Choosing the correct methodology for your research can make or break its effectiveness. While quantitative market research can provide valuable insights on a large scale, it can neglect the context necessary to understand your consumer’s perceptions, opinions, beliefs, and attitudes. Conducting qualitative research, such as focus groups, grant consumers the chance to explain their rationale in their own words, leading to a deeper understanding of your customer base.
But how do you know when your company needs to invest in this type of research? Here are five signs that your business could use qualitative insights to better connect with your audience and improve overall brand performance.
A Lack of Repeat Customers
Data may show you that your customer retention is getting worse and quantitative surveys may help identify what area’s customer find lackluster. However, it doesn’t provide guidance on how and why to improve. Conducting research with lapsed customers allows researchers to zero in on potential “pain points” and adjust the attributes that need it the most.
Testing a Message Before Launch
Putting out a new product with unique market positioning? Or are your marketing campaigns starting to fall flat? Consumers will not feel connected to a brand that doesn’t speak their language. A-B Testing will allow you to track what is effective over time, but it doesn’t tell you where to start. Qualitative methods for message testing ensure that your lingo is correct, and your collateral is conveying the message you intended.
Unsure How You’re Perceived
If a company’s marketing or public relations team does not know how their brand is perceived, they cannot be proactive in managing its reputation. Brand perception can heavily influence consumer purchase decisions, especially in crowded or passionate markets. Qualitative researchers can use perceptual mapping to align their products more closely with customer expectations and visions.
Entering a New Market
Expanding into a new geographic market is incredibly risky without a firm understanding of the local culture. A lack of understanding of societal and lifestyle differences can lead to biased decision making. Conducting qualitative research allows marketers to better understand local perceptions, opinions, beliefs, and attitudes.
New Products/Services Fall Flat
If new products or services are not gaining traction, the updated aspects may not be addressing consumer concerns or preferences. Quantitative methods such as a max-diff analysis can show what aspects of a product or service are most coveted, but the outcome is limited to the aspects chosen to be assessed. Qualitative research is more free flowing, allowing respondents to identify what resonates with them without being confined to the pre-determined answer choices.
Different goals call for different research methodology. Ironwood’s team of seasoned market research professionals can assist you in selecting the right methodology for you, guiding your team on how to best address complex business issues and make informed business decisions.