Qualitative research is, by nature, more directional than quantitative research. There is a misguided assumption that qualitative data is somehow inferior, or at least more questionable, than quantitative data derived from market research. It all comes down to rigor in qualitative research, and whether your study meets certain criteria for credibility, dependability, transferability and confirmability.
Group and individual interviews are an effective methodology for probing into the perspectives, attitudes and behaviors of consumers, but there are also numerous variables that can affect the process, for better or worse. Here are some common mistakes that can negatively impact the accuracy and validity of your qualitative research, and how to avoid them.
You want to provide a reason—backed by data— why distributors should continue to carry your SKUs. The most effective way to prepare for a product line review is to conduct pertinent market research beforehand so you can successfully negotiate for the outcomes you want.
Grant Farnsworth joined Dan Tratensek of the NHPA in early January to discuss key findings from the 2021 Market Measure Report. The pair also shared some predictions for what the home improvement market could see in 2022 and even into 2023.