Qualitative research has become an integral part of market research in the past few decades. Businesses have recognized the value of subjective experiences and perceptions of their consumers. In the early days of market research, quantitative methods dominated, with surveys and statistical analyses used to gather data about consumer behavior. However, as the market became more competitive and consumer preferences more complex, qualitative methods gained popularity.
Paul Felix Lazarsfeld, widely regarded as the father of qualitative research, by 1945 demonstrated that psychology could offer a valuable framework for interpreting human behavior. He revolutionized the field by introducing novel techniques such as unstructured interviewing and group discussions.