A focus group is: Where a group of people with specific criteria are gathered in one place to discuss a certain topic, led by the moderator.
To ask them about their perceptions, opinions, beliefs, and attitudes towards the product /service /any related matter. This method is a good tool if you need to get insights from a group of respondents simultaneously, and get them to talk about their opinions regarding the topic of investigation.
An in- depth interview is: Where the researcher has a one to one interview with the respondent.
To make the respondent feel more comfortable, and have a confidential, and secure conversation between the researcher and the respondent. This method is a good tool if you need to get insights from the respondents on a delicate matter, or you are meeting an important person with limited time.
An in- depth interview is: Where the researcher has a one to one interview with the respondent. In- home visits is: Where the researcher visits the respondents in their own home, and interview them.
To enable the researcher to see and understand the customers in their own environment. This method is a good tool if you need to discover the respondent actual usage/storage for a product in reality. Also it could be helpful the researcher understand other aspects through observing their lifestyle, and surroundings.
Observation is: Where the researcher goes to the shop/ service place to observe the customers in their natural shopping environment, track their movement flow in an isle, and how they interact with services or products.
To observe the actual behavior of the shoppers vs. what they say about their behavior. Also to capture elements that respondents may be unaware of, or fail to express in an interview.
This method is a good tool if you need to evaluate the quality of service in your shop /service place or to gather specific information about product/service of a competitor.
Mystery shopper is: where the researcher goes to the shop/ service place behaving like a normal customer to gather information then report the experiences. The identity of the researcher, and their purpose remain unknown to the staff in establishment
To capture the full customer experience, see the service place/ shop the way the customer experiences it, and test if staff adheres to the service level intended by management.
Qualitative research is the process of collecting insights based on people's attitudes,feelings and behaviors towards a certain service, product, or idea. This process includes developing findings & understanding based on the analysis of the gathered insights. When we want to understand the “Why?”( why people act in a certain way & why they feel this way about it? ) for example.