Qualitative Research

Check all the boxes that define a Qualitative Study

• It`s an objective study

• Could study large amount of people

• The outcomes are easily analyzed

• Emotions, feelings and believes count

• Could be expensive

Qualitative research is mainly based on

• Secondary data

• Primary data

It is qualitative study technique that helps you understand the behavior of customers

• survey

• interview

• observation

• customer journey maps

You could use this technique to evaluate the preferences of a group of people when planning to improve your product (example: new image, new flavor, new brand)

• interview

• ethnography

• focus group

• social experiment

In this research technique it is important to identify touchpoints and moments of true in order to satisfy the needs of your clients

• survey

• customer journey map

• mystery shopper

• social experiment

In this study technique you observe the behavior and how customers interact with products in their daily life

• Ethnography

• customer journey map

• surveys

• social experiments

Select what you should NOT do during an interview

• Talk more than what you listen

• Have a conversation

• Add tricky questions to evaluate if interviewer is saying the truth

• Observe reactions, non verbal communication, and tone of voice

• Ask why

Is qualitative research important?