qualative Research

Qualitative Research

What is it?

Unlike quantitative research which relies on numbers and data, qualitative research is more focused on how people feel, what they think and why they make certain choices. 

For example, if you are thinking of changing your branding you would carry out qualitative research to see what emotional reactions people have to the new identity and what they associate it with.

How to do it

Qualitative research is largely led with discussion around certain concepts or ideas with open questioning. Attendees are encouraged to explain or describe their reasons for having certain responses which can reveal underlying motivations, associations and behavioral triggers.

Relates to infomation on peoples opinions views and preferences.
H is important to media industries at they need to know why people something on didn't like something. If they didn't like something they could make it better next time to increase sales/views/hits etc.

I watch you tubers and so do other people but people will comment on their videos about there opinions about what they thought of the video and they might even give them advice on what ti make the video better.