Qualitative Research
Qualitative Research is a bit more touchy-feely than quantitative, giving us an insight into the thinking or decision making process of those questioned.
For example prior to the quantitative study in the supermarket it may have been helpful to carry out a number of in-depth interviews amongst customers, in order to identify the main issues, which can then be quantified in the main quantitative stage.
So whereas Quant research tells you X% of customers are dissatisfied with the store layout, qualitative studies will tell you why, for example the tills may be poorly located, the signage confusing or respondents could have difficulty finding staples such as bread or milk.
Qualitative research tends not to adhere to a fixed questionnaire, usually utilising a topic or discussion guide to explore the in-depth thoughts and feelings of the respondent.
Qualitative research adopts a number of methodologies, However, it tends to be undertaken face-to-face, either on a one to one basis with a market researcher and respondent conducting a depth interview, or in a group format where six to eight respondents are involved in discussions, Chaired by a specially trained moderator, who ensures the group is equally vocal and not dominated by one or two respondents