Quick summary

Here’s a TL;DR of our key findings from this research:

• Taste rules in both the US and UK — 85% of consumers in both countries cite it as their primary reason for choosing a soft drink.
• In the US, 39% value unique and innovative flavors, and 42% of 25–34-year-olds prioritize caffeine content — a statistically significant jump from other age groups.
• 62% of Americans say curiosity is the top reason they try new soft drinks — far ahead of advertising or recommendations.
• In the UK, 57% of 25–34s say health benefits drive their soft drink choices — versus just 35% nationally.
• In-store displays are still the most effective way to promote new soft drinks — chosen by 56% (US) and 58% (UK) — even among younger consumers.
• Brand reputation sways more men than women in the US — 28.5% versus 19%.
• Younger UK consumers (18–24) are more price sensitive (31%) and also more likely to buy from convenience stores (61%).

US soft drink insights

Taste is the clear winner

A clear early insight from our research was that taste is the top reason Americans choose a particular soft drink. A massive 85% of respondents said this is one of their primary reasons. Notably the second most popular reason was price, which 41% of people chose as a key reason. 

Here’s the overall ranking of our respondents’ main reasons for choosing their soft drinks:

• Taste – 85%
• Price – 41%
• Availability/convenience – 29%
• Health benefits – 26%
• Brand reputation – 23.5%
• Recommendations from friends/family – 11%
• Packaging design – 10%
• Social media influence – 9%

When we look at the gender split there’s a notable uptick in men who are swayed by brand reputation. We found that 28.5% of males chose brand reputation as a key reason, compared to just 19% of females. 

What people look for in their soft drinks

It’s no surprise that unique and innovative flavors came out as the top product attribute Americans look for – 39% said this is most important to them. That was closely followed by low/no added sugar at 35%, and caffeine content at 32%. 

Digging into age groups, we see that a statistically significant 42% of people aged 25–34 said caffeine content is their most important attribute. This age group also said that functional benefits (like energy boost and gut health) is important to them – 32% chose this, compared to the US average of 24%. 

Curiosity killed the incumbent

We asked our US respondents what would motivate them to try new soft drinks and flavors. By a large margin, 62% said curiosity is the reason. 

Looking down the list of motivators, a quarter (25%) of respondents chose advertising/promotion, and a similar amount (25%) said recommendations would compel them to buy something new.

When thinking about functional benefits people look for in their soft drinks, it’s an energy kick that comes out top. Almost three in five (58%) of Americans look for a boost in their drinks. 

Stress relief came second in our survey – 30.5% of our respondents chose this. And mental focus was next (24.5%).

In-store is the way to promote new products

Traditional in-store marketing still seems to be the best way to let shoppers know about new soft drink products. A sizable 56% of our US respondents chose this as a main way they learn about new products. 

Looking closer at the age breakdown, it’s perhaps no surprise that social media is more effective for younger people, while older groups are more influenced by TV and radio advertising. More than three fifths (61%) of people aged 18–24 learn about new products through social media, compared to just 22% of people aged 55–64. 

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UK soft drink insights

Brits choose based on taste 

Taste came out of our research as the top reason people in the UK choose a specific soft drink – 85% of people chose this. In fact it came out way in front of the second most common reason – price came second with 44.5% of Brits saying this is a key reason.

While 35% of Brits overall choose their soft drinks because of health benefits, we see this jump to 57% for people aged 25–34. Interestingly, it’s only this age group where we see this increase – for every other age group, less than 35% of respondents chose health benefits. 

The 25–34 age group over-indexed across a whole range of reasons, showing that this group could be a key growth market for soft drink brands:

• Health benefits – 57% of 25–34s versus UK average of 35%
• Availability/convenience – 40.5% versus 32%
• Brand reputation – 37% versus 27.5%
• Recommendations – 23% versus 13.5%
• Packaging design – 23% versus 12%

We also found that taste is the top factor that’s most likely to make shoppers switch from a soft drink brand they regularly purchase. Overall, 36.5% of people in the UK would switch because of better taste, and 23% would switch because of seeing healthier options elsewhere.

It’s important to remember the importance of price in shoppers’ minds. Closely following healthier options, 23% of Brits would switch because of price. This percentage jumps to 31% for people aged 18–24 and to 30.5% for people aged 55–64 – notable because these age groups often show opposite behaviors and opinions. 

Shop choice varies with age

Overall Brits buy their soft drinks from supermarkets – 81% of our respondents reported this. Supermarket shopping dips slightly for the youngest group – those between 18–24 – with 71% buying from supermarkets. 

Speaking generally, supermarket shopping increases with age, ending with 87% of people aged 55–64 shopping there. 

Looking at the younger groups, they’re more likely to buy soft drinks from smaller convenience shops. Compared to a UK average of 47%, 61% of people aged 18–24 and 57% of people aged 25–34 shop there. Only 31% of people aged 55–64 buy their soft drinks from convenience shops.

We also asked how people typically learn about new soft drink products. Overall, it’s in-store displays that came out top – 58% of people discover new drinks this way. And this percentage is surprisingly quite consistent across age groups – showing that some of the more traditional advertising formats may still be the best.

Head over to our interactive dashboard to take a deeper dive into the data.

Get the latest UK 2025 spending trends

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The post What shoppers really want from their soft drinks in 2025 appeared first on Attest.

From indulgence-driven Gen Zers to the premium-seeking 35–44s, the results offer a fresh brew of insights for marketers and insights professionals navigating a $790 billion market. 

Take a deeper dive into the data over on our interactive dashboard. 

Quick summary

• Coffee consumption increases with age in both the US and UK — just 56–58% of 18–24s regularly drink coffee, compared to over 80% of older groups.
• Young Americans (18–24) are drinking fewer hot drinks overall, with 38% saying they’re drinking less than a year ago.
• Younger Brits are drinking more, especially 25–34s — 54% say they’re consuming more hot drinks than 12 months ago.
• Supermarkets dominate as the go-to for buying hot drink supplies, used by 62% in the US and 70% in the UK.
• Coffee shops and specialty stores appeal more to younger buyers — 17% of 25–34s in the UK buy from cafés vs 10% average.
  Flavored or specialty drinks are the #1 hot drink trend, cited by 46% of Americans and 45% of UK 25–34s.
• Brand loyalty is fragmented, with no strong correlation to age — 35% of consumers say they’re loyal to trusted brands.
• Sustainability is less of a priority for Gen Z, with just 22% of UK 18–24s naming it a top interest.

US results

Coffee drinking increases with age

Our new survey data shows that coffee consumption increases with age. Just under three fifths (58.5%) of people aged 18-24 regularly consume coffee, compared with the national average of 77%. 

And the percentage of coffee drinkers increases for each subsequent age group:

• 25–34: 77%
• 35–44: 81%
• 45–54: 81%
• 55–64: 81%

Where people buy their hot drinks

The youngest age group – those aged 18-24 – are significantly more likely to consume hot drinks in spaces where they pay for them. A sizable 64% buy their hot drinks at coffee shops, and 43% from a store – this compares with the national average of 47% and 34% respectively. 

People aged 35–44 over-index for getting their hot drinks either from their workplace or through a subscription/direct-to-consumer. Three in 10 (31%) people in this age group get theirs from work (compared to a US average of 23%) and 16% get theirs online (compared to a US average of 9%).

When we asked about where people tend to buy ingredients or equipment to make hot drinks at home, supermarkets and grocery stores came out top by a long way:

• Supermarkets or grocery stores: 62%
• Coffee or tea shops: 11%
• Online marketplaces (e.g. Amazon): 10%
• Department stores or home goods stores: 7%
• Directly from brands online: 3%

Downward trend in young people consuming hot drinks

The 18–24 age group is drinking fewer hot drinks compared to 12 months ago, according to our research. 

Of the overall US population, 23% said they’re drinking fewer hot drinks, compared to a hefty 38% of people aged 18–24. 

Meanwhile the older group aged 35–44 has said they’re drinking more hot drinks. Our data shows that 44% are drinking more than they were a year ago, compared to a US average of 33.5%. 

Brand loyalty and age don’t correlate

You might assume that brand loyalty grows with age, but our data shows that it’s not as straightforward as that. 

While the oldest groups in our research (55+) are more likely to stay loyal to specific brands they trust (43.1% and 48.9% respectively), there’s no clear outlying group among younger Americans.

Just over 35% of the overall population say they’re loyal to specific brands they trust. Here’s how brand loyalty breaks down by age:

• 33% of 18–24s 
• 31% of 25–34s
• 34.5% of 35–44s
• 33% of 45–54s

Buying based on convenience seems to be a key driver for 18–24s – 21% said this is their attitude towards buying hot drinks. Meanwhile a statistically significant 34.5% of 35–44s said they like to try new brands and flavors regularly. 

Specialty flavors are a winner

When asked what innovations or trends in hot drinks Americans would most like to see, flavored or specialty varieties came out top. Nearly half of respondents are interested in this kind of variety in their hot drinks. 

The full list of innovations and the percentage of the population who are interested in them are: 

• Flavored or specialty varieties: 46%
• Ready-to-drink or instant premium options: 37%
• Health-boosting ingredients: 33%
• Sustainable packaging or ethical sourcing: 23%
• Non-caffeinated or functional alternatives: 16%
• Plant-based/dairy-free options: 14%

There’s a specific outlier in the data, where we see that people aged 35-44 are more interested than most in ready-to-drink innovations – 48% noted this, compared to the US average of 37%. 

Meanwhile when we look at the gender split we see that men (28%) are more interested in sustainable packaging than women (18%). 

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UK results

Brits drink more coffee as they get older

Our research into UK hot drink trends shows that coffee popularity increases with age. 

While three quarters of the UK population say they regularly drink coffee, this dips to 56% for people aged 18–24. There’s then a sharp +20 percentage point increase for 25–34-year-olds (the next age group up), 77% of whom regularly drink coffee.

The percentages then slowly increase as you go through the age groups, rising to 83% for people aged 55–64. 

Supermarkets are where it’s at

Brits overwhelmingly buy ingredients and equipment for hot drinks at supermarkets or grocery stores – 70% buy this way. 

We see supermarket shopping fall to 61% for 18–24s and to 59% for 25–34s, signalling some potentially interesting new approaches to shopping among these younger groups. 

An interesting outlier is that people aged 25–34 are more likely to buy ingredients or equipment from a coffee or tea shop – 17% said this, compared to the UK average of 10%. This could be especially useful to coffee shops looking to expand their offering to include more home-brewing products.

Which Brits are consuming more hot drinks?

Overall just under two fifths of Brits (39%) say they’re consuming more hot drinks than they were 12 months ago. There’s a rough age correlation here, with younger people generally saying they’re drinking more, and older people drinking less. 

More specifically, people aged 25-34 are showing the biggest uptick – 54% of this age group say they’re consuming more hot drinks. 

It’s worth noting, however, that although a sizable 46% of 18-24s say they’re drinking more, a significant 31% also say they’re consuming fewer hot drinks. So there are nuances within this age range that are worth exploring if you’re trying to tap into this segment of Gen Z. 

Brand loyalty still matters

Just over a third (35.5%) of Brits say they’re loyal to specific brands they trust when it comes to hot drinks. 

However, it’s worth noting that more than a quarter (26%) like to try new brands and flavors regularly. When you consider that the UK hot drinks market in 2025 is estimated at $14.42 billion, this means that a whopping $3.75 billion is up for grabs to challenger brands.

How much does sustainability matter?

People aged 18–24 don’t seem to care as much as you might think about sustainability when it comes to hot drinks. Just 22% of this youngest group say sustainability and ethical sourcing are one of the top trends they’re interested in – this compares to a UK average of 32%. 

Consumers aged between 25–34 seem to be interested in almost everything. Their responses show statistical significance in how much more interested they are than other groups in:

• Health-boosting ingredients: 51% 
• Ready-to-drink or instant premium options: 48%
• Flavored or specialty varieties: 45%
• Plant-based/dairy-free options: 25%

Indulgence is key to young people

Our research shows that people aged between 18–24 consider hot drinks to be a comforting treat they can indulge in, to a greater extent than other age groups. More than two fifths (41%) of 18-24s said this, compared to the UK average of 31%. 

It stands to reason, based on this, that the youngest group is less likely to consider hot drinks an essential part of their everyday routine. And our data shows this – just 18% said this is the case. This compares to the oldest group (55–64s), almost half of whom (48%) do consider hot drinks to be an everyday ritual. 

