In marketing, an exploratory study aims to uncover unknown elements or clarify poorly defined problems or behaviors. It can take various forms, such as individual interviews for a qualitative market study or ethnographic observation. Sometimes, quantitative approaches are also used, such as statistical analysis to reveal unexpected correlations. The results of these studies help guide future research, determine the methods to use in follow-up studies, or be confirmed or refuted in a confirmatory study, often quantitative in nature or based on focus groups. For example, an exploratory study on the production of private label brands could be conducted.