Qualitative research is a research method often used in marketing to gain in-depth insights into consumer behaviour, attitudes and preferences. In contrast to quantitative research, which is based on numbers and statistics, qualitative research focusses on the collection of non-numerical data. The aim is to gain a comprehensive understanding of the subjective experiences and perceptions of the target group.

Qualitative research methods can include individual or group interviews, observational studies, case studies or the analysis of text and image material. Open questions are often asked, giving the participants room for detailed answers. This allows in-depth information to be gathered about the emotional and psychological factors that influence consumer behaviour.

The results of qualitative research are usually not generalisable, but offer valuable insights that can be used for the development of marketing strategies and campaigns. For example, they can help to better understand the needs and expectations of customers, optimise product features or create more effective advertising messages.

Qualitative research is particularly useful in the exploratory phase of a project when little is known about the research object. However, it is more time-consuming and cost-intensive than quantitative methods and requires careful interpretation of the collected data.