From the course: Market Research: Qualitative

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Choosing the right qualitative methods

Choosing the right qualitative methods

From the course: Market Research: Qualitative

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Choosing the right qualitative methods

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- How do you choose the right qualitative research method? Qualitative research means getting into the minds of your customers. It means getting into their brains, this wonderfully messy stew of memories, emotions, thoughts, biases, value systems, and more. The whole point of qualitative research is to capture all of that and then put an organized framework on this messiness. It's a process of finding the connections and running a thread between all of the seemingly random bits of data tying the pieces together in the right order to tell a story that responds to the key questions you want to know. Ultimately, this boils down to the goals of your study and the specific outcomes you're looking for. From a pragmatic standpoint, you also have to look at your budget because not all research methods costs the same. There are five key questions that you can ask yourself when figuring out what method or combination of methods…

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