What’s the first thing you think of when it comes to market research? In Diving Deeper: GLG’s Guide to Effective Qualitative Research we focus on qualitative research. It will explore a variety of qualitative methods and the six key steps that you need to take to get the most out of market research.

Qualitative tends to be exploratory, often used more for innovation of new product concepts or messages or deeply understanding the motivations, thoughts, and tendencies of the target population.