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What Is Qualitative Research?
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Qualitative research is a term used to describe information based upon opinion and experience. Due to its subjective nature, qualitative research can often be underestimated. Some researchers suggest that quantitative research is better as it works with solid facts and figures instead of emotion, which is changeable. However, this is highly dependent on the kind of results you are looking for. Quantitative is better, in some ways. If you are looking for a black and white answer with a straightforward solution, yes, quantitative. However, qualitative data collection is for you if you are a brand looking for ways to improve the product you sell or its marketing process. In this article, we will touch on methods of qualitative data collection, how they can be used and how ‘This Is Selfhood’ uses qualitative data to benefit its client base.
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How Can It Be Gathered? There are quite a several methods of collecting information on a wide scale. These include the following ways;
Interviews - This is a method where the interviewee is asked a series of appropriate questions and catalogues their responses. Focus Groups - Focus groups aim to initiate a conversation. They gather a group of individuals together in a room and ask questions. The interaction between the people present can help identify issues and answer questions that might not be accessed when asking one person alone. Observation - Watching the behaviours of a select group of people can be used to gather information.
How Does ‘This Is Selfhood’ Use Qualitative Research?
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Well, to put it simply, Selfhood gathers the opinions of Gen Z concerning a variety of brands and topics, including food, lifestyle, health and fashion. These views are catalogued and then offered to brand owners as ways of getting to know their target demographic. This is because the value of a consumer is high, especially to brands relying on them for their revenue. ‘Moving with the times’ has never been more appropriate or vital. It is a brilliant place to access this qualitative data as Selfhood takes information from young people all over the globe, thus giving a detailed and colourful perspective on the world. This information can then be used to really get in the mindset of the customer base. The new generation and their perception of culture will shape the world. To thrive, brands should use this data to help them adapt according to the Gen Z perspective. Their products, marketing, and even brand identity could really benefit from integrating real-life ideas and opinions.
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020 3195 5250
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