Qualitative research involves investigating the quality, type, or components of a group, substance, or mixture. It is utilized in advertising audience research to determine the quality of audience responses to advertising content, often using in-depth and focus group interviews to gain insights.
An unstructured interview is a qualitative research method where the interviewer does not have a predetermined set of questions, allowing the interviewee to have significant control over the conversation. This type of interview is used to gather in-depth insights and is often conversational in nature.
