Our services

Qualitative Research

Qualitative research is a type of research that aims to gather and analyze non-numerical data, such as opinions, attitudes, beliefs, and experiences of people. It seeks to understand the meaning behind human behavior, attitudes and emotions, and provides insight into the social and cultural factors that influence those behaviors.

THE GOAL IS SIMPLE:

To gather insights and information to lay a foundation for a deeper audience and consumer behavior, wants and needs, understanding.

Our Service and Expertise

Qualitative research can help marketers gain insights into the behaviors, attitudes, and motivations of their target audiences.

CONSUMER INSIGHTS:

Qualitative research can help marketers gain a deep understanding of the needs and preferences of their target audience. This can include conducting focus groups, interviews, and surveys to gain insights into what drives consumer decision-making.

Use cases:

AUDIENCE BLUEPRINT
SEGMENTATION
DYNAMIC MARKETING PERSONAS
CUSTOMER JOURNEY EXPERIENCE MAPPING

BRAND PERCEPTION:

Marketers can use qualitative research to understand how consumers perceive their brand, products, or services. This can help identify strengths and weaknesses in their branding strategy and inform future marketing campaigns.

Use cases:

INTERNAL / EXTERNAL BRAND PERCEPTION
BRAND REQUIREMENT AUDIT

NEW PRODUCT DEVELOPMENT:

Qualitative research can help identify gaps in the market and understand consumer demand for new products or services. Marketers can use this information to develop new products that better meet the needs of their target audience.

Use cases:

R&D
PRODUCT EXPANSION
PRODUCT TESTING AND VALIDATION

MARKETING CAMPAIGN TESTING:

Before launching a new marketing campaign, qualitative research can help marketers test and refine their messaging and creative concepts. This can include conducting focus groups to gauge consumer reactions and refine messaging.

Use cases:

CAMPAIGN CONCEPT VALIDATION
MESSAGING TESTING AND CONSUMER FEEDBACK
BRAND AND LOGO DEVELOPMENT CONCEPT VALIDATION
USABILITY AND UX TESTING

Our PROCESS

Uncovering business challenges through repeatable patterns

Qualitative Research Explained

Brands should use qualitative research as a part of their marketing strategy for several reasons:

Increased Understanding of Customers:

Qualitative research helps brands understand the motivations, attitudes, and beliefs of their target audience. This information is crucial for developing marketing strategies that are more likely to resonate with customers.

In-Depth Insights:

Qualitative research provides in-depth insights into customer behavior and emotions that cannot be gathered through quantitative research methods. This information is essential for developing marketing strategies that are tailored to meet the specific needs of the target audience.

Better Customer Engagement:

By using qualitative research, brands can gain a deeper understanding of how their customers engage with their products and services. This information can help brands develop marketing strategies that are more effective at capturing the attention of their target audience.

Flexibility:

Qualitative research is flexible and can be tailored to the specific needs of a brand. This allows brands to gather data on a wide range of topics, including customer preferences, purchasing behaviors, and product experiences.

Improved Decision Making:

The insights gained from qualitative research can be used to inform and improve decision-making in marketing and product development. This can help brands make informed decisions about their marketing strategies, product offerings, and overall business strategy.

In conclusion, qualitative research is a valuable tool for brands looking to understand their target audience and develop effective marketing strategies. By providing in-depth insights into customer behavior, attitudes, and emotions, qualitative research helps brands make informed decisions and improve their overall marketing efforts.

Are you ready to discuss your qualitative research needs?

CONTACT US

6112 Constitution Drive
Fort Wayne, IN 46804 260.469.0450 info@bbpg.agency