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With the insights so gained using qualitative market research methodologies, marketers become well versed with the consumer behaviour patterns. The importance of understanding such consumer behaviour by marketers is that it enables them to gain knowledge about needs and attitudes of their target market. Infact, almost all the marketing decisions taken by the management are based on the knowledge and predictions about consumer behaviour. Conducting market research is a complicated and technical process. However, understanding it is critical for marketers in particular and business at large. It enables them to design efficient marketing strategies for particular market segment and it is more likely that the message developed for the target market will be delivered in a desired manner to the correct audience. For instance, by finding out that consumers are more receptive to food advertising when they are hungry, companies can schedule there advertisements in late afternoons. It thus helps to provide better product satisfaction, improve brand image and create competitive edge in the market.

Hence, qualitative market research answers the threats posed by the uncertainties of consumer behaviour. It therefore provides solution to one of the biggest challenge of marketing in particular and of business management at large.
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