examples of qualitative research in advertising

Qualitative research in marketing: definition, methods and examples

Apr 7th, 2022

What is qualitative research? 

Qualitative research methods, how to design qualitative research , qualitative research examples.

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Qualitative research allows businesses to determine customers’ needs, generate ideas on improving the product or expanding the product line, clarify the marketing mix and understand how the product would fit into customers’ lifestyles. The research will be useful for businesses of any size and type. For example, entrepreneurs can use qualitative research to gain insight into customers’ feelings, values, and impressions of the product or service. With qualitative research, you can understand the reasons and motives of customers’ reactions and use this information to create marketing and sales strategies .

The research can also help you design products and services that meet the requirements of your target audience. For instance, imagine you are a restaurant owner and want to introduce a new menu; you can conduct qualitative research and invite local residents to give you feedback on the food, service, and pricing. This approach will increase your chances of success.

Qualitative research studies the motives that determine consumer behavior by employing observation methods and unstructured questioning techniques, such as individual in-depth interviews and group discussions. The approach involves the collection and analysis of primary and secondary non-numerical data. The goal of qualitative research is to understand the underlying reasons for making purchasing decisions and learn about customers’ values and beliefs. 

Qualitative research asks open-ended questions beginning with the words “what”, “how”, and “why” to get feedback concerning a new product or service before the launch or development phase. This method reveals customers’ perceptions of the brand, buyers’ needs, advantages, and drawbacks of the product or service. Furthermore, it helps evaluate promotional materials and predict how the product or service can influence the lives of your customers. 

This research method emerged in the early 1940s when American sociologist Paul Lazarsfeld introduced focus group interviews to study the impact of propaganda during World War II. In the late 1940s, American psychologist and marketing expert Ernest Dichter developed a new type of consumer research called motivational research. Dichter used Freudian psychoanalytic concepts to understand the motives of consumer behavior. He conducted in-depth interviews to learn more about customers’ needs and attitudes towards certain products. 

In the 1960s, marketing academic John Howard began studying consumer behavior from the perspective of social sciences, including psychology, anthropology, and economics. At the same time, market researchers focused on the emotions, feelings, and attitudinal elements of consumption. As a result, in-depth interviews, video-recorded focus groups, and computer-assisted telephone interviews became prevalent qualitative research techniques. 

With the advent of the Internet and mobile devices, qualitative research has undergone numerous changes. Today the Internet allows researchers to conduct surveys on a much larger scale. The marketers can use hyper-segmentation and hyper-personalization to launch targeted advertising campaigns, utilize market research analysis software and gather customer opinions using social media analysis. Let us take a detailed look at the basic methods of qualitative research.

The most common qualitative research methods include focus groups, individual interviews, observations, in-home videos, lifestyle immersion, ethnographic research, online sentence completion, and word association. We will consider each of them in more detail below.

Focus groups

Focus groups are discussions dedicated to a specific product and its marketing strategies . The groups typically consist of 6-10 people and a moderator who encourages them to express their opinions and feelings about the product. Usually, focus groups are held in-person to study consumers’ verbal and non-verbal reactions to the product or advertising campaign. 

This method has several applications, including testing marketing programs, evaluating the overall concept for a product, examining the copy and images of the advertisements, and analyzing the new types of product packaging. Nowadays, in-person focus groups are losing popularity, while online discussions via video conferencing tools are attracting a lot of attention from researchers. 

Social media analysis

Social media and mobile devices give brands more opportunities to gather and analyze information. Customers now interact directly with brands on social media platforms where they spend their free time. Content analysis of Facebook posts, comments, tweets, YouTube videos , and Instagram photos allows brands to track consumers’ activities, locations, and commonly used words. 

You can ask for users’ feedback , encourage them to fill out a brief survey, or engage with customers to inform them of your marketing plans and the development of new products. Furthermore, the qualitative research participants can provide additional contextual information like photos and videos, which gives a better understanding of their thoughts and attitudes.

Individual interviews

An individual interview is usually conducted in person, over the phone, or via video conferencing platforms. The interviewer asks the existing customer a number of questions to determine his motivation to buy a particular product. One-to-one interviews are held as a free-flowing conversation and include open-ended questions. The interviews can be flexible, semi-structured, and unstructured. You can ask about the customer’s frustrations concerning the product, motivations and reasons for purchase, and the sources of information from which they learned about the product.

Observations

Observations allow researchers to see how the customers react to the products in the store and analyze their shopping behavior and purchase experience. This method is more effective than written surveys as it provides better insight into consumer reactions. For example, the researchers can observe how customers stop outside the store, what attracts them to the shop window and which way they walk once they enter the store. In addition, observations help determine problems related to product placement on store shelves, clutter, or products that are out of stock. You can also collect customer feedback to improve some aspects of the shopping process, like packaging design.

In-home videos 

In-home videos allow researchers to watch how customers engage with the product in the comfort of their own homes. Using this method, you can monitor user behavior in a natural and relaxed environment. Thus, you can have a better picture of the ways people use your product. The customers can keep video diaries or film the videos with detailed comments concerning your product. You can store the qualitative content in one place and create an insight hub to analyze and reuse the collected information in the future.

Lifestyle immersion

Lifestyle immersion is another method that allows obtaining customer feedback in a comfortable environment. Immersion refers to the researcher’s profound personal involvement in a customer’s life. For instance, the researcher visits an event, such as a party or family gathering, and observes the user’s reactions and behaviors in a familiar setting. Watching how users speak to their family and friends is an increasingly effective technique that allows learning more about their needs, challenges, and motives. 

Ethnographic research

Ethnography is a type of research that originates from 20th-century anthropology and involves observing people in a natural environment rather than a lab. Namely, the researchers watch how respondents cope with their daily tasks, such as grocery shopping or preparing dinner. This helps see what people actually do instead of what they claim to do. 

Ethnography applies a variety of approaches, including direct observation, video recordings, diary studies, and photography. Researchers can observe the user’s behavior at home, at the workplace, or with their family or friends. Passive observation as a method of ethnographic research implies following and watching users without interacting with them or interfering with their actions. Active observation, in contrast, entails working or cooperating with consumers, asking them questions about a product or service, and joining their team or group.

Online sentence completion and word association

Sentence completion is a projective technique used in qualitative research to allow customers to express their opinions and feelings. According to this method, the respondents receive the survey with unfinished sentences. They should complete sentences that describe the product or find the words that would be appropriate in the context of the sentence. With this method, the researcher can put qualitative data in a structured form. 

Word association is a similar technique that helps researchers gather information about brand awareness , images, and associations related to a specific product or brand. The respondents are given the trigger words and instructed to write the first word, association, or image that comes to mind. In contrast to the interviews and focus groups, sentence completion and word association techniques can reach more people when conducted online. Moreover, it takes less time to analyze the results and understand users’ perceptions. 

Once you have learned about the most widely used qualitative research methods, it is time to plan the research process step by step. 

The success of your research outcomes greatly depends on adequate planning and appropriate strategy. Here we will list some general guidelines on how to conduct qualitative research.

