Qualitative Research

Qualitative research is important aspect of public relations that seeks to understand human experiences and opinions. It explores to answer why a person feels a certain way and explore their behaviors. There are various methods that are a part of qualitative research. This particular type of research is usually done in focus groups or interviews. The researcher is able to engage with the subject and analyze their words and ideas as well as facial expressions and gestures.
The fashion industry deals with different forms of qualitative research to get insight into consumer desires.  Styles are constantly changing and new trends are constantly emerging. Qualitative research is constantly needed due to changing times in the competitive fashion world. Avon is a global cosmetics company. According to the Avon Report, they believe spending time with the consumer market gives the company better insight. This particular report was interesting ebcause it explored Hispanic women in the Talahasse, Fl area and their makeup habits. The study found that Hispanic women are :
- More likely to use foundation, blush, and mascara on a daily basis than African American
or Asian women who use these products.
- More likely to use lipstick every day.
-More likely than Caucasians to use lip gloss and lip liner daily.
They were also able to conclude that the makeup industry has surpassed the fragrance and skin care industry in recent years. The focus group was designed to better understand the brands consumers and their relationships with other women. In addition researchers are able to obtain a better understanding of these women's opinions on not only their brand, but other brands available as well.