Qualitative market research

Traditionally, qualitative studies are conducted face to face with one or more participants. This works well in a B2C environment, but not in a B2B environment. After all, it is a lot harder to ask busy managers to free up time to participate in a focus group or in-depth interview.

For this reason, we prefer to do market research by telephone. The quality level of the calls we conduct with decision-makers in companies is so high that the result is comparable to that of face to face interviews. Furthermore, this is a cheaper and faster way of working. In many countries, we can reach approximately 90% of the target group, and it enables a researcher to conduct 10 to 15 interviews a day.

The following factors determine the choice for qualitative market research:
 

• In-depth information is required.
• The target group is not big.
• The research must provide insight into the underlying motivations of your target group.
• There are call guidelines in place instead of complete questionnaires.
• The interviewer asks follow-up questions; there is strong interaction. 
• The reports and presentations contain descriptions and interpretations of the target group.