Qualitative research is designed to reveal a target audience's range of behaviour and the perceptions that drive that behaviour with reference to specific topics or issues.

It uses in-depth studies of small groups of people to guide and support the way conclusions are arrived at. The results of qualitative research are descriptive rather than predictive.

Qualititive methods in the field of market research include in-depth interviews with individuals, group discussions, diary and journal exercises and in-context observations. The sessions may be conducted in person, by telephone, via video-conferencing and via the internet.