Interestingly, a significant percentage of people aged 25–34 consider hot drinks to be part of their wellness/health routine. Nearly a quarter (24.5%) said this, compared to the UK average of 17%. 

Take a deeper dive into the data over on our interactive dashboard. 

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The post Spilling the tea on the $790b hot drinks market in 2025 appeared first on Attest.

We surveyed 2,000 US and UK consumers about their vacation plans for 2025. Check out the dashboard for yourself to dig into the data. 

Quick summary

• Holiday intent remains strong: 67% of Americans and 84% of Brits plan to take a vacation in 2025.
• Budgets matter: 44% of Americans and 39% of Brits are planning more budget-friendly trips due to the current economic climate.
• Home or away? Domestic travel dominates in the US, especially among older adults, while Brits are more likely to travel internationally.
• Flight fears linger: Nearly half (46%) of Americans are more hesitant to fly after recent air travel incidents.
• DIY planning rules: Most consumers lead their own holiday research, but younger groups rely more on social media and recommendations.
• Extras aren’t a big sell: A quarter of Brits are unwilling to pay for holiday add-ons—only seat selection, in-flight food, and roaming charges see notable uptake.

US Results

Two thirds of Americans are taking a vacation in 2025

The majority of Americans will be taking a vacation in 2025 – 67.3% are likely or very likely to do so. A fifth (19.4%)  said they’re unlikely, with the remaining 13.3% unsure. 

It seems men are more keen for a getaway this year, with 71.1% saying they’re likely to take a trip, compared to just 63.7% of women. 

We also see the likelihood of a vacation this year decreasing as you make your way up the age groups:

• 18-24 year olds – 72.3% are likely
• 25-34 year olds – 69.4%
• 35-44 year olds – 68.7%
• 45-54 year olds – 68.0%
• 66-64 year olds – 61.8%

Budget-friendly trips are a priority

When asked how the current economic climate has influenced their vacation plans, a sizable 44.2% say it’s making them plan more budget-friendly trips, while 29.0% say it’s had no impact. 

A significant 23.3% say they’re opting for fewer vacations as a result of the economic climate. Meanwhile, there’s an anomalous 3.5% who are planning more luxurious trips.

Domestic trips are top of the list for Americans, with nearly half (48.3%) saying this is what they’re planning. Vacation type is something that differs across generations, with younger people preferring international travel to domestic:

• 18-24 year olds – 34.6% staying in the US; 22.8% traveling internationally
• 55-64 year olds – 61.0% staying in the US; 10.6% traveling internationally

Women are also less likely to travel internationally – 10.2% plan to globetrot, compared to 19.2% of men. 

Recent incidents make half of Americans hesitant to fly

Our research shows that almost half (46.0%) of Americans are more hesitant to fly following several recent air travel incidents. We found that this is fairly consistent across age groups, but that there’s an 11 point difference between men and women – 40.3% of men are more hesitant, compared to 51.7% of women.

But a chunky 43.6% overall say recent incidents haven’t affected their decision to fly, with a further 10.0% being unaware of any incidents at all. 

People prioritize their own research 

Most consumers in the US make their vacation choices based on their own research. Our survey shows that 65.2% do their own research to plan their getaway. We see that this increases as you go through the age ranges – 56.6% of 18-24 year olds do their own research, compared to a chunky 71.6% of 55-64 year olds and 81.0% of over 65s. 

Here’s the full list of what influences Americans’ vacation planning decisions:

• My own research – 65.2%
• Recommendations from friends and family – 44.7%
• Social media – 29.1%
• Online travel agencies – 24.1%
• Travel blogs and websites – 18.6%

Young travellers – those between 18 and 24 – are more likely to plan vacations using inspo from family and friends and social media. More than half (51.0%) turn to people they know for pointers, and 45.7% use social media. 

Where are Americans heading on vacation in 2025? 

Here are the top destinations our US respondents say they’re traveling to this year:

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UK results

85% of Brits are taking a holiday in 2025

A whopping 84.1% of Brits are planning to take a holiday in what’s left of 2025 – way up on the 67.3% of Americans we reported earlier.

And it looks like it’s 25-34 year olds whose holidays are most impacted by the current economic climate. More than half (51.0%) in this age group say they’re planning more budget-friendly trips, compared to the UK average of 39.4%. 

International travel tops the list of holiday types for Brits. Just over two fifths (41.1%) are planning a foreign holiday, while 26.2% are staying in the UK for theirs, and 28.2% are planning a combination of both.

Different generations get holiday inspo from different places

The youngest group in our research – 18-24 year olds – are the least likely to do their own research into where they travel. Just 45.0% chose this, compared to the national average of 68.6%. But perhaps predictably, they are considerably more likely than the average to use social media for inspiration – 37.2% chose this, compared to the UK average of 23.8%. 

Working up through the age groups, Gen Zennialls aged between 25 and 34 are significantly more likely than the average to base their holiday choices on online travel agencies (38.5%), social media (41.0%) and travel blogs (30.2%).

Meanwhile people aged between 55 and 64 massively over-index for doing their own holiday research – 84.7% do this (compared to the national average of 68.6%). And this age group is significantly less likely than all other groups to get their holiday inspiration from any of the other resources we suggested.  

Which age groups are most likely to pay for holiday extras?

Brits between the ages of 25 and 34 are most likely to fork out for extras during their holiday. They’re significantly more likely to specifically pay for in-flight meals/snacks, carry-on luggage fees and resort fees. 

The 55-64 age group are least likely to pay extra. They under-index for in-flight food, carry-on luggage fees and resort fees compared with the national average. 

But overall, people don’t particularly love the idea of paying for any holiday extras, perhaps highlighting an opportunity for travel brands to begin repackaging deals as a point of difference. 

Here’s the breakdown of what Brits are willing to pay extra for: 

• Seat selection to sit with companions – 25.8%
• In-flight food – 24.5%
• None – 24.5%
• Mobile roaming charges – 24.4%
• Extra legroom – 23.7%
• Checked baggage – 21.5%
• Carry-on luggage – 20.6%
• Resort fees – 20.0%
• Priority boarding – 14.7%

Where are Brits heading on holiday this year?

Here are the top destinations our UK respondents say they’re traveling to this year:

Get more 2025 UK consumer trends

How are UK consumers feeling about spending in 2025? What are they buying – and what are they NOT buying? Get the lowdown in our consumer trends report.

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The post Out of office, on a budget: How consumers are planning vacations in 2025 appeared first on Attest.

From the surge in electric vehicles, to the long awaited self-driving ones, and the evolving consumer expectations around mobility, automotive businesses need to know exactly what the market wants to stay competitive, or they’ll lose the race. They need deep, actionable insights backed by solid research. And they need it now.

At Attest we see firsthand how quality research can make the difference between a successful product launch and a costly misstep.

Whether you’re an established automaker pivoting toward electrification or a dealership adapting to changing consumer behaviors, choosing the right research partner helps you get into gear for the challenges ahead. We’ve listed some of the best players in automotive industry market research to find the one that aligns with your needs.

TL;DR: Leading automotive industry research partners

10 Automotive market research companies reviewed

To help you make the best decision, here’s a detailed look at the leading automotive market research companies that can support your business.

1. Attest

Attest is a standout in the automotive industry market research landscape, offering the best tools to get real-time consumer insights in-house.

Automotive businesses can benefit from Attest’s easy-to-use platform that allows for in-depth market research and insights on consumer preferences, brand loyalty and emerging trends in the automotive industry like electric vehicles and autonomous technology.

Attest also provides in-depth research on new product development and concept testing, ensuring companies make data-driven decisions when bringing new products to market.

Services:

• Real-time consumer insights and market insights
• Custom research solutions tailored to automotive needs
• Predictive analytics and trend forecasting
• Creative testing and concept testing for product innovation
• Multi-market research and competitor analysis

Best for:

• Automotive manufacturers seeking in-depth customer satisfaction insights
• Companies focused on product innovation and understanding market trends
• Businesses aiming to launch new products or improve customer experience

Founded: 2015

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2. Drive Research

Drive Research (what’s in a name) specializes in delivering data-driven insights tailored to businesses in the automotive industry. From customer satisfaction surveys to mystery shopping and brand perception studies, Drive Research is ideal for companies looking to gain a better understanding of their customers and enhance brand loyalty.

Their expertise in data analytics helps automotive companies fine-tune their marketing strategies and customer experience.

Services:

• Customer satisfaction surveys for dealerships and manufacturers
• Brand perception studies to monitor consumer opinion
• Mystery shopping to assess customer experiences at dealerships
• Focus groups and data analytics for in-depth consumer feedback

Best for:

• Car dealerships and small automotive businesses seeking to improve customer experiences
• Companies looking to enhance brand perception and loyalty

Founded: 2016

3. Escalent (Automotive and Mobility)

Escalent is recognized for its market research work in the automotive industry and mobility sectors, particularly in EV adoption studies and mobility innovation research.

Escalent’s industry-leading market research helps automotive companies stay ahead of market trends and develop products that cater to modern consumer behavior. They offer customized solutions that can drive innovation, whether through trend analysis or in-depth studies on emerging mobility solutions.

Services:

• Consumer behavior research to track mobility trends and preferences
• Research on mobility innovation and emerging technologies
• Insights on the market for electric vehicles
• Trend analysis for automotive market forecasting

Best for:

• Automotive manufacturers exploring the potential of electric vehicles
• Companies focused on leading the way in mobility innovation

Founded: 1975

4. JATO

JATO is a global leader in providing real-time automotive data and market insights, including pricing analysis, vehicle specifications, and market competition analysis.

With a strong international presence, JATO’s data-driven solutions enable automotive manufacturers to make strategic decisions regarding pricing strategies, vehicle performance, and competitor analysis. Their data helps companies optimize both local and global automotive strategies.

Services:

• Real-time automotive data on vehicle pricing and specifications
• Market competition analysis to stay ahead of competitors
• Detailed reports on automotive trends and vehicle performance

Best for:

• Automotive manufacturers needing precise data on global vehicle trends
• Companies requiring detailed pricing strategies and competitor analysis

Founded: 1984

5. SIS International Research

SIS International Research is a global leader in providing detailed market research for the automotive industry. Specializing in consumer behavior analysis, competitive intelligence, and market entry strategies, SIS offers both quantitative and qualitative research to help automotive businesses understand market dynamics and consumer preferences.

Their services help manufacturers and other automotive companies enter new markets and gain deep insights into customer behavior.

Services:

• Consumer behavior analysis to uncover trends and preferences
• Competitive intelligence for staying ahead of the competition
• Market entry strategies for businesses expanding into new regions
• Custom research solutions tailored to automotive needs

Best for:

• Automotive manufacturers looking to expand globally
• Companies needing data-driven insights into consumer behavior and competitive landscapes

Founded: 1984

6. ESR Research

ESR Research focuses exclusively on automotive market research, delivering customized methodologies that cover everything from consumer behavior studies to market trend analysis.

The company is particularly strong in supporting product development research, helping automotive brands fine-tune their innovations and better understand how new technologies, like electric vehicles (EVs), are shaping the market.

Services:

• Consumer behavior studies for deeper insights into automotive buyer preferences
• Market trend analysis to stay ahead of industry changes and technology adoption
• Product development research to refine and enhance offerings

Best for:

• Automotive companies looking to innovate with product testing
• Businesses seeking insights into the rapidly evolving EV and autonomous driving sectors

Number of Employees: 11-50
Founded: 1989 (formerly known as Estudio Silvia Roca)

7. Swift Research

Not Suzuki, not Taylor, but still Swift. Based in the UK, Swift Research has over 20 years of experience in automotive market research. Known for their expertise in running car clinics and gathering consumer feedback, they help automotive companies understand how their products perform in real-world scenarios.

Swift’s product evaluation studies provide valuable feedback that can guide manufacturers through product modifications or new developments.

Services:

• Car clinics to test and refine new vehicle concepts
• Product evaluation studies for understanding vehicle performance in the market
• Consumer feedback for improving in-car experiences

Best for:

• Automotive manufacturers in need of in-depth car clinics and testing
• Companies looking to enhance vehicle performance through consumer feedback

Founded: 1985

8. Savanta

Savanta provides comprehensive market research services for the automotive sector, focusing on brand performance, customer satisfaction, and market segmentation.

