Qualitative research is the search for a deeper understanding of human behavior, attitudes, opinions and perceptions to provide insights to inform businesses, non-profits, educational establishments, Government services, etc. It is applied in market research by communicating directly with consumers – through in-person methods ranging from in-depth interviews and shop-alongs to focus groups, and on-line methods from one-on-one interviews and bulletin boards to focus groups – in an effort to understand how and why consumers are reacting the way they are to a brand, service or business.

Qualitative research helps companies and organizations to:

• Understand market or competitive context.
• Understand consumer behavior and attitudes.
• Strengthen brand loyalty.
• Engage new users.
• Build brand equity.
• Develop new products and services.
• Communicate more effectively.
• Test potential future concepts and scenarios.

Every company communicates with consumers in different ways. The challenge is to make certain a company's communication message is relevant, different, motivating and cohesive across all elements of the marketing mix.

Qualitative research is sometimes employed in conjunction with a quantitative study. While the results of a quantitative study are numeric and provide data relating to measurable behaviors and attitudes, the results of qualitative research can provide explanation and understanding of the data. Qualitative research tends to be descriptive, and can be projective, answering the "whys," "hows" and "what ifs."

With today's consumers able to share their experiences with products and services in social media in real time, it has become increasingly important for companies to find ways to gauge consumer sentiment quickly – and accurately. If there's a drop in sales of a specific brand, companies need to know what's behind the shift. If a consumer base is exhibiting changing needs, companies need to know how to respond and react to the new needs.

In-person qualitative research can be performed in various ways:

• In-depth interviews involving from one to three people
• Interviews with mini-groups involving four to six people
  
• Focus groups involving seven to ten people
  
• Shop-alongs during which a qualitative professional actually follows consumers around, studying their habits or discussing their experience "in the moment"
  
• Ethnographies that explore and examine cultural phenomena, and in-context behaviors
  

By using these tools effectively, qualitative research is often the most powerful method for companies to understand what consumers think of a new idea or product. It can reveal how the idea or product can be made even better or stronger, how a service or product might better fit into the lives of consumers, and what competing services and products in the marketplace might pose a threat.