Qualitative Research: Everything You Need to Know

Mar 23, 2021

What is qualitative research?

Qualitative research acts as the starting point of any research project and focuses on analyzing customer attitudes and feelings towards a brand. It helps gauge brand advocacy by shedding light on how consumers feel about the products and services they use.

Analyzing consumer needs through qualitative research is often the most crucial step in a new research project’s exploratory stage. These insights can provide a starting point when little or no previous research has been done on a subject.

Our experts have put together a few applications and reasons for conducting in-depth qualitative research:

  • To evaluate a market, product, or consumer segment where no data-backed evidence exists
  • To analyze new product development opportunities
  • To identify customer needs and establish research models
  • To analyze behavioral patterns, attitudes, and customer opinions
  • To explore brand perceptions
  • To test new products, concepts, and propositions

If you’re looking for detailed information on any of our services, please contact one of our offices directly or click the link here ( to get in touch with us.

Since quantitative research is concerned with the analysis of a market or specific consumer groups, this field of market research includes but is not limited to the following:

Market Sizing and Forecasting: Our solutions empower businesses to analyze market developments and gauge market size by analyzing factors such as sales volume, potential customer groups, and estimated sales using questionnaires and in-depth interviews.

Brand Health Analysis: This market research segment deals with testing brands’ effectiveness with respect to their sales and marketing efforts.

Market and Customer Segmentation: Our market segmentation solutions help businesses to create homogenous customer groups based on behavioral patterns, responsiveness, customer needs, and demographics.

Customer Satisfaction and Loyalty Assessment: These research-backed solutions aim to identify factors that improve customer satisfaction, realize the impact of marketing strategies, analyze customer loyalty, and identify the best practices to reduce attrition levels.

Types of qualitative research methods used in market research

  • Focus groups
  • In-depth interviews
  • Ethnographic research
  • Online market research

Each qualitative research methodology mentioned above has its own set of objectives depending on the target audience’s nature and the data that needs to be obtained. For example, while interviews rely on direct assessments, ethnographic research is centered around observational studies.

Qualitative Research vs Quantitative Research

The difference between qualitative research and quantitative research is basic and exists within the adopted research methodologies.

Irrespective of the market being studied, quantitative research and qualitative research work parallelly. While qualitative research occurs during the initial phase of a market study, quantitative research focuses on delivering quantified data obtained from different focus groups. Thereby both the research methodologies must work in tandem to be able to provide industry-specific recommendations and insights into measures that can be used as controls to determine the effectiveness of actions.

Request a free proposal to learn more about the different types of qualitative research methodologies that can help you understand your market.

Here are a few pointers to help you gain a better understanding of the difference between qualitative and quantitative research:

Qualitative Research

  • It is conducted during the initial stages of a market research study
  • Focuses on analyzing the ‘why’ and ‘how’ of specific consumer behaviors
  • Market information is thematically represented, capturing the main story behind the data
  • Involves fewer interviews and observations involving smaller focus groups

Quantitative Research

  • It is conducted at a later stage when the structure of the market is known, and market data is accessible
  • This research methodology focuses on quantifying findings
  • Data is represented using charts, tables, and other graphical representations
  • A larger number of interviews and samples are required

Request more info if you wish to learn more about the difference between qualitative and quantitative research.

Why partner with us?

At Infiniti Research, we have an international team of research experts who can help you conduct qualitative research and needs-based assessments. Our global team of experienced researchers possess in-depth market knowledge and are highly skilled in focus group moderation and primary & secondary research. We also have a team of creative analysts who leverage market data and deliver actionable insights for our clients.

We help our clients make smarter decisions to achieve rapid business growth

Our strength lies in the unrivaled diversity of our international market research teams, innovative research methodologies, and unique viewpoints that merge seamlessly to offer customized solutions for your every business requirement.

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