- Qualitative research
Qualitative research is a form of social inquiry that emphasizes on the way people identify and interpret their overall experience and surroundings in which they live. Qualitative research is completely based on non-numerical activities, centralized on logical interpretations.
There are three (3) key elements that explain and define Qualitative research:
- Determine Research Questions
Focused questions are the soul of good qualitative research. The questions must be close-ended and open-ended which can give a better idea as to how consumers make their investment decisions to purchase a product or service.
- Design the Qualitative Study
Study should be designed in such a way that it extracts inputs from users instead of just internal discussions. As soon as research question-defined “What” of study has been established, we must move on to “Who”, “Where”, “When” and “How”.
“Who”- Determine who will be attending the in-person sessions (both participants and facilitators)
“Where” – Determine if the data collection will be done at participant’s office, home or in usability laboratory
“When” – Determine when this research will occur during one week. Days and timings often have a strong impact over participant’s attitude.
“How” – work out a detailed plan on how the participants will do during the research study
- Data Collection
The qualitative researcher must shoulder the role of an unobtrusive observer and have least influence on the settings being observed – whether it be watching participants use existing products at home or in a more controlled lab environment. This research is mostly done with smaller samples. Mostly, qualitative research studies generate a huge amount of data and intelligible information.
Below mentioned are some of the effective qualitative research methods:
- Participant’s Observations
- In-depth Interviews (IDIs)
- Dipstick Interviews (DIs)
- Focus Group Discussions (FGDs)
- Mini Group Discussions (MGDs)
- Diary Writing
Qualitative research is often extended to the group of people with similar characteristics. It helps researchers to interpret and understand complex situations and environments.