Qualitative researches are nearly invaluable for every company, as these are performed to understand why people behave in certain ways. Thus, these researches are a great tool to measure not only the purchasing behaviors but also attitudes of the consumers. Since unstructured information like open ended survey responses, interview transcripts, feedback forms, etc. are analyzed, it can be said that qualitative research are more than just statistics or numbers which makes it different from quantitative research.
Online Qualitative Research Rising Stature
Commencement of 21st century has witnessed a substantial rise in the popularity of Online Qualitative Research Tools. Economically feasible and other benefits have contributed to the rising popularity in the market. The travel expense and fatigue that professionals had to go through earlier has reduced sharply, because of various online qualitative research tools.
Using Online Qualitative Research Tools
The OQR tools were built to help professionals get the necessary information that will help them better analyze the thinking and behavior of customers. These analysis help businesses to discover new methodology to attract customers, learn ways to engage consumers into using your products or services and also allow you to widen your reach in the market.
There are many tools available in the market that you can use for qualitative research purpose, but the process of conducting research is similar. A project with specific business goal is initiated; you garner requested information, study and analyze it to deliver recommendations on the project. The main part is how you process the data.
The available digital options enable collection of data in a more transparent manner and that too quickly. Some of the digital methodologies that are prevalent today not only promise better data but are also capable of delivering better value, these are:
- Online synchronous video
- Online asynchronous video
- Online text-based research
- Monitoring and secondary research
Selecting a Qualitative Research Platform
It broadly depends upon who your target audience is and what your business goal is. Also, you need to decide if you need group suffice or one-on-one interviews. How much time you have in hand to complete the analysis? And how important is the confidentiality and completeness of data?
Remember that the research you are doing will have a business decision based on it. Therefore, make sure you conduct the research aptly and ensure on-time delivery. The data you collect and the report you create will help the company make a decision. So gain proper insight into consumers attitude, behavior, aspiration, and lifestyle choice to present an in-depth report, which will help the management make a better decision.