What is Qualitative Research in Retail? Explained

Qualitative research is a method of inquiry used in the retail industry and various fields to gain an in-depth understanding of people's behaviors, attitudes, opinions, and motivations. Unlike quantitative research that focuses on numerical data and statistical analysis, qualitative research employs open-ended techniques such as interviews, focus groups, observations, and content analysis. In retail, qualitative research helps uncover consumer insights, preferences, and trends. It provides a nuanced understanding of customer experiences, allowing retailers to make informed decisions about product development, marketing strategies, and overall customer satisfaction. Qualitative research is valuable for exploring complex human behaviors and perceptions that may not be fully captured through quantitative methods alone.