Conducting a market research survey can help you understand several aspects of your target market, allowing you to improve the quality of your decisions. This includes anything from understanding your potential market size and audience, to determining the optimal price point for your product or service.

Qualitative research concentrates on a smaller sample size than quantitative research and is more exploratory in nature.

There are two main types of qualitative research: Focus groups and one-on-one interviews. Both of these qualitative research methods are usually conducted face-2-face, however, one-on-one interviews can be carried out via phone or video call.

A moderator, or professional interviewer, typically conducts sessions for both of these qualitative research methods. In a focus group, people are questioned as a group. In one-on-ones, the moderator speaks with one person at a time for an assigned timeslot.

The moderator uses a discussion guide during both types of interviews. The guide is essentially a detailed questionnaire. It provides the moderator with specific instructions on what to ask, how to ask it and the amount of time that should be spent on each question.

Talk to our Research Consultants to find out how we can develop a bespoke qualitative market research survey for your business.