Quantitative and Qualitative Market Research - The Basics

Let me walk you through a real-world example that every aspiring entrepreneur in Dubai should understand.

Suppose you’re planning to start your own clothing brand in Dubai. You’ve got your designs ready, you're working on your branding, and maybe you've even decided to go the online store route. But before you launch - you need to know the market.

This is where market research comes in - and not just any research, but the right kind of research.

As a business consultant at COFTT, I’ve seen many clothing businesses fail - not because their product was bad, but because they didn’t understand what customers actually wanted.

So today, I want to explain how you, as a clothing brand founder, can use quantitative and qualitative market research to make smart decisions, avoid costly mistakes, and create a brand that actually sells.

First, Let’s Define the Two Types of Research. Before we dive into the fashion world, let’s get these definitions straight:

Quantitative Research = Numbers and data

Qualitative Research = Thoughts, emotions, and opinions

Both are important. And if you're serious about building a brand in Dubai, you’ll need both.

Let’s Start with Quantitative Research (Think Numbers)

Imagine you're launching a streetwear brand targeting young adults in Dubai. You have ideas for oversized tees, graphic hoodies, and cargo pants.

But before you spend thousands on manufacturing or launching a store - you need hard numbers.

Here’s how you’d use quantitative research:

Run a Survey:

You create a simple online survey and send it to your followers or run Facebook/Instagram ads targeting UAE-based youth.

Your questions might include:

a. How often do you buy streetwear?
b. How much are you willing to spend on a hoodie?
c. Do you shop online or in-store?
d. What colors/styles do you prefer?

You get 200 responses.

Now you have real data like:

a. 60% prefer online shopping
b. AED 150 is the sweet spot for hoodies
c. Black, white, and blue are the top color choices

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That’s quantitative research in action. Is not this amazing!

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Check Market Trends and Analytics

You also check Google Trends to see how often people search for “streetwear Dubai” or “oversized T-shirts UAE.”

You pull Instagram insights to see which of your past outfit posts performed best. Now, you’re not guessing. You’re using numbers to shape your brand decisions.

Now Let’s Look at Qualitative Research (Think Feelings)

Let’s say the numbers told you that people like oversized hoodies in neutral colors. Great. But now comes the deeper question:

a. Why do they like that?
b. What drives them to choose one brand over another?

This is where qualitative research becomes your secret weapon.

Talk to Your Potential Customers

You schedule 10 one-on-one calls with people from your target market (even your friends or followers) and ask open-ended questions:

a. Why do you choose the brands you wear?
b. What makes you trust a new clothing brand?
c. Have you ever bought from a new online brand? What was your experience?

Now, you get answers like:

"I look for brands that represent something - like culture or identity."

"I hate it when online stores don’t show the clothes on real models."

"I’ll buy from a new brand if the return policy is clear and easy."

These answers don’t give you stats - they give you depth.

You now realize that your brand messaging, photography, and return policy matter as much as the product itself.

Why You Need Both (Not Just One)

If you launch your clothing brand using only quantitative data, you might price it right and offer the right sizes - but still fail to connect with the audience emotionally.

If you use only qualitative data, you might build a beautiful, “feel-good” brand - but nobody buys because the pricing or marketing strategy is off.

The power is in the mix.

At COFTT, when we help new brands launch in Dubai, we always combine both types of market research. It’s the only way to build a brand that’s both loved and profitable.

Want to Launch Your Own Brand?

If you're serious about building your business in Dubai, market research isn’t optional - it’s the foundation.

Don’t Skip the Research Phase

It might be tempting to jump straight into logo design, packaging, or launching your Instagram page. But skip the research, and you’ll end up guessing - and guessing is expensive.

At COFTT, we’re not just a business setup company - we’re your full-service consulting partner in Dubai. Our dedicated market research services help entrepreneurs make smart, data-backed decisions before launching their business.

Whether you need competitive research to understand your market landscape, customer insight to fine-tune your targeting, or detailed product pricing analysis to position your brand correctly—we provide end-to-end support tailored for the UAE market. From idea validation to growth strategy, COFTT ensures your business starts strong and scales with confidence.

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Ready to start your brand in Dubai the right way? Contact COFTT today and let’s build something strong together.