Determine research objectives

The first step to designing or running qualitative market research is understanding the goals you want to achieve with your study. In particular, the research objectives might include discovering the existing or potential product or brand positioning , understanding perceptions about the company or product, investigating how people react to advertising campaigns,  packaging or design, evaluating website usability, and identifying strengths and weaknesses in the product. The absence of clear objectives would create challenges for the researcher as qualitative research involves open-ended questions and in-depth replies that are difficult to interpret and analyze directly.

Choose the methodology to conduct the research

Determine the most suitable method to perform market research taking into account demographics, geographical location of your target audience, lifestyle behaviors, and the product that is being examined. Market researchers usually collaborate with professional recruiters who find and screen the participants. A significant part of the researcher’s work is to develop a list of topics for discussion in small groups. You need to involve moderators who would spend from 90 to 120 minutes with the group asking questions, observing their reactions, and analyzing behavior.

Investigate various data collection methods

Once you have chosen the observation method, you need to involve a moderator to examine the participants’ behavior and take notes. This approach usually requires a video camera or a one-way mirror. You can also combine qualitative and quantitative research to collect numerical data and analyze metrics together with customers’ replies and observation results. 

When running focus groups, you can either organize one discussion with eight to ten participants or a series of online meetings which will last three-four days. Respondents will answer the questions from the moderator or react to prerecorded videos.

When you conduct one-on-one interviews, you need to speak with the respondents on the phone or organize a personal meeting. This method will be suitable if you want customers to try the product and share their impressions.

Analyze the collected data

Researchers will typically need a few days to a few weeks to collect the information. Then researchers will examine the data to provide responses to your questions. The next step is qualitative coding or the technique of categorizing the findings to identify themes and patterns. The specialists might also include the statistics to explain what the data is indicating. Besides, the report might contain a narrative analysis of underlying messages and phrasings.

Study the report and recommendations

The final step is to review the report provided by the researchers. It can be a written document or video recording. The paper, based on MECE principles , will help you group the patterns and similarities and sort them according to demographics and other customer characteristics. The document will contain specific recommendations, so you can draw conclusions and start making improvements to your product marketing strategy .

In the next section of this article, we will review how famous brands have put qualitative research methods into practice.

Qualitative market research helps brands strengthen their reputation and credibility, segment customers , identify market trends, increase awareness, rebrand products , and get feedback from the consumers on their preferences. Let us discover how McDonald’s, Starbucks, and LEGO use data to confront tough competition.

When conducting market research, McDonald’s asks the customers several critical questions regarding best-performing products, the most appropriate pricing , the effective advertisements, and the most attended restaurants. Finding answers to these questions allows for analyzing whether the company managed to expand its customer base. 

Furthermore, McDonald’s collects customer feedback to improve the products. In particular, many customers were disappointed with the lack of healthy and organic options on the menu. As a result, the company added apple slices and other healthy items to the menu and launched an advertising campaign to show that chicken nuggets and burgers were made of real meat.

Starbucks encourages customers to share feedback on the official site and contribute ideas via Twitter . The company monitors social media, tracks cultural trends, and offers customers to test the products in the stores. From 2008 to 2018, Starbucks used the My Starbucks Idea platform to collect ideas and continuously improve its products. The company implemented over 275 consumer ideas, including recommendations about new products and methods to improve corporate responsibility.

Some years before, LEGO was considered to be primarily a boy-oriented company. Then LEGO decided to promote inclusivity and create toys targeted at all genders. The company conducted research involving 3,500 girls and their parents to examine children’s behavior while playing with toys. Later LEGO used the collected data to determine the size of the figures and create bright packaging for the new toy line called “Friends” which was designed specifically for girls.

Companies would not create new offers, improve their existing products, satisfy the needs of their customers, or solve the most difficult challenges without market research. Qualitative research will help you obtain a clear understanding of your target customers, recognize the emotional connections to your brand, identify potential obstacles to purchase and features that are missing in your offer, and as a result, develop an outstanding product. 

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Qualitative Research

June 28, 2024

8 Examples of Qualitative Research

Unveil the depth of human behavior with qualitative research. Dive into narratives and interpretations to find hidden meanings in market research and UX design.

by Ashley Shedlock

Content Coordinator at Greenbook

Qualitative research offers deep insights into human behavior by delving into individual perspectives, societal dynamics, and cultural influences. It emphasizes narratives and subjective interpretations to unveil hidden meanings. Real-world examples in fields like market research and UX design demonstrate how qualitative research uncovers consumer behaviors and user experiences, driving innovative solutions and informed decision-making through the richness of human interactions.

What is Qualitative Research? 

Qualitative research is a methodology used to gain an in-depth understanding of human behavior and the reasons that govern such behavior. It focuses on exploring and interpreting phenomena in their natural settings, aiming to uncover the meaning individuals attribute to their experiences. Qualitative research encompasses a variety of methods such as interviews, observations, case studies, and focus groups, allowing researchers to delve deep into the complexities of human interactions and perceptions. 

By emphasizing subjective experiences and perspectives, qualitative research adds richness and depth to our understanding of social phenomena. It is a valuable tool for uncovering nuances, exploring diverse viewpoints, and capturing the essence of complex human behavior that quantitative methods often overlook.

Qualitative Research Methods vs Quantitative Research Methods

When contrasting qualitative and quantitative research methods, it is crucial to recognize the unique approaches they employ in examining phenomena. Qualitative research methods involve delving into the depth and intricacies of human experiences, beliefs, and behaviors.

In contrast to quantitative research's focus on numerical data and statistical analysis, qualitative research delves into the intricacies of human narratives and perspectives. Qualitative research methods encompass various approaches such as interviews, focus groups, observations, and content analysis.

In qualitative research, researchers immerse themselves in the study's context to gain a comprehensive understanding of the subject matter. This approach allows for flexibility and adaptability, enabling researchers to uncover unexpected insights and meanings. For example, conducting in-depth interviews can unveil personal narratives and emotions that quantitative data may not capture alone.

Ethnographic research is another qualitative method where researchers observe and engage in the daily lives of the subjects. This approach provides insights into cultural practices, social interactions, and the contextual factors influencing behaviors. By immersing themselves in the research environment, researchers unveil valuable insights contributing to a broader understanding of the subject.

Thematic analysis, a qualitative research method, involves identifying patterns and themes within qualitative data. Researchers scrutinize textual or visual data to unveil recurring topics or ideas, facilitating the development of meaningful interpretations. This method aids in organizing and deriving sense from the vast qualitative data amassed during a study.

In contrast to quantitative research methods that quantify relationships and outcomes, qualitative methods emphasize exploring meanings, interpretations, and subjective experiences. By integrating various qualitative research methods, researchers can attain a holistic understanding of complex phenomena that transcends mere numerical representations.

While qualitative research methods may not yield universally applicable results like quantitative methods, they offer a profound exploration of the human experience. Embracing the complexities of qualitative research enables researchers to unearth valuable insights and deepen our understanding of the world.

