Qualitative studies are recommended to:
- Define a problem, generate hypotheses, identify determinants and develop quantitative research designs to verify findings.
- Investigate the features of a market through in-depth research that explores the background and context for decision-making.
- Explore an issue and probe below the surface for affective drives and subconscious motivations.
A qualitative exercise while it reflects behaviors and attitudes found in the large population is not representative and is not projectable and therefore not conclusive.
The two most commonly used qualitative studies are Focus Group Discussions and One-on-One In Depth Interviews.
