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Qualitative Market Research : The Complete Guide

Content Index

What is Qualitative Market Research?

Qualitative market research methods and techniques, 4 types of qualitative market research testing methods, examples of qualitative market research.

• Ethical Considerations for Qualitative Market Research?

What are the Applications of Qualitative Market Research?

Advantages of qualitative market research, disadvantages of qualitative market research, online qualitative market research software- questionpro communities.

Qualitative market research is an open ended questions (conversational) based research method that heavily relies on the following market research methods : focus groups, in-depth interviews, and other innovative research methods. It is based on a small but highly validated sample size, usually consisting of 6 to 10 respondents .

The small size enables cost saving, while the “importance” of the samples and the lack of a defined questionnaire allows free and in-depth discussion and analysis of topics. Usually, the discussion is directed by the discretion of the interviewer or market researcher. You can use single ease questions . A single-ease question is a straightforward query that elicits a concise and uncomplicated response.

It is always better to have more heads than one. By canvassing a group of respondents for ideas and competence the quality of the data that is obtained is far more superior. This concept is known as crowdsourcing, derived from the two words “crowd” and “outsourcing”.

LEARN ABOUT: Perceived Value

Qualitative market research is most frequently used in political campaigning to understand voter perception of political candidates and their policies, interviewing business leaders and diving deeper into topics of interest, psychological profile studies and so on.

Qualitative market research is a relatively less expensive method to understand 2 critical factors in details – “what” the respondents think and feel about a certain topic and “why” they think and feel that way.

LEARN ABOUT:  Market research industry

Why do we ask for an opinion? Any opinion for that matter? We ask because the person’s opinion matters to our decision making. None of the successful organizational decisions are made through mere guesses or speculations, but through real information gathered from real and valuable people.

Market research , in general, has played a critical role in inducing a thought process in present day’s organizational leaders where information and data dictate policies and decisions.

However, in market research design , not all information is just numbers and quantitative research . Some are just – conversational and qualitative!

LEARN ABOUT: Research Process Steps

Remember the super hit series Desperate Housewives? And do you remember the lovely housewives calling their friends over for a cup of tea or a couple of drinks to discuss the flashy new products they have bought?

It is not just a vague practice to flaunt these products but a thoughtful one because it matters what the friends think. Whether, they agree or disagree with the quality, brand and other features of those products. It matters what people think. Voila! Welcome to the world of qualitative market research.

Qualitative market research is all about understanding people’s beliefs and point of views and what they feel about the situation and what are the deciding factors that influence their behavior.

LEARN ABOUT: Marketing Insight

To conduct qualitative market research usually, one of these market research methods are used:

• Focus groups: As the name suggests, a group of people comprising usually of  6-10 members are brought together to discuss a particular product and its market strategies. Usually, experts in that particular field will comprise of the group. This group will have a moderator who will stimulate the discussion amongst the members to derive opinions. Since the focus groups are becoming a rare occurrence, platforms like Communities is on the rise.
• In-depth Interviews: It is usually a one-on-one interview method conducted with a group of people, either face to face or over the telephone. This method is more conversational and asking open-ended questions helps gather better data.
• Innovative research methods: In this method, the researcher can click photographs of the person who is answering the questions or can even record their videos. Observing these photographs or videos later would tell the researcher about their responses/reactions to various situations.
• Observations or “Shop-alongs”: Qualitative Observations or shop-alongs are now becoming an increasingly used research method in qualitative market research. This method allows the researcher to observe from afar and actually see how a consumer reacts to an actual product and purchase experience. This mitigates the scope to be dishonest with feedback or even forget about the shopping experience at a later stage.

LEARN ABOUT: Qualitative Interview

• Lifestyle Immersion: A newer method of conducting qualitative market research is attending a social or family event that user/s are at and collecting feedback. This helps with the getting feedback from users when they are in a comfortable environment. This is a great way to collect candid feedback in a comfortable environment.
• Online Focus Groups: With the ease of access to social media, online focus groups are becoming easier to manage. It is easy to recruit people to a focus group based study and even manage data collection and analytics.
• Ethnography: Ethnographic research is the process of being in an end user environment and seeing the user indulge with a product in a real-life example. This qualitative research method is best positioned to help create immediate and impactful product tweaks.  
• Projective Techniques: Projective techniques are conducted by trained moderators who uncover hidden thoughts of the respondents. The questions or questioning methods are of an indirect nature and the moderator then deduces and uncovers underlying feelings that aren’t explicitly mentioned.  
• Online Forums: Online forums is now becoming an increasingly preferred way of conducting qualitative market research. Members in a panel are brought onto a common platform to discuss a certain topic and the moderator ensures the discussion is driven in the direction of the outcome required. The moderator probes, asks the right questions and coerces to ensure a thorough discussion is conducted.
• Online Sentence Completion and Word Association: One of the easier but exhaustive nature of completing qualitative market research is to get respondents to match words that may be related to a product or even complete sentences online and this provides a deeper insight into the thoughts of the user.

Learn more about qualitative research methods 

Here are the steps involved in conducting qualitative market research:

• Planning & Determining research objectives: Each research study needs to have a desired outcome at the outset so that the resources behind planning and executing are not wasted and it helps towards business agility.
• Deciding the method to conduct the research: Qualitative market research can be conducted in many ways. Depending on the nature of the study, target audience demographics , geographical location, a product that is being surveyed etc., would the survey method be utilized.
• Getting the right personnel for the job: Conducting a qualitative market research study requires moderators that know how to elicit and track responses from potential respondents.
• Purposive Sampling : In this method, the sample is created with a purpose in mind. The contours of the demographics are planned well in advance and users that fit this criterion are onboard for the market research survey.
• Quota Sampling: Quota sampling is the process of selecting samples from a given quota and the selected users are said to be a representative of the larger population. This can be a random sampling or put some qualifying criteria in.
• Snowball Sampling:   Snowball  sampling model is based on a reference model. Users that match criteria are asked to refer users that they are personally aware of that match the criteria.
• Survey design: The survey has to be designed in a way to elicit maximum value so that the responses received build towards robust and actionable feedback.
• Data collection: The data collection can be done via online or offline methods. It is imperative to collect the data in such a way that sense could be made of it and it could be used to analyze and report.
• Data Analysis: Data means nothing if it is not analyzed. Data that has been analyzed can give actionable insights for a product or brand to build on and this is imperative for a qualitative marketing research survey.
• Reporting: Once data has been collected and analyzed, it has to be reported in an easy to consume format to the relevant stakeholders as a milestone in the market research process.

LEARN ABOUT: Steps in Qualitative Research

There are 4 distinct types of qualitative market research testing methods that can be conducted. They are:

• Direct Exploration: This qualitative market research method is a no holds barred feedback method for a potential idea or product. This method is conducted where the users are told about the idea where no physical product is provided and all possible feedback is collected. This feedback is then collected and explored to form the basis of the new product.
• Monadic Testing: This method evaluates feedback by providing users with one single idea, concept, feature or product and asks for feedback. In this method, despite there being multiple concepts available, other designs are not shown. This method is important to elicit individual piece of feedback about a desired feature or concept.
• Sequential Monadic Testing: This testing method is similar to monadic testing because each concept, product or feature is shown one time. The only difference is that an alternate design to each concept is shown at the same time and feedback is collected on both from a user. This testing method is also called paired testing or paired nomadic testing.
• Discrete Choice Testing: Discrete choice testing is like paired nomadic testing but the only difference is that all choices are provided at once, not sequentially and the users are asked to pick one feature over another and then explain their choice.

LEARN ABOUT: User Experience Research

Successful businesses tend to use qualitative market research to keep pace with the ongoing market trend analysis , to make better-informed decisions and to achieve business excellence.

Whether your business is a start-up or a well-established entity, qualitative market research is a powerful method to identify your target audience and understand how they will respond to your product.

Before we dig deeper here are some of the real-time examples of qualitative market research case studies:

• AP, Norc and QuestionPro partner on geolocation exit polling app
• Washington State Ferry

Some examples of business expansion where qualitative market research plays a critical role by crowdsourcing concrete ideas for optimized decision-making :

• Branding : Many companies fail to understand how consumers perceive their brand or what is the brand positioning in comparison to their competitors.  The research is typically done by conducting interviews with customers or organizing focus groups to collect feedback on marketing content and collaterals. In this way, the surveyor can explore different topics in-depth and get feedback from the respondents. Using this market research method, brands can gather information that can help them upscale and reposition their brand better in the market. LEARN ABOUT: Brand health
• Understanding the Consumer Behaviour: Sometimes, organizations/ companies/ entrepreneurs need more information about their consumer in order to place their product in a better manner.  To do so they might need information about their gender, age, marital status etc. Qualitative market research helps them gather such information. For understanding the consumer behavior conducting in-depth interviews is the best option, as these interviews are conducted on one to one basis a decent amount of information can be collected.
• Measuring the reach of marketing activities: Many businesses go an extra mile to do a better job in promoting their brands. Here is where their marketing activities come into play.  Market research can provide organizations with information about their marketing effectiveness by gathering first-hand information on how consumers look at their marketing message. This helps organizations maximize their marketing budget.
• Identifying new business opportunities: Market research helps organizations explore new opportunities leading to business expansion.  By gathering data through market research through focus groups, organizations can pin a location, understand business dynamics, know their key competitors etc., to grow their business in the right direction.
• Getting insights on products: If a company comes up with a new product or looking to improve a current one, it is always better to take a market research in order to understand how acceptable is the product amongst the consumers.  When a product comes to the market people have an opinion about its shape, size, utility, color, features etc. Qualitative market research through in-depth interviews will help gather systematic data that can be later used to modify or make the existing product better.

