The qualitative method of market research primarily deals with the gathering of information about the attitudes, feelings, and views of the consumers. It involves the following:
Focus groups consisting of consumers and potential customers to understand the views they have about the company’s products and services
The informal and formal chats engaged with consumers to understand their satisfaction level about the company and its products
Information about competitors such as reviews and the visits etc to understand the practices engaged by them with respect to their products and practices of customer services
Qualitative market research method though is very helpful in understanding consumer needs, habits, practices including being very helpful in increasing sales and providing better consumer service, it requires an altogether different approach and may even take longer time for data interpretation due to the complex nature of information collected.