Foundation of

QUALITATIVE
RESEARCH

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 IN MODULE 1
What is Qualitative Research?

Qualitative versus Quantitative

Why Qualitative Research?

When Qualitative Research?

Qualitative “Attitude”

Process of a Qualitative project

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 Day 1

WHAT IS QUALITATIVE RESEARCH?

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Qualitative Research is more of an emphasis on…

UNDERSTANDING
rather than Measurement.

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 Seeks to understand

THE EMOTIONAL AND MOTIVATIONAL

DRIVERS OF BEHAVIOUR

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So it essentially answers the questions

WHAT? WHY? HOW?

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 Day 1

WHAT ARE DISTINCT FEATURES OF

QUALITATIVE RESEARCH?

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Distinct features of Qualitative Research
(1) USE SMALL SAMPLES

Precise and appropriate sample definition of the target

market is critical. Findings are therefore indicative
rather than conclusive.

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 Distinct features of Qualitative Research
(2) HIGHLY-SKILLED MODERATOR

Moderator needs to vary the order and manner of questioning

to suit the respondent or group being interviewed.

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 Distinct features of Qualitative Research
(3) ASK & INTERPRET SPONTANEOUSLY

Moderator already starts to interpret (or to formulate

hypotheses) as data collection is proceeding.

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 Day 2

QUALITATIVE VS QUANTITATIVE

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QUALITATIVE QUANTITATIVE

Exploratory Confirmmative

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 THE YIN-YANG OF QUALI & QUANTI
Validation
Exploratory
Measuring
Understanding
Qualitative Hypothesis-testing
Hypothesis-generation
Providing descriptive
How and why Quantitative parameters (who,
what, when, where)
Flowing structure
Rigorous structure

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QUALI IS NOT A SUBSTITUDE FOR QUANTI,
BUT CAN SUPPLEMENT QUANTI.

Sample sizes are small, not projectable,

or not representative of the total population.
In an interactive situation,
strong personalities can dominate and influence the group.

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 Day 3

WHY DO WE DO
QUALITATIVE RESEARCH?

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 INCREASING
UNDERSTANDING

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 CLARIFYING
THE REAL ISSUES

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EXPLORING & UNDERSTANDING
CONSUMERS’ MOTIVATIONS,
ATTITUDES & BEHAVIORS

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 UNDERSTANDING THE
RELATIONSHIP BETWEEN
CONSUMER AND THEIR BRANDS

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The end result of Qualitative Research is…

A SERIES OF HYPOTHESES
which the research buyer either submits to some form
of quantification, or may well accept as self evident.

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 Day 4

WHEN DO WE USE
QUALITATIVE RESEARCH?

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 The Marketing Process
LINE
MARKET IDEA CONCEPT CONCEPT
EXTENTION
FEASIBILITY GENERATION DEVELOPMENT REFINEMENT
RE-LAUNCH

CUSTOMER NEEDS
& MOTIVATION

MARKET MIX CUSTOMER PRODUCT

BRAND HEALTH NEW PRODUCT
REFINEMENT LOYALTY EVALUATION
MANAGEMENT DEVELOPMENT
& RETENTION

MARKETING MIX
MANAGEMENT

MARKET & DESIGN &

PRODUCT ADVERTISING PRICING
CUSTOMERS PACKAGING
LAUNCH COMMUNICATION STRATEGY
MONITORING DEVELOPMENT

& Key Client Issues

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 1. BASIC EXPLORATORY STUDIES

Usage & Attitude (U&A) Brand Association

Consumer
Needs & Wants Consumer’s relationship with
Segmentation
Motivations & Barriers brands within product
Product & Brand Segementation in relation to a product category
Need Gaps / Purchase Decision- category or brand
making Process

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 The Marketing Process
LINE
MARKET IDEA CONCEPT CONCEPT
EXTENTION
FEASIBILITY GENERATION DEVELOPMENT REFINEMENT
RE-LAUNCH

CUSTOMER NEEDS
& MOTIVATION

MARKET MIX CUSTOMER PRODUCT

BRAND HEALTH NEW PRODUCT
REFINEMENT LOYALTY EVALUATION
MANAGEMENT DEVELOPMENT
& RETENTION

MARKETING MIX
MANAGEMENT

MARKET & DESIGN &

PRODUCT ADVERTISING PRICING
CUSTOMERS PACKAGING
LAUNCH COMMUNICATION STRATEGY
MONITORING DEVELOPMENT

& Key Client Issues

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 2. NEW PRODUCT DEVELOPMENT

Improve Assess Guide new product

current products directions of ideas improvement
Identify strength, weakness Assess of new product Understand strength and
and product gaps ideas and concepts weakness of new products

