When it comes to market research, there are two main types of research: qualitative and quantitative. Qualitative market research is all about generating insights and understanding people’s opinions and behaviors. It’s often used to explore new ideas or to get a better understanding of sentiment towards a brand or service. It is used to gather the “why” behind human behavior. Common qualitative methods are focus groups, in-depth interviews, ethnographies, and shop-alongs. In contrast, quantitative market research focuses on measuring things like satisfaction levels and likelihood to recommend (most commonly through online and telephone surveys). While both types of market research have their place, qualitative market research is often seen as an important exercise when it comes to understanding concepts and experiences. Insights gleaned from qualitative research can be valuable in helping to shape brand strategy. As a result, qualitative market research is an essential tool for any marketer looking to gain a deeper understanding of their target audience.