An Application of Qualitative Marketing Studies in the Identification of the Consumer Decision-Making Process. Effects and Benefits

Abstract

The goal of the article is to present the effects and benefits of qualitative marketing research using the In-Depth Interview (IDI) method to examine consumer decision-making when purchasing products. The process presented in the article focuses on a specific group of products in the interior design industry that are gaining rapid traction around the world and in Poland. The article focuses on the effects and benefits of the author's original qualitative 2019 research using the IDI method among potential buyers. The measuring tools included an interview scenario with a medium degree of standardisation and a voice recorder. The results of the research study together with the analysis of secondary sources, i.e. specialist literature and industry reports aided in designing the marketing strategy for the company that is the producer of the abovementioned products and formed the basis for planned quantitative market research.