Understand the thinking behind Thai consumer behaviour

Start with what the team needs to understand

Qualitative research explores how people think, feel and make decisions in context. It can help a team understand the meaning behind an answer: the words people use, the experiences they refer to and the reasons a choice makes sense to them. Choose the method around that question rather than starting with a preferred research format.

Focus groups: understand interaction and differences

A group discussion creates opportunities to hear how participants respond to one another, describe a topic and express different perspectives. Consider focus groups when the interaction itself is relevant to what you need to learn.

In-depth interviews: follow an individual experience

One-to-one interviews allow more room for personal experiences, motivations and topics that need privacy. In-depth interviews can follow an individual’s reasoning in detail without requiring them to explain it in front of a group.

Consumer interviews: hear the respondent’s own language

Consumer interviews focus on how people describe needs, barriers and decisions in their own context. The value lies in understanding their explanation, rather than replacing it with the terms the team already uses. Explore consumer interviews.

Keep the work connected from brief to debrief

Clarify the research question and objectives first. Prepare the guide, follow-up prompts and respondent requirements, then moderate neutrally and explore the issues that emerge. After the discussions, organise themes and implications in relation to the decision the team needs to make.

The result should make the next question clearer as well as explain what has been heard. Share your project context, intended audience and current uncertainties to discuss an appropriate approach. You can begin with an outline rather than a finished research brief.

Discuss your study