When you're looking into market research, it’s important to know the difference between two main types: qualitative and quantitative research.

Qualitative Research:

• Focus: This type looks closely at how people feel and what motivates them. Think of it as having conversations through interviews and focus groups. You talk about opinions and emotions.

• Data Type: It’s more about personal experiences and insights that can’t be easily measured. You might hear people say things like “I feel” or “I believe.” These feelings help us understand how consumers think.

• Outcome: You get detailed information that highlights trends, but it can be tricky to apply this information to a larger group.

Quantitative Research:

• Focus: This method measures information and looks for patterns. It often uses surveys with specific questions to gather numbers.

• Data Type: It's more straightforward and focuses on statistics. You might see statements like “80% of consumers prefer product A over product B.”

• Outcome: You receive clear and useful insights that are easier to analyze and compare. This helps you understand the market better.

So, to sum it up:

• If you want a deeper understanding and emotional insights, go for qualitative research.
• If you need numbers and trends, choose quantitative research.

Using both methods can give you a complete picture of what consumers want!