Qualitative Research
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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.