Motivation research refers to qualitative research designed to probe consumers' hidden, subconscious motivations.

Question

Quizplus · Accepted Answer

Motivation research is indeed designed to uncover consumers' underlying motivations and desires, which may not be readily apparent in traditional surveys or focus group discussions. This type of research may involve in-depth interviews, observation, and other techniques to gain insights into consumers' beliefs, values, and emotional responses to products and services.

Motivation Research Refers to Qualitative Research Designed to Probe Consumers