By helping automotive businesses track their brand’s health and customer perceptions, Savanta enables companies to make data-driven decisions that enhance both customer loyalty and product performance in a highly competitive marketplace.

Services:

• Brand health tracking to monitor brand perception and loyalty
• Customer satisfaction research for improving customer experiences
• Market segmentation to identify key target demographics and customer personas

Best for:

• Automotive brands looking to optimize brand strategy and customer loyalty
• Companies needing to refine their market segmentation and branding strategies

Founded: 2019

9. Kadence International

Kadence International is a solid partner for automotive businesses seeking strategic insights. The company specializes in go-to-market strategies, brand tracking, and consumer behavior analysis.

Kadence is particularly strong in helping brands looking to expand into new markets and offers data-driven market entry strategies that allow for well-informed business development.

Services:

• Go-to-market strategies to help with market expansion
• Brand tracking to monitor brand equity and performance
• Consumer behavior research for better target customer insights

Best for:

• Automotive manufacturers entering new regions and markets
• Companies seeking strategic innovation and market development insights

Founded: 1991

10. Adience

Adience focuses on B2B automotive market research, delivering highly actionable insights on the customer journey and decision-making processes within the automotive supply chain.

By specializing in B2B market segmentation and product development research, Adience helps automotive manufacturers and suppliers optimize their business strategies for both existing and potential markets.

Services:

• B2B market segmentation for better targeting and customer analysis
• Customer journey insights to improve client relations and decision-making processes
• Market opportunity assessments for strategic growth in the automotive B2B sector

Best for:

• B2B automotive companies seeking to enhance customer journey mapping
• Automotive suppliers focused on market opportunities and segmenting new customer bases

Founded: 2020

Making the right choice from your business’s perspective

Every business has different market research needs, depending on their goals, resources and timelines. In-house gives you more control over your data and deadlines, but it’s always important to consider these key factors to see which automotive market research company is the best fit:

1. Research methodology fit: Does their approach align with your decision-making process?
2. Industry expertise: How deep is their automotive-specific knowledge?
3. Geographic coverage: Can they provide insights in all your markets of interest?
4. Data integration: How easily can their insights integrate with your existing systems?
5. Innovation focus: Are they keeping pace with industry changes relevant to your business

Choose Attest for your automotive market research needs

Investing in professional automotive market research is essential for any business looking to remain competitive, or even get ahead. By partnering with Attest, you’ll gain invaluable insights into your target audience, as well as emerging market trends that can guide your product innovation and business development. Attest offers real-time data, consumer insights, and support from dedicated experts that enable you to make informed decisions based on the latest market dynamics.

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Get consumer insights from your target customers with Attest – reach 59 countries with fast, reliable surveys

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FAQs about market research for the automotive industry

The post Top automotive market research companies in 2025: An industry expert’s guide appeared first on Attest.

When you know your target audience inside and out, from where to find them and how to talk to them, you’ll be able to produce marketing campaigns that drive significant results, whether you’re after brand awareness or cold hard sales.

But getting your target audience right isn’t a question of stacking some demographic filters on top of each other – we humans are far too complex for that.

Just think about die hard Apple users, and those who swear by Android. On the surface, they seem like very similar people, yet there is something that makes them different.

In this guide, we’ll help you find those differences and walk you through the essential steps to identify your target market and how Attest can help streamline this process.

Get started with the target market survey template

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What is a target customer?

A target customer is a specific type of consumer at which a company aims its products and services. Your target market is the sum of all those people. Inside your target market, there will be several market segments of people you can group together.

Having a clear understanding of these segments is crucial — just think back to Apple versus Android. The more defined these segments are, the more focused all your marketing efforts can be.

Many brands get stuck at defining a larger target market, without zooming in on the customers they try to reach, which makes their target market as a whole more blurred and less defined. They’ll find that reaching the right people is difficult. The best way to deal with that, is to identify a niche market, rather than trying to appeal to everyone.

Why targeting a niche market is crucial

Finding your niche is essential if you want to spend your marketing budget wisely. There’s a common misconception that having a clearly defined niche means you only target a really small target audience, and that that could affect your sales potential. But that’s not what niching down about – it’s about having a super clear definition of who is and who isn’t your target audience.

Targeting such a specific target market rather than a broad audience helps to:

• Increase marketing efficiency: You can focus your resources on segments that are more likely to convert, rather than wasting money on marketing to the masses.
• Run better marketing campaigns: Your marketing messages become a lot more impactful and more clear when you know exactly who you’re speaking to, where, and in what tone.
• Improve your product development: When you know exactly who you are creating a product for and what they need, design choices will be a lot easier to make.
• Boost customer retention: Customers who feel like a product – or even a whole brand – was made for them, are more likely to stick around.

Not everyone is your target customer

That’s good news! There’s not a single product out there that everyone uses, unless oxygen would be sold in supermarkets. At the same time, it’s important to recognize that not everyone who buys from you is your target customer.

A customer can fall out of your target audience, just like a target customer isn’t guaranteed to buy from you.

When some customers may fall outside the ideal customer profile (ICP) you’ve identified for your business, it’s important to take note of it and start collecting data on it. Over time, you can then learn whether there’s cohesion in their profile and if it makes sense to group them in a new segment, which is one of the benefits of consumer research.

It boils down to not just formulating who your target customers are, but seeing if this is reflected in who’s buying from you, and perhaps changing your definitions based on that. This strategy allows you to focus your efforts on the most valuable segments.

What is target market segmentation?

Let’s take a closer look at how to define the segments within your overall target audience. Market segmentation means you will divide your broader market into smaller, more defined categories based on various criteria such as demographic data, geographical location, and psychographic segmentation. These differences can seem small and insignificant, but can make a whole world of difference in the way people research or buy products.

Some profiles may look exactly alike. Take two 28-year-old working women, who both live alone in the city of New York. They go to the same gym, they both take care of their health with supplements, and they are both vegan. Easy-peasy, or is it? If one of them has sworn off social media a year ago and the other one is vigorously scrolling on Instagram between her sets at the gym, there are different ways you will be able to target these women – which could group them in different segments.

Only when you get that up close to your target market to create meaningful segments, can you truly start addressing their unique needs and preferences. This is especially important if you have multiple target markets.

Key criteria for market segmentation

What kind of criteria to choose for your market segmentation will depend on your product, your goals and other strategies. But the more you know, the better. Here’s how to identify target market segments:

1. Demographic segmentation: The basics, such as age, gender, income level, education level, and marital status.
2. Geographic segmentation: Where are they based? What’s the weather like out there?
3. Psychographic segmentation: Dividing the market based on lifestyle choices, values, interests, and attitudes.
4. Behavioral Segmentation: Segmenting based on consumer behaviors. How do they shop? Which social media do they use? Which brands do they love and hate?

Benefits of market segmentation

When you segment your market, you’ll be able to create customized campaigns and tactics to reach all your different target audiences with precision. Here’s how that helps your brand:

• It focuses your marketing efforts: If a specific group needs a little more attention to boost sales, you can work on that, rather than creating a campaign that targets everyone. It also makes your marketing message more relevant and personalized.
• It optimizes your marketing budget: Since you can only spend every dollar once, segmentation helps you use resources more efficiently by targeting segments that are most likely to convert.
• It improves customer satisfaction: When you market products and services that meet the specific needs of different target market segments, people will feel more seen and heard.

If you want to start defining your key market segments, check out our market analysis template.

Target market analysis: How to identify your target audience

If you want to get clarity on who your target market is — whether you’re starting out as a new business, or pivoting an existing one — the best strategy is a systematic approach, and we’re here to help. Follow these steps to find your target audience and refine your niche marketing through market research,

1. Identify your customer base

This step is important for existing businesses. Identify your customer base by analyzing your current customers and understanding their common characteristics. As we mentioned, your prospective customers and actual customers might not be exactly the same. You can use tools like CRM systems and sales data to segment and profile these customers. Have a look at:

• Customer demographics: Age, gender, income, education and other demographic information.
• Purchase history: What products are they buying, and how frequently?
• Customer feedback: What are your current customers saying about your products?

2. Gather consumer feedback from surveys

With surveys, you can further solidify your knowledge of your target audience. Use these to learn what your potential customers think about your product or service and what improvements they would like to see, or find out what marketing campaigns resonate with them.

Getting this direct data from your target audience enables you to make data-driven decisions for your business. It takes the guesswork out of marketing and product development, and helps you build stronger relationships with the people in your target markets.

Get started with the target market survey template

Here’s your head start to help you pinpoint your target market! Our research experts have written this target market survey template to help you figure out who your most valuable customers are

Get the template

3. Conduct focus groups

A great way to know your target audience and the differences between segments is to sit them together in a focus group. This will allow you to gather first-hand qualitative data about your potential customers’ preferences, behaviors, and pain points, and see how they think and interact. This can provide deep insights that surveys alone might miss. In focus groups, you can explore:

• Customer opinions: What do your potential customers think about your product or service?
• Behavioral insights: How do they use your product, and what features do they find most valuable?
• Unmet needs: Are there additional features or improvements that they would like to see?

You’ll get a more nuanced understanding of consumer behavior and shared characteristics, which is key for creating tailored messaging and products. Focus groups also provide a platform for real-time feedback, enabling you to ask follow-up questions and dig deeper into specific topics.

4. Create customer profiles

Start by developing detailed customer profiles or buyer personas that represent your ideal customers. Pay close attention to details and key characteristics such as age range, income level, family status, and even core values. Having a visual representation of who your target audience is will be helpful for everyone on your team, whether that’s customer support, market, sales or product development. They’ll then know exactly how to create products that meet their needs, give stellar customer support and create more personalized marketing campaigns.

5. Optimize your business strategy based on your (new) niche

Once you know who your target customers are, it’s time to cross reference that with your existing strategies. Or, if you’re launching a new business or project, start building your strategy from the ground up, with the right target audience in mind, every step of the way.

For existing businesses, this might mean you have to update your product features, pricing, or distribution channels based on what you learn from your market analysis.

6. Use a mix of primary and secondary data

Good research hygiene means combining primary data (directly from your surveys, focus groups, and customer interactions) with secondary data (existing data from market reports, studies, and competitor analysis) to get a holistic and balanced view of your market.

The more mixed your data sources are, the easier it will be to cross-check its accuracy, and the more detailed your research outcomes will be.

7. Start marketing

Let the fun begin! Once you have identified your target market, you can begin marketing to specific segments. Based on the outcome of your research, you can choose to put your marketing focus on content marketing, social media, email campaigns, OOH or anything else that popped up during your consumer research.

How having a specific target market helps real-world businesses

The brief calls for another lift of the benefits of having a clear ICP, but we’ve been over that already a couple of times. Instead, choosing to focus this part on an Attest example.

Case Study 1: Ocean Bottle

After five years in business, Ocean Bottle realized they had lost track of who their target customers were. They had started out focusing on direct-to-consumer sales but had then expanded into the B2B market. Sales were great, but they did lose the connection to their original target market. They noticed the marketplace was getting more and more crowded and competition was coming in hot, so they decided it was time to go back to basics and refine their marketing strategy, this time including both their existing and potential customers.

Using Attest they were able to develop detailed buyer personas, based on a mix of consumer behavior that they researched, and the existing data they had.

The results showed their existing customers were older than expected. They also identified new niche markets among users of competitor products. With this insight, they refined their targeted marketing by focusing on two key personas: ‘Progressive Peigh’ and ‘Active Ash.’

All of this leads to better marketing messages, an optimized marketing budget and even a new product range that is completely tailored to their ICPs.

If you want to read the full case study, check it out here.

Case Study 2: Little Moons

What made Little Moons take a closer look at their target customers? For them, it was going viral. The brand exploded on TikTok, leading to a surge in sales. Which is great, but Little Moons wanted to be smart about it, and find out who was actually buying all their ice cream, and whether these people would consistently pay the premium price of nearly £5 per pack.

Using Attest, Little Moons was able to identify their most valuable target market quickly. They aimed to discover who the bigger spenders on premium ice cream were and which brands they were competing against.

Just like ocean Bottle, Little Moons found out that the customers they had been selling to were actually older than they had anticipated. Their key target audience wasn’t the younger social media crowd, but well-off people aged 30 and above that had the disposable income for regular purchases, and a little ice cream treat every now and again.

