Skip to main content Skip to footer

The Unparalleled Value of Qualitative Research

Beyond Social Scrolls

In an era where social media feels like the epicentre of insights, many businesses have unwittingly exchanged traditional qualitative research methods for Twitter polls and Instagram comments

While social platforms can provide quick snapshots of audience sentiments, relying solely on them as a surrogate for qualitative research could be a costly oversight. Let's delve into why businesses might have "missed the boat" and endured more expense of this miscalculation.

The Lure of Social Media

There’s no denying it; social media is a treasure trove of data. From real-time reactions to the capacity for large-scale engagement, it's easy to see why businesses might lean heavily on these platforms for insights:

Instantaneous Feedback: Launch a product, and in a matter of hours, you can gauge initial reactions.

Broad Reach: Social platforms have a global audience, making them seem ideal for diverse feedback.

Convenience: Why commission a study when you can just run a poll or read comments?

Yet, this convenience comes with caveats.

The Limits of Social Media Insights

1. Surface-Level Depth

Social feedback, constrained by character limits or the nature of swift engagements, often lacks depth. You get a reaction, but not always the reason behind it.

2. Access to a broad user profile

Social posts only go to a percentage of your audience, and the ones that are typically more engaged. Gleaning real feedback from your broader user group is highly unlikely in the sample size for it to make a difference and before you have already gone to extensive expense.

2. Echo Chambers

Algorithms on social platforms tend to create echo chambers, where users see content aligning with their existing beliefs and preferences. This skews genuine feedback and hardly provides a holistic picture.

3. Volatility and Virality

Opinions on social media can be volatile. A trending hashtag might seem representative but remember that trends can be fleeting and sometimes manipulated.

The Unrivaled Benefits of Traditional Qualitative Research

1. Depth and Nuance

Qualitative research, whether it's through interviews, focus groups, or observational methods, dives deeper into the consumer psyche. It uncovers not just opinions but motivations, aspirations, and underlying emotions.

2. Controlled Environments

Unlike the free-for-all nature of social media, qualitative research offers a controlled environment, ensuring feedback isn't tainted by external influences or bandwagon effects.

3. Segmented Analysis

You can tailor your qualitative research to specific demographics, ensuring the insights align with target audience profiles rather than the generalised social media pool.

4. Long-Form Feedback

Instead of 280 characters, you get expansive responses, rich with insights which is invaluable for understanding complex consumer behaviours, likes and wants.

The Real Cost of the Oversight

Businesses that swap out qualitative research for social media insights pay a price:

Misguided Strategies: Decisions based on shallow or skewed feedback can lead to misguided strategies, potentially alienating core audiences.

Lost Opportunities: Without deep insights, businesses might miss emerging trends, nuanced demands, or subtle shifts in consumer perceptions.

Diluted Brand Authenticity: Brands risk aligning themselves with fleeting viral sentiments rather than building long-term, genuine connections.


While social media offers a pulse on current chatter, it's no replacement for the depth, nuance, and strategic insights of traditional qualitative research. Businesses looking to truly understand, connect with, and cater to their audiences will recognise the unmatched value of qualitative studies. Gone are the days of old sandwiches and one-way mirrors. Today’s qualitative research can be as immersive or as virtual as required by budget. In the dynamic landscape of modern commerce, the depth of understanding is the compass guiding brands to success. Make sure you aren’t missing the boat and expending time, budget and energy on your brand, products and services before you go to market. As we’ve said, the fickleness of social media is only one post away!



About the author

Connect with Cath

Cath is Head of Strategy at MPA. A seasoned professional in marketing and media, Cath has worked across multiple Agencies and Clients from multinationals to start-ups

Cookie Notice