Trends, whys and answers – part 8

Shopping and consumption are most useful if they help to uncover what lies behind the trends. With this knowledge more targeted market strategies can be developed. Just recently Irish firms started introducing Irish beef to the German market. They performed qualitative and quantitative research and they measured consumers’ sensory experiences as well. The tested customers appreciated the taste but detested the meat’s appearance, because it looked too raw. Qualitative research revealed that Germans have little knowledge of beef in general – they don’t know how tasty beef actually looks. This example shows how qualitative research can shed light on the meaning of things and on the correspondence between them. Semiotics is the study of signs and sign systems and it can be used by the human being as a consumer to define thoughts referring to the future. Qualitative market research incorporates all of this to give partners a clear understanding of their consumers’ world view and their position in the buying process. For instance with higher quality products it is qualitative research that can reveal what kind of symbols achieve the desired effect in consumers, what kind of images and verbal messages should be used to communicate various premium brands.