Qualitative market research is an important tool for businesses of all sizes. It can help you uncover insights that a survey may not reveal. There are a number of different qualitative market research techniques, each with its own advantages and disadvantages. In-depth interviews are great for gathering detailed information from a small number of people. They are intimate and allow the moderator to probe on topics at an individual level, something that isn’t possible in a focus group. However, in-depth interviews can be time-consuming and difficult to recruit if the audience is one that is hard to reach. Focus groups offer an efficient way to gather feedback from a larger number of people. They also provide an opportunity for participants to interact with each other and share their insights. However, focus groups can be affected by group dynamics, and it can be difficult to ensure that everyone has a chance to voice their opinion. When deciding which market research technique to use, it’s important to consider your budget, timeline, and objectives. In some cases, a focus group may be the best option. In others, an in-depth interview may be more appropriate.