All about qualitative research

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What is this lesson is about?

“No plan survives contact with the enemy.”

This military saying is surprisingly applicable to civilian life as well. You can plan all you want, but when other people are involved you’re just not in control of the outcome. And that’s because people can be something of a wild card. It’s hard to predict what they’ll think or how they’ll respond to something. 

And the same is absolutely true of products and customers. You can spend years and billions of dollars planning the perfect product. And yet, you can still never be 100% sure how your customers will react to it. 

But, don’t worry. Because that’s where focus groups come in! Focus groups can 100% help you better predict how your customers will react to your products. 

In this lesson, we’ll learn all about focus groups and how they can help you get a sense of how real customers will react to your product. 

In addition to focus groups, we’ll learn about 5 other types of qualitative research:
• Depth interviews 🌊
• Protocol analysis
• Projective analysis 📽
• Sentiment analysis
• Ethnography 🔬

All of these will help give you a better idea of how your customers will respond to your products and give you the best possible chance at a successful product launch. 

See you in class 🙋🏻‍♂️

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