Consider what kind of qualitative research would be appropriate in the case of the following marketing problems.
2. The manufacturer of new anti-dandruff medication sold over the counter (OTC) intends to bring the medicinal product to the market extensively supported by a national television and press advertising campaign. Thus, they want to test the advertising materials, prepared to make any final adjustments before they go to print or production.
3. A company in the food business is planning to qualitatively deepen the results of quantitative segmentation research to obtain data concerning cooking routines and food preferences. The aim of the research is to gain an understanding of the segments, their lifestyle, needs, and values and, most of all, to distinguish their nutrition habits.
4. A clothing company with a retail store network is planning to cyclically monitor the reception of its new collections by its customers (young women looking for relatively cheap clothing). They want to find out how their clients react to successive collections, what they like in them and what they dislike, which trends should be maintained and which the company should withdraw.
5. A well-known coffee shop chain with a considerable market presence is planning global rebranding (change of name, logo, coffee shop interior, modification of its product offer). Therefore they are intending to carry out qualitative research with their customers concerning the reception of the changes in their cafe network (interior design, offering, and customer service standards).
6. The manufacturer of an extensive range of women’s beauty products wants to gain detailed insight into the morning and evening beauty routines of women. They are planning step-by-step morning and evening beauty routines. They want to investigate the habits and preferences in this domain, what products women choose and why, what influences the use of various treatments and products?