The qualitative or the psychological research takes up things from the ground.
It is an open, strongly focused on the consumer side, close to his real experiences. It reveals conscious or unconscious images of the user, attitudes and perceptions.
Application
Qualitative research explains the consumer behavior. When we need to answer the question "why" the consumer acts in one way or another, “why” he makes one or another choice, the qualitative research is essential. It:
* Identifies consumer motivation.
* Reveals the psychological potential of the product or brand.