Which type of consumer research uses tools such as in-depth interviews and focus groups to improve understanding of inner motives and needs?

Question

Quizplus · Accepted Answer

Motivational research uses techniques such as in-depth interviews and focus groups to uncover the underlying motives and needs of consumers. This type of research explores the psychological and emotional factors that influence consumer behavior, helping marketers to better understand why people make the choices they do. Reality research, on the other hand, focuses on objective facts and figures, while hedonic research considers the emotional and sensory aspects of consumer experience. Trait research looks at consumers' personality traits and characteristics.

Which Type of Consumer Research Uses Tools Such as In-Depth