Qualitative analysis refers to opinion-based information gathered in a survey, while quantitative data is fact-based evidence. Both are important in consumer behavior analysis, as qualitative insights demonstrate how customers think and feel about a product or brand, which can translate into actions. Qualitative and quantitative data can be closely related, and both are used in various industries, including business, government, and non-profit organizations.
“Qualitative analysis” is a term that refers to the opinion-based information gathered in a survey. This information contrasts with quantitative data, which is fact-based evidence that can be measured. Most consumer behavior analyzes and studies incorporate both in order to get a clear picture of the market. Qualitative insights are important to this mix because they demonstrate how customers think and feel about a product, brand, or situation. These feelings and thoughts often translate into actions, so understanding them can help a company produce the consumer actions it wants and needs.
Qualitative data and quantitative data can be difficult to distinguish because they can be closely related. For example, a survey might ask 70 customers whether or not they’ve seen a specific ad. If 35 say yes, the researcher can tell that half of the respondents say they saw the ad. These are quantitative data because they are measurable.
The same poll could go on to ask those who saw the ad what they remember about it. Some may remember the central message of the ad, some may remember a specific character or actor, and some may remember the music used in the ad. The researcher could also ask what the respondent liked and disliked about the ad. All of these are qualitative insights. They tell the researcher and society what is most memorable about the ad and what people like about it.
Such a survey will likely switch to perception-based data. For example, it might ask the 35 people who saw the ad if their opinions about the company or product changed after seeing the ad. If ten people say their opinions are worse, that’s quantitative. If the survey asks why, these answers would be considered qualitative insights.
Consumer action is one of the most important areas of any research investigation because it is what people influence a company’s sales and profits. For example, a survey might ask how many people bought a particular product in a particular month. He could then ask buyers a series of qualitative questions, such as what factors contributed to the purchase decision, what they like about the product, and how it makes them feel.
Business isn’t the only industry using qualitative research methods. Government and policy studies often seek to obtain qualitative insights. Additionally, non-profit organizations use those insights to determine the best ways to deliver the messages they want to hear.
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