Primary Research: Qualitative
Non-numerical primary research focusing on understanding reasons, motivations, experiences.
Real World
Nike used focus groups with teen athletes to understand why they felt uninspired by rival training shoes, uncovering emotional motivations that shaped the design brief for the Air Max 360.
Exam Focus
Distinguish qualitative from quantitative by asking 'does it explain why?' — examiners penalise students who confuse the two types.
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