Knowing this, Little Moons has been able to adjust their marketing strategy and consistently target this demographic, with the right messaging and right product prices. They’ve now not only gone viral on TikTok, but also secured global PR and press coverage, which has helped them to reach even more new customers and increase sales. Here’s the whole case study.

For more insights on gathering consumer data, read our article on how to gather consumer insights.

Identify target customers & market segments with Attest

With Attest’s platform, you have everything you need to truly understand and connect with your target market. Whether you’re looking to create detailed customer profiles, explore how different market segments respond to your products, or test out new concepts with pinpoint precision, Attest has you covered. Plus, with expert support just a click away, you’ll never be navigating these insights alone.

Explore how Attest’s consumer profiling service can help you identify and understand your target market.

For more information on tracking brand performance, check out our article on brand tracking.

Get started with the target market survey template

Here’s your head start to help you pinpoint your target market! Our research experts have written this target market survey template to help you figure out who your most valuable customers are

Get the template

The post How to identify your target market appeared first on Attest.

And in this article, we’ll tell you exactly how to do it yourself, in-house. 

What is qualitative data?

Qualitative data analysis uncovers the stories and feelings behind numbers. Qualitative methods gain information from conversations, interviews, and observations, capturing what people think and why they act a certain way. Unlike hard numbers, qualitative data helps us see the color and texture of people’s opinions, experiences, and emotions. 

Examples of the textual data that often makes up qualitative data pieces are a user’s detailed feedback on a mobile app’s usability, a shopper’s narrative about choosing eco-friendly products, or observational notes on customer behavior in a retail setting. 

This type of qualitative data collection helps us understand real feelings and thoughts, and goes beyond numbers and assumptions.

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What are the ingredients of a good qualitative data analysis?

There’s a big difference between knowing that 50% of customers prefer your new product and understanding the nuanced reasons behind that preference.

It’s easy to get blinded by shiny numbers. In this case, a preference signals that you’re doing something great. But not knowing what, means you can’t replicate it, or double down on it to crank up that 50% even more.

So what you’ll need to do is dig into the ‘why’ behind the ‘what’. And we mean really dig. A strong qualitative data analysis process really aims at not putting words inside your customers mouths but letting them speak for themselves.

Another example is when a company finds out through a quick quantitative data survey that customers rate their service 4 out of 5. Which isn’t bad. But how can they improve it – or even work to maintain it? Guesswork is lethal here, yet it’s what so many companies resort to.

Which leads to obvious follow-up actions that are usually not customer-centric. Let’s say that this company assumes people are mostly happy because of their quick response times. So, they implement chatbots to take care of the first part of conversations, to speed things up even more. What could be wrong with that? 

But what if through in-depth interviews, they could have discovered that the personal touch from the staff right from the get-go is what customers really value? 

In consumer research, these nuances are gold. They allow your team to make finely tuned adjustments that resonate deeply with your audience. It’s what helps you move beyond the one-size-fits-all approach suggested by quantitative data. 

So if you want to start making experiences and products that feel personal and relevant to each customer, here are some ways to approach qualitative data research.

Content analysis: unveiling customer sentiments

What it is: Content analysis involves examining texts, reviews, and comments to identify frequently occurring words and sentiments, providing a quantitative measure of qualitative feedback.

Good to know:

• Focus on reviews, comments, and social media posts.
• Look for repeating words and sentiments to identify trends.
• Helps prioritize actions based on frequently mentioned topics by customers.

Chances are, you already have a lot of content that can be analyzed for qualitative data research. In that case, content analysis is your go-to approach to getting started. Content analysis means zooming in on recurring words, phrases, and sentiments scattered across reviews and comments.

Dig into reviews, comments, and emails and start flagging words and phrases that keep coming back. These can help you identify areas for improvement, but also show you what really is working.

This way, content analysis offers a quantitative measure of qualitative feedback, enabling you to prioritize actions based on what’s most mentioned by your customers, when they’re not prompted or asked anything specifically.

By systematically categorizing and quantifying this feedback, you’ll be able to make informed decisions on product features, marketing messages, and even future design innovations.

Narrative analysis: connecting through stories

What it is: Narrative analysis delves into customers’ stories to understand their experiences, decisions, and emotions throughout their journey with your brand.

Good to know:

• Analyze customer stories from initial contact to purchase.
• Focus on customers’ thoughts and feelings at each stage.
• Useful for identifying communication and support opportunities.

A lot of times brands are mostly interested in the beginning and end of a customer journey: how do I get in front of customers, and how do I get in their shopping basket?

But the story of what happens between those two moments is just as, if not more important. And with narrative analysis, you can help connect the dots.

You won’t just be looking at the touchpoints there were, but also what customers were thinking and feeling at each stage. By interpreting qualitative data, you can create a full story from start to finish on how customers think and feel and make decisions in your market.

And that is so much more than just a nice story. Narrative analysis shows you where you can swoop in, where you should change your communications or where you should offer more support — for a happy ever after.

Discourse analysis: shaping perceptions through conversation

What it is: Discourse analysis examines language and communication on platforms like social media to understand how they influence public perception and consumer behavior.

Good to know:

• Explore broader conversations around topics relevant to your brand.
• Understand cultural, social, and environmental contexts.
• Align your messaging with audience values and lead discussions.

Discourse analysis looks at the broader conversation around topics relevant to your brand. This qualitative data analysis method looks at how language and communication on platforms like social media shape public perception and influence consumer behavior.

Discourse analysis not just about what’s being said about your brand and products; it’s about understanding the cultural, social, and environmental currents that drive these conversations.

For example, when customers discuss “sustainability,” they’re not just talking about your specific packaging; they’re engaging in a larger dialogue about corporate responsibility, environmental impact, and ethical consumption.

Discourse analysis helps you grasp the nuances of these discussions, revealing how your brand can authentically contribute to and lead within these conversations.

This strategic insight allows you to align your messaging with your audience’s values, build credibility, and position your brand as a leader in meaningful sustainability efforts.

By engaging with and influencing the discourse, you can adapt to current consumer expectations but you can even take it a step further, and shape future trends and behaviors in alignment with your brand’s values and goals.

Thematic analysis: finding overlapping themes in chaos

What it is: Thematic analysis seeks to find common themes within qualitative data, moving beyond individual opinions to uncover broader patterns.

Good to know:

• Organize feedback into distinct themes.
• Requires systematic data collection and coding.
• Offers clear, actionable insights for different business areas.

Plenty of brands are already sitting on qualitative data from thousands of customer interactions, which might seem like a jumble of individual opinions and experiences.

You might look at them and think ‘ha, humans really all want or value different things’. But there will be overlap, and that is where the real value lies.

Thematic analysis aims at finding common themes in this qualitative data. You move beyond surface-level chaos by categorizing all pieces of feedback into distinct themes.

These themes could range from specific product features, such as “battery life” in electronics, to broader experiential factors, like “customer service excellence” or “ease of use.” By identifying these recurring patterns, you gain a clearer, more organized understanding of your customers’ priorities and pain points.

One of the benefits of thematic analysis is that it helps you organize a wide range of feedback into clear, actionable insights for each team in your business. You may uncover themes about the product, about communication, or other parts of your business that customers get exposed to. In other words: every business could benefit from some thematic analysis.

Grounded theory: building strategies from real feedback

What it is: Grounded theory uses early feedback from users to develop theories and strategies that meet their needs, focusing on continuous improvement.

Good to know:

• Start with feedback from early users or testers.
• Engage deeply with feedback to guide product development.
• Ideal for new services or products, ensuring they align with customer expectations.

For those launching a new service, grounded theory takes feedback from early users and starts building from there. It uses real, raw customer thoughts to shape a strategy that better meets their needs.

This approach isn’t just about collecting data; it’s about letting qualitative data direct your next moves, ensuring your innovations are not just shots in the dark but informed, strategic decisions aimed at fulfilling genuine customer needs.

When you adopt grounded theory, you commit to a process of continuous improvement and adaptation. As feedback starts rolling in from those first users or beta testers, you’re given a unique opportunity to see your product through the eyes of those it’s meant to serve.

This early-stage feedback is gold—unfiltered, direct, and incredibly insightful. It tells you what’s resonating with your audience, what’s missing the mark, and, crucially, how to adjust your offering for better alignment with customer expectations.

Bear in mind that when done right, grounded theory goes beyond merely reacting to feedback. It’s about proactively seeking it out and engaging with it. This means not just reading comments or reviews, but diving deeper through follow-up questions, interviews, or focus groups to really understand the why behind the feedback. 

How to conduct an enlightening qualitative data analysis

Diving into qualitative data analysis can feel like a big task for many brands. There’s often worry about how much time it’ll take. Or how much money. And then there’s the question of whether all that detail might lead you off track instead of to clear answers.

After all, businesses move fast these days, and spending a lot of time on a research project doesn’t always fit the schedule.

But those worries don’t have to stop you. With the right plan and the best tools, you can dodge those issues. Start by creating a roadmap, so you know what the next few days, weeks or months will look like. See? It’s less daunting already.

Below, we’ll break the whole process down into simple steps. We’re going to walk through how to tackle qualitative data analysis without getting bogged down.

1. Transcribing interviews and collecting qualitative survey data

When it comes to qualitative research, if something’s said, it’s crucial. And that means you gotta write it down. Or at least have a tool to do it for you.

‘’I don’t wanna miss a thing’’ is your theme song for this step.

Every chuckle, pause, or sigh can give you insights into what your customers really think and feel. Now, I know what you’re thinking: “Transcribing interviews sounds like a lot of work. Let alone conducting all of them!” 

But here’s the good news—using Attest makes this step a pleasant breeze on a hot summer night. With Attest, you can send out surveys that dive deep into all the qualitative questions you’ve been itching to ask. Our platform is designed to capture rich, detailed responses in a way that is easy to search and analyze. 

This means you don’t have to worry about spending hours transcribing interviews. The responses are already there in writing, ready for you to analyze. This doesn’t just save time; it ensures accuracy. You’re getting the unfiltered voice of your customer, directly and conveniently. No more playing detective with hours of audio recordings.

2. Organize data and identify common patterns

Next, sift through your transcribed interviews, survey responses, and notes. Your goal here is to spot patterns or themes that crop up repeatedly.

This could be similar sentiments about a product feature or shared experiences with your service. Organizing data helps you identify themes that move from scattered bits of feedback to clear, common threads that tell a bigger story.

3. Using tools to make the process easier

There are plenty of software tools out there designed to help with qualitative data analysis. These tools can help you code your qualitative data, which means tagging parts of the text with keywords or themes, making it easier to organize and analyze textual data. They can save you a heap of time and help you stay accurate and consistent in your analysis.

That’s where Attest’s innovative Video Responses come into play, offering a seamless and impactful way to gather and analyze qualitative data directly from your target audience – all in the same platform as your quantitative data.

Here’s how we transform qualitative research:

• Easy to use: Attest’s platform lets you quickly add video questions to surveys, making it straightforward to collect in-depth feedback.
• Fast insights: With automated transcriptions, you can swiftly analyze video responses, identifying key themes without the wait.
• Reliable data: Attest ensures feedback comes from a diverse, representative audience, giving you confidence in the insights you gather.
• Rich context: Video responses capture the full spectrum of customer emotions and nuances, providing a deeper understanding than text alone.
• Seamless integration: Mix qualitative and quantitative data effortlessly, for a comprehensive view of your customer base.

As consumer behaviors and preferences continue to evolve at lightning speed, it’s products like Video Responses that will help brands win more based on decisions made with a deeper understanding of their customers.

Jeremy King, CEO and Founder of Attest

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4. Highlight context alongside data where relevant

Understanding the context in which feedback is provided is crucial in qualitative analysis. It’s not just about what your customers are saying; it’s also about why they’re saying it at that particular moment. This deeper layer of insight can significantly impact how you interpret and act on the data you collect.

Why context matters:

• Timing: Feedback given right after a new product launch can contain initial impressions that might evolve over time. Similarly, responses collected during a major sale or promotion might be influenced by the excitement or urgency of the moment.
• External factors: Consider the broader environment. For example, feedback during a major social event, a public holiday, or even a global crisis can be colored by the emotions and experiences of that time. This can shift priorities or change the way people interact with your brand.
• Customer journey stage: The stage of the customer journey at which feedback is given can also provide important context. Early-stage feedback might focus on first impressions and expectations, while later-stage feedback could offer deeper insights into user experience and satisfaction.

