KB Home has determined that consumers within the markets that the company serves generally prefer the inclusion of eco-friendly options within their home offerings compared to the choice of selecting a set of eco-friendly options as add-ons to the company's home offerings. KB Home's management has decided that they are interested in gaining greater insight into the different reasons why this might be the case and has commissioned a series of focus groups and interviews for this purpose. What kind of data will KB Home collect through the use of the commissioned focus groups and interviews, and what type of research approach is most closely related to the use of focus groups and interviews in this context