Types of Qualitative Research

1. Interviews: One common type of qualitative research is conducting interviews. Researchers engage with participants in open-ended conversations to gather in-depth insights into their experiences, opinions, and perspectives. These interviews can be structured, semi-structured, or unstructured, allowing for a flexible approach to data collection.

2. Observations: Another key example of qualitative research is observations. Researchers directly observe subjects in their natural environment to understand behavior, interactions, and social dynamics. This method allows for the study of non-verbal cues, environmental influences, and group dynamics that may not be captured through other means.

3. Focus Groups: Qualitative research often utilizes focus groups to gather data from multiple participants simultaneously. In these group discussions, participants are encouraged to express their thoughts, feelings, and attitudes on a specific topic. The dynamic interaction among group members can yield rich insights and uncover collective beliefs or norms.

4. Case Studies: Case studies involve an in-depth analysis of a particular individual, group, or event. Researchers delve deeply into the case to explore nuances, contexts, and unique circumstances. By examining specific instances in detail, researchers can uncover rich, detailed insights that contribute to a broader understanding of the topic under study.

5. Content Analysis: Researchers may also employ content analysis as a qualitative research method. This involves systematically analyzing text, audio, video, or visual content to identify patterns, themes, and meanings. Through content analysis, a qualitative researcher can uncover underlying messages, cultural representations, and discourses present in the materials being studied.

6. Narrative Research: Narrative research focuses on the stories and personal accounts of individuals to understand their lived experiences. By analyzing narratives shared by participants, researchers can uncover themes, emotions, and perspectives that reveal deeper insights into human behavior and social phenomena.

7. Ethnographic Research: Ethnographic research involves immersing researchers in the culture or community being studied. Researchers spend extended periods observing and interacting with participants to gain a holistic understanding of their behaviors, practices, and beliefs. This immersive approach allows for a nuanced exploration of social contexts and cultural nuances.

8. Action Research: In action research, researchers actively engage with participants to bring about positive change or address real-world problems. This collaborative approach combines research and practical action, allowing for the co-creation of knowledge and the implementation of solutions based on research findings.

Each type of qualitative research offers a unique perspective and methodology for understanding complex human experiences and social phenomena. By employing a combination of these methods, researchers can gain comprehensive insight that enriches our understanding of the world around us.

Data Collection Techniques in Qualitative Research 

Qualitative research utilizes interviews to gain detailed participant insight. Observations capture behaviors in natural settings, revealing hidden dynamics and influences. Focus groups facilitate group discussions to reveal shared beliefs and differences. Document analysis extracts insights from various materials, offering historical and cultural context. 

Each method contributes uniquely to data collection: interviews provide personal accounts, observations offer direct insights, focus groups foster discussions, and document analysis adds historical perspective. Researchers should maintain clear communication, ethical standards, and rigorous data analysis. Examples include interviews uncovering patient experiences, observations revealing classroom dynamics, focus groups identifying consumer preferences, and document analysis unveiling social trends.

When to Use Qualitative Research Methods

Qualitative research methods are best utilized when you aim to delve deep into understanding complex phenomena that cannot be quantified easily. These methods are particularly valuable when exploring people's emotions, behaviors, motivations, and experiences, providing rich, nuanced insights that quantitative data alone cannot capture. By employing qualitative research, you can uncover underlying reasons behind certain trends or patterns, shedding light on the 'why' rather than just the 'what' of a particular situation or behavior.

One of the key advantages of qualitative research methods is their flexibility and adaptability to different research settings. Whether conducting in-depth interviews, focus groups, or observational studies, these methods allow researchers to immerse themselves in the context under study, gaining a holistic understanding of the subject matter. This hands-on approach enables the researcher to gather detailed, in-depth information that can offer unique perspectives and unveil unexpected insights.

Qualitative research methods excel in exploring sensitive topics or marginalized voices, giving a platform for individuals to share their experiences and perspectives in a supportive and non-threatening environment. This can be particularly valuable in areas such as social sciences, psychology, anthropology, and market research, where understanding human behavior and social dynamics is paramount.

Qualitative research provides a qualitative researcher with a powerful toolkit to explore the intricacies of human experiences, behaviors, and interactions. By embracing the richness of qualitative data, researchers can generate meaningful narratives, valuable insights, and actionable recommendations that contribute significantly to advancing knowledge and understanding in various fields of study.

Ashley Shedlock

12 articles

The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.

Comments are moderated to ensure respect towards the author and to prevent spam or self-promotion. Your comment may be edited, rejected, or approved based on these criteria. By commenting, you accept these terms and take responsibility for your contributions.

Evrim Tanis

July 4, 2024

This is a very detailed and beautiful article about qualitative research. Congratulations; you also combined research and technology.

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83 Qualitative Research Questions & Examples

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Qualitative research questions help you understand consumer sentiment. They’re strategically designed to show organizations how and why people feel the way they do about a brand, product, or service. It looks beyond the numbers and is one of the most telling types of market research a company can do.

The UK Data Service describes this perfectly, saying, “The value of qualitative research is that it gives a voice to the lived experience .”

Read on to see seven use cases and 83 qualitative research questions, with the added bonus of examples that show how to get similar insights faster with Similarweb Research Intelligence.

What is a qualitative research question?

A qualitative research question explores a topic in-depth, aiming to better understand the subject through interviews, observations, and other non-numerical data. Qualitative research questions are open-ended, helping to uncover a target audience’s opinions, beliefs, and motivations.

How to choose qualitative research questions?

Choosing the right qualitative research questions can be incremental to the success of your research and the findings you uncover. Here’s my six-step process for choosing the best qualitative research questions.

• Start by understanding the purpose of your research. What do you want to learn? What outcome are you hoping to achieve?
• Consider who you are researching. What are their experiences, attitudes, and beliefs? How can you best capture these in your research questions ?
• Keep your questions open-ended . Qualitative research questions should not be too narrow or too broad. Aim to ask specific questions to provide meaningful answers but broad enough to allow for exploration.
• Balance your research questions. You don’t want all of your questions to be the same type. Aim to mix up your questions to get a variety of answers.
• Ensure your research questions are ethical and free from bias. Always have a second (and third) person check for unconscious bias.
• Consider the language you use. Your questions should be written in a way that is clear and easy to understand. Avoid using jargon , acronyms, or overly technical language.

Types of qualitative research questions

For a question to be considered qualitative, it usually needs to be open-ended. However, as I’ll explain, there can sometimes be a slight cross-over between quantitative and qualitative research questions.

Open-ended questions

These allow for a wide range of responses and can be formatted with multiple-choice answers or a free-text box to collect additional details. The next two types of qualitative questions are considered open questions, but each has its own style and purpose.

• Probing questions are used to delve deeper into a respondent’s thoughts, such as “Can you tell me more about why you feel that way?”
• Comparative questions ask people to compare two or more items, such as “Which product do you prefer and why?” These qualitative questions are highly useful for understanding brand awareness , competitive analysis , and more.

