Qualitative Research

Decision model

How it works

Qualitative Research gives teams a named way to turn qualitative and quantitative research into targeting decisions. In the Marketing Refs graph, it links definitions to adjacent metrics, workflows and operating choices instead of leaving the term as isolated vocabulary.

Key takeaways

• Use Qualitative Research when the decision depends on customer evidence, segmentation and buying context.
• Pair Qualitative Research with related concepts before changing strategy, budget or execution.

Where it is used

• Audience & Research planning
• Campaign review
• Team alignment

Used by Marketing teams · Growth teams · Students

Examples

• A audience & research team uses Qualitative Research to turn a vague marketing discussion into a specific decision with owners and evidence.
• A manager links Qualitative Research to adjacent concepts before changing a campaign, journey, budget or operating process.

Common mistakes

• Using Qualitative Research as jargon without tying it to a decision, owner or measurement signal.
• Treating Qualitative Research as isolated from adjacent concepts that change how it should be applied.

Questions

What is Qualitative Research?

Qualitative Research is a research method in Audience & Research that helps marketers apply customer evidence, segmentation and buying context to a specific planning, execution or measurement decision.

When should marketers use Qualitative Research?

Qualitative Research should be used when it clarifies a marketing decision, owner, workflow or measurement question.

What is a practical example of Qualitative Research?

A audience & research team uses Qualitative Research to turn a vague marketing discussion into a specific decision with owners and evidence.

Sources

• tier 1American Marketing Association definition of marketingofficial body · cited 2026-08-08
• tier 1Universal Marketing Dictionaryofficial body · cited 2026-08-08