Qualitative Market Research
To interpret what’s going on, to gain depth, or to understand customer needs in a more refined, multi‐dimensional manner. Helps you to scope out the role your product or service plays in the customer’s life and the tasks they engage in while benefiting from your solution. In‐depth interviews and focus groups are the most common qualitative market research methods.
Quantitative Market Research
Collects data and measures/counts results. Allows you to understand in aggregate, your market, customers and prospects. It begins with a hypothesis, tests a sample, then makes assumptions about an entire population. Surveys: and demographic analysis are the most used quantitative research methods.
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