Qualitative research is always about a small sample and a deep dive into the customer experience. The most popular methods are focus groups and in-depth interviews. The focus is on a particular person's story: for example, what path he or she took from need to purchase.
The researcher receives a large amount of valuable information and learns about nuances that are overlooked in larger surveys. The results allow them to formulate hypotheses that are best tested on a broader audience. And this is key! Otherwise, it is possible to exaggerate the significance of the conclusion, which in reality is characteristic of a small proportion of consumers.
When deciding to do qualitative research, the brand team must be prepared for unexpected twists and turns. After all, in the process of detailed communication with consumers, moments that relate to the emotional evaluation of the customer experience come to light.