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Qualitative Research - Relevance
Beyond the reach of quantitative research
The increasing complexity of today's market means qualitative research
is more relevant than ever:
- Proliferation of brands and expansion of online sales
- Increasing scepticism and discriminating consumers
| Depersonalisation
Mass marketing
Mass message
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Cry for individuality, uniqueness
Demand for social values
The conversation
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Qualitative research is a powerful diagnostic tool, well suited
to complex issues, especially decision-making processes. It identifies
what people weigh up and why, their trade-offs and the deeper levels
of their real motivations and decision criteria.
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