Conducting Qualitative Market Research in Four Steps
If qualitative market research is a new concept for your organization, you may be surprised to learn how many steps are involved to take a market research study from beginning to end. We’ve seen a lot of studies go sideways because the person or team in charge doesn’t fully understand all the layers, or perhaps they don’t place enough importance on certain facets, and that becomes the weak link. Let’s explore the various steps involved in a well-executed qualitative market research study. Hypothesis or Essential Question to be Explored Before you fill a study, it’s important to have a very clear understanding of the hypothesis to be tested or essential question you want answered. You don’t want your question or hypothesis to be too broad. By keeping the focus narrow, you’ll be more likely to discover what you are looking for. This can be a challenge for teams who don’t have experience in conducting qualitative studies, as the tendency is to ask too many questi...