As a company, RIVA’s expertise has been Qualitative Market Research (QLMR). Over the four decades in business, we have continuously explored the ways QLMR can help decision-makers make better choices when it comes to products, services, and ideas through the use of Respondent input. When it comes to making the case for choosing to utilize QLMR as part of their decision-making process, we have a solid list of rationale to choose from:
- Qualitative Market Research (QLMR) is useful for providing the best value for End Users in understanding why people make their choices or decisions, rather than a simple yea or nay. It takes understanding about Participants behaviors/actions to a new and deeper level.
- Qualitative Research explores emotional drivers and how they align with perceived benefits and drawbacks.
Recognizing that there is variety in the perceptions, opinions, beliefs, and attitudes among even similar demographics is important. - The variety of environments or modalities for Qualitative Research Events allows Qualitative Researchers and Clients to pick what is best suited to the topic or target group.
Focus Groups, In depth interviews, ethnographic research, mock juries, ad-labs, extended groups are commonly used, and the list keeps expanding. - Well trained qualitative Moderators have expertise in creating trust bridges with Respondents. They…
a. Respect the humanity of study Participants.
b. Suspend judgment of Participants; recognizing their value in providing their unique take on study topics. - The small group (compared to Quantitative models) inspires a conversation format that naturally leads to below top-of-mind responses.
Respondents often stimulate previously hidden points of view within themselves or other Participants.
Respondents will generally be willing to make the case for their point of view. - Trained Moderators/Qualitative Researchers are skillful in staying aware to what is taking place in the moment during a QLMR event and willing to utilize improvisation and creativity to achieve the project purpose.
They honor what emerges with the individual or group and are alert to nuggets relevant to the study.
Listening to rather than listening for responses is the key. - SQLA: Short Questions that get Long Answers. “Ya gotta know how to ask ‘em.” The technique and structure of topic questions to open up discussions and how to probe responses that produce richer data.
“I’m so interested in what you just told me, I want to know more about what YOU think,” is what Participants get to experience. - Timely insertion of stimulus activities to break up the “I ask – you answer” standard questions style.
People seem to love activities they do on their own with simple guidance (revealing their individual insights). - A deep respect for the Respondents and the point of view or innovative ideas that they can contribute, that clients or subject matter experts may not have considered emerges in QLMR.
Ideas have often been created or modified based on the ‘practicalities’ of their day-to-day uses, solutions, and adaptations. - Qualitative Researchers are adept at presenting objective results for studies they conduct so that Clients can more reliably develop next steps.
We could go on about the myriad of reasons QLMR is an important tool for End Users to help aid their decision-making skills, but these ten came to the top of the list.
Written by: Romaine Bailey, Master Coach & Trainer