When is the right time to deploy qualitative research for my brand?

  1. During the brand development process (early stage) – Qualitative techniques like projective exercises and brand collages can help identify the optimal brand positioning, messaging, and visual identity that resonates with the target B2B audience.
  2. When engaging internal stakeholders for buy-ins (early stage) – Findings from qualitative research can be used to get buy-ins from internal stakeholders on marketing campaigns. Understanding key reasons and emotions behind decisions being made can be the make-or-break factor in many purchase decisions.
  3. When defining your market research objectives (mid-stage) – Often, what you’re looking for can get muddled with what your target audience is looking for. Conducting qualitative research early on can redeem deeper insights into your problems and help you redefine your objectives.
  4. When validating quantitative findings (mid-stage) – Qualitative research can be used to validate and provide context for quantitative brand research, as well as generate compelling quotes, case studies, and stories to bring the data to life.
  5. When trying to break down your brand architecture (late stage) – As you grow as a company or a brand, you will tend to expand your offerings. Sometimes, it’ll be under your brand’s umbrella, and sometimes, they’ll branch out due to mergers, acquisitions and joint ventures. That’s when it becomes increasingly important for your target audience to associate with the correct brand.
    Qualitative research allows you to explore brand perceptions in-depth. Because qualitative techniques are more exploratory, you can go beyond superficial statements to identify the underlying emotional reaction to brands.

Read more about qualitative research and the right timing here

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