The Importance of Qualitative Research

The Importance of Qualitative Research

by | Mar 19, 2024 | Qualitative Research

Today’s world is more data-driven than ever, with statistics determining how the entire corporate world, and its customers, construct their daily activities.  However, not all data deals with numbers or figures.  Qualitative data is a type of data that is rooted in social sciences and communication.  It provides researchers with an understanding of human behavior by analyzing data gained through personal interaction or observation.  This includes focus groups, interviews, ethnography, product trials, innovation forums, and mock trials.

Qualitative vs. Quantitative Data

There are two main types of data: qualitative and quantitative.  Quantitative data is what one typically imagines when he or she thinks of data: numbers, statistics, and figures.  It looks to answer the question of “What is the significance?”.  Quantitative data is also used to confirm theories and assumptions.  Qualitative data, however, answers a different set of questions, such as why and how a significance is occurring.  It can also be used to collect insight or feedback, as well as gauge the effectiveness of a solution or product.  In short, quantitative data is expressed in numbers, while qualitative data is expressed with words.

Another difference between these two types is the recommended sample size.  Quantitative research typically requires a larger sample size in order to capture as much information as possible without letting outliers skew the data.  Qualitative research, according to a 2006 whitepaper, is best kept to a much smaller sample size for the sake of time and data saturation.  Data saturation occurs when enough samples have been collected that information begins to be repeated.  Both forms of data have their own value in market research.

Benefits of Qualitative Research

According to a 2020 study by FuelCycle, over 90% of market researchers use qualitative data, with a third of them conducting these types of studies on a monthly basis.  This is because qualitative research has a variety of exclusive benefits that are lacking in other forms of analysis.  The first unique aspect of qualitative research is that it is the most open-ended form of data collection.  Because this data is expressed with words, it can offer insights that numerical data cannot and is generally much more flexible in nature.  It also provides more targeted or direct responses to research questions, rather than drawing conclusions based on statistical significance.

Qualitative research also excels at detecting change over time within its sample sizes, such as opinions of a particular product or social issues.  Another major advantage of using qualitative methods is the speed at which information is collected.  Rather than having to run a survey or observe change over a matter of weeks or months, qualitative data is collected instantly through verbal communication or observation, keeping the time and cost expenditure low by comparison.

Qualitative Research Methods

Beyond The Table Research

For those seeking a high-quality market research facility to host or attend qualitative studies, including focus groups, mock trials, think tanks, and interviews, look no further than Beyond the Table Research (BTTR).  BTTR features updated technology, a truly professional environment, multiple large rooms with behind-the-glass viewing, a welcoming reception area, and accommodating staff.  We perform research for a variety of industries, including the Legal, Retail, Political, Communications, Manufacturing, and Healthcare Industries.  Contact us for more information about our capabilities and experience or to get a quote.

When holding a qualitative study, there are several methods of obtaining data, each with its own unique use cases and outcomes.  Here are a few examples of the most commonly used qualitative research strategies:

Focus Groups

A focus group involves a small selection of people who are brought together to discuss and provide feedback on a particular topic.  This is one of the most widely used approaches to collecting qualitative data due to its group setting and efficiency.  Participants are grouped by demographic or psychographic characteristics, such as age, gender, education, career, or beliefs, in order to create a comfortable dynamic.  The discussions are typically moderated by a researcher and may be recorded for later analysis.  Focus groups allow for the collection of rich, in-depth data on the perceptions, attitudes, and experiences of the participants, which can be helpful in identifying strengths and weaknesses of the product, as well as potential areas for improvement.

In-Depth Interviews

Interviews are another highly-focused information gathering technique.  Unlike focus groups, interviews are typically conducted in a one-on-one format.  These are also used to gather thoughts and opinions on specific issues or products.  While conducting multiple interviews may be more time-consuming than focus groups, participants are typically more open and genuine with their answers because they are not surrounded by a group of their peers.  Interviews are also ideal for discussing niche topics or receiving more detailed responses to a set of questions.  Additionally, the interview can be individualized to fit the style or needs of each respondent and his or her background.

Observational Research

Observational methods vary greatly from other qualitative techniques like focus groups and interviews.  Participants are typically observed in a natural setting or one that emulates a natural setting, with researchers using their five senses to gather information.  The goal of these studies is to note specific behaviors, actions, or processes of individuals involved.  One of the main benefits of observation is that it has the potential to provide genuine and valuable data that other qualitative methods cannot, and at a low cost.  Examples of observational studies include case reports, cross-sectional studies, and ecological studies.

Ultimately, the most optimal qualitative method will depend on the research goals, resources, and guidelines of the study.  It may be useful to use a combination of different methods in order to get a more comprehensive understanding of how a particular product or service is perceived and used by its intended audience.

