.

At Nelson Recruiting, we ensure your qualitative research via focus groups, interviews, and studies are powered by participants who aren’t just qualified—they’re thoughtful, articulate, and exactly who you need to hear from. Regardless of who you are targeting, we recruit participants with precision and purpose.