Qualitative research is also known by other names: motivational research, non-directive research or even in-depth research. This study refers to analyses carried out on a sample of people in order to understand the behavioral mechanism of each individual. It is therefore a question of determining the reasons why a person acts as he does.
In concrete terms, the qualitative study therefore analyses in depth :
- the motivations of each individual. It seeks to identify the elements that make up the consumer behavioral process and all the factors that can influence it.
In marketing, understanding why consumers behave the way they do is just as important as knowing their behavior.
- Knowing consumer behavior: what they like to buy, what they don’t buy, etc.
- Understanding the reasons for this behavior: trying to answer the question: Why do they like to buy this product?
The information obtained through an in-depth study makes it possible to hypothesize about the decision-making processes of individuals.
The qualitative study focuses on a small number of individuals: a maximum of 20 people. Ideally, the sample should be composed of people from a wide range of categories. Diversity allows us to highlight different motivations and types of choice processes.
The methods used in a qualitative study are those of the human sciences. Moreover, this type of study must be conducted and treated by psychologists or sociologists.