Beyond The Table Research

For those seeking a high-quality market research facility to host or attend qualitative studies, including focus groups, mock trials, think tanks, and interviews, look no further than Beyond the Table Research (BTTR).  BTTR features updated technology, a truly professional environment, multiple large rooms with behind-the-glass viewing, a welcoming reception area, and accommodating staff.  We perform research for a variety of industries, including the Legal, Retail, Political, Communications, Manufacturing, and Healthcare Industries.  Contact us for more information about our capabilities and experience or to get a quote.

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Utilizing Market Research in Every Step of the Product Life Cycle

Utilizing Market Research in Every Step of the Product Life Cycle

by | Feb 23, 2024 | Market Research, Product Development

Every company that provides goods or services applies a process known as the product life cycle.  This cycle comprises the main stages a product undergoes during its existence, from its conception until it is eventually discontinued.  The five stages include product development, introduction, growth, maturity, and decline.  For each stage of the product life cycle, market research methods are heavily utilized to determine the appropriate decisions.  Knowing which stage the product is in and how to effectively market it is invaluable knowledge for the product’s success.

Development

The first stage every product inevitably goes through after its conception is the development stage.  According to DriveResearch, up to 70-80% of products fail before launch due to a lack of demand or poor market research efforts.  Because of the high failure rate, this stage is by far the most research-intensive. It involves collecting a wide range of information via primary and secondary market research.  Primary research involves conducting the studies oneself, while secondary research finding and utilizing existing data.  Primary research used in the development stage includes observational research or focus groups to gauge demand and identify appropriate audiences.  Product testing is another large part of the development phase where prototypes are developed and tested. This is followed by feedback freely discussed in a group or one-on-one setting.  Secondary research can be used to find data such as market size, target markets, and competitors.

Introduction

Once development is complete and the product is released to the public, it enters the introduction phase of its life cycle.  During this stage, brand awareness and consumer feedback become paramount to the product’s success.  An example of this is Apple’s presentations, where they discuss new and upcoming technology while gauging the audience’s reactions and initial thoughts.  Product introduction research includes determining buyer personas, pricing, retailers or wholesalers, and distributing effective campaigns to the relevant channels.  Knowing one’s audience is imperative, as these campaigns are executed through targeted content marketing efforts and advertisements based on various demographics, psychographics, and geographic locations.  These are gathered through consumer surveys and interviews conducted before or after the product’s launch.

Growth

After a product’s sales begin to increase and a market strategy is proven successful, it can enter the growth stage.  This is because over 60% of marketers measure the success of their content marketing strategy through sales, according to HubSpot.  When demand is increasing, the company should focus on building brand recognition and increasing market share.  To do this, companies should perform a competitive analysis to determine their prominent competitors and how to outperform them.  This is done by utilizing secondary research and existing data online to determine consumer trends and preferences.

Conducting primary qualitative research, such as surveys and focus groups, determines how consumers are using the product. It also determines which distribution channels or methods to use as the product’s audience expands.  Businesses in the growth stage including most technology companies like Apple, constantly compete with other industry giants such as Google and Samsung for market share.

Maturity

Once a product reaches its peak demand and returns begin to stabilize, this is referred to as its maturity stage.  The product has received enough exposure that a company can begin to rely less on advertising and growing its audience, and it can focus more on maintaining sales.   Some household companies face a long-term and profitable maturity stage, such as Kellogg’s, which holds the majority share in the cereal industry.  Kellogg’s ad spending in 2019 was nearly half of its peak in the late 2000s and early 2010s, according to Statista.

The maturity stage is used to innovate in a stagnant market, such as creating new variations or improvements of existing products based on the results of market research surveys.  Sometimes untapped audiences are reached with the addition of these newer variations.  They can be tested in focus groups or interviews, much like in the product development phase, and can then be advertised through distribution channels.

Decline

Almost every product faces some sort of decline phase in sales due to market saturation, consumer trends, or obsolescence.   An example of decline is Blockbuster’s bankruptcy in 2010. Blockbuster became obsolete due to outdated business practices when compared to newer competitors such as Netflix.  However, a decline does not always mean the end of a company or product, and can sometimes only be temporary.  Focus group product testing is sometimes necessary to innovate and attract new audiences, much like the maturity stage.  Additionally, companies can collect feedback via surveys or other outreach methods to create long-term and profitable relationships with more dedicated audiences.

About BTTR

Beyond the Table Research (BTTR), is Pittsburgh’s top market research facility. It features updated technology, a truly professional environment, multiple large rooms with behind-the-glass viewing, a welcoming reception area, and accommodating staff.  BTTR provides a wide array of research services, including focus groups, mock trials, think tanks, in-depth interviews, professional moderating, and other quantitative research methods.  We perform research for a variety of industries, including the Legal, Retail, Political, Communications, Manufacturing, and Healthcare Industries.  Contact us for more information about our capabilities and experience or to get a quote.