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This article presents an examination of the effectiveness of qualitative research into consumer motives for improving corporate advertising and selling strategies. The article discusses the methods used for advertising various products and brands, implications for marketing and advertising, and the need for the analysis of consumer attitudes, behavior, and motives. Also presented are the contrasting profiles of competing brands including taxi drivers, salesman, grocery clerks, carpenters, and electricians.

The article explains qualitative market research and how "informed opinion" can be used to improve sales and open new markets in the United States. The management tool is expected to ease the transition from the expanded manufacturing capacity, which was fueled by a military crisis, to the needs of a civilian consumer market. An example is given of the qualitative market research method--which collects and analyzes information from interviews--that illustrates its contribution to business activity and higher employment in peacetime. Other examples are how the technique improves advance management planning, as well as production and nonproduction purchasing. Topics are new product development and deficiencies in the random sample and questionnaire methods of marketing research.