In comparison with quantitative testing, qualitative testing enables us to gain more insight into “why” participants are feeling a certain way or saying certain things. In qualitative testing, the facilitator is an active participant and is immersed in the subject matter during the testing sessions, so further exploring of ambiguous responses can occur in order to have a clear sense of what the consumer says and means. A primary purpose of qualitative research is to generate suggestions and recommendations. The reactions we don’t anticipate from consumers are often as important as—or more important than—the ones we do. Qualitative research yields.