LEARN ABOUT:  Market Evaluation

Employee Experience: Definition

Research ethics are as important as important as the ethics in any other research field. It is important to safeguard the participants’ interest. Like there is training and formal processes for researchers in other fields like in healthcare and medical research, market research is also governed by similar policies.

Due to the nature of qualitative market research, it is very important to have informed consent from a participant to be a part of the research study. This means that they are aware  of basic information like:

• Nature of the research
• Expected time of completion
• If there are any sociological or physical risks or benefits
• Will a monetary or remuneration in other form be present
• Confidentiality protection
• How will the name and other personal details be used
• Any legal repercussions

Since this is a relatively less expensive and a more flexible method of market research there are a few applications of this market research methodology:

• It helps to understand the needs of the customers and their behavioral research pattern.
• What consumers think and perceive your product as.
• To understand the efficiency of your business planning and also to know if the strategies and planning that you put in place are working or not.
• What sort of marketing messages has a strong impact on the consumers and what just fall on deaf ears?
• Whether or not there is a demand for your product or services in the market?

LEARN ABOUT:  Test Market Demand

Ultimately, qualitative market research is all about asking people to elaborate on their opinion to get a better insight into their behavioral pattern. It’s about understanding  “Why” even before “What”.

LEARN ABOUT: Behavioral Targeting

• It helps you gather detailed information: One of the major advantages of this market research method is that it helps you collect details information instead of just focusing on the metrics of data. It helps you understand the subtleties of the information obtained thus enabling in-depth analysis .
• It’s adaptive in nature: This market research can adapt to the quality of information that is collected. If the available data seems not to be providing any results, the researcher can immediately seek to collect data in a new direction. This offers more flexibility to collect data.
• It operates within structures that are fluid: The data collected through this research method is based on observation and experiences, therefore, an experienced researcher can follow up with additional open ended questions if needed to extract more information from the respondents.  
• Helps communicate brand proposition accurately: Through this market research method, the consumers can communicate with the brand effectively and vice versa. Any product terminology, product jargons etc are effectively communicated as this research method gives a chance to the brand and the consumer to express their needs and values freely, thus minimizing any miscommunication.
• It helps reduce customer churn : Consumer behaviors can change overnight, leaving a brand to wonder what went wrong. By conducting qualitative market research, brands have a chance to understand what consumers want and if they are fulfilling their needs or not, thereby reducing customer churn . Thus the brand-consumer relationship is maintained.

LEARN ABOUT: Market research vs marketing research

• It is time-consuming: Qualitative market research can take days, weeks, months and in some cases even years to complete. This isn’t good to get quick actionable insights. In some cases, the premise with which the survey began may be non-existent due to market evolution.
• It is expensive: Due to the time taken to complete, qualitative market research is extremely expensive. They are also expensive to conduct and create actionable insights because the data is humungous and people with certain research skill sets are required to manage the research process.
• It is subjective: What one user may think could be very different from another. Due to this, there is no standardization of responses. This also means that the lines between true and false blur out to the point that each response is to be considered at face value.
• No result verification: Data collected cannot be verified because in most cases in a qualitative market research, the data is based on personal perceptions. Hence for analysis, each opinion is considered as it is valid.
• Halo effect: Due to the highly subjective nature of the research, the preconceived notion of the moderator or the person conducting the analysis skews the reporting of the research. It is human tendency to gravitate towards what’s known and it is very tough to get rid of this research bias .

LEARN ABOUT: Self-Selection Bias

With the increasing competition in the business world, the extensive need for business research has also increased. QuestionPro Communities is a qualitative research platform that is interactive, where existing customers can submit their feedback and also stay well informed about the market research activities, helps researchers undertake studies to maximize sales and profits. Through the communities platform, researchers can carry out research to effectively target and understand their customers, understand what is the market trend, prevent future research problems and thereby reduce customer churn .

This qualitative research platform helps in developing businesses to know their competitors and help identify the latest trends in the market. To carry out a well-directed research, businesses need a software platform that can help researchers understand the mindset of the consumers, interpret their thoughts and collect meaningful qualitative data .

QuestionPro Communities is the World’s leading platform for conducting analytics powered qualitative method . This online qualitative market research software helps researchers save their time, using niche technology like text analysis , where computers are used to extract worthwhile information from human language in an efficient manner, increase flexibility and improve the validity of qualitative research questions . This online platform help researchers reduce manual and clerical work.

QuestionPro Communities Qualitative Market Research Tools Includes:

Discussions

The online qualitative research software and tool, Discussions, allows a researcher to invite respondents to a community discussion session and moderate the focus group online. This can also be done live at a specific time that is convenient to the researcher and offer the users the flexibility to post responses when they login to their community. Invitations can be sent out well in advance to a specific target group the researcher would like to gather feedback from.

In case you are looking for respondents to share their ideas and allow others to analyze and offer a feedback and vote on the existing submissions, then this is a great tool to manage and present your results to the key stakeholders.

In this online community, you can submit topics, cast your vote in the existing posts and add comments or feedback instantly.

QuestionPro Communities is the only panel management and discussion platform that offers a seamless mobile communities experience. When it comes to engagement, how you reach respondents matter! Go mobile and take Discussions, Topics, and Idea Board anywhere your respondents go.

Feel free to explore our latest blog discussing practical examples of qualitative data in education – a valuable resource to deepen your insights into student experiences and learning dynamics. Why not give it a read and discover fresh perspectives for enhancing educational practices?

Learn about the other market research method: Quantitative Market Research

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Qualitative research in marketing: definition, methods and examples

Apr 7th, 2022

What is qualitative research? 

Qualitative research methods, how to design qualitative research , qualitative research examples.

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Qualitative research allows businesses to determine customers’ needs, generate ideas on improving the product or expanding the product line, clarify the marketing mix and understand how the product would fit into customers’ lifestyles. The research will be useful for businesses of any size and type. For example, entrepreneurs can use qualitative research to gain insight into customers’ feelings, values, and impressions of the product or service. With qualitative research, you can understand the reasons and motives of customers’ reactions and use this information to create marketing and sales strategies .

The research can also help you design products and services that meet the requirements of your target audience. For instance, imagine you are a restaurant owner and want to introduce a new menu; you can conduct qualitative research and invite local residents to give you feedback on the food, service, and pricing. This approach will increase your chances of success.

Qualitative research studies the motives that determine consumer behavior by employing observation methods and unstructured questioning techniques, such as individual in-depth interviews and group discussions. The approach involves the collection and analysis of primary and secondary non-numerical data. The goal of qualitative research is to understand the underlying reasons for making purchasing decisions and learn about customers’ values and beliefs. 

Qualitative research asks open-ended questions beginning with the words “what”, “how”, and “why” to get feedback concerning a new product or service before the launch or development phase. This method reveals customers’ perceptions of the brand, buyers’ needs, advantages, and drawbacks of the product or service. Furthermore, it helps evaluate promotional materials and predict how the product or service can influence the lives of your customers. 

This research method emerged in the early 1940s when American sociologist Paul Lazarsfeld introduced focus group interviews to study the impact of propaganda during World War II. In the late 1940s, American psychologist and marketing expert Ernest Dichter developed a new type of consumer research called motivational research. Dichter used Freudian psychoanalytic concepts to understand the motives of consumer behavior. He conducted in-depth interviews to learn more about customers’ needs and attitudes towards certain products. 

In the 1960s, marketing academic John Howard began studying consumer behavior from the perspective of social sciences, including psychology, anthropology, and economics. At the same time, market researchers focused on the emotions, feelings, and attitudinal elements of consumption. As a result, in-depth interviews, video-recorded focus groups, and computer-assisted telephone interviews became prevalent qualitative research techniques. 

With the advent of the Internet and mobile devices, qualitative research has undergone numerous changes. Today the Internet allows researchers to conduct surveys on a much larger scale. The marketers can use hyper-segmentation and hyper-personalization to launch targeted advertising campaigns, utilize market research analysis software and gather customer opinions using social media analysis. Let us take a detailed look at the basic methods of qualitative research.

The most common qualitative research methods include focus groups, individual interviews, observations, in-home videos, lifestyle immersion, ethnographic research, online sentence completion, and word association. We will consider each of them in more detail below.

Focus groups

Focus groups are discussions dedicated to a specific product and its marketing strategies . The groups typically consist of 6-10 people and a moderator who encourages them to express their opinions and feelings about the product. Usually, focus groups are held in-person to study consumers’ verbal and non-verbal reactions to the product or advertising campaign. 

