Market Research: Qualitative

Introduction

• The power of qualitative research
• What you should know before you begin

1. What Is Qualitative Research?

• Real results from qualitative research
• Why qualitative researchers love emotions
• Cutting ad waste with qualitative insights
• Customer segmentation with qualitative insights
• The sandwich method: Combining qualitative and quantitative techniques

2. Methods for Qualitative Market Research

• One-on-one interviews in qualitative research
• Image-based interviews in qualitative research
• In-person ethnographic interviews
• Video research: Mobile ethnography
• Virtual focus groups
• Usability testing
• Choosing the right qualitative methods

3. Moderating Techniques for Qualitative Research

• Becoming a great moderator
• Writing powerful interview questions
• The one question not to ask your customer
• Establishing rapport
• Facilitating group sessions
• The critical step most researchers skip
• Practice makes perfect with interviewing

4. Synthesis and Reporting

• Analyzing qualitative data
• Writing the report
• Signature set of stories

Conclusion

• Next steps