What are qualitative research methods primarily used for in campaigns?

Qualitative research methods are primarily employed in campaigns to gain deep insights into audience attitudes, motivations, and behaviors. Unlike quantitative methods, which focus on numerical data and statistical analysis, qualitative research emphasizes understanding the underlying reasons and feelings that drive people's opinions and actions. By utilizing techniques such as interviews, focus groups, and open-ended surveys, qualitative research allows campaign planners to capture rich, detailed responses that reveal how audiences think and feel about a message or issue. This understanding is crucial for tailoring communication strategies that resonate more effectively with the target audience, ultimately enhancing the campaign's relevance and impact.

While other options mention aspects like numerical data collection, evaluating effectiveness, or tracking interactions, they do not capture the core function of qualitative research, which is to delve deeper into the 'why' behind audience perceptions and actions. These insights help shape the overall strategy of a campaign, ensuring it aligns with the audience’s needs and preferences.