Qualitative Research uses small samples - often in groups or one-on-one interviews, - and a conversational or ethnographic format to uncover the emotional and psychological subtleties that influence consumer preferences and purchasing behavior. The up-close and personal format of qualitative methods are "up-close and personal". They enrich quantitative data by revealing the why behind the numbers. Focus Groups Traditional (8 to 10) Mini-Groups (4 to 6) Diads/Triads (2-3) One-on-One Interviews Mood Boards and Literature Reviews Ethographic Research Usability Testing Blind-Shopping/Store-Intercept Idea-Generating Sessions Consumer Diaries Advisory Boards (consumer or business) Sample projects better suited for qualitative research: Interface Optimization Advertising + Sales Collateral Assessment Brand Image + Equity Assessment
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