In marketing research, what is the focus of qualitative analysis?

Qualitative analysis in marketing research primarily emphasizes the subjective understanding of consumer behavior. This approach aims to delve deeper into the motivations, perceptions, feelings, and experiences of consumers, rather than quantifying data or trends. It seeks to answer questions about the "why" behind consumer actions and preferences through methods such as interviews, focus groups, and open-ended surveys.

Qualitative research provides insights into the nuances of consumer attitudes and helps marketers understand the context within which consumers make decisions. This is essential for creating marketing strategies that resonate with target demographics, as it captures the complexities of human behavior that statistical approaches might miss. By focusing on subjective experiences, qualitative analysis allows businesses to tailor their offerings and communications more effectively to meet consumer needs.