Qualitative research in marketing: definition, methods and examples

What is qualitative research?

Qualitative research methods

Focus groups

Social media analysis

Individual interviews


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






Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store