If you want to get feedback on a product or service, you can use qualitative research. Qualitative
research uses open-ended interviewing to explore and understand the attitudes, opinions,
feelings and behaviour of individuals or a group of individuals. Qualitative research has many
common uses, incIuding:
11 investigating current product/service/brand positioning
= identifYingstrengths and weaknesses
:: exploring aIternative communication messages
11 understanding why customers buy and use a product or service
:: evaIuating the impact of advertising or public relations campaigns