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| What is Qualitative Research? |
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Qualitative Research is all about finding out in a bit more depth and detail what people really think.
A large-scale questionnaire survey may tell you that 51% agree with something, but Qualitative research will put meat on the bones and tell you why they think that way.
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Consequently, you're in a much stronger position to make a business or marketing decision because you really understand your customer or target audience, and their priorities in relation to your product or service.
Qualitative research can be used in any context where there is a need to explore attitudes or develop new ideas. The skill of the researcher lies in their ability not only to conduct a good interview but also to analyse and interpret the findings, and to present the Client with constructive advice on how to progress their work. |
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| Most frequently used Qualitative Research techniques |
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Focus Groups |
| 6-8 people are invited to intend an informal discussion about a particular issue. The researcher's role is to generate a lively debate and encourage everyone to give their opinions, and may well include examination of creative materials for packaging, advertising, products, services or other concepts being developed. |
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Mini-Groups |
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| As above, but with only 3-4 respondents and may last a shorter time than the standard 90 minute group. |
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Depth Interviews |
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| One-to-one interviews are frequently used for business-to-business work because professionals can be hard to bring together in a group due to time pressures, or the issues to be discussed are confidential. Depths are also used when a group approach is not appropriate, for example when interviewing on particularly personal or sensitive issues; or where the researcher requires to see the respondent in their particular environment and makes a personal visit in situ. |
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Paired Interviews |
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As above, but with 2 respondents per session.
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Accompanied Shops |
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| Always fascinating. The researcher accompanies the shopper around a store and carries on a conversation with them about their choices and motivations for what they are buying, opinions about store layout, presentation, packaging etc. |
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Family Interviews |
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The researcher spends time with a family in their home observing their environment, behaviour and interactions. Particularly useful for observing media habits, or the real (vs claimed) contents of the average fridge.
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Online Interviews
Internet technology has enabled a truly exciting new method of conducting qualitative research. Unique to Clare Wade, Mindspace allows respondents to hear, see and speak together just as they would in a face-to-face situation from the comfort and convenience of their own home or office.
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Belt and braces on the methodology, 