Qualitative research is the use of unstructured exploratory techniques that are based on statistically small samples in order to understand a problem more thoroughly.
It relies on reasons behind various aspects of behavior and investigates the why and how of decision making. FRC is equipped with advanced technology and facilities in all offices for the execution of qualitative research.
TYPES OF QUALITATIVE CONSUMER RESEARCH
- Focus Group discussion
- In-depth interview
- Ethnography study
- In-store observation/ interviewing
- In-home visit
FOCUS GROUP DISCUSSION
Focus Group which is an interactive group discussion led by a moderator. The group of people is asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging which depends on the clients' requirements.
Interview is conducted one-on-one in order to obtain in-depth probing of personal opinions, beliefs, and values.
Ethnography study is a qualitative research for understanding fundamental consumer behavior through observing tribes, cultures and societies research.
IN-HOME VISITS &
IN STORE OBSERVATION / INTERVIEWING
By interviewing consumers in this setting at the moment of purchase, in order to really understand the consumer's shopping experience and decision making process. Instead, all factors can be equally assessed including pricing, packaging, POP and other elements of the in-store environment that may only barely be recalled days or weeks later. In this manner, all aspects of the purchase decision can be explored at a time when the perceptions of your products, your competitors' products and the overall category are top-of-mind.
The results can be powerful insights into the key drivers that motivate your customers and those of competitors at the moment the sale is actually made.