How to account for context in your qualitative analysis:

• Document the circumstances: When collecting data, make a note of the timing and any relevant external factors.
• Consider the source: Different platforms can also provide context. For instance, feedback from a public social media post might differ from what’s shared in a private survey due to the public nature of the medium.
• Use context to guide action: Let the context inform how you prioritize and respond to feedback. Initial excitement might warrant a quick thank-you message, while deeper, contextual insights might lead to product or service improvements.

5. Seek participant validation

Once you’ve got some preliminary findings, it’s a good idea to circle back to your participants. This could mean confirming your interpretations with them or diving deeper into certain areas.

This will help you be sure your analysis aligns with your respondents’ intended meanings and experiences. Plus, it shows respect for their contributions and can uncover even richer insights.

6. Compile a final report with a mix of data and visualization techniques

Finally, bring your analysis to life in a report that mixes clear, concise writing with visual elements like charts, graphs, and quotes.

Visualization helps make complex insights more accessible, engaging, and persuasive. Your report should not only present what you’ve found but also tell the story of how these research findings can influence decisions and strategies.

7. Put insights into action

The real value of qualitative data analysis lies in its application. Use the insights to inform decisions, refine strategies, and better meet your customers’ needs. This is where your analytical journey makes a tangible impact on your business.

Previously when we’ve had to do qualitative research, it’s taken months and months. Attest gets the information that we need quickly. By the very next day we’re able to implement some of the changes and then go back for round two.

Simon Gray, Head of Marketing, Zzoomm

The pros and cons of qualitative data analysis

Qualitative data analysis looks at the human side of data. It offers insights that numbers alone can’t provide. But like all research methods, even qualitative data analysis methods have their strengths and weaknesses, especially when it comes to shaping a marketing plan that hits the mark.

Advantages of qualitative data analysis

Bringing qualitative data into your strategy brings about transformative advantages that can significantly transform how your business connects with your audience and adapts to the market. Without further ado, let’s look at the benefits it brings.

Qualitative data gives you truly rich insights

Want to go beyond meeting the explicit needs of your customers, and also address their unspoken desires and creating experiences that truly matter to them? Qualitative analysis offers an unparalleled depth of understanding by capturing the subtleties and complexities of customer behavior and sentiment. 

By engaging directly with your audience through interviews, focus groups, or social media interactions, you gain nuanced perspectives that quantitative data alone cannot provide. These rich insights enable you to craft marketing strategies and product innovations that resonate on a deeper level with your audience. 

Qualitative data is a lot more flexible than numbers

Numbers can be quite limiting. The benefit of qualitative analysis is that you’re not confined to a predetermined set of questions or outcomes. 

Instead, you have the freedom to explore new directions, probe interesting findings further, and let the data guide your research process. This flexibility means your research process can evolve in real-time, responding to unexpected insights or shifting market dynamics. 

Qualitative data is great for strategic decision-making

The insights gained from qualitative analysis can significantly inform strategic decision-making. By understanding the nuances of customer feedback, you can make informed and detailed choices about where to allocate resources, which product features to prioritize, and how to position your business in the market.

You can go beyond generic moves in the right direction and make sure you hit the nail on the head on the first try, instead of slowly creeping towards it.

Qualitative research data fuels innovation and differentiation

Businesses are always looking for ways to innovate, but where to look? It’s often less obvious and loud than you think. And innovation doesn’t always have to be massively disrupting or a big pivot. Sometimes small changes made by listening to your customers’ unmet needs and emerging desires will tell you everything you need to know for your next product launch.

Innovation that brings information in from customers is often much more to-the-point than innovation that comes from inside the business, where people tend to be focused on the product and possibilities around it a lot. But try a different approach every once in a while. Listen to the people that use your product, not just the ones who create it.

Qualitative research data will fuel a customer-centric culture

Qualitative data puts your customer’s voice front and center. It highlights their stories, opinions, and feelings, making your marketing strategy more empathetic and customer-focused. This will allow you to build stronger connections with your audience.

Not by any marketing gimmicks, creating online communities or carefully curated UGC campaigns, but by speaking directly to customers’ experiences and emotions. Using qualitative data across your organization brings transformative effects, deeply embedding a culture of attentiveness, adaptability, and unwavering focus on the customer at every level of your business.

This approach does more than just inform product development or marketing strategies—it reshapes the very foundation of how your business operates and interacts with the people it was created for. 

Disadvantages of qualitative data analysis

We’re not going to pretend that qualitative data analysis is something you can do on autopilot. But while qualitative data analysis brings its set of challenges, understanding these can help you navigate through them more effectively.

Moreover, with the right tools and strategies, the benefits you gain far outweigh any of the potential drawbacks we’ve listed below. Here’s a closer look at these challenges and how to turn them into opportunities:

Qualitative data analysis can time-consuming

Yes, qualitative analysis often* demands time and resources. The depth it requires—from collecting detailed narratives to transcribing and interpreting vast amounts of text—can seem daunting. However, this investment in time is what uncovers the nuanced insights that quantitative methods might miss.

*… but not always. With Attest’s Video Responses, you get reliable qual insights fast, alongside your quantitative data!

Qualitative data analysis is pretty subjective

Of course, the interpretive nature of qualitative data analysis does introduce the risk of subjectivity and bias. But ignoring all opinions and thoughts around your product or brand is arguably worse. What this challenge underscores all the more is the importance of a structured, systematic approach to analysis.

By implementing standardized procedures for coding and analyzing data, and employing tools that facilitate consistency across the process, you can mitigate the risks of subjective bias.

And if you involve a diverse team in the analysis process and make sure you pick a representative set of respondents, qualitative research can enable a deeper, more empathetic understanding of ALL your customers; experiences and perspectives.

Qualitative data analysis methods come with scaling issues

Qualitative data collection can indeed be tricky to scale and generalize across a broader market. But who said you can only do qualitative research with in-person interviews? With the right survey tool, like Attest, you can ask quantitative questions at scale, to an audience that is large and diverse.

Our participant audience consists of 125 million people spread across 59 countries, and once you send out a survey, results can come back in mere minutes or hours. So if scalability is holding you back, online surveys with video responses are the answer.

Get great results from qualitative data analysis

Unlock the full potential of qualitative data analysis with Attest. Gain actionable insights, bridge the gap between raw data and emotional intelligence, and make informed decisions. Discover how Attest can support your journey to deeper consumer understanding at Attest for insights professionals and learn about our commitment to data quality.

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The post Qualitative data analysis: how market researchers can crack the code appeared first on Attest.

Challenge outdated assumptions.

Create narratives that hit home.

Design products that users can’t live without.

These are all reasons to do qualitative research…

The benefits of a qualitative study of your target market are endless, but we’ve gathered the 7 best ones.

Because qualitative research can — and should — be used for so many scenarios. From discovering unexpected insights to validating what you think you know about your customers. It’s essential for everything from refining your product and services based on direct feedback to ensuring your marketing messages hit the mark.

Whether you’re exploring new markets, enhancing customer experience, or simply aiming to connect more deeply with your audience, qualitative research opens up a world of possibilities for informed decision-making and strategic innovation. Let’s look at the advantages that you get from doing qualitative research the right way.

1. Create data-driven marketing and brand campaigns

2. Support and streamline product development

3. Qualitative research is flexible and easy to adapt

4. Stay on top of trends

5. Understand nuanced customer experiences

6. Increased depth of consumer knowledge

7. Reduced customer churn

1. Create data-driven marketing and brand campaigns

Some brands just seem to get their audience, and that’s not just because they’ve hired a team of ”people-persons”. In fact, it’s probably a lot more data-driven than you might think from just looking at their campaigns. What you see there is qualitative research at work, leading brands to decisions that are grounded in their customers’ real feelings and needs.

By integrating these insights, they find the right words, the most relatable stories, and the most engaging content, all based on what their audience truly cares about.

Moreover, every decision, from the tone of voice in an email to the theme of a major campaign, is backed by solid data from their qualitative analysis.

Using qualitative data like this aligns the brand’s actions with consumer expectations, creating experiences that feel tailor-made. That’s when brands become fluent in their audience’s language, and a real conversation can be had.

2. Support and streamline product development

Great product development isn’t developers saying ”hey, look at what we can do!”‘ but about them saying to users: ”hey, look at what YOU can finally do!”. It’s about empowering consumers and that starts with having a deep understanding of how they interact with your product.

And qualitative data helps them do exactly that.

When analytics show where users get stuck, the data collection from qualitative research shows why —and how to help them move forward. Using that combination of quantitative and qualitative research will enable you to create user-friendly and market-ready products far quicker and more efficiently than with guesswork.

3. Qualitative research is flexible and easy to adapt

There are so many ways to uncover the ‘why’ behind the what, the qualitative data behind the numbers. That’s one of the many beauties of qualitative research methods: you can adapt it to specific situations.

If you want to zoom in, get some customers to sit down one-on-one with you. If you want to uncover sentiments or trends in a larger group, you can send out video surveys. And if you want dynamic, creative discussions, you use focus groups.

You can combine methods to collect data of different formats and test whether your findings from one match with the other. This versatility in gathering data is great for really getting to know the nuances that live within your target audience.

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4. Stay on top of trends

If you want to know what’s going to be trending soon, all you need to do is listen. With the right qualitative market research methods you can catch sentiments that turn into trends before your competitors do.

Luckily, qualitative research, with its smaller sample sizes, means you can gather and analyze consumer opinions pretty quickly. This speed combined with the reassurance from quantitative research lets you identify emerging trends before they’re already cringe.

But it’s not just about being fast — it’s about being right. That’s exactly what qualitative research lets you be.

Sure, numerical data can also quickly show you trends — peaks or drops in any graph highlight that something is going on. But without knowing exactly what, taking action is a big risk that you shouldn’t be taking.

5. Understand nuanced customer experiences

On paper, customers might seem very similar, all fitting the description of your ”ideal target customer”. But one might give you 10/10, while another might leave quietly after a free trial.

People are nuanced, and anything can influence their experience with your product or service. Qualitative research allows you to discover those nuances.

With qualitative research, you find out that people say that newsletters past 6PM are ”annoying”, or that they’re not reading anything attentively past that time.

And that’s just scratching the surface of just how deep qualitative research methods can go.

Knowing what your target customers are thinking and feeling will increase your empathy for them and allow you to make more tailored decisions that truly suit their needs.

6. Increased depth of consumer knowledge

Quantitative research methods don’t allow for ”yes, but..”.

You might think you’re getting to know your customers through a quantitative research study, but you’re only getting to know them within the limits of the framework that you yourself built for this research.

With qualitative research, you can step outside of that and give your audience the freedom to tell you new, surprising things about themselves.

It places you right in the middle of their natural environments, whether that’s through ethnographic studies, diary entries, or in-depth interviews. This context enriches your understanding, making the data collected far more meaningful and actionable.

7. Reduced customer churn

So, let’s sum it up. What happens when you take the time to listen to someone, actively try to cater to their needs and even get to learn the unspoken truths about them through observation or reading between the lines?

Exactly: people will want to stay close to people and brands who make them feel heard and understood.

By deeply understanding their needs, preferences, and the nuances of their experiences with your brand — and acting on this knowledge — you set the stage for increased customer loyalty and reduced churn.

And it’s not ‘just’ some form of emotional attachment, it also simply boils down to something practical: When your products and services are sculpted with the rich insights gained from qualitative research, they align more closely with what your customers actually want and need — so why would they leave?

The challenges of qualitative market research

We couldn’t call ourselves lovers of research and not provide some balance to this list.

Of course conducting qualitative research isn’t just big benefits and amazing insights. Here are some challenges you’ll face through your qualitative market research, and how to overcome them:

• Bias and subjectivity can sneak in. When you’re dealing with open-ended responses, it’s easy to read too much into them based on your own perspectives and assumptions. Mix up your research team to bring different viewpoints to the table and use structured ways to look at the data. Tools that help with data analysis can also keep things more objective.
• Getting the right people to talk to can be tough. Finding participants that perfectly match your target audience is easier said than done, and that doesn’t even include convincing them to participate. Use a tool that takes care of this for you, so you can focus on the questions and answers.
• Qualitative research often involves fewer participants. This might leave you wondering if what you’re hearing reflects the bigger picture. Blend in some quantitative data to round out the picture. Platforms like Attest make it easy to combine both qualitative and quantitative insights.
• So much data, so little time. Sifting through all the feedback can feel overwhelming. Not just because of the amounts, but also because you’re not sure whether you’re processing it right. Luckily, there are qualitative data analysis tools out there that can help you sort, organize, and make sense of all the information.

