The Qualitative Research Roadmap

Posted by AMC Global on Jun 28, 2023 7:00:00 AM

**Media Alert**

A guide “Going Beyond: The Qualitative Research Roadmap” was published today by AMC Global, an international custom market research firm specializing in launch strategies, brand tracking and qualitative product research. 

The content asset shares tips for how brands can utilize various qualitative approaches to engage with consumers through the five research stages of the product life cycle. 

“Using or adding qualitative tools to a study gives you an understanding of consumer behavior that goes beyond the rational to uncover the emotion and the ‘whys’ behind consumer behavior.” said Ashley D’Annunzio, Director of Qualitative Insights at AMC Global. “At AMC, we bring together best-in-class qualitative and quantitative research for pre-launch, launch and post-launch of products to give in-depth insights to help guide development and innovation.”


The Five Qual Roadmap Stages: 

  • DISCOVER: Provide qual insight into consumer needs, aspirations, emotions and desires to show where product developers can find areas to create and innovate.

  • EVOLVE: Identify the best concepts, ideas and paths forward through understanding of what innovations have the best chance for success.

  • REFINE: Listen for information to drive the fine-tuning of product offerings to ensure alignment among concept, product, packaging and positioning.

  • LAUNCH: Obtain qualitative consumer feedback during or following a product launch to gauge future success and identify potential problems early.

  • GROW: Keep up with both consumer and marketplace trends through approaches like qualitative communities and ongoing journey research.

Access the AMC Global Qualitative Research Roadmap here: