As we continue our discussion regarding market research, the preference for qualitative or quantitative becomes a concern for many public relations and advertising firms. While at Quaintise we feel it’s critical to employ both market research techniques, let’s just take a moment to quickly define what qualitative and quantitative methods entail.
Qualitative research is based on human behavior and the reasons behind an individual’s choices and feelings. Simplistically, qualitative research is harder to classify and catalog into perfect charts and graphs, however it in imperative to an overall understanding of how the target audience understands your brand message. Qualitative research is based on non-numerical data, so while it’s important to understanding how an audience receives your brand message, it is difficult for many researchers to pigeonhole.