Qualitative research
Market researchers use quantitative and qualitative research to gain better and more complete perspectives about a market segment or hypothesis. Qualitative research involves consideration and analysis that are non-numerical in nature, which includes questions of "how" and "what". Qualitative research is suited to solve the problem areas of basic market exploratory studies, product development and diagnostic studies. In market exploratory studies, the research findings can be used to define consumer segmentations in relation to a product brand or understand the dimensions which differentiate between brands. In new product development, product, packaging, positioning and advertising information can be collected through researching to confirm a new product proposition. In diagnostic studies, qualitative research is used to determine how the brand image has changed since the start of an advertising campaign.