What does qualitative audience research help determine?

Qualitative audience research is essential for understanding the nuances and complexities of employee attitudes. By delving into the thoughts, feelings, and motivations behind these attitudes, qualitative research reveals the underlying reasons why employees feel a certain way. This approach often involves methods like interviews, focus groups, or open-ended survey questions, allowing for in-depth insights and a richer understanding of the audience's perspectives.

By identifying why attitudes exist, organizations can tailor their communication strategies to address specific concerns, values, and motivations. This understanding helps in crafting messages that resonate with employees and ultimately can lead to more effective engagement and communication efforts.

The other options refer to quantitative aspects like measuring the number of employees needing training, identifying communication channels, or budget concerns, which do not delve into the qualitative understanding of attitudes.