What is qualitative paid market research?

A research approach used to delve into consumer attitudes, behaviours and opinions. Usually it involves bringing together small sets or groups of people to discuss a product or service in depth that might not emerge through surveys. By speaking to a cross section of the population, companies can test new concepts, fine-tune marketing messages, and understand consumer behaviours in a more in-depth way.

One of the many exciting things about market research is how varied it can be – not only because of the many different industries that carry it out (retailers, healthcare organisations, media companies…) but the different types of market research methodologies there are!

As a VIPerson you’ll have the chance to get involved in different types of paid market research…

In-person or online focus groups
Usually gathering together 6 – 8 people to have an informal conversation, led by a researcher, around specific topics, products or services. Sessions can be held in a venue (e.g. hotel), or online (e.g. Microsoft Teams, Zoom) and allow participants to interact with one another, sharing experiences and ideas.
In-home interviews
In-home interviews involve a researcher visiting you at home, often to observe you using a product or service. By conducting research in a comfortable and natural environment participants are inclined to speak more openly and honestly about their habits, preferences, and experiences. This allows researchers to capture context and insights in an everyday setting.
Online communities
The clue is in the name! A randomly selected ‘community’ of people to take part in ‘online’ activities and feedback. Activities can include an online diary, uploading videos or photos. Usually held on a closed secure platform (nobody else can see your contribution), research can run over a series of days, averaging 30 minutes per day, making it flexible as to when you participate. Perfect for people with busy lives – you can log on and off at times that suit you, depending on the project specification of course! We make sure to outline the time commitment up front so you know what you are signing up for.
User experience testing
User experience testing, also known as UX testing or user testing, usually involves testing digital products. Individual participants will be asked to follow steps to navigate a website or app while being observed. Feedback on functionality and areas for improvement can help a company fine-tune an app, website or software to make it more end user friendly. These sessions may be face to face or, more commonly, online.
In-depth interviews
A conversation with a researcher, usually one to one, occasionally in pairs or couples, to get a more in-depth and personal view. They may be face to face or online.
Accompanied shopping
A researcher will join you while you go shopping. While observing how you go about your shopping they will be looking for ways to make the experience easier and more enjoyable in future, or to help brands with marketing and positioning.