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Qualitative research means gathering non-numerical data using a scientific approach. Instead of “how many” and “how much”, qualitative data deals with simply “how”, “why”, “when”, and so on.

Launching a product or service into a market without fully understanding your market is like throwing darts in the darkness hoping that you may hit the bull’s-eye or near about, by chance.

For qualitative market research, one of the best ways of gathering feedback is conducting face-to-face interactive sessions, especially with carefully selected focus groups.