Qualitative market research is all about research that centers on the market or people who perform this kind of research work. It can also be said that it is about understanding and exploring behaviors, preferences and perceptions. In order to excel in your market research, there are five key factors that can help you achieve your target effectively. Here are those factors which we have learnt are explained in detail below:
1.Know your goals
This seems obvious, but it is surprising how much a very enthusiastic and well-intentioned team engages in a research initiative before fully implementing the work goals. You probably will not start a car without knowing where you should be. Starting a research initiative without clear and concerted goals can have a similar outcome: many wanderings, conflicting opinions about where to end, timing issues, and possibly an irrelevant or otherwise unimpressive outcome.
2.Focus on the filter
Make sure your reviewer identifies the characteristics, demographics, and product experience of the people you need to connect to. Allow enough time to find the right audience. As soon as the focus is on ongoing recruitment, incentives and other elements are created. However, if you do not target the right consumers, even the best written discussion guides and the most sophisticated stimuli are useless.
3.Project your discussion to your goals
Your research goals should continue to be the main driver of any particular topic and focus group. Work with your counselling partner to make sure that the discussion lines properly address the issues that comes across your goals.
4.Be focused to the topics
Your research goals should direct you to your path, but have a focus to what learning tells you, which may differ from what you expected. The qualitative research with a hypothesis is great. Rethinking learning and trying to adapt it to what the team "needs" to listen to is not very good. Listen to the data impartially and let the results guide you through the research.
5.Fixate an Experienced Partner
It is important to find an experienced, knowledgeable and trained partner who is willing to work with the entire team to achieve the research goals. The discussions should be open and welcome additional perspectives. And sometimes it's the role of a real partner to step down and tell the team what's important, even if it's not really what the team wants to hear. Appreciating and encouraging open conversation leads to deeper learning and a stronger initiative for the team in general.