Qualitative Marketing Researches

Don’t underestimate the importance of cultural and language nuances.

WIP ' s language-related expertise

Language is everything in a qualitative research, and researches of those from a different cultural background often end in failure due, for example, to miscommunication with local research staff, differences between original and local versions of questionnaires and interviews due to nuance, mistakes in expression by interviewers and moderators, and misreading of nuances when analyzing.

Making full use of the support that WIP Japan, with its language-related expertise, can offer, will ensure solid progress for any project being planned.

Qualitative Marketing Researches

A qualitative marketing research does analyze data quantitatively, but uses language-based information (expressions, nuances, etc.), mainly from interviews and the like, as data.

Qualitative marketing researches comprising mainly language data, they are well suited to getting an understanding of the background to specific actions, and for investigating and discovering hypotheses.

Examples

Qualitative marketing researches take various forms, from the well-known group interview, to the personal (depth) interview, key person interview, internet research (including chat and noticeboards), observational research, mailings, and more. Research style is decided upon taking into account such factors as the number of the sample (i.e., the persons to be researched) and the budget.

In general, when people talk about researches they mean quantitative marketing researches, but the questionnaire research does not have to be quantitative. Depending on the style of the questions, they can also be qualitative.

Qualitative marketing researches are typically used for such purposes as the investigation and discovery of hypotheses, elucidating consciousness, reasons, backgrounds, and matters of cause and effect.

Example questions

Preference research

“What kind of times do you feel you want coffee, and where do you want to drink it. And why?”

“Who do you normally have coffee with?”

“Do you like XXX Coffee? What image does XXX Coffee have for you?”

“Is the atmosphere of where you drink important to you?"

“How do you feel when drinking coffee at YYY”

“What are the good and bad points about ZZZ? Why?”