Such intuitive, highly subjective personal input can only be obtained through qualitative research.
Qualitative research is laser-focused, dealing only with smaller samples.
Expert moderators, unencumbered by the time constraints of a quantitative survey, use a multitude of techniques during lengthy interviews to obtain in-depth information. The interviews, which last as long as two hours, allow the moderator to elicit extremely candid, highly complex responses. Real-world examples have shown the effectiveness of quantitative research in measuring product awareness, establishing customer profiles and determining market size. Quantitative research is a scientific, statistics-based methodology designed to yield data that is projectable to a larger population. Because it is so deeply rooted in numbers and statistics, quantitative research has the ability to effectively translate data into easily quantifiable charts and graphs.