When to conduct qualitative marketing research

By Pete Denman | November 18, 2024

Reading time: 3 minutes

When to conduct qualitative marketing research.

Abstract

Qualitative marketing research can offer insights on consumers thoughts, opinions and attitudes. If your brand is struggling to maintain repeat customers or if your products and services are falling flat, it might be time to conduct some research. This article will offer five signs to know when your company needs to consider qualitative research.

Research Topics:: Brand Identity | Consumer Research | Customer Recovery Studies | Qualitative Research
Industry/Market Focus:: Consumers | Research Industry
Content Type: Research Industry Voices

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5 signs to look for when considering qualitative research

Editor’s note: Pete Denman is the client services and marketing manager of Observation Baltimore, a division of Ironwood Insights. This is an edited version of an article that originally appeared under the title “Five signs it’s time to conduct Qualitative Research.”

Choosing the correct methodology for your research can make or break its effectiveness. While quantitative market research can provide valuable insights on a large scale, it can neglect the context necessary to understand your consumer’s perceptions, opinions, beliefs and attitudes. Conducting qualitative research, like focus groups, grants consumers the chance to explain their rationale in their own words, leading to a deeper understanding of your customer base.

But how do you know when your company needs to invest in this type of research? Here are five signs that your business could use qualitative insights to better connect with your audience and improve overall brand performance.

Few repeat customers: Finding and fixing pain points

Data can show that your customer retention is getting worse and quantitative surveys can help identify what areas customers find lackluster. However, it doesn’t provide guidance on how or why to improve. Conducting research with lapsed customers allows researchers to zero in on potential “pain points” and adjust the attributes that need it the most.

Sending the right message: Testing a message before launch

Putting out a new product with unique market positioning? Have you noticed that your marketing campaigns are starting to fall flat? Consumers will not feel connected to a brand that doesn’t speak their language. A-B testing will allow you to track what is effective over time, but it doesn’t tell you where to start. Qualitative methods for message testing ensure that your lingo is correct and that you are conveying the message you intended.

Unsure of your reputation and brand perception

If a company’s marketing or public relations team does not know how their brand is perceived, they cannot be proactive in managing its reputation. Brand perception can heavily influence consumer purchase decisions, especially in crowded or passionate markets. Qualitative researchers can use perceptual mapping to align their products more closely with customer expectations and visions.

Entering a new market: Understanding cultural differences

Expanding into a new geographic market is incredibly risky without a firm understanding of the local culture. A lack of understanding of societal and lifestyle differences can lead to biased decision making. Conducting qualitative research allows marketers to better understand local perceptions, opinions, beliefs, and attitudes.

New products or services falling flat

If new products or services are not gaining traction, the updated aspects may not be addressing consumer concerns or preferences. Quantitative methods such as a MaxDiff analysis can show what aspects of a product or service are most coveted, but the outcome is limited to the aspects chosen to be assessed. Qualitative research is more free flowing, allowing respondents to identify what resonates with them without being confined to the predetermined answer choices.