Name a common qualitative research method utilized in public relations.

A common qualitative research method utilized in public relations is focus groups. This method involves gathering a small group of individuals to discuss and provide insights on specific topics, issues, or concepts related to public relations campaigns or communication strategies. Focus groups facilitate a deeper understanding of the participants' perceptions, attitudes, and motivations, allowing PR professionals to glean qualitative data that can inform their strategies and messaging.

Through guided discussions, PR practitioners can explore the nuances of public opinion and consumer behavior, which typically cannot be captured through quantitative methods alone. This richness of qualitative data is particularly valuable in shaping effective communication plans that resonate with target audiences. Focus groups also allow for dynamic interaction among participants, providing insights that might not emerge in written surveys or structured interviews.