Qualitative research is designed to reveal a target audience’s range of behavior and the perceptions that drive it with reference to specific topics or issues. It uses in-depth studies of small groups of people to guide and support the construction of hypotheses. The results of qualitative research are descriptive rather than predictive.
Qualitative research methods originated in the social and behavioral sciences: sociology, anthropology and psychology. Today, qualitative methods in the field of marketing research include in-depth interviews with individuals, group discussions (from two to ten participants is typical); diary and journal exercises; and in-context observations. Sessions may be conducted in person, by telephone, via videoconferencing and via the Internet.
Why Qualitative Research Works
Several unique aspects of qualitative research contribute to rich, insightful results:
Synergy among respondents, as they build on each other’s comments and ideas.
The dynamic nature of the interview or group discussion process, which engages respondents more actively than is possible in more structured survey.
The opportunity to probe (“Help me understand why you feel that way”) enabling the researcher to reach beyond initial responses and rationales.
The opportunity to observe, record and interpret non-verbal communication (i.e., body language, voice intonation) as part of a respondent’s feedback, which is valuable during interviews or discussions, and during analysis.
The opportunity to engage respondents in “play” such as projective techniques and exercises, overcoming the self-consciousness that can inhibit spontaneous reactions and comments.
Tools:
In Depth Interviews
In Depth Interviews offer our researchers the opportunity to collect vivid, descriptive data regarding people’s behavior, attitudes and perceptions. These are normally conducted when the subject or context is such that a one to one interaction is more productive. The interviewer uses the loosely structured nature of the interview to delve deeper into the opinions manifested by the respondent and man oeuvre the questioning accordingly. Generally, an In Depth interview lasts for approximately 45 – 90 minutes.
Group Discussions:
OAK’s unparalleled understanding of the cultural milieu of the Arab world forms the cornerstone of our Research philosophy. Our ‘Focus Studios’, provide an ideal ambience for participants thereby facilitating self-expression and free flow of ideas. An average focus Group Discussion could span anywhere between 1 ½ – 2 ½ hours. The duration is dependent on the profile of the respondents and the research question at stake.
Six Types of Qualitative Research
Qualitative research focuses on human behavior from a participant’s point of view, while quantitative research seeks facts found commonly across defined groups. Six types of qualitative research are widely used in business, education and government organizational models.
Phenomenological Model
Describing how any one participant experiences a specific event is the goal of the phenomenological method of research. This method utilizes interviews, observation and surveys to gather information from subjects. Phenomenology is highly concerned with how participants feel about things during an event or activity. Businesses use this method to develop processes to help sales representatives effectively close sales using styles that fit their personality.
Ethnographic Model
The ethnographic model is one of the most popular and widely recognized methods of qualitative research; it immerses subjects in a culture that is unfamiliar to them. The goal is to learn and describe the culture’s characteristics much the same way anthropologists observe the cultural challenges and motivations that drive a group. This method often immerses the researcher as a subject for extended periods of time. In a business model, ethnography is central to understanding customers. Testing products personally or in beta groups before releasing them to the public is an example of ethnographic research.
Grounded Theory Model
The grounded theory method tries to explain why a course of action evolved the way it did. Grounded theory looks at large subject numbers. Theoretical models are developed based on existing data in existing modes of genetic, biological or psychological science. Businesses use grounded theory when conducting user or satisfaction surveys that target why consumers use company products or services. This data helps companies maintain customer satisfaction and loyalty.
Case Study Model
Unlike grounded theory, the case study model provides an in-depth look at one test subject. The subject can be a person or family, business or organization, or a town or city. Data is collected from various sources and compiled using the details to create a bigger conclusion. Businesses often use case studies when marketing to new clients to show how their business solutions solve a problem for the subject.
Historical Model
The historical method of qualitative research describes past events in order to understand present patterns and anticipate future choices. This model answers questions based on a hypothetical idea and then uses resources to test the idea for any potential deviations. Businesses can use historical data of previous ad campaigns and the targeted demographic and split-test it with new campaigns to determine the most effective campaign.
Narrative Model
The narrative model occurs over extended periods of time and compiles information as it happens. Like a story narrative, it takes subjects at a starting point and reviews situations as obstacles or opportunities occur, although the final narrative doesn’t always remain in chronological order. Businesses use the narrative method to define buyer personas to identify innovations that appeal to a target market.
