Which type of research emphasizes understanding behaviors and motivations?

Exploratory research is designed to gain insights and understanding about underlying behaviors and motivations. It focuses on uncovering the reasons behind certain actions or attitudes, often using qualitative methods such as interviews, focus groups, and open-ended surveys. Since the goal is to explore and identify new ideas or clarify ambiguous situations, it’s particularly effective for understanding the “why” behind consumer behaviors. This type of research is crucial during the initial stages of investigation when the researcher lacks a clear idea of the problem.

The other types of research serve different purposes. Descriptive research aims to describe characteristics or functions of a population or phenomenon, but it does not delve into motivations or behaviors. Causal research seeks to identify cause-and-effect relationships, testing hypotheses about how one variable impacts another, rather than the deeper understanding of motivations. Quantitative research, while it can provide statistical data about behaviors, often lacks the depth of understanding associated with motivations, which is the focus of exploratory research.