Qualitative market research

Qualitative research focuses on understanding people's beliefs and views, as well as how people feel about a situation and the decisive factors that influence their behavior.

Qualitative market research is a relatively less expensive method of understanding two critical factors; "what" respondents think and feel about a certain topic and "why" they think and feel that way.

Whether your business is just starting out or is well established, qualitative market research is a powerful method for identifying your target audience and understanding how they will respond to your product.