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    I sometimes see the word ‘qualitative’ as a stand-alone term. How is it related to ‘consumer insight’?

    The word qualitative itself refers to how the quality or characteristic of something is perceived, rather than a measurement. But the stand-alone term qualitative which you're referring to is typically used in a marketing context to refer to qualitative research.

     

    Qualitative research is a type of investigation into the 'why' consumers choose to act the way they do in a certain instance. It provides valuable consumer insight. Through the use of unstructured information such as focus groups, observational research, interviews and neuro-science, qualitative research seeks to gain understanding into a potential customer's motivation to behave in particular ways when faced with a certain situation.

     

    Qualitative research is different from quantitative research which deals with hard facts and figures.

     

    To read more about MediaCom's approach to qualitative research, as well as quantitative research, please visit our Specialist divisions section.