Online, mobile and hybrid qualitative market research combines methodologies from both in-person and online data-gathering approaches to create custom research design.
Companies use this type of research to glean important information about consumers and consumer behavior. Often companies want to know:
New concepts for products or services benefit from feedback from potential consumers before they are rolled out before the public. Often research helps bring to life consumer thoughts and feelings around a company's brand or ideas and the category in general. If a company wants to move into a new market, or expand within an existing market, it needs to understand how consumers are likely to react to the growth, move or change.
In short, companies want to know more about why consumers are doing what they're doing or buying what they're buying or behaving how they're behaving. More importantly, companies need to know what their customers need, feel, want, miss or dream about. Online, mobile and hybrid research projects allow companies to observe consumers and their responses on a day-to-day basis.