This method has several applications, including testing marketing programs, evaluating the overall concept for a product, examining the copy and images of the advertisements, and analyzing the new types of product packaging. Nowadays, in-person focus groups are losing popularity, while online discussions via video conferencing tools are attracting a lot of attention from researchers. 

Social media analysis

Social media and mobile devices give brands more opportunities to gather and analyze information. Customers now interact directly with brands on social media platforms where they spend their free time. Content analysis of Facebook posts, comments, tweets, YouTube videos , and Instagram photos allows brands to track consumers’ activities, locations, and commonly used words. 

You can ask for users’ feedback , encourage them to fill out a brief survey, or engage with customers to inform them of your marketing plans and the development of new products. Furthermore, the qualitative research participants can provide additional contextual information like photos and videos, which gives a better understanding of their thoughts and attitudes.

Individual interviews

An individual interview is usually conducted in person, over the phone, or via video conferencing platforms. The interviewer asks the existing customer a number of questions to determine his motivation to buy a particular product. One-to-one interviews are held as a free-flowing conversation and include open-ended questions. The interviews can be flexible, semi-structured, and unstructured. You can ask about the customer’s frustrations concerning the product, motivations and reasons for purchase, and the sources of information from which they learned about the product.

Observations

Observations allow researchers to see how the customers react to the products in the store and analyze their shopping behavior and purchase experience. This method is more effective than written surveys as it provides better insight into consumer reactions. For example, the researchers can observe how customers stop outside the store, what attracts them to the shop window and which way they walk once they enter the store. In addition, observations help determine problems related to product placement on store shelves, clutter, or products that are out of stock. You can also collect customer feedback to improve some aspects of the shopping process, like packaging design.

In-home videos 

In-home videos allow researchers to watch how customers engage with the product in the comfort of their own homes. Using this method, you can monitor user behavior in a natural and relaxed environment. Thus, you can have a better picture of the ways people use your product. The customers can keep video diaries or film the videos with detailed comments concerning your product. You can store the qualitative content in one place and create an insight hub to analyze and reuse the collected information in the future.

Lifestyle immersion

Lifestyle immersion is another method that allows obtaining customer feedback in a comfortable environment. Immersion refers to the researcher’s profound personal involvement in a customer’s life. For instance, the researcher visits an event, such as a party or family gathering, and observes the user’s reactions and behaviors in a familiar setting. Watching how users speak to their family and friends is an increasingly effective technique that allows learning more about their needs, challenges, and motives. 

Ethnographic research

Ethnography is a type of research that originates from 20th-century anthropology and involves observing people in a natural environment rather than a lab. Namely, the researchers watch how respondents cope with their daily tasks, such as grocery shopping or preparing dinner. This helps see what people actually do instead of what they claim to do. 

Ethnography applies a variety of approaches, including direct observation, video recordings, diary studies, and photography. Researchers can observe the user’s behavior at home, at the workplace, or with their family or friends. Passive observation as a method of ethnographic research implies following and watching users without interacting with them or interfering with their actions. Active observation, in contrast, entails working or cooperating with consumers, asking them questions about a product or service, and joining their team or group.

Online sentence completion and word association

Sentence completion is a projective technique used in qualitative research to allow customers to express their opinions and feelings. According to this method, the respondents receive the survey with unfinished sentences. They should complete sentences that describe the product or find the words that would be appropriate in the context of the sentence. With this method, the researcher can put qualitative data in a structured form. 

Word association is a similar technique that helps researchers gather information about brand awareness , images, and associations related to a specific product or brand. The respondents are given the trigger words and instructed to write the first word, association, or image that comes to mind. In contrast to the interviews and focus groups, sentence completion and word association techniques can reach more people when conducted online. Moreover, it takes less time to analyze the results and understand users’ perceptions. 

Once you have learned about the most widely used qualitative research methods, it is time to plan the research process step by step. 

The success of your research outcomes greatly depends on adequate planning and appropriate strategy. Here we will list some general guidelines on how to conduct qualitative research.

Determine research objectives

The first step to designing or running qualitative market research is understanding the goals you want to achieve with your study. In particular, the research objectives might include discovering the existing or potential product or brand positioning , understanding perceptions about the company or product, investigating how people react to advertising campaigns,  packaging or design, evaluating website usability, and identifying strengths and weaknesses in the product. The absence of clear objectives would create challenges for the researcher as qualitative research involves open-ended questions and in-depth replies that are difficult to interpret and analyze directly.

Choose the methodology to conduct the research

Determine the most suitable method to perform market research taking into account demographics, geographical location of your target audience, lifestyle behaviors, and the product that is being examined. Market researchers usually collaborate with professional recruiters who find and screen the participants. A significant part of the researcher’s work is to develop a list of topics for discussion in small groups. You need to involve moderators who would spend from 90 to 120 minutes with the group asking questions, observing their reactions, and analyzing behavior.

Investigate various data collection methods

Once you have chosen the observation method, you need to involve a moderator to examine the participants’ behavior and take notes. This approach usually requires a video camera or a one-way mirror. You can also combine qualitative and quantitative research to collect numerical data and analyze metrics together with customers’ replies and observation results. 

When running focus groups, you can either organize one discussion with eight to ten participants or a series of online meetings which will last three-four days. Respondents will answer the questions from the moderator or react to prerecorded videos.

When you conduct one-on-one interviews, you need to speak with the respondents on the phone or organize a personal meeting. This method will be suitable if you want customers to try the product and share their impressions.

Analyze the collected data

Researchers will typically need a few days to a few weeks to collect the information. Then researchers will examine the data to provide responses to your questions. The next step is qualitative coding or the technique of categorizing the findings to identify themes and patterns. The specialists might also include the statistics to explain what the data is indicating. Besides, the report might contain a narrative analysis of underlying messages and phrasings.

Study the report and recommendations

The final step is to review the report provided by the researchers. It can be a written document or video recording. The paper, based on MECE principles , will help you group the patterns and similarities and sort them according to demographics and other customer characteristics. The document will contain specific recommendations, so you can draw conclusions and start making improvements to your product marketing strategy .

In the next section of this article, we will review how famous brands have put qualitative research methods into practice.

Qualitative market research helps brands strengthen their reputation and credibility, segment customers , identify market trends, increase awareness, rebrand products , and get feedback from the consumers on their preferences. Let us discover how McDonald’s, Starbucks, and LEGO use data to confront tough competition.

When conducting market research, McDonald’s asks the customers several critical questions regarding best-performing products, the most appropriate pricing , the effective advertisements, and the most attended restaurants. Finding answers to these questions allows for analyzing whether the company managed to expand its customer base. 

Furthermore, McDonald’s collects customer feedback to improve the products. In particular, many customers were disappointed with the lack of healthy and organic options on the menu. As a result, the company added apple slices and other healthy items to the menu and launched an advertising campaign to show that chicken nuggets and burgers were made of real meat.

Starbucks encourages customers to share feedback on the official site and contribute ideas via Twitter . The company monitors social media, tracks cultural trends, and offers customers to test the products in the stores. From 2008 to 2018, Starbucks used the My Starbucks Idea platform to collect ideas and continuously improve its products. The company implemented over 275 consumer ideas, including recommendations about new products and methods to improve corporate responsibility.

Some years before, LEGO was considered to be primarily a boy-oriented company. Then LEGO decided to promote inclusivity and create toys targeted at all genders. The company conducted research involving 3,500 girls and their parents to examine children’s behavior while playing with toys. Later LEGO used the collected data to determine the size of the figures and create bright packaging for the new toy line called “Friends” which was designed specifically for girls.

Companies would not create new offers, improve their existing products, satisfy the needs of their customers, or solve the most difficult challenges without market research. Qualitative research will help you obtain a clear understanding of your target customers, recognize the emotional connections to your brand, identify potential obstacles to purchase and features that are missing in your offer, and as a result, develop an outstanding product. 

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Qualitative Research Methods in Public Relations and Marketing Communications

Managing Service Quality: An International Journal

ISSN : 0960-4529

Article publication date: 20 January 2012

• Public relations
• Communication
• Qualitative research

Khoo‐Lattimore, C.S.C. (2012), "Qualitative Research Methods in Public Relations and Marketing Communications", Managing Service Quality: An International Journal , Vol. 22 No. 1, pp. 98-100. https://doi.org/10.1108/09604521211198137

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

This book is set out to provide a platform for students to understand and appreciate the relevance of qualitative research. As explained in the preface, the authors' goal was to make a contribution towards highlighting the significance of qualitative methods for the discipline of public relations and marketing communications. Christine Daymon and Immy Holloway have fulfilled their objective, and more. The book is in its second edition, nine years after their first. It consists of five parts, and 21 chapters within them. Part One is concerned with “Getting Started” and covers practical issues like “the usefulness of qualitative research” and “selecting a topic”. Like many books of this nature, Chapter One discusses the philosophies that underpin qualitative research. However, credit must be given to the authors for providing a detailed step‐by‐step guide to writing the research proposal. Part Two consists of seven chapters that deal with seven research approaches, namely case studies, grounded theory, ethnography, discourse analysis, phenomenology, historical research and action research. Many of these chapters (whenever possible) contains an introduction section followed by background to the approach and best of all, an exact guideline on how to go about collecting the data when adopting the approach. Part Three then discusses data collection in five chapters, covering sampling methods, interviews, focus groups, observation, and written, visual and multi‐media materials. Part Four covers data interpretation and analysis, as well as how to write the research report. In the last two chapters of the book, Part Five tackles issues surrounding the mixed methods approach.

