Qualitative research is a subjective technique that takes into account the non-verbal communication (attitudes, feelings and perceptions) to reach results about the public involved. The qualitative research findings are not quantifiable and, therefore, cannot be projected to the whole population, which means that they only serve to infer considerations on who participated in the research. On the other hand, qualitative research is a valuable tool to get an in-depth knowledge on hypotheses and reinforce them.
Qualitative research main roles:
- To serve as basis for content of qualitative research questionnaires.
- To deepen previously carried out quantitative research results.
- To understand the target audience language
- To check the initial reactions to new concepts, products, or advertising
- To generate insights for different issues
Omni Marketing qualitative researches can be carried out online on internet (web/online), through in-person interviews or by phone (in-person/offline). Both types are used either for in-depth interviews or in group on an inductive and dialectic basis. Check the advantages and disadvantages of each type:
|It is faster||It cannot be projected|
|It allows us to have more findings||It is difficult to interpret|
|It promotes more interaction among participants||It is not advisable for risk decisions|
|It makes the approach to polemic issues easier||It uses an insignificant and small sample|
|There is no geographical barrier||It does not take body language into account|
|It counts on anonymous participants, which shows spontaneity||It results in losses during group dynamics|
|It is ideal for touchy subjects||Discussion is not linear|
|There is no need for transcription since registration is automatic||The tone of the interview is less sensitive|
|It does not require travel expenses||It depends on the interviewees’ typing skills.|
|It is less vulnerable to participants who centralize opinions in group discussions||It has technological constraints|