¨	Discover the needs and wants of customers, potential customers, employees, stakeholders, and other target populations
¨	Gain an understanding of the feelings, experiences, and perceptions that influence behavior
¨	Develop and refine concepts, ideas, and hypotheses
¨	Examine respondent perceptions as well as the reasons behind those perceptions — answering questions such as how, why, and what if
¨	Explore intricate emotional associations and complex decision patterns about products, services, categories, and brands
¨	Test advertising and marketing messages
¨	Discover the texture, color, flavor, vividness, and passion in respondents' answers by bringing forth richness, nuance, and detail
¨	Explore subconscious imagery, associations, and value systems that are key to motivations and behaviors but that people often cannot articulate directly and may not even be consciously aware of
¨	Gather input for designing a quantitative study
¨	Springboard off of a quantitative study to “flesh out” the findings and garner a deeper analysis of the data
¨	Understand the vocabulary and lexicon target respondents use as they relate to products, services, categories, and brands
¨	Uncover new meaning and new insights from directly seeing and hearing respondents express themselves in their own words
¨	Create a fertile, stimulating environment for client management to be actively involved in the research feedback process, better assimilating key learnings