However, this is not a book one has to read page‐by‐page, chapter‐by‐chapter, or even part‐by‐part. One can choose individual chapters to read. For example, to find out specifically about focus groups, one can go straight to part three, Chapter Fifteen. The 15 pages in this chapter are packed with good, essential information for any undergraduate or master's student. However, a Lecturer or Tutor needing to prepare a two‐hour class discussing focus group as a data collection method will also find this chapter helpful. Furthermore, the authors should be commended for taking care to discuss ethical issues and limitations to each of the approaches and methods presented – this is not the case for many books of such nature aimed at undergraduates. In this respect, the authors have set a standard that is not customary for undergraduates and even masters' students. If this is a benchmark that lecturers at wider tertiary institutions want to aim for, the first five pages in Chapter Four contains concise yet undemanding reading materials. Six ethical dilemmas were presented for student discussion and answers to all six dilemmas were explained.

At first glance, this book as suggested by the title, seems to cater specifically for those in the field of advertising, communication, marketing and public relations. On further reading however, one finds that the authors have actually laid out some basic principles of research that those outside the specified fields may also find helpful. In addition, although the authors themselves admittedly wrote it especially for undergraduates and masters students, this book is still great as a stepping stone into qualitative research – I have personally used bits and pieces of it in conducting one of my qualitative research workshops for junior researchers. I can also see how parts one and four of the book can be used to design a hands‐on academic writing workshop. If time allows, a companion book can be produced and used alongside this book as the main text and together, they will be more than adequate for a semester course on qualitative research methods.

I also particularly like Chapter Nineteen where the authors provide a comprehensive “hold‐you‐by‐the‐hand” guide to writing the research report. The authors provide everything a student may need, from the report structure to the introduction; literature review; methodology including sample and setting; data collection; data analysis; findings; discussion and conclusion. If these are not enough, they even throw in sample write‐ups of each of these sections. The only missing component here is a discussion on grammar, in particular, what tense should be used in each of the section in the report ‐ for example, if the literature review should be written in simple present, present perfect or past tense. This is one question that students repeatedly ask and grapple with, particularly amongst international students.

This book makes extensive use of boxed annotations and observations, with many chapters peppered with “Helpful Hints” and “Key Points”. Less creatively handled, this mode of presentation exemplifies statements by “dumbing” down, and can often deter readers from making their own associations. Some of the boxed commentaries however are used well, particularly those that include student voices and their experiences with conducting research. For example, in page 151, the authors feature a personal correspondence from a doctoral student on what he has learnt when conducting an ethnographic study – this in itself will help to relate to student readers better.

If there is any more criticism, I feel that the book would benefit from the inclusion of photos and images. Academic handbooks and text books in general have long been less imaginative in terms of design and covers and this book is no exception – the cover neither attracts attention nor describes the book and the content would benefit from some pictures. In addition, the example given for coding would have benefitted from including not just a transcript from focus group interviews but also other forms of methods. The exact procedure for coding newspaper articles or reviews from websites for example, would be most helpful. Nevertheless, this second edition will provide valuable guide and understanding for any undergraduates (not just those in marketing and public relations). It will also offer an informative introduction for postgraduates and novice researchers for foundational understanding of qualitative research methods. Finally, any academic staff member may find this book handy when designing a course on qualitative methods. All in all, the authors have done more than what they have set out to do.

A About the reviewer

Catheryn S.C. Khoo‐Lattimore is an Associate Professor at Taylor's University and investigates issues relating to consumer and tourist behaviour, and subsequently tourism marketing.

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Table of Contents

Everything you want to know about market research.

Nearly 80% of businesses conduct market research to gather targeted insights into their performance, customers, industry, and competition.

While market research offers a variety of benefits, it can be challenging to identify what research to conduct, and when to ensure you get accurate and actionable data for your business decisions.

To cut through information overload and discover how market research can help you, we are breaking down the basics of market research, including what it is, what you can learn, potential benefits, and how to get started.

What is market research?

Market research is the process of collecting, analyzing, and interpreting data about your target market, competitors, and industry. Market research spans a wide range of topics, uncovering insights on various elements that can impact a business. 

Some common subjects of market research include:

• Customer needs, preferences, and behaviors
• Market trends, competitors, and growth opportunities
• Brand awareness, perception, and evaluation amongst competitors
• Product performance, strengths and weaknesses, and customer evaluations

Why do companies conduct market research?

There is a wealth of insights   and benefits  provided by market research, but at its core, the purpose and value of market research is that it helps you make informed decisions by:

Understanding the Market

Market research provides in-depth insights, allowing companies to better understand the market, identify customers’ needs and preferences, discover how their brand is perceived in the market, and measure the impact of investments and strategies.

Identifying Opportunities

Market research spots untapped opportunities for companies to focus on, including how to improve their brand status, identify new customer bases and markets to sell to, and provide insights to help senior leadership prioritize investment opportunities.

Uncovering Risks

Market research also reveals potential risks that, if ignored, can cause considerable damage. This includes insight into competitors, the impact of major challenges or economic influences (i.e., COVID-19, heightened regulatory concerns), and negative perceptions of the company and its brands.

What types of companies use market research?

All types of businesses use market research, Including B2B ( 77% of companies ), B2C (82%), and B2B2C (83%). 

While they conduct research at similar rates, the types of questions they ask are driven by the unique challenges each type of business faces. For example, over half of B2B companies conducted a market share analysis last year, while B2C and B2B2C companies’ top project was evaluating customer satisfaction.

Find out how Hanover can help collect and analyze the data you need for better business decisions.

• Hanover Research Corporate Solutions

What can you learn from market research?

Anything. One of the biggest values of market research is how you can customize your research to gather the insights you need most. Below are some common examples of insights you can learn through market research.

Understand the Market

• Identify and prioritize markets for exploration and entry.
• Identify and build in-depth comparative profiles for your biggest competitors in the market.
• Understand market dynamics and identify potential factors, innovations, and trends that might impact your company.

Optimize Products and Services

• Generate new product ideas or optimize existing products.
• Develop an optimized pricing strategy.
• Evaluate how customers perceive and use your products and services.
• Identify any sales and service gaps or unmet customer needs.

Strengthen Brand Strategy

• Measure and track the strength of your brand and competing brands.
• Measure and improve brand health.
• Evaluate marketing and sales approaches to align with customer needs and preferences.

Understand Customers

• Understand the needs and preferences of your target customers.
• Identify crucial components of the customer experience. including unmet needs, pain points and levels of satisfaction.
• Differentiate customers into targetable segments based on behavioral, attitudinal, demographic, and psychographic data.

What are the most common market research projects?

The most popular market research projects can vary slightly over time, often reflecting market, economic, and societal shifts that impact company performance. Last year, with a focus on expanding to new markets and obtaining new customers, leading projects were analyzing customer satisfaction and needs , evaluating the market and identifying current and upcoming market trends , and measuring the strength of their brand equity .

This year, with inflation affecting customers’ buying power and increased production and resource costs, companies have expressed increased interest in price sensitivity research , making it the fifth-most common market research project. Increased uncertainty has also prompted companies to evaluate sales and renewal performance with win loss analysis projects increasing by 19%. 

Most Common Research Projects

How do you know you need market research?

With endless possibilities for insights, it can be hard to figure out where to start. To identify the type of market research you need, examine your top business priorities and determine if they could benefit from new data and insights. 

Ask yourself these two questions.

• Do you have the information you need to accomplish your goals?
• Is that data comprehensive and recent?

If the answer to either is no, your strategies will benefit from updated research insights.

Need help convincing your executive team to invest in market research?

You can find more stats on the use and impact of market research in our recent study.

• The State of Market Research

When should you conduct market research?

Companies usually conduct market research for one of three reasons: In response to a triggering event, to evaluate past performance, or to measure changes over time and quickly respond to declined performance.

Market Research Triggers

There are a variety of triggering events that prompt businesses to conduct research. Some common situations include:

• Evaluating the impact of external influences (economic factors, political shifts, etc.,)
• Understanding and adjusting to shifting customer needs
• Entering new markets
• New or increased competition
• Developing new products or features
• Merging or acquiring a new company

Evaluating Past Performance

In addition to conducting research to inform upcoming strategies or overcome pressing challenges, companies also conduct market research to evaluate the success of recent strategies or determine the reason for recent declines in performance. Market research allows companies to measure performance and identify areas of improvement. This can include anything from evaluating the performance of recent product launches, assessing the impact of recent sales and marketing strategies, or measuring the impact of recent pricing or service changes.

