Qualitative Market Research

Simply put, qualitative research is focused on WHY people buy, think or do the things they do. It's exploratory in nature. But in reality, it's not as simple as that. It takes an experienced research professional to balance the diversity of personalities while gleaning the information needed to achieve the client's goals, through a variety of qualitative techniques.

On Point Strategies has years of expertise in probing deep in understanding the attitudes, perceptions, behaviors and beliefs of individuals through a range of qualitative research.

When should qualitative research be used:

• To explore a topic, an issue or an idea
• To understand the motivational drivers behind attitudes or decisions
• To identify the full range of responses or opinions
• To identify insights about a company's competitive grid
• To test and refine advertising/marketing concepts and creative
• To understand a company's brand identity
• To explore ideas in preparation for a quantitative study
• To prepare lawyers for trial
• And more

Qualitative research is conducted through a variety of methods, including:

• Focus Groups
  • Traditional groups
  • Online Focus Groups - conducted in real time
  • Online Bulletin Boards - similar to an online focus group but not in real time

• In-depth Interviews (IDIs)
  • Diads (2 people — interviewer and 1 participant)
  • Triads (3 people — interviewer and 2 participants)

• Mystery Shopping

• Usability Testing of Web sites and other interactive elements

• Observational Techniques

• Mock Trials for law firms

On Point Strategies is a frequent speaker on market research integration with marketing programs; and we're constantly exploring the evolving methodology of online research and are positioned as a thought leader on the topic.
 

The Code of Marketing Research Standards

The Marketing Research Association's Code of Marketing Research Standards is established to ensure that MRA members conform to the following principles:    

• Conduct research in an honest and ethical manner

• Instill confidence in research to encourage public cooperation

• Instill confidence that research is done in a professional and fair manner

• To provide members with guidelines that lead to research being conducted in accordance with scientific, statistical and proven practical methods

• Carry out every research project in accordance with the Code

• Respect the general public and its rights 
  
  The principles of this Code must be adhered to and signed by each member of the Marketing Research Association, both corporate and individual, as a condition of membership in MRA.