In the context of marketing research, what is "exploratory" research generally focused on?

Exploratory research is primarily used to gather initial insights and understand the broader context of a problem or opportunity. This type of research is often employed when the issues are not clearly defined, and it helps marketers gain a better understanding of potential challenges, consumer behaviors, or market trends. By identifying patterns, generating hypotheses, and discovering new questions, exploratory research paves the way for more structured research methods that test specific elements or quantify findings later on.

The nature of exploratory research allows marketers to delve into topics or areas that may not have been previously studied, making it a valuable tool for developing marketing strategies and informed decision-making. This distinct focus on initial insights differentiates it from other research types that tend to involve more definitive, structured methodologies, such as testing hypotheses or evaluating results.