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Qualitative methods
Allow to:
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Explain and understand motives of behavior, reasons.
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Allow to learn and interpret hidden beliefs and emotions.
It is used in order to:
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Learn about reasons for consumers’behavior.
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Getting wider view on researched issues and understanding them.
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Stimulate creativity of the respondentsand use it.
Allow to learn about:
- Motives for buying certain brand.
- Image of the company, brand or public person.
- Climate and company organization culture.
- Associations connected with brand.
- Satisfaction level after services or product consummation.
- Loyalty level towards brand or company.
- Decision making process.
- Opinions about products or product ideas.
- Communications for certain brands (advertising).
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