Closed-ended questions

These ask respondents to choose from a predetermined set of responses, such as “On a scale of 1-5, how satisfied are you with the new product?” While they’re traditionally quantitative, adding a free text box that asks for extra comments into why a specific rating was chosen will provide qualitative insights alongside their respective quantitative research question responses.

• Ranking questions get people to rank items in order of preference, such as “Please rank these products in terms of quality.” They’re advantageous in many scenarios, like product development, competitive analysis, and brand awareness.
• Likert scale questions ask people to rate items on a scale, such as “On a scale of 1-5, how satisfied are you with the new product?” Ideal for placement on websites and emails to gather quick, snappy feedback.

Qualitative research question examples

There are many applications of qualitative research and lots of ways you can put your findings to work for the success of your business. Here’s a summary of the most common use cases for qualitative questions and examples to ask.

Qualitative questions for identifying customer needs and motivations

These types of questions help you find out why customers choose products or services and what they are looking for when making a purchase.

• What factors do you consider when deciding to buy a product?
• What would make you choose one product or service over another?
• What are the most important elements of a product that you would buy?
• What features do you look for when purchasing a product?
• What qualities do you look for in a company’s products?
• Do you prefer localized or global brands when making a purchase?
• How do you determine the value of a product?
• What do you think is the most important factor when choosing a product?
• How do you decide if a product or service is worth the money?
• Do you have any specific expectations when purchasing a product?
• Do you prefer to purchase products or services online or in person?
• What kind of customer service do you expect when buying a product?
• How do you decide when it is time to switch to a different product?
• Where do you research products before you decide to buy?
• What do you think is the most important customer value when making a purchase?

Qualitative research questions to enhance customer experience

Use these questions to reveal insights into how customers interact with a company’s products or services and how those experiences can be improved.

• What aspects of our product or service do customers find most valuable?
• How do customers perceive our customer service?
• What factors are most important to customers when purchasing?
• What do customers think of our brand?
• What do customers think of our current marketing efforts?
• How do customers feel about the features and benefits of our product?
• How do customers feel about the price of our product or service?
• How could we improve the customer experience?
• What do customers think of our website or app?
• What do customers think of our customer support?
• What could we do to make our product or service easier to use?
• What do customers think of our competitors?
• What is your preferred way to access our site?
• How do customers feel about our delivery/shipping times?
• What do customers think of our loyalty programs?

Qualitative research question example for customer experience

• ‍♀️ Question: What is your preferred way to access our site?
• Insight sought: How mobile-dominant are consumers? Should you invest more in mobile optimization or mobile marketing?
• Challenges with traditional qualitative research methods: While using this type of question is ideal if you have a large database to survey when placed on a site or sent to a limited customer list, it only gives you a point-in-time perspective from a limited group of people.
• A new approach: You can get better, broader insights quicker with Similarweb Digital Research Intelligence. To fully inform your research, you need to know preferences at the industry or market level.
• ⏰ Time to insight: 30 seconds
• ✅ How it’s done: Similarweb offers multiple ways to answer this question without going through a lengthy qualitative research process. 

First, I’m going to do a website market analysis of the banking credit and lending market in the finance sector to get a clearer picture of industry benchmarks.

Here, I can view device preferences across any industry or market instantly. It shows me the device distribution for any country across any period. This clearly answers the question of how mobile dominate my target audience is , with 59.79% opting to access site via a desktop vs. 40.21% via mobile

I then use the trends section to show me the exact split between mobile and web traffic for each key player in my space. Let’s say I’m about to embark on a competitive campaign that targets customers of Chase and Bank of America ; I can see both their audiences are highly desktop dominant compared with others in their space .

Qualitative question examples for developing new products or services

Research questions like this can help you understand customer pain points and give you insights to develop products that meet those needs.

• What is the primary reason you would choose to purchase a product from our company?
• How do you currently use products or services that are similar to ours?
• Is there anything that could be improved with products currently on the market?
• What features would you like to see added to our products?
• How do you prefer to contact a customer service team?
• What do you think sets our company apart from our competitors?
• What other product or service offerings would like to see us offer?
• What type of information would help you make decisions about buying a product?
• What type of advertising methods are most effective in getting your attention?
• What is the biggest deterrent to purchasing products from us?

Qualitative research question example for service development

• ‍♀️ Question: What type of advertising methods are most effective in getting your attention?
• Insight sought: The marketing channels and/or content that performs best with a target audience .
• Challenges with traditional qualitative research methods: When using qualitative research surveys to answer questions like this, the sample size is limited, and bias could be at play.
• A better approach: The most authentic insights come from viewing real actions and results that take place in the digital world. No questions or answers are needed to uncover this intel, and the information you seek is readily available in less than a minute.
• ⏰ Time to insight: 5 minutes
• ✅ How it’s done: There are a few ways to approach this. You can either take an industry-wide perspective or hone in on specific competitors to unpack their individual successes. Here, I’ll quickly show a snapshot with a whole market perspective.

Using the market analysis element of Similarweb Digital Intelligence, I select my industry or market, which I’ve kept as banking and credit. A quick click into marketing channels shows me which channels drive the highest traffic in my market. Taking direct traffic out of the equation, for now, I can see that referrals and organic traffic are the two highest-performing channels in this market.

Similarweb allows me to view the specific referral partners and pages across these channels. 

Looking closely at referrals in this market, I’ve chosen chase.com and its five closest rivals . I select referrals in the channel traffic element of marketing channels. I see that Capital One is a clear winner, gaining almost 25 million visits due to referral partnerships.

Next, I get to see exactly who is referring traffic to Capital One and the total traffic share for each referrer. I can see the growth as a percentage and how that has changed, along with an engagement score that rates the average engagement level of that audience segment. This is particularly useful when deciding on which new referral partnerships to pursue.  

Once I’ve identified the channels and campaigns that yield the best results, I can then use Similarweb to dive into the various ad creatives and content that have the greatest impact.

These ads are just a few of those listed in the creatives section from my competitive website analysis of Capital One. You can filter this list by the specific campaign, publishers, and ad networks to view those that matter to you most. You can also discover video ad creatives in the same place too.

In just five minutes ⏰ 

• I’ve captured audience loyalty statistics across my market
• Spotted the most competitive players
• Identified the marketing channels my audience is most responsive to
• I know which content and campaigns are driving the highest traffic volume
• I’ve created a target list for new referral partners and have been able to prioritize this based on results and engagement figures from my rivals
• I can see the types of creatives that my target audience is responding to, giving me ideas for ways to generate effective copy for future campaigns

Qualitative questions to determine pricing strategies

Companies need to make sure pricing stays relevant and competitive. Use these questions to determine customer perceptions on pricing and develop pricing strategies to maximize profits and reduce churn.

• How do you feel about our pricing structure?
• How does our pricing compare to other similar products?
• What value do you feel you get from our pricing?
• How could we make our pricing more attractive?
• What would be an ideal price for our product?
• Which features of our product that you would like to see priced differently?
• What discounts or deals would you like to see us offer?
• How do you feel about the amount you have to pay for our product?

