Qualitative Research

Qualitative Research focuses on how people think, exploring the motives behind their attitudes and behaviour.

This research is relatively informal, encouraging people to explore and share their views in a conversational format. The emphasis is on understanding not measuring responses, and given the depth and involvement of these methods, data is generally collected from only a smaller number of respondents.

The main qualitative research methods are:

• Focus Groups (group discussions)
• In-Depth Interviews
• Executive Interviews
• Diaries, Journals and Photographic Montages
• Observational Research
• Accompanied Shopping
• Mystery Shopping
• Vox Pops

Qualitative research is ideal when you need to tap into hearts and minds and build a real in-depth understanding of what really drives and motivates people.

Case Study – Ariel Colour

Methodology: Various

Warwick Equest has undertaken a variety of different research projects in support of the Ariel brand for P&G Testing Centres in Europe and the UK, including:

Street Interviews to evaluate the impact of product enhancements on how consumers use and perceive the detergent in terms of; cleaning power, perfume and visual appeal, reduced dosage requirements, washing temperatures and the design and appeal of new product packaging.

Wash & Wear Tests involving the recruitment of consumers to wear cotton rich socks and shirts, cut the garments in half, wash and dry one half in Ariel Colour, and return both halves to an independent laboratory for comparison testing.

Consumer Recruitment of both liquid and powder detergent users, including those loyal to P&G and competitor brands for a series of in-depth interviews, in home tests and focus groups to explore such issues as the appeal of more environmentally friendly detergents, the assessment of new product variants, comparative analysis of different brands and an exploration of how the consumers actually use their detergent.

Accompanied Shopping recruitment to identify how consumers choose their detergent within a retail environment and understand which factors can impact on and influence their purchase decision.

Postal/Email Surveys

Postal and Email surveys usually involve mailing self-completion questionnaires to a targeted group of people, such as a client’s customers or people living in a certain area. The main advantages of this type of survey are that large numbers of questionnaires can be sent out at relatively low cost. The questionnaires can include visual prompts and trial products, and can be useful for eliciting more in depth and considered responses.

Because the respondent fills out the survey in their own time the actual design of the questionnaire is of prime importance and it must be clear, concise, easy to follow and engaging in order to generate a considered response.

Hall Tests

Hall Tests utilise a central, easily accessible venue which offers a controlled and neutral environment, ensuring all respondents evaluate the test product under the same conditions.  Target consumers are carefully screened before being brought into the venue to undertake the test and complete an interview. This method is very cost effective and can generate up to 100 respondents per day depending upon location, target audience and the length and complexity of the test.

In Home Placements

In-Home Placements allows respondents to test the product under real circumstances in their own homes, recording their experiences and opinions in the form of a self-completion questionnaire, diary or during a face-to-face follow up interview.

Products are typically placed with respondents for a week or longer, during which time they will use them under normal household conditions.

In-Depth Interviews

In-depth interviews are generally one to one discussions with key stakeholders or decision makers either face-to-face or by telephone.

Interviews tend to be semi-structured and free-flowing with the interviewer using a discussion guide or list of topics to prompt answers and ensure all the research objectives are met. These interviews are generally wide ranging and, as the name suggest, very detailed and can take upwards of 30 minutes per respondent.