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 The Marketing Process
LINE
MARKET IDEA CONCEPT CONCEPT
EXTENTION
FEASIBILITY GENERATION DEVELOPMENT REFINEMENT
RE-LAUNCH

CUSTOMER NEEDS
& MOTIVATION

MARKET MIX CUSTOMER PRODUCT

BRAND HEALTH NEW PRODUCT
REFINEMENT LOYALTY EVALUATION
MANAGEMENT DEVELOPMENT
& RETENTION

MARKETING MIX
MANAGEMENT

MARKET & DESIGN &

PRODUCT ADVERTISING PRICING
CUSTOMERS PACKAGING
LAUNCH COMMUNICATION STRATEGY
MONITORING DEVELOPMENT

& Key Client Issues

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 3. CREATIVE DEVELOPMENT

Understand Assess Stimulus Check Communication

Consumer Insights StoryBoard Pre-test finished film
that will be fed into Creative Still-o-matic
Idea Development Animatic

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 The Marketing Process
LINE
MARKET IDEA CONCEPT CONCEPT
EXTENTION
FEASIBILITY GENERATION DEVELOPMENT REFINEMENT
RE-LAUNCH

CUSTOMER NEEDS
& MOTIVATION

MARKET MIX CUSTOMER PRODUCT

BRAND HEALTH NEW PRODUCT
REFINEMENT LOYALTY EVALUATION
MANAGEMENT DEVELOPMENT
& RETENTION

MARKETING MIX
MANAGEMENT

MARKET & DESIGN &

PRODUCT ADVERTISING PRICING
CUSTOMERS PACKAGING
LAUNCH COMMUNICATION STRATEGY
MONITORING DEVELOPMENT

& Key Client Issues

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 4. POST LAUNCH EVALUATION

Reach - Reason - React 6Ps Source of Growth

of a campaign after launch of Marketing after launch and moving forward

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 The Marketing Process
LINE
MARKET IDEA CONCEPT CONCEPT
EXTENTION
FEASIBILITY GENERATION DEVELOPMENT REFINEMENT
RE-LAUNCH

CUSTOMER NEEDS
& MOTIVATION

MARKET MIX CUSTOMER PRODUCT

BRAND HEALTH NEW PRODUCT
REFINEMENT LOYALTY EVALUATION
MANAGEMENT DEVELOPMENT
& RETENTION

MARKETING MIX
MANAGEMENT

MARKET & DESIGN &

PRODUCT ADVERTISING PRICING
CUSTOMERS PACKAGING
LAUNCH COMMUNICATION STRATEGY
MONITORING DEVELOPMENT

& Key Client Issues

30
 The Marketing Process
LINE
MARKET IDEA CONCEPT CONCEPT
EXTENTION
FEASIBILITY GENERATION DEVELOPMENT REFINEMENT
RE-LAUNCH

CUSTOMER NEEDS
& MOTIVATION

MARKET MIX CUSTOMER PRODUCT

BRAND HEALTH NEW PRODUCT
REFINEMENT LOYALTY EVALUATION
MANAGEMENT DEVELOPMENT
& RETENTION

MARKETING MIX
MANAGEMENT

MARKET & DESIGN &

PRODUCT ADVERTISING PRICING
CUSTOMERS PACKAGING
LAUNCH COMMUNICATION STRATEGY
MONITORING DEVELOPMENT

& Key Client Issues

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 Day 5

THE RIGHT ATTITUDE

OF A QUALITATIVE RESEARCHER

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 “To talk to people
and go into their subconsciousness
is a spiritual task to me.”

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 “If you ever lose that sense of wonderment,
are not genuinely interested in what
people have to say, then in my opinion you
should not be a qualitative market researcher.”

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 FIRST

IMPRESSION

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IT’S THE PEOPLE

NOT PROCESS

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CREDIBILITY

KNOWLEDGE

ATTITUDE

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 Day 6

PROCESS OF QUALITATIVE PROJECT

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 PROCESS OF QUALITATIVE PROCESS

CLIENT BRIEF PROPOSAL

Business Issues Solutions / Approaches

Business Objectives Who & How & Where
Research Objectives Sample size & Group
Cost & Timing
ANALYSIS

DEBRIEF & DATA

PRESENTATION COLLECTION

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