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Research Toolkit: The Importance of Qualitative Research in the Luxury Market

In the realm of luxury market research, quantitative data often takes center stage with its numbers and statistical analysis.

However, qualitative research plays an equally vital role in providing rich insights and a deeper understanding of consumer behaviors, motivations, and experiences.

Understanding the Value of Qualitative Research

Quantitative research provides numerical data, but it often falls short in capturing the complexities of human experiences and behaviors.

Qualitative research addresses this gap by focusing on gathering detailed, nuanced, and descriptive information.

It allows researchers to explore participants' thoughts, emotions, perceptions, and motivations, providing a deeper understanding of the "why" behind consumer behaviors.

Qualitative research can be used to understand how an individual subjectively perceives and gives meaning to their social reality.

Qualitative data is non-numerical data, such as text, video, photographs, or audio recordings. This type of data can be collected using diary accounts or in-depth interviews and analyzed using grounded theory or thematic analysis.

Quick History of Qualitative Research

As psychology became a burgeoning scientific field, there grew an increasing demand for more diverse ways of collecting data. Interest in qualitative data came about as the result of the dissatisfaction of some psychologists

Since psychologists study people, the traditional approach to science is not seen as an appropriate way of carrying out research since it fails to capture the totality of human experience and the essence of being human.

The aim of qualitative research is to understand the social reality of individuals, groups, and cultures as nearly as possible as its participants feel it or live it. Thus, people and groups are studied in their natural setting.

Research following a qualitative approach is exploratory and seeks to explain ‘how’ and ‘why’ a particular phenomenon, or behavior, operates as it does in a particular context. It can be used to generate hypotheses and theories from the data.

Qualitative Research Designs

There are many qualitative research designs, all with the goal of providing a deep understanding of how people perceive their social realities and in consequence, how they act within the social world.

For the luxury market, all methods can be used, but might not be optimal depending on the research goals. For the majority of luxury market research, the best methods are phenomenological and case studies

  • phenomenological - examines human experience through descriptions provided by the people involved

  • case study - in-depth examination of people or groups of people

The most pertinent and beneficial research methods for luxury market research are interviews and focus groups. However one of the more lesser known methods is biometrics, which is covered below.

Interviews + Focus Groups

An interview is a qualitative research method that relies on asking questions in order to collect data. Interviews involve two or more people, one of whom is the interviewer asking the questions.

There are several types of interviews, often differentiated by their level of structure.

  • Structured interviews have predetermined questions asked in a predetermined order.

  • Unstructured interviews are more free-flowing.

  • Semi-structured interviews fall in between.

  • Focus groups are small groups of people in a moderated setting

Structured interviews have predetermined questions in a set order. They are often closed-ended, featuring either dichotomous (yes/no) or multiple-choice questions. While open-ended structured interviews exist, they are uncommon. Therefore, structured interviews are a predominantly quantitative tool.

Asking set questions in a set order can help expose patterns among responses, and it allows for easy comparison of responses between participants while keeping other factors constant.

This can mitigate research biases and lead to higher reliability and validity. However, structured interviews can be overly formal, as well as limited in scope and flexibility.

Example Questions:

-Do you like X?


-Do you associate X with feeling:

happy, somewhat happy, neutral, somewhat unhappy, unhappy

Semi-structured interviews are a blend of structured and unstructured interviews. While the interviewer has a general plan for what they want to ask, the questions do not have to follow a particular phrasing or order.

Semi-structured interviews are often open-ended, allowing for flexibility, but follow a predetermined thematic framework, ultimately giving a sense of order.

Semi-structured interviews often tend to be the best of both worlds, however, if the questions differ substantially between participants, it can be challenging to look for patterns, lessening the generalizability and validity of your results.

Example Questions:

-Do you like X?


-If yes, name one attribute of X that you like...

-If no, name one attribute of X that you don't like....

An unstructured interview is the most flexible type of interview. The questions and the order in which they are asked are not determined. Instead, the interview can proceed more spontaneously, based on the participant’s previous answers.

Unstructured interviews are by definition open-ended. This flexibility can help with gathering detailed information on a topic, while still allowing for easy observation of patterns between participants.

However, so much flexibility means that they can be very challenging to conduct properly. It is important to be very careful and to avoid asking leading questions, as biased responses can lead to lower reliability or even invalidate your research.

Example Questions:

-What feelings does X bring out in you?

-When you think more deeply about this, what experiences would

you say your feelings are rooted in?

A focus group brings together a group of participants to answer questions on a topic of interest in a moderated setting. Focus groups are qualitative in nature and often study the group’s dynamic and body language in addition to their answers. Responses can guide future research on consumer products and services, human behavior, or controversial topics.

Focus groups can provide more nuanced and unfiltered feedback than individual interviews and are easier to organize than experiments or large surveys. However, their small size leads to low external validity and the temptation as a researcher to “cherry-pick” responses that fit your hypotheses.

Example Questions:

-Think back to your childhood, and tell us about a very vivid memory of X, positive or negative. It can be the first one that comes to your mind.

Advantages and Disadvantages of Interviews + Focus Groups

Interviews are a great research tool which allow for the gathering of rich information and the ability to draw a more detailed conclusion than other research methods, taking into consideration nonverbal cues, off-the-cuff reactions, and emotional responses.

However, they can also be time consuming and challenging to conduct properly- Smaller sample sizes can cause their validity and reliability to suffer, and there is an inherent risk of the interviewer effect arising from accidentally using leading questions.


Biometrics is one of the lesser known methods of qualitative market research and can a boon for the luxury industry. is one major company who showcases the use of biometrics in their marketing research stack.

Biometrics is slightly tangential from interviews or focus groups in that it includes biometrics sensors, such as eye-tracking movement, emotional analysis, heat mapping, or skin sensors.

Biometrics can be an effective tool for marketers when measuring click rate, image placement optimization and design. For luxury companies seeking to improve their customer journey, experience, design layouts or more, biometrics are a key tool.


Qualitative research plays a vital role in providing rich insights and a deeper understanding of consumer behaviors, motivations, and experiences. For luxury marketers, there are many benefits which qualitative market research methods can improve their customer experiences, journey, product development or design, and much more.

There are a plethora of advantages and disadvantages when choosing a method or design, therefore it is paramount to understand the research goals, budget, time constraints and limitations when understanding what method will be optimal.

If you are interested in a tailor-for-you approach to your research goals, check out our Affluent Ad-hoc Research where we custom tailor a market research design for your specific company needs and limitations. Your business case will be managed by the same person from start to finish, ensuring the accuracy of your case and ability to optimize it. After the case is finished, we will continue to support your case and check in, as we understand business's needs naturally change and develop.

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