By using focus group feedback, Kraft was able to develop a positioning strategy.

qualitative research

Explanation:

qualitative research deals with non-numerical data, it involves collection and analysing of data by open question method to gather in-depth information about the service/product situation from the respondent.

It should be noted that, Focus groups are qualitative research type research.

Focus groups can be as well regarded as market research, it is base on the logic of seeking the opinion, view, of people about a particular concept, product/services. It involves sourcing some number of people with purchase history or idea about a product to give "feedback".