Recurring Assessments

The final instance of market research is recurring research. Companies conduct recurring research to ensure data is relevant, to evaluate performance over time, and to quickly identify and respond to changes in performance. For example, some companies periodically measure their brand health including brand awareness, perception, and evaluation against their competitors. By consistently assessing their brand health, these companies have updated insights into their presence in the industry, how customers evaluate them, and potential threats from competitors.

How often should you conduct market research?

How much research you should conduct depends on your unique business needs and strategies. Often, the amount you conduct is determined by the market research triggers we mention above. If you are launching a new product, breaking into a new market or customer base, or have noticed a decline in performance, you should conduct market research to address these needs as they arise.

Most businesses conduct multiple market research projects a year depending on their needs and resources. Over 80% of companies conduct market research frequently, and 79% conduct at least five market research projects a year.

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Value of market research

What roi can you expect from market research.

In addition to successful key initiatives, companies that conduct market research say it provides an ROI of over four times the cost.

What challenges does market research address?

The insights market research provides are directly related to businesses’ biggest challenges. In our State of Market Research report , we asked respondents what their company’s biggest challenges were. In addition, we also asked respondents how their companies have benefited from market research findings. 

We found that the benefits they attributed to market research directly addressed their biggest reported challenges. Even those who did not report having a specific challenge reported market research insights helped them accomplish their goals.

What are the benefits of effective market research?

There are a variety of benefits of market research depending on the specific research you conduct.

Market research can benefit your company by helping you:

Companies that leverage market research insights into their strategies are also able to accomplish their goals at a higher rate than those without market research insights.

Companies that conduct market research are:

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Market research KPIs

Some common KPIs based on the focus of the research can include:

Brand-focused

• Brand recall and recognition
• Brand perception
• Brand preference
• Net promoter score (NPS)

Customer-focused

• Customer retention and churn
• Customer satisfaction (CSAT)
• Cost per acquisition

Product-focused

• Product appeal
• Willingness to pay
• Future purchase consideration
• Post-purchase satisfaction

Market-focused

• Share of market
• Competitive benchmarks
• Total addressable market
• Market demand

How do you evaluate the success of market research?

Market research is successful if the resulting data is accurate, representative, and informative. Accurate data means the data has been cleaned and is a valid response to the study questions. Representative means that the data reflects the target market and is comprehensive. Finally, informative means the data provides insight and is actionable.

See how market research can help you with these key market research stats.

• Market Research Stats You Need to Know

How to perform market research

What are the common market research methods .

There are four main types of market research.

Quantitative Data Analysis

Data analytics involves collecting and analyzing large sets of existing data to uncover patterns and predict future outcomes. These data sets can include information like customer behavior data or historical sales data that allows companies to analyze their current performance and model potential scenarios and outcomes. 

By leveraging existing data, data analytics provides companies with an objective view of the situation, allowing them to identify gaps and discern trends.

Quantitative Survey Research

Surveys pose a set of questions to a targeted group of people. The survey measures the opinions, preferences, perceptions, and experiences of a desired audience and can collect self-reported demographic and geographic data. 

With surveys, companies get an aggregate but statistically valid picture that they can leverage to make decisions. Surveys also offer the ability to segment and further analyze the answers to determine key drivers of behaviors.

Qualitative Primary Research

Qualitative research focuses on targeted insights around concepts, opinions, and preferences. Unlike quantitative methods, these market research methodologies leverage a smaller set of data and respondents but allow for more in-depth answers.

There are two common types of qualitative primary research: in-depth Interviews and focus groups.

• In-depth Interviews In-depth interviews involve one-on-one conversations between interviewers and those from the target audience. The interview follows a pre-determined set of questions, or guide, to reveal sentiment, decision-making processes, and unmet needs.
• Focus Groups Focus groups are facilitator-led group discussions reveal perceptions of or reception to a concept or idea. While the facilitator guides the meeting, the direction of the conversation is determined by the participants creating organic responses that stem from participant perception and reactions.

Secondary Research

Secondary research, also known as desk research, is leveraging data that already exists to answer questions. It can be used to understand what others in the market are doing, identify potential markets for growth or expansion, or allow companies to compare their organization to others on key performance indicators.

What is the market research process?

There are five stages to the market research process.

• Determine your Area of Focus To determine the focus of your market research, look at your goals objectively and determine if you have accurate and effective data to accomplish these goals.  Once you have identified your goal, the next thing is to determine what you need to learn to support it. This could be anything from external information like market trends and competitors or internal information like customer satisfaction with your brand and offerings.

• Gather Your Data With your focus and methodology determined, the next step is to start collecting data. Each methodology has its own methods of data collection. Methods like surveys and interviews require researchers to gather feedback data from a select sample of their intended audience. Data analysis and secondary research entail gathering existing internal or external data related to the primary research focus.
• Analyze the Results Once the data is collected, the next step is to clean and analyze the results. It is essential that data is verified and accessed to ensure the data is valid and is sufficient to provide accurate results. Once the data has been cleaned it should be reviewed for general findings, evaluated against your initial questions, and benchmarked against past performance or competitors.
• Leverage Findings to Inform Your Business Strategies After conducting your initial research, it’s time to reassess your strategies. Look at the strengths, weaknesses, opportunities, and threats that your research has uncovered to see how it might impact your business and existing strategies. Is there a way to enhance your current strategies with the new data? Do you need to alter your strategies and resources to address an uncovered threat? 

Leverage your findings to inform your strategy and determine your next steps, whether they indicate you should stay the course, pivot to tackle a more pressing challenge, or even conduct new research to further understand your recent findings.

Why use both quantitative and qualitative research?

Leveraging both quantitative and qualitative research can provide a more holistic view of a situation. For example, quantitative data analysis offers relevant findings but can sometimes lack context. If it is followed up by qualitative in-depth interviews, companies can gather feedback to understand the factors that lead to the data analysis findings and identify potential solutions or untapped opportunities.

Interviews can help businesses identify customers’ thoughts and opinions and then that feedback can inform a survey that is sent to a wider audience for measurable insights. Companies can also use secondary desktop research to identify market trends and industry benchmarks and combine it with data analysis or surveys to evaluate the company’s performance in the market.

What is a sample in market research?

A sample in research refers to a small but representative group of people whose answers are extrapolated to a larger population.

For example, if a company wants to identify their brand awareness, they will survey a sample of people that have similar characteristics to their target audience. The survey’s findings will then provide a general understanding of how well known the brand is and directions on how to improve their brand’s presence in the market.

Start conducting your own research with this step-by-step guide.

• The Ultimate Guide to Market Research

How companies conduct market research

How can you get market research.

There are three main ways companies can get market research insights.

• Internal non-dedicated research Some companies conduct research with no real dedicated resource, requiring members in the marketing, product, strategy, and business intelligence departments to conduct research themselves. While initially low-cost, this option consumes internal resources and time, can produce incomplete, inaccurate, and biased results, and is often not shared company wide.
• Dedicated internal research team Some companies are big enough or require extensive market research and have therefore invested in building an internal research department. This option produces more accurate and strategic results than the first option. However, it requires a long-term investment and the amount of research and insights you can collect will be limited depending on the amount and expertise of the analysts employed.
• External market research company Many companies partner with an external research company to gain access to research experts, technology, and advice for actionable insights. The price for this option depends on the type and amount of research you do, but it can be less of a burden than maintaining an internal department while still providing the value of research expertise.

What are the types of market research firms?

A market research company is a firm that specializes in conducting research. There are a few different types of market research firms based on the services they provide.

• Custom research providers Custom research companies (like Hanover) design and conduct research centered around client’s unique needs. They often specialize in all four research methodologies to develop research that answers clients’ focus questions and provide findings that connect the data back to the intent of the research.
• Syndicated research providers Syndicated research companies do not conduct client-specific research. Instead, these companies conduct widespread research to offer data such as industry statistics, current best practices, or recent trends. Businesses can then buy this research to gather perspectives on their performance and identify areas where custom research can help provide more insight.
• Self-service platforms Self-service companies provide research technology for companies to conduct their own research. It allows companies to design and administer their own research and analyze and assess the results.

Should you use a market research firm?

Market research companies provide valuable benefits, making them an effective partner for your research needs. In addition to the research they provide, they have added benefits like:

• Removing the influence of preconceived opinions and personal or company bias
• Access to sophisticated analysis software and research methods
• Offering expert insights to help design research that results in accurate and relevant findings
• Offloading time-intensive research and analysis enabling companies to focus internal resources on strategic work
• Access to expert researchers without having to hire a full-time employees

How much does market research cost?

The cost of market research varies based on how you conduct your research. Conducting research in-house vs hiring a research company might be cheaper (but less effective). The type of methodology you use can affect the cost, for example, in-depth interviews can become quite expensive depending on the incentives you offer to participate. Price can also vary depending on the level of service you need, for example some companies will work with you to identify your focus and mythology, conduct the research, and present findings and recommendations while others will only conduct research and deliver the results.

