How Qualitative Consumer Research Helps The Retail Sector

Qualitative Consumer Research is used in multiple areas in a retail organisation, from planning sales tactics to designing the most efficient floor plan.

The retail sector has changed dramatically in India. From the neighbourhood kirana store to big glitzy malls, shopping is definitely not what it used to be. But, few recognise the effort it goes in creating these spaces. Qualitative Research is one of the essential tools in the management of a retail space like a mall.

Judging customer loyalty: Garnering a customer’s satisfaction is the most critical aim for the marketing team of any retail space. Many big departmental stores and malls run elaborate programs for just this purpose, such as awarding loyalty points. Qualitative research tells us about what the consumers want, their preferences and their motivations. Understanding their drive helps you plan more effective loyalty programs.

Floor design: The outlay of a big retail store is one of the most critical factors in its success. A smooth and natural flow makes movement easy. But the other more important decision lies in the placement of products. How do you design the outlay? Which product are to be placed together? Which mix works the best?

Qualitative consumer research focuses on consumer motivations, what they want and need. By taking the research to the consumer we can better decide the kind of mix they are looking for, what they find convenient.

Shopping trends: The success of any retail organisation depends on the understanding of its shoppers. It is important to understand that buyers are not a monolith group, behaving in the same fashion. Shopper behaviour is individualistic and driven by their own motivations. But it can be predicted and hence, directed. This is where research comes –– to study what sells the most, which sale seasons are most effective, your demographic and more.

Studying competition: Qualitative consumer research is also used to study the competition. Research focuses on why consumers prefer a certain product, what makes it better or more preferred than yours, which competitive sales tactic is upstaging yours and other such queries.