Qualitative research in marketing: definition, methods and examples

What is qualitative research?

Qualitative research methods

Focus groups

Social media analysis

Individual interviews

Observations

In-home videos

Lifestyle immersion

Ethnographic research

Online sentence completion and word association

How to design qualitative research?

Determine research objectives

Choose the methodology to conduct the research

Investigate various data collection methods

Analyze the collected data

Study the report and recommendations

Qualitative research examples

McDonald’s

Starbucks

LEGO

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