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Understanding your audience through Qualitative Research

Ruth Clarke - Market Research Society

This learning series will lead you through the qualitative research process from design to communication. Qualitative research involves gathering and understanding insight from sections of your audience to gain detailed understandings of ideas, opinions, trends and experiences. 

Qualitative research reveals what your target audience are thinking by directly asking their opinions. It is a dynamic and evolutionary method of data collection, allowing you to answer the “what, why and how” of your subject. This innovative form of research can be used to explore attitudes and motivations; explain reasons behind why people use certain facilities or behave in certain ways; keep up to date with trends and sentiment, and in this age of increasing collaboration, inform and develop campaigns. 

This series guides you through each step of the qualitative research process to help you build valuable and meaningful insight and know how to communicate and use it effectively.