Don’t make the mistake of focusing on costs by itself. Opting for cheaper or quick research can provide you with skewed data that can do more harm than good.

Good research is worth the investment. Over 85% of companies say market research ROI is over four times the investment. The insights and impact market research provides has also led 69% of businesses to increase their investment in market research this year.

Find out how Baltimore Aircoil successfully entered an international market with targeted insights

• Baltimore Aircoil Company Develops HVAC Purchasing Strategy for New International Market

What are some tips for making market research effective?

Market research is instrumental in building effective data-driven strategies. But only if done right. As you begin to plan out your market research and business strategies, keep the following tips in mind.

• Refresh your data to ensure it is accurate and relevant
• Tailor research to your unique needs and challenges
• Use the correct methodology to accurately answer your questions
• Incorporate research findings into your strategies
• Share insights across the company to ensure everyone is operating off the same data
• Leverage outside expertise when you need it

By implementing these tips, you can enhance the quality and effectiveness of your market research efforts, enabling data-driven decision-making and strategic planning that aligns with your business objectives.

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Conditions for approaching shared value creation management in the Japanese rice flour-related business: application of mixed methods research

• Open access
• Published: 03 June 2024

Cite this article

You have full access to this open access article

• Lily Kiminami   ORCID: orcid.org/0000-0003-1784-6283 1 ,
• Shinichi Furuzawa 1 &
• Akira Kiminami 2  

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This is the second paper on creating shared value (CSV) management in Japanese rice flour-related businesses conducted by the same authors. In the first study, the relationships among business philosophies, business strategies and business outcomes of rice flour-related corporates in Japan were clarified using structural equation modeling (SEM) and cognitive mapping of questionnaire survey results. The management philosophy, effective altruism, influences business strategies (potential head market, tail market, organizational learning, and proposals from stakeholders) of rice flour-related corporates, inducing innovation and determining current business performance and future prospects for shared value creation. The business performance reflects their expectations for the rice flour market, and influences the direction of market development. In addition, we showed a need for policy innovations that strengthen effective altruism and create shared value through organizational learning of the stakeholders in rice flour-related businesses. Therefore, the purpose of this study was to clarify conditions for approaching CSV management in domestic rice flour-related businesses by applying mixed methods research (MMR). Specifically, a latent class analysis (LCA) was introduced to classify the management characteristics of rice flour-related businesses with survey results, and a qualitative comparative analysis (QCA) conducted on the CSV management entities extracted from the LCA to clarify the necessary and sufficient conditions for achieving CSV management. The results revealed that there are very few rice flour-related businesses in Japan that have approached CSV management, and sufficient conditions for approaching CSV management in rice flour-related businesses are a combination of effective altruism and various management strategies (long tail/organizational learning/innovation/stakeholder proposals). Therefore, we conclude that to achieve a sustainable regional development of rice flour-related businesses, policy innovations that integrate pull-type and push-type strategies are important.

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Avoid common mistakes on your manuscript.

1 Introduction

The production volume of rice for rice flour (a part of new demand rice) in 2022 reached 45,903 tons in Japan. The top five prefectures of Niigata (12,731 tons; 27.7%), Tochigi (8035 tons; 17.5%), Saitama (4395 tons; 9.6%), Akita (2569 tons; 5.6%), and Ishikawa (2176 tons; 4.7%) account for 65.1% of the whole country (MAFF 2023 ). The reason why the production of rice for rice flour is concentrated in specific regions is that it is necessary to develop actual users and to collaborate with primary processors, secondary processors, and distributors to receive subsidies (Kinoshita 2012 ). On the other hand, a survey report on the use of rice flour by food manufacturers conducted by the NPO Domestic Rice Flour Promotion Network ( 2017 ) pointed out that the characteristics of consumers targeted by companies that sell domestically produced rice flour products are those with high health consciousness and allergies, and insisting on `domestic production' and `local production for local consumption'; the high price of rice flour is the most important issue in expanding its usage.

However, through an interview survey, Takahashi ( 2012 ) revealed that the formation of a self-sustaining industrial cluster in Kumamoto Prefecture is contributing to the development of a rice flour-related business aimed at solving social issues. In particular, by collaborating with producers, distributors, processing companies, and related research institutions, flour milling companies have succeeded in reducing costs and creating demand by introducing high-yield rice.

As an empirical study on the CSV management of rice flour-related corporates in Japan, Kiminami et al. ( 2024 ) clarified the relationships among business philosophy, business strategy, and business outcome of rice flour-related corporates by introducing structural equation modeling (SEM) and cognitive map analysis to the results of a questionnaire survey. The results revealed that the management philosophy (Effective Altruism, and member of the Rice Flour Association) of rice flour-related corporates influences their business strategies (potential head market, tail market, organizational learning, and proposals from stakeholders) which induce innovation and determine business performance (current performance and future prospects for shared value creation), and the business performance reflects their expectations for the rice flour market and influences the direction of market development. Based on the analytical results, the research suggested a policy innovation that strengthens effective altruism and creating shared value through organizational learning of stakeholders in rice flour-related businesses.

Therefore, the purpose of our study is to clarify the conditions for approaching CSV management in the domestic rice flour-related businesses following up the results of previous study. The methodology of this research is unique in that latent class analysis (LCA) was introduced to the survey results for classifying the management characteristics of rice flour-related businesses, and a qualitative comparative analysis (QCA) was conducted on the CSV management entities extracted from the LCA to clarify the necessary and sufficient conditions for approaching CSV management. Based on the empirical analysis results, we will derive policy implications of regional science.

2 Literature review

2.1 creating shared value.

Creating shared value (CSV) is the idea that companies create social value by working to solve social needs and problems, and as a result, economic value is created (Porter and Kramer 2011 ). CSV is often criticized as being vague in its differences from corporate social responsibility (CSR). According to Dembek et al. ( 2016 ), the definition of CSV is roughly divided into those that emphasize conceptual theory and those that emphasize the relationship with real society. The former includes Porter and Kramer, and the later includes Maltz et al. ( 2011 ). These different positions on the definition of CSV are also reflected in different views on the relationship between CSV and sustainability. In addition, as pointed out by Horings ( 2015 ), there are three ways to understand regional value: economic, intentional, and symbolic approaches. In terms of sustainable regional development, it is thought that the companies introducing CSV have a formation process with management philosophy and market strategy that is different from the companies without introducing CSV.

Although there are no studies targeting the rice industry or rice flour, there are some empirical analyses on shared value creation in the agriculture and food sectors. Wiśniewska-Paluszak and Paluszak ( 2019 ) found that companies engaged in CSV in Polish agribusiness are gaining new competitive advantages through solving social issues and redefining business models through cooperation with stakeholders. Additionally, Saraswati ( 2021 ) pointed out that Indonesian food companies create value by placing the highest priority on consumers, while also creating shared value with society, employees, the environment, and business partners. Furthermore, using mixed methods research, Kiminami et al. ( 2022 ) found that social entrepreneurs as the creative class in Japanese urban agriculture are approaching shared value creation while generating cognitive innovation through organizational learning with stakeholders.

2.2 Effective altruism

Effective altruism (EA) is an evidence- and theory-based philosophy or movement that seeks to maximize the improvement of the world, with particular emphasis on the areas of global poverty, human existential risk, and animal welfare (MacAskill 2015 ). EA is particularly useful for maximizing social impact with limited resources when the scale is large (social problems that can be solved), the visibility is low (niche), and there are no other viable alternatives. The idea of EA enables impact assessment and prioritization of projects that solve social problems, and many efforts are already being put into practice. As a practical initiative in the agriculture and food sectors, there is a movement to promote the production of alternative proteins (Good Food Institute), as well as R&D and market entry by private companies. In addition, research is being conducted to focus on the awareness and behavior of individuals who engage in donation behavior based on EA, and to analyze the factors that promote and inhibit it (e.g., Jaeger and van Vugt 2022 ). However, there are no examples of empirically analyzing the decision-making and actions of existing businesses and companies from the perspective of EA.

2.3 Social innovation in rice market

Kiminami et al. ( 2021a ) pointed out that the bottleneck in creating innovation in Japan’s rice cultivation to date is that agricultural policies (push policies), including rice policies, have not had the expected effects. Although rice production adjustment has been officially abolished, it still exists as a game equilibrium and customary system, and even if there are structural reforms in the economic realm, cultural belief systems (peasantism) dominate the political and social realm of the system.

On the other hand, Christensen et al. ( 2019 ) classify innovation into three types: sustaining innovation, efficiency innovation, and market-creating innovation, and point out the following: market-creating innovations create new markets that serve people for whom products either did not exist or where existing products were not affordable for a variety of reasons, making complex and expensive products far more affordable. Market-creating innovation is a strong foundation for sustained economic prosperity; for markets to be created and sustained, they must be profitable, or at least have the prospect of producing profits in the future. It is also important to create jobs and, most importantly, to change the culture through new markets. On the other hand, it is pointed out that because a society’s institutions reflect the culture and values of its people, a pull strategy is needed, rather than simply pushing effective institutions.

