What type of information is available from qualitative research?

Advertising agencies and advertisers have recognized the value of qualitative research for many years. Increased fragmentation of viewing audiences (more people watching more channels) has made qualitative research extremely important in evaluating media choices.

Qualitative research offers data beyond simple sex/age or household demographics. It helps profile the socioeconomic and purchasing characteristics of a consumer group and helps identify potential customers of an advertiser’s products or services.