Qualitative research has found multiple applications in business, especially in creating optimum marketing strategy. With its emphasis on finding the reasons behind the facts and figures, qualitative research is the right way understand the market and the way you should optimise your own business.
However, like any scientific method, qualitative marketing research has its own challenges. Some of these challenges are common to all research methods, while some others are related to the methodology we use. Sooner or later every researcher will confront these roadblocks. How they overcome these is the mark of a really good researcher.