Social innovation (SI) is a new solution to meet social needs. It also leads to new or better capabilities and relationships, and better utilization of resource assets, increasing a society's ability to act (Murray et al. 2010 ). Europe explicitly incorporated SI in its food and agricultural innovation policies in 2010 (European Commission 2010 ). In 2020, the "Farm to Fork Strategy (F2F)" was launched with the aim of creating a sustainable food system, and it is introducing policies that place particular emphasis on addressing environmental and climate change issues (European Commission 2020 ). These can be said to be policy innovations that combine push and pull strategies to promote SI in the food and agriculture sector by popularizing the CSV-type management.

2.4 Long tail theory and corporate strategy

Traditionally, sales at brick-and-mortar stores focused on best-selling products, which accounted for about 20% of the total sales, based on the Pareto principle (80% of sales are generated by 20% of good customers). However, consumer choice theory in economics has been extended to accept considerations, such as the cost of information gathering, the incompleteness of information, and the limitations of consumers’ cognitive abilities in gathering and processing information.

As Anderson ( 2008 ) has argued, e-commerce and other new technologies improve efficiency by facilitating the entry of new producers and innovations, creating a “long tail” of niche products. And reducing the market share of previously popular products. However, the development of a long-tail market requires not only an efficient distribution system for a wide variety of products and services, but also the ability to meet consumers with diverse niche needs and provide products and services that meet their needs. Salvador et al. ( 2020 ) found that business success in long-tail markets requires reducing the cost of creating and maintaining large assortments on the supply side and exploring large assortments on the demand side.

However, the characteristics of a company’s long-tail strategy differ depending on the characteristics of the business (e.g., online retailer, brick-and-mortar retailer, manufacturer, etc.). Therefore, to establish a long-tail market, promotions that increase latent demand in the tail, a system that can supply many niche products at low prices, mechanization, and mass customization to efficiently produce a wide variety of products in small quantities are necessary (Ministry of Agriculture, Forestry and Fisheries 2019 ). Furthermore, Kiminami et al. ( 2021b ) explicitly used the long-tail market concept to study the Japanese rice market. The results showed that rice consumption can be expanded through market-creating innovation to expand the head portion by satisfying latent needs for rice, and expand the tail potion by doing business that leverages consumers’ internal motivation.

2.5 Organizational learning

There are various theories on organizational learning, each with different learning subjects, purposes, processes, and styles. Huber ( 1991 ) describes organizational learning as a process by which an organization acquires new information and knowledge, periodically modifies that knowledge, and changes the organization’s potential scope of action. Senge ( 2006 ) considers an organization that continuously develops its ability to adapt and change to be a learning organization, with growth in five areas: systems thinking, personal mastery, mental models, building a shared vision, and team learning. According to Iriyama ( 2019 ), in business administration, innovation is a part of organizational learning in a broad sense, and it is common to acquire new knowledge through learning and reflect it in organizational outcomes.

Tippins and Sohi ( 2003 ) used structural equation modeling to evaluate the introduction of organizational learning in IT companies using four indicators (knowledge acquisition, knowledge diffusion, knowledge interpretation, and organizational memory), and found that organizational learning has an impact on corporate performance. Furthermore, Attia and Eldin ( 2018 ) analyzed the impact of knowledge management capabilities, organizational learning, and supply chain management on organizational performance of food companies in Saudi Arabia, and found that organizational learning improves corporate performance. Furthermore, Kiminami et al. ( 2024 ) clarified the relationship between a company’s management philosophy, management strategy, and management performance.

3 Analytical framework and methods

3.1 analytical framework.

Based on the results of the literature review above, we frame our research questions as follows: What is the current situation of CSV-type management in rice flour-related businesses in Japan? What are the conditions for approaching CSV management under the circumstances? If policy innovation is required for rice flour-related businesses? The analytical framework for this study is shown in Fig.  1 . To achieve the research purpose, we formulate the following hypotheses for verification. In addition, in this study, latent class analysis (LCA) will be applied to verify Hypothesis 1 and qualitative comparative analysis (QCA) will be applied to verify Hypothesis 2.

Analytical framework

Hypothesis 1: There are very few rice flour-related businesses in Japan that have approached CSV-type management.

Hypothesis 2: A sufficient condition for approaching CSV-type management in rice flour-related businesses is the combination of the management philosophy of effective altruism and various management strategies (long tail/organizational learning/innovation/stakeholder proposals).

3.2 Data and analysis methods

3.2.1 questionnaire survey.

The questionnaire was distributed to retailers and stores listed on each Agricultural Administration Bureau website, members of the National Rice Flour Association (only those listed on the website), companies supporting the R10 Project, Footnote 1 and rice flour distributors. The survey was conducted by mail in September 2022, and the final distributed number was 974 (excluding those to unknown addresses), and the returned number was 240. The main asked questions include basic attributes (industry classification, number of employees, sales), effective altruism, market potential, organizational learning, innovation, and management performance. Table 1 is a summary of surveyed attributes. Looking at the industries, “food manufacturing” accounts for more than half, followed by “agriculture, forestry and fisheries”, “food distribution”, and “restaurant”. In terms of sales, “10 million yen to less than 30 million yen” was the most common, followed by “100 million yen to less than 500 million yen” and “less than 10 million yen”. The percentage of companies with sales of 500 million or more is about 24.3%, and large companies account for a certain number. In terms of number of employees, “0 to 5 or less” was the highest, followed by “6 to 20 or less” and “21 to 50 or less”. In addition, 231 samples were used in the analysis, excluding samples whose basic attributes were not answered (Appendix 1 ).

3.2.2 Mixed methods research

Traditional research has adopted either the “qualitative method”, which understands phenomena by describing them in detail and accurately, or the “quantitative method”, which captures phenomena quantitatively and understands them through statistical analysis. However, to elucidate complex phenomena and problems, the data to be collected and analysis methods may become complex. For this reason, a mixed methods approach that integrates qualitative and quantitative research is currently attracting attention as a research method.

Creswell and Plano Clark ( 2017 ) summarized mixed methods approaches into three types: convergent designs, explanatory sequential designs, and exploratory sequential designs. In a convergent design, quantitative and qualitative data are collected and analyzed separately, and the results of the analyses are combined or compared. In an explanatory sequential design, quantitative data are collected and analyzed first, then qualitative data are collected and analyzed to explain the results. An exploratory sequential design first explores an issue through qualitative data collection and analysis, followed by quantitative data collection and analysis to develop measurements and interventions based on the findings. The mixed methods approach used in this study collects quantitative data from a questionnaire survey to extract CSV-type management through latent class analysis (LCA), and analyses the conditions for realizing CSV-type management through QCA (qualitative comparative analysis). Therefore, it is a mixed methods approach with an explanatory sequential design.

3.2.2.1 Latent class analysis (LCA)

Latent class analysis is a method that identifies the latent types (= latent classes) that a population of respondents consists of and reveals the structure of each (Bollen 2002 ; Magidson 2020 ). In recent years, researches applying LCA have been increasing in those such as consumer knowledge and environmentally conscious behavior in food selection (Peschel et al. 2016 ), joint venture decision-making in agriculture (Kragt et al. 2019 ), and farmers' willingness to pay for animal welfare investments (Peden et al. 2019 ). Therefore, it is also effective in analyzing long-tail markets, where diversity of preferences and behavioral patterns of economic agents is important.

3.2.2.2 Qualitative Comparative Analysis (QCA)

QCA is a standard method for drawing causal relationships from a small number of cases. QCA is innovative in that it uses set theory and Boolean algebra to systematize formal procedures for inferring causal relationships from case comparisons. Research results using QCA have increased rapidly since the 2010s, and have been published mainly in business administration, political science, environmental studies, sociology, etc. (Oana et al. 2021 ). The method characteristics of QCA are that small data can be analyzed, even fuzzy concepts can be analyzed, integrated analysis with cases is easy, and causal complexity (inferring complex causal paths from cause to effect) can be revealed from cases.

QCA is effective in bridging quantitative analysis and qualitative analysis, so it is effective to use it as one of the analysis methods in mixed methods research. For example, in an empirical study that combines SEM and QCA, Torres et al. ( 2021 ) used SEM and fsQCA to clarify the process and necessary and sufficient conditions for the influence of gamification on consumer brand loyalty.

4 Analytical results

4.1 results of latent class analysis (lca).

Here, we use the technique of latent class analysis (LCA) to classify rice flour-related businesses. As a result of searching for the optimal number of classes using Akaike Information Criterion (AIC) and Bayesian Information Criterion (BIC), the optimal number was two for the BIC standard and four for the AIC standard (Appendix 2 ). Considering interpretability, the number of classes was finally set to four (AIC = 2661.833, BIC = 2947.554, Chi-square value = 1010.19). Table 2 shows the analysis results when the number of classes is specified as four, and shows the proportion of each class and the expected probability for each question item.