Get Faster Answers to Qualitative Research Questions with Similarweb Today

Qualitative research question example for determining pricing strategies

• ‍♀️ Question: What discounts or deals would you like to see us offer?
• Insight sought: The promotions or campaigns that resonate with your target audience.
• Challenges with traditional qualitative research methods: Consumers don’t always recall the types of ads or campaigns they respond to. Over time, their needs and habits change. Your sample size is limited to those you ask, leaving a huge pool of unknowns at play.
• A better approach: While qualitative insights are good to know, you get the most accurate picture of the highest-performing promotion and campaigns by looking at data collected directly from the web. These analytics are real-world, real-time, and based on the collective actions of many, instead of the limited survey group you approach. By getting a complete picture across an entire market, your decisions are better informed and more aligned with current market trends and behaviors.
• ✅ How it’s done: Similarweb’s Popular Pages feature shows the content, products, campaigns, and pages with the highest growth for any website. So, if you’re trying to unpack the successes of others in your space and find out what content resonates with a target audience, there’s a far quicker way to get answers to these questions with Similarweb.

Here, I’m using Capital One as an example site. I can see trending pages on their site showing the largest increase in page views. Other filters include campaign, best-performing, and new–each of which shows you page URLs, share of traffic, and growth as a percentage. This page is particularly useful for staying on top of trending topics , campaigns, and new content being pushed out in a market by key competitors.

Qualitative research questions for product development teams

It’s vital to stay in touch with changing consumer needs. These questions can also be used for new product or service development, but this time, it’s from the perspective of a product manager or development team. 

• What are customers’ primary needs and wants for this product?
• What do customers think of our current product offerings?
• What is the most important feature or benefit of our product?
• How can we improve our product to meet customers’ needs better?
• What do customers like or dislike about our competitors’ products?
• What do customers look for when deciding between our product and a competitor’s?
• How have customer needs and wants for this product changed over time?
• What motivates customers to purchase this product?
• What is the most important thing customers want from this product?
• What features or benefits are most important when selecting a product?
• What do customers perceive to be our product’s pros and cons?
• What would make customers switch from a competitor’s product to ours?
• How do customers perceive our product in comparison to similar products?
• What do customers think of our pricing and value proposition?
• What do customers think of our product’s design, usability, and aesthetics?

Qualitative questions examples to understand customer segments

Market segmentation seeks to create groups of consumers with shared characteristics. Use these questions to learn more about different customer segments and how to target them with tailored messaging.

• What motivates customers to make a purchase?
• How do customers perceive our brand in comparison to our competitors?
• How do customers feel about our product quality?
• How do customers define quality in our products?
• What factors influence customers’ purchasing decisions ?
• What are the most important aspects of customer service?
• What do customers think of our customer service?
• What do customers think of our pricing?
• How do customers rate our product offerings?
• How do customers prefer to make purchases (online, in-store, etc.)?

Qualitative research question example for understanding customer segments

• ‍♀️ Question: Which social media channels are you most active on?
• Insight sought: Formulate a social media strategy . Specifically, the social media channels most likely to succeed with a target audience.
• Challenges with traditional qualitative research methods: Qualitative research question responses are limited to those you ask, giving you a limited sample size. Questions like this are usually at risk of some bias, and this may not be reflective of real-world actions.
• A better approach: Get a complete picture of social media preferences for an entire market or specific audience belonging to rival firms. Insights are available in real-time, and are based on the actions of many, not a select group of participants. Data is readily available, easy to understand, and expandable at a moment’s notice.
• ✅ How it’s done: Using Similarweb’s website analysis feature, you can get a clear breakdown of social media stats for your audience using the marketing channels element. It shows the percentage of visits from each channel to your site, respective growth, and specific referral pages by each platform. All data is expandable, meaning you can select any platform, period, and region to drill down and get more accurate intel, instantly.

This example shows me Bank of America’s social media distribution, with YouTube , Linkedin , and Facebook taking the top three spots, and accounting for almost 80% of traffic being driven from social media.

When doing any type of market research, it’s important to benchmark performance against industry averages and perform a social media competitive analysis to verify rival performance across the same channels.

Qualitative questions to inform competitive analysis

Organizations must assess market sentiment toward other players to compete and beat rival firms. Whether you want to increase market share , challenge industry leaders , or reduce churn, understanding how people view you vs. the competition is key.

• What is the overall perception of our competitors’ product offerings in the market?
• What attributes do our competitors prioritize in their customer experience?
• What strategies do our competitors use to differentiate their products from ours?
• How do our competitors position their products in relation to ours?
• How do our competitors’ pricing models compare to ours?
• What do consumers think of our competitors’ product quality?
• What do consumers think of our competitors’ customer service?
• What are the key drivers of purchase decisions in our market?
• What is the impact of our competitors’ marketing campaigns on our market share ? 10. How do our competitors leverage social media to promote their products?

Qualitative research question example for competitive analysis

• ‍♀️ Question: What other companies do you shop with for x?
• Insight sought: W ho are your competitors? Which of your rival’s sites do your customers visit? How loyal are consumers in your market?
• Challenges with traditional qualitative research methods:  Sample size is limited, and customers could be unwilling to reveal which competitors they shop with, or how often they around. Where finances are involved, people can act with reluctance or bias, and be unwilling to reveal other suppliers they do business with.
• A better approach: Get a complete picture of your audience’s loyalty, see who else they shop with, and how many other sites they visit in your competitive group. Find out the size of the untapped opportunity and which players are doing a better job at attracting unique visitors – without having to ask people to reveal their preferences.
• ✅ How it’s done: Similarweb website analysis shows you the competitive sites your audience visits, giving you access to data that shows cross-visitation habits, audience loyalty, and untapped potential in a matter of minutes.

Using the audience interests element of Similarweb website analysis, you can view the cross-browsing behaviors of a website’s audience instantly. You can see a matrix that shows the percentage of visitors on a target site and any rival site they may have visited.

With the Similarweb audience overlap feature, view the cross-visitation habits of an audience across specific websites. In this example, I chose chase.com and its four closest competitors to review. For each intersection, you see the number of unique visitors and the overall proportion of each site’s audience it represents. It also shows the volume of unreached potential visitors.

Here, you can see a direct comparison of the audience loyalty represented in a bar graph. It shows a breakdown of each site’s audience based on how many other sites they have visited. Those sites with the highest loyalty show fewer additional sites visited.

From the perspective of chase.com, I can see 47% of their visitors do not visit rival sites. 33% of their audience visited 1 or more sites in this group, 14% visited 2 or more sites, 4% visited 3 or more sites, and just 0.8% viewed all sites in this comparison. 

How to answer qualitative research questions with Similarweb

Similarweb Research Intelligence drastically improves market research efficiency and time to insight. Both of these can impact the bottom line and the pace at which organizations can adapt and flex when markets shift, and rivals change tactics.

Outdated practices, while still useful, take time . And with a quicker, more efficient way to garner similar insights, opting for the fast lane puts you at a competitive advantage.

