qualitative research storytelling voice of customer
According to the Qualitative Research Consultants Association, qualitative research helps identify customer needs, clarify positioning and messaging, address market-fit, and gain perspective on how a product, brand, or solution fits into a customer’s lifestyle. It employs methods such as interviews, focus groups, observation, open-ended surveys, and recordings (audio and video) to gain insights into people’s opinions and experiences.
You can use this investigative approach to better understand why people feel, think, or respond in a particular way in a particular situation. Because it captures the voice of the participant it provides what is referred to as the color behind quantitative data. For example, solid quantitative data guides product development. Qualitative data from customers add the emotional context to the story for why customers feel your product is better than the competitors. Compelling and relevant stories weave in this type of information. Stories help people make decisions.
How Answering the “Why”
Builds Customer Connections and Fosters Growth
Powerful stories can help your business gain gambia telemarketing database traction, overcome competitors, expand your presence in the market, accelerate product adoption, and retain customers, employees, and partners. A well-developed story for your company communicates your organization’s purpose and articulates your value proposition and your competitive advantage. It serves as an umbrella for your company’s positioning, brand, messaging, and content.
If you ever took a writing or journalism course, you’ve heard of the 5 W’s: Who, What, When, Where, and Why. These questions form the structure for every story. Quantitative data can tell us who, what, when, and where. It can answer the question of what people want.
To grow, you need a story that enables you to connect. So, start with why:qualitative research, group meeting, discussion
Why your company exists
Why something is important to an existing or prospective customer, employee, or partner
Why someone cares about or needs a solution to achieve what they want.
The question “Why?” can rarely be answered with quantitative data. Answering the “Why” takes qualitative data.