Class 1 businesses selected many items for “current performance'' and many answered “Strongly agree'' to all items for “future prospects'', so these businesses can be interpreted as CSV-type managements (attribution probability:18.3%). Among Class 2 businesses, those who answered "no selection" for "current performance" and "strongly disagree" or "somewhat disagree" for all items of "future prospects" were the most likely, and they can be interpreted as non-CSV type I managements (attribution probability 13.4%). On the other hand, Class 3 businesses have "1" or "4" selections for "current performance" and answered "somewhat agree" to all items for "business prospects", and they can be interpreted as a weak CSV or CSR type managements (attribution probability: 39.3%). Finally, Class 4 businesses have the second highest percentage of respondents who answered “no selection” for “current performance” and the largest number of respondents responded “neither agree nor disagree” for all items of “future prospects”, they can be interpreted as non-CSV type II managements (attribution probability: 29.0%).

Next, we performed a cross-tabulation analysis based on the above LCA results, and found that CSV-type management is characterized by "secondary processing", "membership of the Rice Flour Association", and a “management philosophy” of effective altruism (Table  3 ).

On the other hand, regarding management strategy, it was found that CSV-type management emphasizes “latent demand'' (market potential), organizational learning, potential head markets, tail markets, and proposals from stakeholders (Table  4 ). Furthermore, regarding innovation, CSV-type management emphasizes all four innovation types (Table  5 ), and regarding management results, it emphasizes both "current performance" and “future prospects” (Table  6 )

To summarize the results of LCA and cross-tabulation analysis, CSV-type rice flour-related businesses have following characteristics: secondary processing and sales, members of related associations, and a high level of effective altruism as management philosophy. This means that CSV-type companies place the highest priority on effectively resolving social issues through rice flour-related businesses and are striving for sustainable business development. In addition, the companies’ management strategy for realizing this goal is to view the rice flour market as a niche market with high potential, and to stimulate multifaceted innovation related to rice flour through organizational learning and collaboration with stakeholders. As a result, the business performances are improving. However, there are very few corporates that have approached CSV management in rice flour-related businesses (Class 1: 18.3%). Our Hypothesis 1 is supported.

4.2 Results of qualitative comparative analysis (QCA)

The QCA in this study is performed with reference to previous research (Tamura 2015 ; Yokoyama and Azuma 2022 ). The flow of analysis is: (1) setting up and coding of causal conditions and outcome, (2) analysis of necessary conditions, and (3) analysis of sufficient conditions. The analysis used the software packages of R and SetMethods for QCA (Oana et al. 2021 ; Mori 2017 , 2018 ).

Based on the literature review and analysis results of previous research, we set and coded the following five factors as the cause conditions for the success of rice flour-related businesses in creating shared value (Table  7 ). In this research, we set "future business prospects" as an outcome and conduct analysis. The data matrix after coding is shown in Appendix 3 .

First, we conduct a necessary condition analysis for approaching CSV management in rice flour-related businesses. The results of the analysis are shown in Table  8 , with "future prospects" as the business outcome. In general, the standard for the degree of consistency in necessary condition analysis is high, with a value of 0.9 or higher being considered as a guideline. Among the analysis results of this research, there are no causal conditions for which the degree of consistency is 0.9 or higher. Therefore, there are no factors that can be said to be necessary conditions for approaching CSV management in rice flour-related businesses. However, among the positive groups, the one with the highest degree of consistency is stakeholders (0.71), followed by innovation (0.70) and effective altruism (0.66).

Second, we complete a truth table to explore the sufficient conditions for CSV success in rice flour-related businesses. Footnote 2 In standard QCA analysis, there are three solutions: “complex solution”, “simplest solution”, and “intermediate solution”, each with different assumptions regarding logical residuals. Since it is generally recommended to use an “intermediate solution”, the results of the intermediate solution are used here as well. The completed truth table is shown in Appendix 4 .

Table 9 and Fig.  2 show the results of the “intermediate solution” regarding future prospects. The logical formula are derived from I to V as follows. The consistency level of the results was set at 0.8. All directional predictions of causal conditions were assumed to be “present”. The consistency of solution is 0.851 and the coverage is 0.857, so the results are generally good. The inherent coverage is all less than 0.1. There are four relevant combinations: effective altruism and stakeholders; organizational learning and innovation; long tail and innovation; and effective altruism and long tail. It can be said that an appropriate combination of these causal conditions is necessary to improve the business prospects of CSV-type companies.

Venn diagram of intermediate solution for sufficiency conditions

FuzEfAltru2*FuzStHold (I)

 + FuzOL*FuzInno (II)

 +  ~ FuzLongTail*FuzStHold (III)

 + FuzLongTail*FuzInno (IV)

 + FuzEfAltru2* ~ FuzOL*FuzLongTail (V)

To summarize the results of QCA, there are no factors that can be said to be necessary conditions, and the relative importance of stakeholders, innovation, and effective altruism was confirmed. On the other hand, regarding sufficient conditions, it has been revealed that the combinations of the management philosophy of effective altruism and various management strategies (innovation, long-tail, stakeholder, and organizational learning) are important. Companies that carry out CSV-type management related to rice flour are causing SI through businesses that aim to solve social issues. Our Hypothesis 2 is supported.

5 Conclusions and policy implications

In this study, we conducted an analysis using mixed methods research (MMR) with the aim of clarifying the conditions for approaching CSV management in domestic rice flour-related businesses. Based on the above-mentioned analysis, we obtained the following results.

Table 10 shows the types of policies based on the strengths and weaknesses of push-type strategies and pull-type strategies. Japan's rice policy to date has focused on a push-type strategy (Policy B) in the absence of a pull-type strategy, and production has been promoted in a direction that does not match the latent needs of consumers or social needs. There was a lack of perspective on fostering and expressing the entrepreneurship of producers. As a result, market-creating innovations that can increase both economic and social value have not been realized. In general, the development of the rice flour-related business is strongly determined by the regional supply structure of raw material rice both in terms of price and quality, and is influenced by overall rice policy. Like the overall rice policy, the policy for rice flour-related business emphasizes a push-type strategy at the production stage of raw material rice (Policy B), and some pull-type strategies in the distribution, processing, and sales stages. Under the circumstances, only some of the rice flour-related businesses that engaged in distribution, processing, and sales are approaching CSV management. Therefore, CSV-type managements in rice flour-related business are in the infant stage. Considering the situation at the regional level, Kumamoto Prefecture (type C) has a strong tendency toward a pull-type strategy, and Niigata Prefecture has a push-type strategy (type B). Footnote 3

To promote rice flour-related businesses to approach CSV management in the future, it is necessary to have policy innovation that integrates pull-type and push-type strategies (Policy A). First, there is a need to form clusters for rice flour-related businesses crossing boundaries of industries and regions. The current push-type strategy emphasizes the formation of food system for rice flour within the regions without rationality. Second, it is important not only to respond to consumers' latent needs and increase consumption, but also to bring about a change in stakeholders’ awareness in the form of a cultural change regarding rice flour (both consumer side and producer/supply side). Thirdly, it is important for each rice flour-related business to evolve the management philosophy of effective altruism and constantly review and explore management strategies through systematic triple-loop learning (Barbat et al. 2011 ). Finally, rice flour-related businesses are expected to expand from micro-level SI activities to macro-level activities that transcend industries, regions, and national borders, and have an impact on social structures. By facing the issues that have been neglected in the food system such as social needs (food safety and health, etc.) and social value (food security and climate change, etc.), a shared vision can be built through organizational learning.

Data availability

The datasets analyzed during the current study are available from the corresponding author upon reasonable request.

The R10 project is an initiative implemented in Niigata Prefecture as a movement to replace 10% or more of wheat flour consumption with domestically produced rice flour. Efforts are underway to develop large-scale users, develop demand in new fields, and spread the use of the product in household consumption. Companies that support the project will be registered as supporting companies.

In a complete truth table, when there are five causal conditions, there are 2 5  = 32 possible combinations of existence/absence of the causal conditions.

Niigata Prefecture is the region with the highest production of rice as well as raw material rice for flour. Most of the rice flour-related businesses have been a response to the adjustment of rice production. On the other hand, Kumamoto Prefecture is not a major rice-producing prefecture, but its rice flour-related businesses have been promoted through private initiatives. This has led to the development of popular varieties for rice flour such as Mizuho no Chikara. Additionally, a council made up of rice flour-related businesses has become a platform for innovation creation.

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Acknowledgements

This research was supported by JSPS KAKENHI under Grant No. 20K06256 (Analysis of social entrepreneurship in urban agriculture: Creating shared value through social business), No. 20H03089 (Comprehensive study on structure and process of entrepreneurship in agriculture and rural sector), and No. 20K12280 (Analysis on innovation of social enterprise for sustainable agriculture and food systems). The authors wish to express our gratitude for the support.

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See Table 11 .

See Fig. 3 .

Scree plot of AIC and BIC versus number of latent classes

See Table 12 .

See Table 13 .

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Kiminami, L., Furuzawa, S. & Kiminami, A. Conditions for approaching shared value creation management in the Japanese rice flour-related business: application of mixed methods research. Asia-Pac J Reg Sci (2024). https://doi.org/10.1007/s41685-024-00342-w

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DOI : https://doi.org/10.1007/s41685-024-00342-w

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