Qualitative research is exploratory research used to gain an understanding of underlying reasons, opinions and motivations.
Immerse yourself into the lives of consumers because your consumers are one of the most effective consultants you can hire.
Identify insights that align with your brand and make your consumers feel connected to the brand.
Improve the efficacy of your advertising. This research can be done for a specific ad or campaign, or to understand how advertising works in the eyes of your consumers.
To evaluate how consumers respond to a product idea prior to launching in the market.