Module 3: Qualitative Data

Qualitative research explores and understands underlying motivations, attitudes, perceptions, and behaviours. It aims to answer “why” and “how” questions. It allows for rich, detailed narratives and insights. Qualitative research uses open-ended data collection methods, including the following (Hair et al., 2024, p. 81):

• focus groups
• in-depth interviews
• observations
• ethnography
• netnography
• panels
• test markets
• content analysis of text or images

In practice, quantitative and qualitative research have their strengths and weaknesses, and they are often used in combination (mixed-methods research) to provide a more comprehensive understanding of complex research questions. The choice between quantitative and qualitative research depends on the research objectives, the nature of the data needed, and the specific research context.

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The BenefitS of Qualitative Research

Here are several benefits of qualitative marketing research:

Source: Based on information in Malhotra, N. K., & Birks, D. F. (2021). Marketing research: An applied approach (6th ed.). Pearson.

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How to Conduct Qualitative Marketing Research

Qualitative marketing research follows the same marketing research process discussed in earlier chapters. Marketing researchers will follow a structured process which includes the following six key steps:

1. Define the research objective
2. Select the appropriate qualitative method
3. Recruit participants
4. Conduct the research
5. Analyze the data and interpret findings
6. Present insights and make recommendations

1. Define the Research Objective

• Clearly identify what the study aims to explore (e.g., brand perception, customer experience, product feedback). In Module 1 and Module 2 , we discussed the importance of the research objective and how a researcher writes one so that it can help to drive research.
• The key to the research objective is to ensure the research question is open-ended and exploratory (e.g., “How do consumers perceive our new packaging design?”).

2. Select the Appropriate Qualitative Method

Within this step, the marketing researchers choose the best method based on the research goals. There are a variety of methods to choose from, some of which include:

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3. Recruit Participants

Once the research method is determined, the next steps would be to use purposive sampling to select participants. Sampling in marketing research is the process of selecting a smaller group of people from a larger population to represent the whole. Since it is often impossible to study an entire population, researchers use sampling to gather insights efficiently and cost-effectively. There are two main types of sampling: probability sampling, where every individual has an equal chance of being chosen, and non-probability sampling, where participants are selected based on specific criteria. A well-chosen sample helps researchers make accurate predictions about consumer preferences, behaviours, and market trends.

4. Conduct the Research

To develop a research guide for qualitative research, the researcher prepares an interview or focus group guide that includes open-ended questions designed to elicit detailed responses. The questions are structured using a broad-to-specific approach, starting with general questions, like “Tell me about your last experience with our product,” and gradually narrowing down to more specific aspects. The guide should also allow for flexibility, enabling the researcher to follow unexpected insights that may arise during the conversation. When conducting the research, the researcher builds rapport with participants to make them feel comfortable and encourage open discussion. Probing techniques, such as asking, “Can you tell me more about that?” help uncover deeper insights, while observing body language, tone, and emotions provides additional context. Accurate data collection is ensured by recording the discussion or taking detailed notes.
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5. Analyze the Data & Interpret Findings

Once qualitative data is collected through focus groups, in-depth interviews, or other methods, marketing researchers follow a structured process to analyze and extract meaningful insights. The process involves several key steps, from data preparation to applying insights to business strategy.

Data Preparation & Organization

Before analysis begins, researchers must prepare and organize the data. This involves transcribing audio or video recordings into written text, cleaning the data by removing unnecessary filler words or irrelevant content, and structuring the information based on its source. Proper organization ensures that the data is manageable and easy to analyze.

Coding & Categorization

Researchers use coding techniques to break down qualitative data into meaningful units. The process typically starts with open coding, where broad categories are identified, such as customer complaints, emotions, or purchase drivers. Next, axial coding establishes relationships between different categories, and selective coding refines the categories into core themes that answer the research question. For example, if analyzing customer feedback on a coffee brand, common codes might include taste preferences (e.g., “too bitter” or “smooth and rich”), experience factors (e.g., “friendly staff” or “long wait time”), and brand perception (e.g., “premium feel” or “overpriced”).

Thematic Analysis

Once the data is coded, researchers identify patterns and group similar ideas into themes. Thematic analysis involves recognizing recurring concepts and uncovering key insights. For example, if 80% of participants mention “long wait times,” this becomes a major theme in the report. Word frequency analysis can also be used to determine the most commonly mentioned terms and phrases, helping to highlight areas of focus.

Sentiment Analysis

In addition to identifying themes, researchers assess the emotional tone of responses through sentiment analysis. They categorize statements as positive, negative, or neutral and evaluate the overall consumer perception. For example, if most responses about customer service include words like “slow,” “rude,” or “unhelpful,” this suggests a negative sentiment that requires action. Understanding consumer emotions helps businesses address concerns and refine their marketing strategies.

Triangulation for Reliability

Researchers use triangulation to ensure the credibility of findings, which involves cross-checking insights from multiple data sources. This step helps validate key themes and differentiate consistent patterns from outliers. For example, if focus group participants express frustration with a company’s mobile app, researchers may compare this feedback with social media sentiment analysis to determine if the concern is widespread. By using multiple sources, researchers enhance the reliability of their conclusions.

Interpretation & Insight Generation

Beyond identifying “what” was said, researchers focus on “why” it was said to uncover deeper consumer motivations. This step involves analyzing consumer behaviours, preferences, and pain points to generate actionable insights. For example, if research reveals that customers prefer self-service kiosks over cashier interactions, a retailer might invest more in digital ordering systems to enhance the customer experience.

Visualizing & Presenting Findings

To effectively communicate insights, researchers use visual aids such as word clouds, thematic maps, and charts to highlight key findings. Direct customer quotes add authenticity to reports, while storytelling techniques make the insights more engaging for decision-makers. For instance, a thematic map can link major customer concerns to potential business solutions, making it easier for stakeholders to understand and act on the findings.

Applying Insights to Business Strategy

Finally, researchers translate their findings into practical business strategies. Insights can inform marketing decisions such as adjusting brand messaging, refining customer service strategies, or developing new products. For example, if qualitative research indicates that customers find product packaging confusing, a company may choose to redesign labels for clarity. By leveraging these insights, businesses can enhance customer satisfaction, improve brand perception, and drive long-term success.

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6. Present Insights & Make Recommendations

A qualitative research report should highlight key findings, direct quotes, and actionable recommendations, presented using storytelling techniques to make the insights more engaging and compelling. The report should translate consumer insights into strategic business recommendations, guiding decisions in areas such as product development, marketing strategy, and customer experience. These findings can help shape brand messaging, improve customer service, or refine pricing strategies. Once the recommendations are implemented, businesses should track customer responses to evaluate the effectiveness of the changes and ensure they align with consumer expectations.

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References

Danziger, P. N. (2020, February 19). Starbucks’ digital innovation brews up a strong year despite store closures. Forbes.

Hair, J. F., Ortinau, D. J. & Harrison, D. E. (2024). Essentials of marketing research. (6th ed.). McGraw-Hill.

Gallo, C. (2019). The Starbucks experience: 5 principles for turning ordinary into extraordinary. McGraw-Hill.

Malhotra, N. K., & Birks, D. F. (2021). Marketing research: An applied approach (6th ed.). Pearson.