Research designed to explore a topic or develop a hypothesis. Exploratory research involves collecting preliminary (early stage) data or insights on any given topic to generate insights, guide product development, form a strategy and/or provide feedback on consumer behavior and language. Exploratory methods are typically qualitative (e.g., in-depth interviews, focus groups, social media listening) but can include analysis of secondary data sources, or quantitative methods designed to explore new opportunity areas. (See “Qualitative Research”).
