ABSTRACT
Qualitative research is frequently conducted to examine consumer attitudes and behaviour in relation to a product category or service, usually with the specific aim of understanding consumer relationships to a brand. Often manufacturing companies segment a market according to historical developments in the company, or according to production, distribution or marketing criteria. In some cases it may be a widely held belief that a product category competes with another, whereas consumer research indicates a completely different situation. A qualitative study helps to understand the competitive relationships between different types of product and/or brand in any product category – from the consumer’s point of view rather than the manufacturer’s. Creative development research is commissioned at three different stages in the advertising development process. Basic market studies are often conducted with the aim of generating hypotheses about the product field or brand. Qualitative research has no rival when it comes to New Product Development.
