Why Qualitative Research? Part 4

What is the importance of qualitative research?

First off, it generates a deep and rich understanding of your market. It also creates empathy, sincere language and drives your personas. A persona is something that should always be able to be verbalized. And you need to surround your persona with such opportunities through qualitative research. As compared to quantitative research, this option allows more leeway for interpretation and spurs more possibilities.

Furthermore, according to Luke, qualitative research can improve customer relationships in some regards. As far as interview best practices go, there is some valuable information offered on this topic, too. For example, there are a number of mistakes that people make while conducting interviews that can easily be avoided with the right knowledge.

Qualitative research is a vital aspect to anybody looking to find their own piece of the marketing pie.

Photo by: Open Data Institute Knowledge for Everyone