To succeed in an increasingly competitive marketplace, it is essential for a business to know its customers.

Qualitative research is a strategy for gaining a deeper understanding of your customer.  By taking the time to listen to what customers really think, it is possible to gain real insights that can confer tangible benefits on your business. Qualitative research is ideally suited to exploring the following areas:

• Consumer familiarisation (exploring the beliefs, attitudes and behaviours exhibited by consumers in new or existing market segments)
• New product development (is there a need for a new product? How is it likely to be received?)
• Branding and positioning studies (how is a brand or product perceived by consumers? How does it compare to competitor products?)
• Customer satisfaction studies

David Bland is an independent qualitative researcher based in Enniskillen, Co. Fermanagh. With ten years’ market research experience, David is well qualified to design and execute research projects for a wide range of business information requirements. If you wish to discuss a research requirement, please call to arrange a free consultation. David is a member of the Association for Qualitative Research.