With a birds-eye view of the actions and behaviors of companies and consumers across a market , you can answer certain research questions without the need to plan, do, and review extensive qualitative market research .

Wrapping up

Qualitative research methods have been around for centuries. From designing the questions to finding the best distribution channels, collecting and analyzing findings takes time to get the insights you need. Similarweb Digital Research Intelligence drastically improves efficiency and time to insight. Both of which impact the bottom line and the pace at which organizations can adapt and flex when markets shift.

Similarweb’s suite of digital intelligence solutions offers unbiased, accurate, honest insights you can trust for analyzing any industry, market, or audience.

• Methodologies used for data collection are robust, transparent, and trustworthy.
• Clear presentation of data via an easy-to-use, intuitive platform.
• It updates dynamically–giving you the freshest data about an industry or market.
• Data is available via an API – so you can plug into platforms like Tableau or PowerBI to streamline your analyses.
• Filter and refine results according to your needs.

Are quantitative or qualitative research questions best?

Both have their place and purpose in market research. Qualitative research questions seek to provide details, whereas quantitative market research gives you numerical statistics that are easier and quicker to analyze. You get more flexibility with qualitative questions, and they’re non-directional.

What are the advantages of qualitative research?

Qualitative research is advantageous because it allows researchers to better understand their subject matter by exploring people’s attitudes, behaviors, and motivations in a particular context. It also allows researchers to uncover new insights that may not have been discovered with quantitative research methods.

What are some of the challenges of qualitative research?

Qualitative research can be time-consuming and costly, typically involving in-depth interviews and focus groups. Additionally, there are challenges associated with the reliability and validity of the collected data, as there is no universal standard for interpreting the results.

by Liz March

Digital Research Specialist

Liz March has 15 years of experience in content creation. She enjoys the outdoors, F1, and reading, and is pursuing a BSc in Environmental Science.

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Home Market Research

Qualitative Market Research : The Complete Guide

Content Index

What is Qualitative Market Research?

Qualitative market research methods and techniques, 4 types of qualitative market research testing methods, examples of qualitative market research.

• Ethical Considerations for Qualitative Market Research?

What are the Applications of Qualitative Market Research?

Advantages of qualitative market research, disadvantages of qualitative market research, online qualitative market research software- questionpro communities.

Qualitative market research is an open ended questions (conversational) based research method that heavily relies on the following market research methods : focus groups, in-depth interviews, and other innovative research methods. It is based on a small but highly validated sample size, usually consisting of 6 to 10 respondents .

The small size enables cost saving, while the “importance” of the samples and the lack of a defined questionnaire allows free and in-depth discussion and analysis of topics. Usually, the discussion is directed by the discretion of the interviewer or market researcher. You can use single ease questions . A single-ease question is a straightforward query that elicits a concise and uncomplicated response.

It is always better to have more heads than one. By canvassing a group of respondents for ideas and competence the quality of the data that is obtained is far more superior. This concept is known as crowdsourcing, derived from the two words “crowd” and “outsourcing”.

LEARN ABOUT: Perceived Value

Qualitative market research is most frequently used in political campaigning to understand voter perception of political candidates and their policies, interviewing business leaders and diving deeper into topics of interest, psychological profile studies and so on.

Qualitative market research is a relatively less expensive method to understand 2 critical factors in details – “what” the respondents think and feel about a certain topic and “why” they think and feel that way.

LEARN ABOUT:  Market research industry

Why do we ask for an opinion? Any opinion for that matter? We ask because the person’s opinion matters to our decision making. None of the successful organizational decisions are made through mere guesses or speculations, but through real information gathered from real and valuable people.

Market research , in general, has played a critical role in inducing a thought process in present day’s organizational leaders where information and data dictate policies and decisions.

However, in market research design , not all information is just numbers and quantitative research . Some are just – conversational and qualitative!

LEARN ABOUT: Research Process Steps

Remember the super hit series Desperate Housewives? And do you remember the lovely housewives calling their friends over for a cup of tea or a couple of drinks to discuss the flashy new products they have bought?

It is not just a vague practice to flaunt these products but a thoughtful one because it matters what the friends think. Whether, they agree or disagree with the quality, brand and other features of those products. It matters what people think. Voila! Welcome to the world of qualitative market research.

Qualitative market research is all about understanding people’s beliefs and point of views and what they feel about the situation and what are the deciding factors that influence their behavior.

LEARN ABOUT: Marketing Insight

To conduct qualitative market research usually, one of these market research methods are used:

• Focus groups: As the name suggests, a group of people comprising usually of  6-10 members are brought together to discuss a particular product and its market strategies. Usually, experts in that particular field will comprise of the group. This group will have a moderator who will stimulate the discussion amongst the members to derive opinions. Since the focus groups are becoming a rare occurrence, platforms like Communities is on the rise.
• In-depth Interviews: It is usually a one-on-one interview method conducted with a group of people, either face to face or over the telephone. This method is more conversational and asking open-ended questions helps gather better data.
• Innovative research methods: In this method, the researcher can click photographs of the person who is answering the questions or can even record their videos. Observing these photographs or videos later would tell the researcher about their responses/reactions to various situations.
• Observations or “Shop-alongs”: Qualitative Observations or shop-alongs are now becoming an increasingly used research method in qualitative market research. This method allows the researcher to observe from afar and actually see how a consumer reacts to an actual product and purchase experience. This mitigates the scope to be dishonest with feedback or even forget about the shopping experience at a later stage.

LEARN ABOUT: Qualitative Interview

• Lifestyle Immersion: A newer method of conducting qualitative market research is attending a social or family event that user/s are at and collecting feedback. This helps with the getting feedback from users when they are in a comfortable environment. This is a great way to collect candid feedback in a comfortable environment.
• Online Focus Groups: With the ease of access to social media, online focus groups are becoming easier to manage. It is easy to recruit people to a focus group based study and even manage data collection and analytics.
• Ethnography: Ethnographic research is the process of being in an end user environment and seeing the user indulge with a product in a real-life example. This qualitative research method is best positioned to help create immediate and impactful product tweaks.  
• Projective Techniques: Projective techniques are conducted by trained moderators who uncover hidden thoughts of the respondents. The questions or questioning methods are of an indirect nature and the moderator then deduces and uncovers underlying feelings that aren’t explicitly mentioned.  
• Online Forums: Online forums is now becoming an increasingly preferred way of conducting qualitative market research. Members in a panel are brought onto a common platform to discuss a certain topic and the moderator ensures the discussion is driven in the direction of the outcome required. The moderator probes, asks the right questions and coerces to ensure a thorough discussion is conducted.
• Online Sentence Completion and Word Association: One of the easier but exhaustive nature of completing qualitative market research is to get respondents to match words that may be related to a product or even complete sentences online and this provides a deeper insight into the thoughts of the user.

