What we know about qualitative theories & methods

The most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.

Qualitative research theories and approaches have evolved significantly, with the advance and adoption of behavioural economic thinking. This has put greater emphasis upon human behaviour and context rather than motivations and attitudes. There is a growing reliance on digital approaches, with technology such as VR, mobile apps, voice, chatbots and online communities enabling the capture of participants’ everyday behaviours, or brand interactions, in the moment. The increasing use of AI and machine learning is blurring the lines between qualitative and quantitative research, and enabling faster results.

Definition

Qualitative Research is a broad methodological approach that is used to gain an...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands