Tips For Conducting Qualitative Research

Research can be a pretty intimidating process, especially when you’re just starting. When conducting qualitative research, you should know that it’s time-consuming and often stressful. However, it can yield valuable insights into your target audience’s behaviours and preferences if done right. Here are some tips on how to conduct qualitative market research:

Define Your Research Goals

Before you begin, it’s essential to define the problem. That is, define what you want to learn from your research.

Don’t worry about what other people might be trying to learn with their qualitative market research and don’t even think about their goals—your only focus should be your own goals and objectives.

At this stage of planning, it’s also important to stay realistic about the amount of time you have for conducting this type of work. A good thumb rule is that if you don’t think you can finish within two months (or less), then consider whether this is the right time for qualitative market research or not.

Develop a Carefully Worded Script/Question Guide

As you begin to develop your script, there are a few things to keep in mind. One is the importance of using the right words. The right word can help you understand what people really mean when they talk about an issue or question. It can also help you understand how they perceive something that happens around them.

Another thing to consider is the perspective from which you want your customers/participants/informants/whatever-you-call-them to answer your questions or respond to prompts. This will depend on what kind of research method and analysis approach you choose for your study, but it’s important regardless of which methods and approaches you choose.

Establish an Appropriate Setting and Let the Prospects Be Comfortable

When conducting qualitative research, it is important to establish an appropriate setting for your prospect. The setting should be free from distractions and not too loud as well. Your prospects should feel comfortable in such settings.

When conducting the research, let your prospect know that you are there to help them with whatever they need and make sure they are comfortable. You want them to feel relaxed, so they will be honest with you when answering questions or sharing their thoughts on topics related to the research topic.

Avoid Relying on All Open-Ended Questions

Open-ended questions are usually the first ones that come to mind when people think about qualitative research. They’re good for getting people to talk and share their stories, but they’re not very good at getting answers to specific questions.

If your goal is to collect data that you can use in your analysis, it’s best to stick with closed-ended or scaled questions. These types of questions allow you to control the type of answers you get and make it easier for you to analyze them later on.


Quantitative research is a valuable tool, but it’s not always the right one. If you want to get a more accurate picture of your target audience and their needs, qualitative research can help. It allows you to conduct in-depth interviews and focus group discussions with real people who can share their thoughts and opinions on topics that matter to them. You’ll learn about their experiences with similar products, how they feel about certain features or benefits that appeal most strongly when buying something new—and much more!