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Benefits and types of qualitative research

Qualitative research focuses on understanding or defining the behavior of a group, an event, or a topic. In contrast to quantitative analysis, qualitative research does not generate statistical results. It is a study method that aims to evaluate and interpret information obtained through interviews, conversations, stories, memories to investigate deep insights. For this reason, qualitative data is relatively inconclusive from a statistical point of view; however, the interview method has an enormous value to any brand or company for the following reasons: 

  • Qualitative research allows the description and analysis of the culture and behavior of your focus groups from the researcher’s perspective.
  • It helps with the interpretation of the interviewee. Analyze language (written, spoken, gestural or visual), discourse, behaviors, symbolic representations, and exchange processes’ qualities.
  • It is a more descriptive research method that focuses on interpretations, experiences, and their meaning.

The right way to gain insight into the preferences and desires of your customers is through qualitative research. Qualitative research will allow you a more in-depth understanding of your customers. It involves asking people questions about their feelings, thought processes, habits, etc. All while trying not just to observe them but to get an active part from them, so they feel comfortable sharing personal information with the interviewer.

Types of qualitative research

Now that we covered the basics of qualitative research, let’s analyze some of the best methods to prepare successful qualitative research and explore the behavior and perception of a target audience about some topic. Here are some of essential types of qualitative research: 

Focus groups: A focus group usually includes a limited number of respondents from within your target market. The main aim is to find answers to the “why,” “what,” and ‘how’ questions. One advantage with this kind of setting is that you don’t necessarily need to interact face-to-face; nowadays, we can send out online surveys on various devices for responses which are then collected at the click of a button!

One-on-one interview: my favorite type of interview. It allows for a more natural and relaxed conversation, making it easier to gain important information that will ultimately lead you on the right path to collect insights into your prospect’s needs. In my opinion, the interviewee is more relaxed and willing to share more information than other types of qualitative research.

Ethnographic research: is a type of study that has been used for many years. It’s one way to learn how people live and think in their daily lives, through watching them interact with each other and documenting what they do on camera or around the room without anyone knowing people are watching them. 

Now that you know the methodologies most used today, it is time to put them into practice for your company’s benefit. Learn about research processes and methods with my continuing educational blogs

If you want to conduct a qualitative interview and are unsure where to start, do not hesitate to reach out.

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