What is Qualitative Observation?

Qualitative research involves the use of descriptive language rather than hard numbers. Therefore, qualitative research methods need to take into account the various facets of human behavior to accurately depict consumer insights. Qualitative observation is arguably the most primal of methods, comprising your five main senses – sight, sound, smell,...

What is Monadic Testing?

Qualitative research employs a variety of methods to achieve a well balanced set of data. Monadic Testing and Sequential Monadic Testing are two simple, albeit effective, forms of qualitative research, both with their respective strengths and limitations. Let’s look at what they are, how they are different, and how they...

Data Collection Methods for Qualitative and Quantitati...

In the process of conducting a market research project, the method you choose to collect your data is one of the most critical decisions you’ll make. It’s important to know the different methods of data collection in order to make an objective and informed decision on the optimal collection approach...

Strengths and Limitations of Qualitative Research

Qualitative research has the potential to complement quantitative data by providing depth and perspective to statistics. At its core, qualitative research data stems from the human experience. It can open a window into audiences’ minds that quantitative data just cannot show, and paint a richer, more holistic portrait of consumer...