Which type of research is aimed at determining how and why customers interact with brands?

Exploratory research is particularly well-suited for understanding how and why customers interact with brands due to its focus on gaining insights and identifying underlying motivations and feelings. This type of research is often unstructured and flexible, allowing researchers to explore various aspects of consumer behavior and uncover new ideas or hypotheses. Through methods such as interviews, focus groups, and open-ended surveys, exploratory research generates rich qualitative data that can reveal the intricacies of customer interactions with brands, including emotions and perceptions that drive engagement.

Descriptive research, while useful for providing a snapshot of customer behavior, primarily focuses on quantifying aspects of that behavior rather than delving into the 'how' or 'why.' Experimental research, on the other hand, involves manipulating variables to determine causal relationships, which is less suitable for gaining a broader understanding of customer interactions in a natural setting. Qualitative research does explore consumer attitudes and opinions but is generally less about identifying problems or opportunities compared to exploratory research, which specifically seeks to understand the dynamics of brand interaction.