Qualitative research focuses on subjective data that is not easily translated into numbers. It’s a method of gathering information on consumer preferences, beliefs, and emotions, and it does so through group interaction and discussion, meaning they are done in person (for example, focus groups). For brands, it helps investigate perceptions, opinions, imagery, and other more intangible brand characteristics such as personality. It seeks insights into marketing or brand situations that either don’t require or cannot be measured with statistical accuracy. Qualitative research is often paired with quantitative research if robust and balanced information is required to make a decision.
See also: Quantitative Research