Learn more about qualitative research methods 

Here are the steps involved in conducting qualitative market research:

• Planning & Determining research objectives: Each research study needs to have a desired outcome at the outset so that the resources behind planning and executing are not wasted and it helps towards business agility.
• Deciding the method to conduct the research: Qualitative market research can be conducted in many ways. Depending on the nature of the study, target audience demographics , geographical location, a product that is being surveyed etc., would the survey method be utilized.
• Getting the right personnel for the job: Conducting a qualitative market research study requires moderators that know how to elicit and track responses from potential respondents.
• Purposive Sampling : In this method, the sample is created with a purpose in mind. The contours of the demographics are planned well in advance and users that fit this criterion are onboard for the market research survey.
• Quota Sampling: Quota sampling is the process of selecting samples from a given quota and the selected users are said to be a representative of the larger population. This can be a random sampling or put some qualifying criteria in.
• Snowball Sampling:   Snowball  sampling model is based on a reference model. Users that match criteria are asked to refer users that they are personally aware of that match the criteria.
• Survey design: The survey has to be designed in a way to elicit maximum value so that the responses received build towards robust and actionable feedback.
• Data collection: The data collection can be done via online or offline methods. It is imperative to collect the data in such a way that sense could be made of it and it could be used to analyze and report.
• Data Analysis: Data means nothing if it is not analyzed. Data that has been analyzed can give actionable insights for a product or brand to build on and this is imperative for a qualitative marketing research survey.
• Reporting: Once data has been collected and analyzed, it has to be reported in an easy to consume format to the relevant stakeholders as a milestone in the market research process.

LEARN ABOUT: Steps in Qualitative Research

There are 4 distinct types of qualitative market research testing methods that can be conducted. They are:

• Direct Exploration: This qualitative market research method is a no holds barred feedback method for a potential idea or product. This method is conducted where the users are told about the idea where no physical product is provided and all possible feedback is collected. This feedback is then collected and explored to form the basis of the new product.
• Monadic Testing: This method evaluates feedback by providing users with one single idea, concept, feature or product and asks for feedback. In this method, despite there being multiple concepts available, other designs are not shown. This method is important to elicit individual piece of feedback about a desired feature or concept.
• Sequential Monadic Testing: This testing method is similar to monadic testing because each concept, product or feature is shown one time. The only difference is that an alternate design to each concept is shown at the same time and feedback is collected on both from a user. This testing method is also called paired testing or paired nomadic testing.
• Discrete Choice Testing: Discrete choice testing is like paired nomadic testing but the only difference is that all choices are provided at once, not sequentially and the users are asked to pick one feature over another and then explain their choice.

LEARN ABOUT: User Experience Research

Successful businesses tend to use qualitative market research to keep pace with the ongoing market trend analysis , to make better-informed decisions and to achieve business excellence.

Whether your business is a start-up or a well-established entity, qualitative market research is a powerful method to identify your target audience and understand how they will respond to your product.

Before we dig deeper here are some of the real-time examples of qualitative market research case studies:

• AP, Norc and QuestionPro partner on geolocation exit polling app
• Washington State Ferry

Some examples of business expansion where qualitative market research plays a critical role by crowdsourcing concrete ideas for optimized decision-making :

• Branding : Many companies fail to understand how consumers perceive their brand or what is the brand positioning in comparison to their competitors.  The research is typically done by conducting interviews with customers or organizing focus groups to collect feedback on marketing content and collaterals. In this way, the surveyor can explore different topics in-depth and get feedback from the respondents. Using this market research method, brands can gather information that can help them upscale and reposition their brand better in the market. LEARN ABOUT: Brand health
• Understanding the Consumer Behaviour: Sometimes, organizations/ companies/ entrepreneurs need more information about their consumer in order to place their product in a better manner.  To do so they might need information about their gender, age, marital status etc. Qualitative market research helps them gather such information. For understanding the consumer behavior conducting in-depth interviews is the best option, as these interviews are conducted on one to one basis a decent amount of information can be collected.
• Measuring the reach of marketing activities: Many businesses go an extra mile to do a better job in promoting their brands. Here is where their marketing activities come into play.  Market research can provide organizations with information about their marketing effectiveness by gathering first-hand information on how consumers look at their marketing message. This helps organizations maximize their marketing budget.
• Identifying new business opportunities: Market research helps organizations explore new opportunities leading to business expansion.  By gathering data through market research through focus groups, organizations can pin a location, understand business dynamics, know their key competitors etc., to grow their business in the right direction.
• Getting insights on products: If a company comes up with a new product or looking to improve a current one, it is always better to take a market research in order to understand how acceptable is the product amongst the consumers.  When a product comes to the market people have an opinion about its shape, size, utility, color, features etc. Qualitative market research through in-depth interviews will help gather systematic data that can be later used to modify or make the existing product better.

LEARN ABOUT:  Market Evaluation

Employee Experience: Definition

Research ethics are as important as important as the ethics in any other research field. It is important to safeguard the participants’ interest. Like there is training and formal processes for researchers in other fields like in healthcare and medical research, market research is also governed by similar policies.

Due to the nature of qualitative market research, it is very important to have informed consent from a participant to be a part of the research study. This means that they are aware  of basic information like:

• Nature of the research
• Expected time of completion
• If there are any sociological or physical risks or benefits
• Will a monetary or remuneration in other form be present
• Confidentiality protection
• How will the name and other personal details be used
• Any legal repercussions

Since this is a relatively less expensive and a more flexible method of market research there are a few applications of this market research methodology:

• It helps to understand the needs of the customers and their behavioral research pattern.
• What consumers think and perceive your product as.
• To understand the efficiency of your business planning and also to know if the strategies and planning that you put in place are working or not.
• What sort of marketing messages has a strong impact on the consumers and what just fall on deaf ears?
• Whether or not there is a demand for your product or services in the market?

LEARN ABOUT:  Test Market Demand

Ultimately, qualitative market research is all about asking people to elaborate on their opinion to get a better insight into their behavioral pattern. It’s about understanding  “Why” even before “What”.

LEARN ABOUT: Behavioral Targeting

• It helps you gather detailed information: One of the major advantages of this market research method is that it helps you collect details information instead of just focusing on the metrics of data. It helps you understand the subtleties of the information obtained thus enabling in-depth analysis .
• It’s adaptive in nature: This market research can adapt to the quality of information that is collected. If the available data seems not to be providing any results, the researcher can immediately seek to collect data in a new direction. This offers more flexibility to collect data.
• It operates within structures that are fluid: The data collected through this research method is based on observation and experiences, therefore, an experienced researcher can follow up with additional open ended questions if needed to extract more information from the respondents.  
• Helps communicate brand proposition accurately: Through this market research method, the consumers can communicate with the brand effectively and vice versa. Any product terminology, product jargons etc are effectively communicated as this research method gives a chance to the brand and the consumer to express their needs and values freely, thus minimizing any miscommunication.
• It helps reduce customer churn : Consumer behaviors can change overnight, leaving a brand to wonder what went wrong. By conducting qualitative market research, brands have a chance to understand what consumers want and if they are fulfilling their needs or not, thereby reducing customer churn . Thus the brand-consumer relationship is maintained.

