Qualitative marketing research involves a natural or observational examination of the philosophies that govern consumer behavior.
Qualitative marketing researchers collect data ranging from focus group, case study, participation observation, innovation game and in-depth interviews.
[2] In cross-cultural focus groups, researchers must take into account cultural norms of communication and interaction patterns.
A facilitator explains the game(s) to be played and controls the paces, monitors the participants' levels and manages the time.
In-depth interviews, also called IDIs, have been an integral component of market research since its inception in the 1920s.
This method is useful when you want detailed information about a person's thoughts and behaviors or want to explore new issues in depth.
The primary advantage of in-depth interviews is the amount of detailed information provided as compared to other data collection methods, such as surveys.
In consumer research, a range of qualitative methods are used, particularly in-depth interviews, focus groups and ethnographic observation.