We’re not saying Attest is the answer to everything, but it is for a lot of issues. Check out our rundown of how different market research tools work to see whether or not we are right for each other.  

How to ace a new client pitch with qual

Qual research helped retail experience agency Barrows understand glasses wearers’ pain points and wow a prospective client. Read on for the full case study.

Read their story

Power your product development with qualitative market research

It’s clear that qualitative market research is the best way to hit the jackpot, particularly for product development and data-driven decision-making.

Getting genuine, unscripted insights can steer your product development in directions you might not have considered before.

And the ultimate market research toolkit will include insights from both qualitative and quantitative research. Blending the two will make sure you have a comprehensive understanding of your target customers.

Getting specific on how to deliver products customers will love, here’s our rundown of telecom market research companies.

FAQs

What is qualitative market research?

Qualitative market research is about understanding your customers’ perspectives through their own words. Qualitative research methods involve collecting non-numerical data like opinions, experiences, and motivations through methods such as videos, interviews and focus groups. This approach helps you grasp the why behind customer behaviors.

Through methods like interviews, focus groups, and observation, you get to hear the stories, understand the emotions, and uncover the motivations that drive consumer behavior. It’s a way to collect valuable, in-depth insights that numerical data (quantitative research) and other research methods can’t provide, helping you grasp not just what your customers are doing but why they’re doing it.

Why is qualitative market research important?

Qualitative marketing research is crucial because it offers insights into your customers’ minds that you can’t get from numbers alone. It’s crucial because it gives you a clearer picture of consumer behavior, beyond what can be measured in surveys or captured in quantitative data.

Understanding the nuances of how people feel about your product, brand, or service allows for more tailored and effective decision-making. Whether you’re refining your marketing messages or developing new products, conducting qualitative market research helps your strategies resonate deeply with your target audience.

What are the benefits of qualitative market research?

Qualitative research shines when it comes to uncovering the rich, complex fabric of consumer opinions and experiences. It’s a powerhouse for generating valuable insights that inform data-driven marketing and brand campaigns.

By engaging directly with consumers, you gain a nuanced understanding of their needs and preferences, which is gold for guiding product development and enhancing user experiences. Additionally, this approach’s flexibility makes it easier to adapt to market changes, stay ahead of trends, and identify unmet needs that can spark innovation.

Moreover, it can significantly reduce customer churn by ensuring your offerings align closely with what your customers truly value.

What challenges do market researchers face with qualitative methods, and how can they be overcome?

One of the biggest challenges is ensuring the reliability and objectivity of the data collected, as personal biases from both researchers and participants can skew results.

Overcoming this requires a careful research design, a clear and structured research process, and, when possible, triangulation of data from multiple sources to validate findings. Another challenge is the time and resources required for data collection and analysis, which can be mitigated by using technology like online focus groups or qualitative analysis software.

These tools not only streamline the research process but also expand the reach of your research, allowing you to conduct studies across diverse demographics and geographical locations more efficiently.

What are some common methods of conducting qualitative market research?

Qualitative market research can take many forms, from one-on-one interviews that offer deep dives into individual consumer experiences to video interviews and focus groups that provide a broad spectrum of opinions and dynamics.

Other methods include ethnographic research, where researchers observe consumers in their natural environments, and content analysis, where the focus is on analyzing communication patterns and content. Each method serves different research objectives, from developing new products to understanding consumer behavior and gathering data that informs every aspect of your marketing efforts.

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This guide is packed with examples of how to turn qualitative data into actionable insights, to spark your creativity and sharpen your research strategy. You’ll see how qualitative data, especially through surveys, opens doors to deeper understanding by inviting consumers to share their experiences and thoughts freely, in their own words — and how qualitative data can transform your brand.

Types of qualitative data in market research

Before we dig into some examples of how qualitative data can empower your teams to make focused, confident and quick decisions on anything from product to marketing, let’s go back to basics. We can categorize qualitative data into roughly three categories: binary, nominal and ordinal data. Here’s how each of them is used in qualitative data analysis.

Binary data

Binary data represents a choice between two distinct options, like ‘yes’ or ‘no’. In market research, this type of qualitative data is useful for filtering responses or making clear distinctions in consumer preferences.

Binary data in qualitative research is great for straightforward insights, but has its limits. Here’s a quick guide on when to use it and when to opt for qualitative data that is more detailed:

Binary data is great for:

• Quick Yes/No questions: like “Have you used our app? Yes or No.”
• Initial screening: to quickly sort participants for further studies.
• Clear-cut answers: absolute factors, such as ownership or usage.

Avoid binary data for:

• Understanding motivations: it lacks the depth to explore why behind actions.
• Measuring intensity: can’t show how much someone likes or uses something.
• Detail needed for product development: misses the nuanced feedback necessary for innovations.

Tip: Like quantitative data, binary data is best when combined with something stronger and contextual. Mix qualitative and quantitative research using methods like binary questions with open-ended follow-ups for depth, like asking “Why?” after a yes/no to get the best of both worlds.

Andrada Comsa

Principal Customer Research Manager

Nominal data

Nominal data categorizes responses without implying any order. For example, when survey respondents choose their favorite brand from a list, the data collected is nominal, offering insights into brand preferences among different demographics.

Some other examples of qualitative data that can be qualified as nominal are asking participants to name their primary information source about products in categories like social media, friends, or online reviews. Or in focus groups, discussing brand perceptions could classify brands into categories such as luxury, budget-friendly, or eco-conscious, based on participant descriptions.

Nominal data is great for:

• Categorizing responses: such as types of consumer complaints (product quality, customer service, delivery issues).
• Identifying preferences: like favorite product categories (beverages, electronics, apparel).
• Segmentation: grouping participants based on attributes (first-time buyers, loyal customers).

Nominal data is not for:

• Measuring quantities: it can’t quantify how much more one category is preferred over another.
• Ordering or ranking responses: it doesn’t indicate which category is higher or lower in any hierarchy.
• Detailed behavioral analysis: While it can group behaviors, it doesn’t delve into the frequency or intensity of those behaviors.

Tip: Combine nominal data with other qualitative data collection and analysis methods, like open-ended questions or observations to enrich the insights, and throw in some quantitative data to back up any claims even more. For instance, after categorizing product preferences, follow up with questions on why certain categories are preferred, which will add layers to the understanding gained from nominal data alone.

Sam Killip

VP of Customer

Ordinal data

Ordinal data introduces a sense of order, ranking preferences or satisfaction levels. In qualitative analysis, it’s particularly useful for understanding how consumers prioritize features or products, giving researchers a clearer picture of market trends.

Other examples of qualitative data analyses that use ordinal data, are for instance a study on consumer preferences for coffee flavors, participants might rank flavors in order of preference, providing insights into flavor trends. You can also get ordinal data from focus groups on things like customer satisfaction surveys or app usability, by asking users to rate their ease of use or happiness on an ordinal scale.

Ordinal data is great for:

• Ranking preferences: asking participants to rank product features from most to least important.
• Measuring satisfaction levels: using scales like “very satisfied,” “satisfied,” “neutral,” “dissatisfied,” “very dissatisfied.”
• Assessing Agreement: with statements on a scale from “strongly agree” to “strongly disagree.”

Ordinal data is not for:

• Quantifying differences: it doesn’t show how much more one rank is preferred over another, just the order.
• Precise measurements: can’t specify the exact degree of satisfaction or agreement, only relative positions.

Tip: To gain richer insights that you can draw conclusions from, follow up ordinal rankings with open-ended questions to get qualitative data that explains the reasons behind the rankings, and make sure to provide quantitative data to support any analysis as well.

Nicholas White

Head of Strategic Research

This mix of qualitative and quantitative data will give you a well-rounded view of participant attitudes and preferences.

6 Qualitative data examples

The things you can do with qualitative data are endless. But this article shouldn’t turn into a work of literature, so we’ll highlight six ways to collect qualitative data and give you examples of how to use these qualitative research methods to get actionable results.

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1. Highlighting brand loyalty drivers with open-ended surveys and questionnaires

Open-ended surveys and questionnaires are great at finding out what makes customers choose and stick with a brand. Here’s why this qualitative data analysis tool is so good for gathering qualitative data on things like brand loyalty and customer experience:

Straight from the source

Open-ended survey responses show the actual thoughts and feelings of your target audience in their own words, while still giving you structure in your data analysis.

Understanding ‘why’

Numbers can show us how many customers are loyal; open-ended survey responses explain why they are. You can also easily add thematic analysis to the mix by counting certain keywords or phrases.

Understanding the ‘why’ is important across industries too. Make sure you figure out what your research goals are when you’re looking for your provider, whether you’re looking for food and beverage or automotive market research companies, and anything in between.

Guiding decisions

The insights from these surveys can help a brand decide where to focus its efforts, from making sure their marketing highlights what customers love most to improving parts of their product.

Surveys are one of the most versatile and efficient qualitative data collection methods out there. We want to bring the power of qualitative data analysis to every business and make it easy to gather qualitative data from the people who matter most to your brand. Check out our survey templates to hit the ground running. And you’re not limited to textual data as your only data source — we also enable you to gather video responses to get additional context from non verbal cues and more.

2. Trend identification with observation notes

Observation notes are a powerful qualitative data analysis tool for spotting trends as they naturally unfold in real-world settings. Here’s why they’re particularly valuable insights and effective for identifying new trends:

Real behavior

Observing people directly shows us how they actually interact with products or services, not just how they say they do. This can highlight emerging trends in consumer behavior or preferences before people can even put into words what they are doing and why.

Immediate insights

By watching how people engage with different products, we can quickly spot patterns or changes in behavior. This immediate feedback is invaluable for catching trends as they start.

Context matters

Observations give you context. You can see not just what people do, but where and how they do it. This context can be key to understanding why a trend is taking off.

Unprompted reactions

Since people don’t know they’re being observed for these purposes, their actions are genuine. This leads to authentic insights about what’s really catching on.

3. Understanding consumer sentiments through semi-structured interviews

Semi-structured interviews for qualitative data analysis are an effective method for data analysts to get a deep understanding of consumer sentiments. It provides a structured yet flexible approach to gather in-depth insights. Here’s why they’re particularly useful for this type of research question:

Personal connection

These interviews create a space for a real conversation, allowing consumers to share their feelings, experiences, and opinions about a brand or product in a more personal setting.

Flexibility

The format lets the interviewer explore interesting points that come up during the conversation, diving deeper into unexpected areas of discussion. This flexibility uncovers richer insights than strictly structured interviews.

Depth of understanding

By engaging in detailed discussions, brands can understand not just what consumers think but why they think that way and what stations their train of thought passes by.

Structure and surprise

Semi-structured interviews can be tailored to explore specific areas of interest while still allowing for new insights to emerge.

4. Using focus groups for informing market entry strategies

Using a focus group to inform market entry strategies provides a dynamic way to discover your potential customers’ needs, preferences, and perceptions before launching a product or entering a new market. Here’s how focus groups can be particularly effective for this kind of research goal:

Real conversations

Focus groups allow for real-time, interactive discussions, giving you a front-row seat to hear what your potential customers think and feel about your product or service idea.

Diverse Perspectives

By bringing together people from various backgrounds, a focus group can offer a wide range of views and insights, highlighting different consumer needs and contextual information that you might miss out on in a survey.

Spotting opportunities and challenges

The dynamic nature of focus groups can help uncover unique market opportunities or potential challenges that might not be evident through other research methods, like cultural nuances.

Testing ideas

A focus group is a great way to test and compare reactions to different market entry strategies, from pricing models to distribution channels, providing clear direction on what approach might work best.

5. Case studies to gain a nuanced understanding of consumers on a broad level

Case studies in qualitative research zoom in on specific stories from customers or groups using a product or service, great for gaining a nuanced understanding of consumers at a broad level. Here’s why case studies are a particularly effective qualitative data analysis tool for this type of research goal:

In-depth analysis

Case studies can provide a 360-degree look at the consumer experience, from initial awareness to post-purchase feelings.

This depth of insight reveals not just what consumers do, but why they do it, uncovering motivations, influences, and decision-making processes.

Longitudinal insight

Case studies can track changes in consumer behavior or satisfaction over time, offering a dynamic view of how perceptions evolve.

