Qualitative Market Research

Simply put, qualitative research is focused on WHY people buy, think or do the things they do. It's exploratory in nature. But in reality, it's not as simple as that. It takes an experienced research professional to balance the diversity of personalities while gleaning the information needed to achieve the client's goals, through a variety of qualitative techniques.

On Point Strategies has years of expertise in probing deep in understanding the attitudes, perceptions, behaviors and beliefs of individuals through a range of qualitative research.

When should qualitative research be used:

To explore a topic, an issue or an idea
To understand the motivational drivers behind attitudes or decisions
To identify the full range of responses or opinions
To identify insights about a company's competitive grid
To test and refine advertising/marketing concepts and creative
To understand a company's brand identity
To explore ideas in preparation for a quantitative study
To prepare lawyers for trial
And more

Qualitative research is conducted through a variety of methods, including:

Focus Groups
- Traditional groups
- Online Focus Groups - conducted in real time
- Online Bulletin Boards - similar to an online focus group but not in real time
In-depth Interviews (IDIs)
- Diads (2 people â€” interviewer and 1 participant)
- Triads (3 people â€” interviewer and 2 participants)
Mystery Shopping
Usability Testing of Web sites and other interactive elements
Observational Techniques
Mock Trials for law firms

On Point Strategies is a frequent speaker on market research integration with marketing programs; and we're constantly exploring the evolving methodology of online research and are positioned as a thought leader on the topic.

The Code of Marketing Research Standards

The Marketing Research Association's Code of Marketing Research Standards is established to ensure that MRA members conform to the following principles:

Conduct research in an honest and ethical manner
Instill confidence in research to encourage public cooperation
Instill confidence that research is done in a professional and fair manner
To provide members with guidelines that lead to research being conducted in accordance with scientific, statistical and proven practical methods
Carry out every research project in accordance with the Code
Respect the general public and its rights
The principles of this Code must be adhered to and signed by each member of the Marketing Research Association, both corporate and individual, as a condition of membership in MRA.