Whether we’re exploring a completely new audience or diving deeper into one we already know, there’s always more to ask and learn from consumers.
Let’s break this down with a couple of examples:
Imagine you’re trying to understand how people choose dishwashing detergents. Key questions might include:
While quantitative methods like shelf tests can help rank factors, they won’t uncover the why behind these preferences, like why a yellow color or a leaf image resonates with consumers.
This is where Conversational Research comes to the rescue: it provides both the qualitative depth (textures and explanations) and the quantitative confidence (priorities, numbers) you need for convincing insights.
Now consider a new trend, such as functional foods and drinks enriched with vitamins or minerals. You might want to know:
This is a small focused task where depth and a variety of opinions are the main priorities. However, it’s equally important to validate the data to identify which perspectives are the most common.
In traditional research, it’s hard to imagine finding the time and budget to conduct both qualitative and quantitative studies for such a specific task (it’s nearly impossible, let’s be honest). But with Conversational Research, this has become achievable. Tasks that require both the voice of the consumer and quantitative validation are a perfect fit for platforms like Yasna.
To help you take your first conversational steps, we have prepared a set of interview guide templates for market research tasks. Use them as a foundation, and feel free to adapt them to your specific needs (e.g. add clarifying questions to uncover all the details and test your hypotheses with maximum precision).