This longitudinal perspective is crucial for giving context to the lifecycle of consumer engagement with a brand.

Storytelling power

The narrative nature of case studies — when done right — makes them powerful tools for communicating complex consumer insights in an accessible and engaging way, which can be especially useful for internal strategy discussions or external marketing communications.

6. Driving product development with diary studies

Diary studies are a unique qualitative research method that involves participants recording their thoughts, experiences, or behaviors over a period of time, related to using a product or service. This qualitative data analysis method is especially valuable for driving product development for several reasons:

Real-time insights

Diary studies capture real-time user experiences and feedback as they interact with a product in their daily lives.

This ongoing documentation provides a raw, unfiltered view of how a product fits into the user’s routine, highlighting usability issues or unmet needs that might not be captured in a one-time survey or interview.

Realistic user journey mapping

By analyzing diary entries, you can map out the entire user journey, identifying critical touch points where users feel delighted, frustrated, or indifferent.

This then enables you to implement targeted improvements and innovations at the moments that matter most.

Identifying patterns

Over the course of a diary study, patterns in behavior, preferences, and challenges can emerge, which is great for thematic analysis.

It can guide product developers to prioritize features or fixes that will have the most significant impact on user satisfaction, which is especially great if they don’t know what areas to focus on first.

Get nuanced insights from qualitative market research

Qualitative research brings your consumers’ voices directly to your strategy table. The examples we’ve explored show how qualitative data analysis methods like surveys, interviews, and case studies illuminate the ‘why’ behind consumer choices, guiding more informed decisions.

Using these insights means crafting products and messages that resonate deeply, ensuring your brand not only meets but exceeds consumer expectations.

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Having a clear, well-defined positioning strategy addresses these challenges head-on. But when we talk about positioning, it’s not just where you stand in a lineup of competitors. It’s about carving a unique space in the minds of your target audience, about how they see you fitting into their lives.

This distinction is crucial because while it’s tempting to aim for “the best in the market”, that’s simply not a market position. True strategic positioning can’t be done on a simple Price-Quality graph.

An effective market positioning strategy is about embodying a value proposition that resonates through every facet of your company, from your mission to your core values.

However, crafting a positioning strategy that is both authentic to your brand and practically actionable is easier said than done. You want to be looking for that sweet spot where your brand’s true essence meets your customers’ needs and desires. Because a positioning strategy isn’t a fictional goal: it’s a blueprint of how your brand works.

The real challenge? Developing a positioning strategy that’s both authentic and practical. We’ll walk you through everything that comes with formulating a successful positioning strategy and why it’s crucial for your brand’s success.

What is a positioning strategy?

A positioning strategy defines how a brand distinguishes itself in the market and in consumers’ minds, focusing on unique value, competitive differentiation, and customer engagement. It aims to clearly establish a brand’s identity and value proposition, ensuring it resonates with and meets the needs of your target audience.

Formulating a positioning strategy is done by focusing on three key pillars:

1. Meeting your customers’ needs in ways that resonate deeply with them;
2. Standing apart from competitors through clear differentiation;
3. Understanding how consumers interact with your brand to foster a connection that feels both genuine and rewarding.

The benefits of strategic positioning for your brand

Dive into the benefits of strategic positioning and see how it can transform your brand from the inside out, making every decision clearer and every message hit the mark.

A solid brand positioning strategy helps your brand grow in the right direction

When you hone in on a precise positioning strategy, your brand’s growth becomes intentional. This focused approach to growth allows you to concentrate your resources and efforts on what truly matters.

Instead of spreading thin over various markets or messages, you invest in areas with the highest potential for impact.

A well-defined positioning strategy sharpens your messaging

It’s about finding your crowd and speaking directly to them—not trying to win over everyone and ending up with no one. It sets up the boundaries within which your brand operates.

This clarity isn’t just for show; it significantly streamlines how you talk to your customers, making every marketing decision, from campaigns to content, simpler and more impactful.

A strong brand positioning can improve your product-market fit

There’s something incredibly frustrating about finding out that the new product of your favorite brand completely misses the mark. With a clear product positioning, you avoid giving your fans any cause for resentment or disappointment.

When you know your market position and how your products serve your target audience, your marketing messages become sharper, and more likely to convert. It allows you to go beyond broadcasting features; you can communicate value that fits perfectly into your customers’ world, making your product an obvious choice for them.

A strong positioning strategy helps with hiring the right people

When it comes to expanding your team, a clear positioning strategy acts like a magnet for the right talent. You’re not just looking for skilled individuals; you’re looking for people who get what your brand stands for and are eager to push in the same direction.

This alignment is crucial not just for their performance but for fostering a team that’s in it for the long haul

Sticking to your positioning strategy boosts customer trust and loyalty

A distinct, well-articulated positioning strategy that you consistently deliver on directly contributes to building customer trust and loyalty.

When your brand constantly communicates its unique stance and positioning statement and follows through on its promises, customers develop a deeper level of trust in your products and services

Types of positioning strategies to grow your business

If your brand’s been blending into the background, it’s time for a change. Exploring different positioning strategies to find your very own positioning statement can be the game-changer you need to start doing business with purpose and intent.

Let’s uncover the types of positioning strategies that’ll elevate your brand from just another option to the go-to choice for your target market.

Product pricing strategy

An effective positioning strategy always involves price (but not only that). Find a balance that’s going to work not just today, but down the line as well.

Sure, you need to stay flexible—markets change, after all—but hopping from one pricing tag to another can leave your customers scratching their heads and make them wonder about what this says about the product quality.

It’s better to choose a price point that reflects your brand’s value and stick with it, adjusting only when it really makes sense for your business and your customers.

Your pricing strategy should align with the overall experience you’re offering, from the quality of your product to the level of service customers can expect.

Product positioning strategy

Deciding on the quality level of your product means making a long-term commitment. Having a strong product positioning doesn’t mean you can’t improve or change along the way, but it does mean choosing a focus for your quality efforts.

The service surrounding your product—everything from customer support to user experience—plays a big role in how people perceive its quality. So, while you plan for product enhancements, ensure they align with the quality promise you’ve made to your customers.

Unique value proposition

Before you start looking at difficult sentences or long words, hold your horses. The UVP of your positioning strategy is not about who can formulate the most unique one, with the most impressive wording.

This isn’t a contest for who can come up with the most unique, flashy and creative slogan. Your value proposition should be something you can truly stand behind, that everyone understands, and that clearly communicates genuine value to your customers. But above anything else, it should be something that informs your brand’s action.

Competitive positioning 

Positioning your brand in relation to others helps you stay focused on the areas where you should concentrate more or less. Knowing your market positioning through thorough market analysis also helps you get to know your audience better, by getting to know their audience, and seeing the differences and overlap.

Competitive positioning doesn’t mean looking at what other brands are doing and finding ways to do that better — it’s about finding what fits best to your brand and audience.

How to create a powerful brand positioning strategy

Whether you choose to work with an agency or externals to formulate your brand positioning strategy, it’s key that you know what it all entails—because it will mean so much for your business.

We’ll walk you through some of the steps and elements that help you grow a positioning statement on paper, to a powerful brand positioning strategy that you can actually execute.

1. Always start with insights from your target customers

Understanding your market, customers, and competitors is foundational. Use tools like Attest to gather this crucial data.

By analyzing your target market and understanding what drives customer decisions, you can carve out a unique space for your brand.

Get your positioning right with market analysis

Figuring out what resonates with your target audiences will be the difference between winning and losing market share – here’s how to get the insights you need with market analysis

More info on market analysis

2. Pinpoint your positioning

What makes your brand unique? Identify your UVP that clearly articulates why customers should choose you — not just over competitors, but because of what you add to their lives.

What do you stand for? How do you want your brand to be perceived? This involves aligning your product’s features, benefits, and the emotional connection you aim to create with your audience. Reflect these in a positioning statement that acts as your north star.

Here’s an example of how psLondon tapped into Gen Z’s values to create distinct positioning strategies for each institution, to differentiate from all other UK universities. By aligning university brands with specific terminal values, they crafted unique value propositions that resonated with prospective students.

This values-based marketing model not only set each university apart but also connected more authentically with their target demographic, proving the power of positioning strategies rooted in deep consumer understanding.

3. Bring your positioning to life

Translate your positioning into tangible examples that reflect across all business activities. From the way you answer customer queries to the stories you tell on social media, each action should embody your positioning.

Create scenarios and examples that help your team understand how to live out this strategy in their daily tasks.

4. Educate and empower your team

No pressure, but the success of an effective brand positioning strategy depends heavily on the team that should be communicating and integrating it. First and forement, they should understand it, and believe in it.

Conduct workshops to immerse them in your brand positioning, helping them understand their role in bringing it to life. This shared understanding ensures everyone, from product development to sales, contributes to a cohesive brand experience.

5. Establish guardrails

To maintain the integrity of your positioning, set clear guidelines and guardrails. These are non-negotiable principles that keep your branding, marketing, and product development aligned with your core positioning.

Regularly review these guardrails with your team to ensure every project or campaign fits within these bounds.

6. Validate your positioning

Constantly validate your positioning strategy with your target audience. Use market research, like surveys and focus groups, to test whether your brand’s message and actions resonate as intended. Tools like Attest can facilitate this by letting you gather and analyze consumer feedback effectively.

One brand that this right is Manscaped, who checked in with their audience to make sure their prices reflect the quality and reputation they were aiming for. When they expanded into new categories, they were keen on hitting the right pricing that matched how people saw their brand.

They used Attest to ask their audience about brand perceptions, especially around quality. The feedback they got backed up their pricing choices, making sure they stayed on target with how consumers view them.

7. Embed your positioning across the business

Finally, make sure your market positioning and value proposition are not just a marketing message but a comprehensive approach that permeates every aspect of your business.

From the product features you prioritize to the partnerships you choose, every decision should reflect and reinforce your brand positioning.

How to write a data-based value proposition

Creating effective positioning strategies that are not just compelling but also deeply rooted in data ensures they resonate with your audience and set you apart from the competition. Here’s how to craft a data-driven value proposition that amplifies your brand positioning:

• Start your positioning strategy project with thorough market research to understand your customers deeply and the market positioning of other brands. Use surveys, interviews, and focus groups to gather insights about their needs, preferences, and pain points. Tools like Attest can streamline this process, offering rich data to inform your strategy.
• Examine how your competitors position themselves in the market. Identify gaps in their strategies and areas where you can uniquely position your brand. This competitive analysis helps pinpoint a value proposition, the correct pricing strategy for your market and the elements that can that differentiate your brand effectively (p.s. this is also something you can do with a consumer insights platform like Attest 🤫).
• Based on the data collected, list down the unique benefits your product or service offers that meet customer needs and surpass competitors. Focus on benefits that are tangible and meaningful to your target audience.
• Combine your unique benefits into a clear, compelling positioning statement that communicates the value your brand delivers. Make sure that it speaks directly to your target audience’s desires and stands out against competitors. It should be understandable, and practical.
• Use qualitative and quantitative research to test and refine how your target audience responds to your proposed value proposition. Adjust based on feedback to ensure it resonates well and accurately reflects the value your brand provides.
• Ensure your value proposition is consistently communicated across all brand touchpoints. From your website to social media, every interaction should reinforce the unique value your brand offers.
• Don’t just gather data; really listen to it. What are people saying in reviews, on social media, or in response to your surveys? Customer sentiment is more than feedback; it’s the raw material for your value proposition. Look for emotional triggers, the problems they turn to you to solve, and how they describe those transformations. Tools like Attest are brilliant for uncovering these gems.
• Craft stories, not statements. A powerful value proposition often feels more like a story than a slogan. Use the rich qualitative data you’ve gathered to tell a narrative that connects on an emotional level. This could be about the journey from problem to solution, highlighting the real-world impact of your product or service.
• Tailor your value proposition to fit different contexts or customer segments. The core message might remain the same, but how you express it should vary depending on who you’re talking to and where they’re encountering your brand. Use segmentation research to understand these nuances and adjust your messaging accordingly.
• Your value proposition isn’t set in stone. As your business grows and market dynamics shift, revisit and revise it. Conduct ongoing consumer research to stay aligned with your audience’s evolving needs and expectations. This approach keeps your brand relevant and your value proposition sharp.

