Qualitative Research

Qualitative research relies on data obtained by the researcher from first-hand observation, interviews, questionnaires, focus groups, participant-observation, recordings made in natural settings, documents, and artifacts. The data are generally nonnumerical. This method is not only about “what” people think but also “why,” they think so. Qualitative research is based on the disciplines of social sciences like psychology, sociology, and anthropology. Therefore, the qualitative research methods allow for in-depth and further probing and questioning of respondents based on their responses, where the interviewer/researcher also tries to understand their motivation and feelings. Understanding how your audience takes decisions can help derive conclusions in market research.

Research methods We Follow

UX Research

UX Research is a qualitative market research technique in which participants evaluate a website, application, product, or prototype to test its ease and likelihood of use. Its technique that involves direct observation and interviewing people using a product in order to evaluate whether it can be used for its intended purpose. A usability test begins with marketers and researchers recruiting a group of people who represent a product’s target market. Then, a facilitator leads the group through a series of hands-on tasks under controlled conditions while a researcher observes and takes notes. The researcher asks questions, notes where problems or frustrations arise and takes stock of how the user experiences the product. 

In-Depth Interviews

An IDI is a conversation led by a market research interviewer with another individual. Typically, these conversations last between 20 to 30 minutes and are done over the phone or in person. IDIs are great for exploring new concepts like products/services, the reasoning behind decision-making, and more. An in-depth interview is a loosely structured interview. It allows freedom for both the interviewer and the interviewee to explore additional points and change direction, if necessary.

Focussed Group Discussions

Focused Group Discussions are one of the most effective and popular market research methods available. Used to gather qualitative data and in-depth insights, they enable researchers to collect information on anything from products and services to beliefs and perceptions in order to reveal true customer attitudes and opinions. The group might look at new products, feature updates, or other topics of interest to generalize the entire population’s reaction. Focus group research includes a moderator. Their job is to ensure legitimate results and reduce bias in the discussions.


Ethnographic market research is the term used to describe the form of systematic market research, whereby researchers observe participants using a product or service, in their own environment. Using this method can provide beneficial insights into how consumers use a product or service and a platform to identify gaps in the market, to make way for breakthrough revolutions. It leverages observation to paint a broader picture of participants and their lives. Ethnographic research is often employed by market researchers, who would be required to visit people in their homes and offices to gain an insight into how a new product will integrate into their lives, in a non-direct way.

Diary Panel

Diary panel market research is a qualitative research method whereby a selection of respondents will be asked to keep a record of their experiences or observations over a particular period of time. A new approach to this method is to use mobile phones as a diary to record people’s experiences and observations this is very efficient in assessing respondents’ impressions. Oftentimes, respondents are asked to complete a pre and post-survey to measure changes before and after completing the diary fieldwork.

Mystery Shopping

Mystery shopping is a type of market research that uses a secret shopper to act as a true customer to evaluate the customer experience in-person, over the phone, or online. It is a form of primary market research that uses quantitative techniques as the mystery shopper usually has to fill out a form rating his experience. Also, this method is used for accessing services only and is not applicable to products.