Qualitative research is a research methodology that enables the exploration of the thoughts, beliefs and motivations behind behaviors. In contrast, quantitative research seeks to identify numbers and percentages.

Qualitative research is a perfect tool for an organization or individual that desires a deeper understanding of their target audience. The use of focus groups, in-depth interviews and other research techniques can allow for personal interaction with those using your product and services. Qualitative research puts you in touch with those who are most important to your business endeavors.

Ideal uses for qualitative research include:

• Gathering deeper understanding of quantitative data
• Collecting information prior to designing a quantitative study
• Understanding the motivations of your customers
• Identifying potential responses to a new or existing product or service
• Identifying potential reactions to a marketing campaign