Replace guesswork with reliable market data

Ditch the guesswork and base your brand strategy on what actually resonates with your audience. Attest gives you direct access to market data and consumer insights that can help you nail your positioning and truly stand out. Make choices that are not just safe, but smart and backed by data—whether that’s deciding on your pricing, understanding your competitive edge, or refining your value proposition.

For brand managers aiming to build something solid and steer clear of mediocrity, it’s crucial to have the right information at your fingertips. Check out how Attest can help with your Market Analysis and learn about ensuring data quality at Data Quality. Take the step from managing to truly leading your brand forward with confidence.

Position your product perfectly 🤌

What’ll set your products apart from you competitors? It’s all in your positioning – get this right with product consumer insights

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The post 4 Positioning strategies to grow and market your brand appeared first on Attest.

While some brands and products in the past have won big based on someone’s intuition, it certainly isn’t a reliable recipe for success — because many more who’ve invested based on an instinct, have failed. Hard.

That’s why we want to highlight the importance and value of qualitative market research. It’s what explains why people pick one product over another that seems just as good.

Qualitative research digs into the nuances, offering insights that can significantly impact your marketing approach and product development. Here we’ll show you exactly how you can turn it into your secret weapon.

What is qualitative market research?

Qualitative market research goes straight to the core of your customer’s thoughts and feelings. It’s not just about how many people clicked or bought, but why they did it, or even why they didn’t.

This kind of research lets you in on the stories behind the statistics, giving you a more in-depth understanding of your target audience’s behaviors, perceptions and motivations. And with this rich insights and data, you can tailor your products and marketing strategies to truly resonate with your audience.

Here’s a quick rundown of the types of market research out there:

• Quantitative research: Deals with numbers and measurable forms.
• Qualitative research: Focuses on understanding the quality of consumer interactions and thoughts.
• Mixed methods: Combines both quantitative and qualitative research.

It’s good to know qualitative and quantitative research make a great pair – it helps you give context to numbers, and vice versa. And it’s good to know when you could run qualitative research:

• Before your quantitative research? If you’re grasping for ideas and inspiration, qualitative market research can be a great source. Your respondents will often flag issues or make suggestions that you and your team might never have thought of. And for extra peace of mind, you can follow-up your qualitative research with quantitative studies to make sure that inspo is truly representative.
• After your quantitative research? Often teams will have run quantitative studies and spotted threads they’d like to pull at and see whether there’s more to learn. This is where qualitative market research comes in – it can add flavor and context to your quant data. And it can be a great way to personalize your data for internal or client signoff.

Of course, there are different ways of gathering qualitative data. So when we talk qualitative research, these are the main methods you’ll come across:

• Ethnographic research: observing your customers in their natural environment, seeing how they live, work, and play.
• Narrative research: collecting stories from individuals to better understand their experiences.
• Phenomenological research: used to understand common experiences among a group of people, researching shared perceptions.
• Grounded theory: developing a theory based on the data you collect, starting with the data and working towards a theory.
• Action research: a collaborative approach, working with groups to identify solutions to problems and implement changes.

Each of these approaches gives you unique insights into the minds and lives of your customers, helping you make more informed decisions that can drive your brand forward.

If you want to know more about the ins and outs of different research types, check out our blog about the difference between quantitative vs qualitative research, and here’s a quick video summary to get you started…

The ethics of qualitative market research

While it’s not exactly mind reading, qualitative market research does touch more on personal thoughts and opinions than, for instance, quantitative research does. That means it requires trust – and that’s where ethics come into play. Here’s what keeping it ethical looks like:

• Participant confidentiality: Keeping the identities of your participants under wraps is a non-negotiable. 
• Informed consent: Participants need to know what they’re getting into, how their insights will be used, and how they can change their involvement.
• Sensitive information: Any data that could be considered sensitive deserves extra protection and consideration.

Data isn’t high quality when it isn’t ethical, and vice versa. If your respondents don’t feel that their answers will be handled with care, they might not answer honestly – if at all.

At Attest, we’re all about making sure your insights are built on a solid foundation of excellent data quality, trust and transparency – for both you and your respondents. 

Because what’s the point of qualitative research if you can’t trust the results? Check out how we assure data quality that you can rely on.

How to conduct qualitative market research

The research you do should be the foundation of the actions that follow — don’t just conduct research for the sake of it. Choosing the right qualitative research methods and tools is crucial, but there’s more to it.

By following the steps below, you’ll not only gather rich, qualitative data but also pave the way for meaningful changes in your product development, marketing strategy, and overall brand experience. 

1. Create a research plan

When you conduct qualitative research, or any kind really, the steps you take should be based on your research objectives, and related to the actual changes you might be making. This is what makes market research crucial for marketing experts: it shows you which actions to take, instead of just doing creative guesswork. 

First, decide on your qualitative research methods—will you go for surveys, focus groups, or a mix? Define clear objectives. What do you want to learn? Keep in mind how to balance your research approach: you can opt for direct exploration for fresh insights, monadic testing for focused feedback, sequential monadic testing for comparative insights, or discrete choice testing to understand preferences. Each method has its place, and combining them strategically can offer a fuller picture of your market.

Next up, consider your sampling methods. Who are your ideal participants? Where can you find them? (Hint: we help you with this!)

Once you know what to ask and who you’ll be speaking to, it’s time to start crafting your survey — and using our templates makes that even easier. Take your pick and start tweaking. 

The final step of your research plan, is choosing which qualitative market research tool to choose for. The steps below give you some guidance on what to look for.

2. Recruit the right participants

The power of qualitative research lies not in the most fancy tools, but in the quality of your participants. 

You’re looking for individuals who reflect your target audience or represent a new market you’re exploring. The key is to ensure diversity and relevance to get a comprehensive understanding of consumer behavior and opinions. Read more about how we help you get in touch with the right people — picking from an audience of 150+ million people in 59 markets spread across the globe.

3. Conduct interviews, surveys or focus group research

Jumping into your audience’s world, interviews, surveys, and focus groups are essential tools in your research kit. But how do these qualitative market research methods add value?

• One-on-one interviews offer a closer look into what your consumers are thinking and feeling, providing valuable insights into their personal experiences and expectations. This intimate format fosters detailed conversations that can uncover deep-seated motivations and stories.
• Surveys allow for a broad reach, enabling you to connect with a wide audience very quickly to collect various data points. This method is great for identifying trends, preferences and behaviors on a larger scale.
• Focus groups, on the other hand, bring a unique dynamic. In these sessions, participants’ interactions can generate new insights and perspectives, offering a diverse view of your product or service. This collaborative environment encourages research participants to build on each other’s ideas, revealing insights that might not emerge in individual settings.

Remember: you don’t have to limit yourself to only one option – but pick a mix that works best for your research goals, and your audience. Their participation is key here.

4. Conduct observational research (optional)

Now this is optional, but if you want an extra layer to your research process, observational research is a great supplement to your qualitative study.

Instead of just hearing what your target audience is thinking, you are going to see how it affects their actions, by tracking how they interact with your products, navigate your stores or use your website.

Watching from a distance, you might discover that consumers use your product in ways you hadn’t imagined. It might also clarify some statements you heard or uncovered during the survey or interview phase – observational research can unearth gems of insights that are invisible in one-on-one conversations or online focus groups.

Of course, this approach requires patience and a non-intrusive stance. You don’t want to influence people, and it’s not easy to do it at a large scale – but in some scenarios adding an extra research method like this certainly gives extra depth to your findings. 

5. Analyze your research data

With data in hand, it’s time to sift through the stories and sentiments to find patterns and themes. Qualitative data analysis can be complex, but it’s where you begin to understand the ‘why’ behind the behaviors that drive your customers’ choices. 

Don’t just use qualitative insights to confirm your hopes and beliefs. Actively look for commonalities, differences, and surprising insights that can guide your strategy.

6. Report and communicate findings to key stakeholders

This is the springboard to action. If you can package your findings in a way that resonates with your team, management, or clients, you’re one step closer to meaningful and impactful changes. 

Clear, compelling reporting translates your research into actionable insights – and our tool helps you get them. 

Share stories, highlight key themes, and suggest next steps. Make your qualitative research findings a cornerstone for your decision-making and strategy development.

Get the full picture with qualitative research from Attest

Whether you’re looking for inspo, or backing up your quant research with qual context, you can run your research studies side-by-side with Attest

Get your insights

What are the applications of qualitative market research?

You can use qualitative market research for practically every aspect of your business. But let’s highlight some of the most popular applications first:

• Product development: Before your product hits the shelves or the digital marketplace, qualitative research helps you tune into what your customers really need and want. Insights gained can directly inform product features, design and enhancements to meet consumer needs effectively.
• Creating data-driven marketing strategies: Armed with qualitative insights, you can craft marketing campaigns that resonate deeply with your audience. Tailored messaging and campaigns can address specific consumer pain points, preferences and values, increasing engagement and conversion rates.
• Understanding customer perceptions: Ever wonder how your brand is viewed through the eyes of your consumers? If you haven’t, you should. It’s not something to be scared of, it’s something to learn from – through, you guessed it, qualitative research. It will uncover the perceptions, misconceptions, and the emotional ties customers have with your brand, and be a trusted guide on how to position yourself in the market.
• Consumer segmentation: Two customers might seem alike, but not shop alike. That’s because there are underlying differences. By identifying distinct consumer segments within your broader audience, qualitative research allows for more targeted and personalized marketing efforts. Understanding the varied needs and motivations of each segment leads to more effective and efficient marketing strategies.

Beyond the usual suspects, qualitative market research has some lesser-known yet incredibly valuable applications. 

• Examining the impact of customer service language tweaks on overall customer satisfaction and loyalty.
• Exploring consumer reactions to different packaging materials to align brand perception with sustainability goals.
• Refining the user experience on your website based on nuanced user feedback about navigation and content.

The possible applications of qualitative market research are limitless – and brands who experiment with really specific, seemingly small applications, often find suggestions for meaningful changes that drive big results. Just check out our customers’ stories for some inspiration.

Overcoming the challenges of qualitative market research

We won’t tell you that qualitative market research is something you can do on autopilot or with your eyes closed – doing it right is challenging in some ways. But not in ways you can overcome. 

Let’s walk through some common obstacles and how to vault over them, and how using Attest can turn these challenges into opportunities for richer insights.

• Working with small sample sizes: Any qualitative research method typically involves fewer participants, which may raise concerns about representativeness.
  • What to do: Use targeted recruitment to ensure your sample closely mirrors your target market. Attest helps you find and engage with the right participants, making even small sample sizes filled with insights.
• A lack of time and budget: We get it. In-depth interviews, focus groups, and ethnographic studies can be time-consuming and expensive data collection methods. But there’s ways to work with that.
  • What to do: Streamline the process with efficient planning and execution. Attest offers streamlined survey design and distribution tools that cut down on both time and cost, making in-depth qualitative research more accessible. And with your designated research manager to guide you, you know your studies will be well designed and give you reliable results.
  • What to do 2: Bear in mind that good qualitative market research, with a clear purpose and action plan, will lead to better business results. It could affect your bottom line, increase sales or impact your ROI in other ways. It’s not investing in qualitative research that could cost you way more money.

• Bias: The personal nature of qualitative research can introduce bias, from both the researcher and participant sides.
  • What to do: It starts with awareness, and implementing protocols that avoid bias. Attest’s platform is designed to ensure unbiased data collection, with features that support anonymity and objectivity in responses. And this is also where you Customer Research Manager can steer you towards honest, unbiased research.
• Feasibility: Not every business has the resources – AKA budget, or people – to conduct extensive qualitative research.
  • What to do: Make the most of technology to conduct efficient and effective research within your means. Better yet, choose Attest. You’ll get access to your very own dedicated research expert that will help you get the most value out of your research.

Get the best of quantitative and qualitative research with Attest

To ensure your market research truly hits the mark, blending the depth of qualitative insights with the breadth of quantitative data is key. For the clearest picture of your market landscape and the most informed decisions, a platform that offers both qualitative and quantitative insights is your best bet. Attest provides this comprehensive approach, equipping you with the tools to not just navigate but thrive in your market. Ready to see the full picture?

Discover how Attest can elevate your research game and support your brand’s growth with expert-backed insights.

Get the full picture with qualitative research from Attest

Whether you’re looking for inspo, or backing up your quant research with qual context, you can run your research studies side-by-side with Attest

Get your insights

The post The qualitative market research guide: actionable methods for best results appeared first on Attest.