Doing a qualitative research in the Philippines can be very exciting, especially when you are keen to knowing more on the characteristics of your market that you can use for various purposes. This is because in qualitative research, you are focused on answering questions that deal with existence and process, or things that are more or less constant in your target audience.
Qualitative studies are very important in finding a target market. This is because they allow you to have a more in-depth appreciation with the elements of the subject that you are studying. Without a qualitative research, it would be more difficult for you to analyze the reasons behind changing trends and behaviours among the different stakeholders of your market.
But is a Philippines qualitative research the right way to conduct your market study? If you are not sure yet, then you may want to look at these pointers first:
- Exploring a new idea.
There are questions that cannot be answered by means of quantitative methods, and these include studying a problem that a market encounters, needs that cannot be concretely defined, and misunderstandings due to different sources of information about a subject. If you are bugged by such issues and would want to address them, then a qualitative study proves to be more helpful as you are given a picture of the scenario and draw findings based on opinions and insights that matter, not solely by numbers.
- Complex problems.
Some market problems tend to be more complex than they seem, and these often arise when you are attempting to extract specific audiences out of a bigger population. At times when you narrow down your audience, you encounter layers and layers of issues that cannot be properly answered by figures and numbers. In this light, a qualitative approach proves to be more useful because it is able cut the complexity of the problem into more manageable chunks.
- Context of the problem.
When you want to know the culture, traditions, and practices of a community in which you are drawing your market, then you will have to rely on qualitative characteristics, and not statistics. A qualitative study comes in because it lays down the information that you will include in your analysis, from the products your market consume to the places they go to, their ways and means, and the challenges they encounter as customers and consumers.
- Explaining the process.
When your study is based on finding explanations on how things interact with each other in your market, then you should go for a qualitative research instead. Indeed there would be some tallying involved, but rather you will be taking into consideration the insights and opinions of the people involved and affected of the process that you are trying to picture out. In this situation you draw out theories to test later on.
- You are preparing for the numbers game.
Qualitative data is very useful when preparing for a quantitative study, mainly because it offers you the ways to find the right things to measure. You are given the opportunity to observe your market as they interact with the situation they are in, how they address problems in relation to your product, and from there you determine the indicators to be measured.
While qualitative research looks easier to handle at first glance, it should be as rigorous and carefully structured as a quantitative study. Sure, it can be exciting to conduct a Philippines qualitative research, but when done sloppily, you may end up with distorted findings and draw conclusions that do not effectively represent your market.