Qualitative research is a type of primary research done through various methods, most commonly focus groups and interviews. Qualitative research is utilized often by major fashion corporations who are looking to hear feedback from their clients and learn what their needs and wants are, what they like about the company and what they'd like to change. Also, corporations use qualitative research to determine how successful their employees are being in relation to their customers. Are they helpful and attentive? Do they listen to the requests of their clients and do their best to fulfill them? These are all questions that could be evaluated with qualitative research.
In the book titled "Doing Research in Fashion and Dress", by Yuni Kawamura, the author looks into how companies use qualitative research to determine how successful they are being with their various endeavours. The author describes their book as "Using case studies, the author outlines the major issues and methodological strategies that researchers employ, and examines the range of approaches in the field. Fashion, the author demonstrates, can be treated as a material object, an abstract idea, a social phenomenon, a system, a cultural value or an attitude among many other approaches". I found this to be very interesting, because I never really thought about how research is used in these situations. I was interested to learn more about qualitative research in fashion, and how companies take their feedback and apply it to their businesses.
Overall, I would like to learn more. It would be interesting to actually sit in on a focus group and see what kind of questions are being asked, and how they are being answered by the consumers. Qualitative research has proven very useful to companies over and over again!!
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