LEARN ABOUT: Market research vs marketing research

• It is time-consuming: Qualitative market research can take days, weeks, months and in some cases even years to complete. This isn’t good to get quick actionable insights. In some cases, the premise with which the survey began may be non-existent due to market evolution.
• It is expensive: Due to the time taken to complete, qualitative market research is extremely expensive. They are also expensive to conduct and create actionable insights because the data is humungous and people with certain research skill sets are required to manage the research process.
• It is subjective: What one user may think could be very different from another. Due to this, there is no standardization of responses. This also means that the lines between true and false blur out to the point that each response is to be considered at face value.
• No result verification: Data collected cannot be verified because in most cases in a qualitative market research, the data is based on personal perceptions. Hence for analysis, each opinion is considered as it is valid.
• Halo effect: Due to the highly subjective nature of the research, the preconceived notion of the moderator or the person conducting the analysis skews the reporting of the research. It is human tendency to gravitate towards what’s known and it is very tough to get rid of this research bias .

LEARN ABOUT: Self-Selection Bias

With the increasing competition in the business world, the extensive need for business research has also increased. QuestionPro Communities is a qualitative research platform that is interactive, where existing customers can submit their feedback and also stay well informed about the market research activities, helps researchers undertake studies to maximize sales and profits. Through the communities platform, researchers can carry out research to effectively target and understand their customers, understand what is the market trend, prevent future research problems and thereby reduce customer churn .

This qualitative research platform helps in developing businesses to know their competitors and help identify the latest trends in the market. To carry out a well-directed research, businesses need a software platform that can help researchers understand the mindset of the consumers, interpret their thoughts and collect meaningful qualitative data .

QuestionPro Communities is the World’s leading platform for conducting analytics powered qualitative method . This online qualitative market research software helps researchers save their time, using niche technology like text analysis , where computers are used to extract worthwhile information from human language in an efficient manner, increase flexibility and improve the validity of qualitative research questions . This online platform help researchers reduce manual and clerical work.

QuestionPro Communities Qualitative Market Research Tools Includes:

Discussions

The online qualitative research software and tool, Discussions, allows a researcher to invite respondents to a community discussion session and moderate the focus group online. This can also be done live at a specific time that is convenient to the researcher and offer the users the flexibility to post responses when they login to their community. Invitations can be sent out well in advance to a specific target group the researcher would like to gather feedback from.

In case you are looking for respondents to share their ideas and allow others to analyze and offer a feedback and vote on the existing submissions, then this is a great tool to manage and present your results to the key stakeholders.

In this online community, you can submit topics, cast your vote in the existing posts and add comments or feedback instantly.

QuestionPro Communities is the only panel management and discussion platform that offers a seamless mobile communities experience. When it comes to engagement, how you reach respondents matter! Go mobile and take Discussions, Topics, and Idea Board anywhere your respondents go.

Feel free to explore our latest blog discussing practical examples of qualitative data in education – a valuable resource to deepen your insights into student experiences and learning dynamics. Why not give it a read and discover fresh perspectives for enhancing educational practices?

Learn about the other market research method: Quantitative Market Research

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7 Types of Qualitative Research + 6 Types of Qualitative Methods of Research

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Jennifer Butler Keeton

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Do you want to learn about the types of qualitative research and some examples of methodologies?

Qualitative studies are vital to the market research process. They provide an understanding of the reasons and motivations behind consumer decisions. You can use this information to improve your marketing and increase sales.

What does that mean for your business?

If you have a product that isn’t selling as well as you expected, qualitative research can help you understand why. Or, if you’re launching a new marketing campaign, qualitative studies can help you create ads that will entice your target audience.

If you’re new to this kind of market research, you’re in the right place.

In this guide, you’ll learn the basics of qualitative market research. We’ll also share how your business can use qualitative data to better appeal to your customers.

What is Qualitative Research?

Why use qualitative research, 7 types of qualitative research, 6 types of qualitative methods of research.

• Ideas for Analyzing Qualitative Data

Qualitative research is any research that provides subjective, non-numerical information. It focuses on people: their experiences, beliefs, and behaviors. It’s generally conducted using observation or unstructured questioning.

Qualitative research is used across many fields and industries, including sales, marketing, health care, education, and social sciences.

Qualitative vs. Quantitative Research

You likely hear the term “qualitative” used in contrast with “quantitative.”

Quantitative research generates specific numerical data. Its goal is to quantify and generalize the results of a study through numbers, percentages, and statistics. Quantitative research seeks to answer the what , where , when, and who of decision-making.

Qualitative market research, on the other hand, provides insights into the deeper motives behind consumer purchases. Qualitative research answers the why and how .

Why should your business use qualitative research as opposed to quantitative research?

Well, first of all, you should not use qualitative market research instead of quantitative. The 2 are complementary to each other.

Qualitative research on its own is not conclusive. However, you can use it to:

• Explain quantitative research results.
• Conduct market research when traditional surveys are unavailable. For instance, when your topic involves sensitive or complex questions.
• Conduct market research when more structured research is not possible.

Let’s look at an example of combining quantitative and qualitative research.

For instance, we’ll say that your business wants to conduct research to improve your website.

Quantitative research would give you information such as:

• The number of website visitors
• The length of time users stay on each page
• The number of leads generated from each email signup form
• More quantitative data, such as online shopping statistics and conversion rates

This information is all important data about user behavior. But it doesn’t give you the why behind this behavior.

Qualitative research fills in the rest of the picture with information such as:

• Which parts of your website users find difficult to use
• Whether users find your lightbox popups to be intrusive
• Which special offers and coupon codes shoppers find exciting
• More subjective information about how users view the style, relevance, and usability of your site

A complete website study should include both quantitative and qualitative research. Then, you can improve your website based both on hard numbers and users’ experiences and opinions.

Qualitative market research collects subjective feedback and observations from consumers and users. However, as with most data collection, it’s much more complicated in practice.

Experts divide qualitative research into 7 main types. These are also sometimes called types of qualitative research designs.

Below, we’ll quickly explain the basics of each qualitative research approach before diving into qualitative research methods you can use for your market research.

Don’t feel like you have to memorize and fully understand all of these approaches. However, reviewing them will give you a good introduction to the field of qualitative research.

1. Phenomenology

Phenomenological research is based on the root word “phenomena.” It seeks to discover how individual people view specific experiences. Phenomenology focuses on lived experiences and individuality instead of generalizations about larger groups.

2. Ethnography

In the ethnography approach, researchers immerse themselves in a specific culture to gain qualitative data through observation and interaction. Ethnographic research provides more in-depth and nuanced information than, say, questionnaires or interviews. This approach also provides data about specific demographics.

3. Grounded Theory

The term “grounded theory” essentially describes the order in which researchers develop a theory.

In most other types of qualitative research, researchers start with a hypothesis and then conduct a study to test that hypothesis. However, researchers using grounded theory begin with qualitative data, such as interviews and observations, and then analyze it to develop a theory. This approach is helpful when you have no working theory for why consumers behave in a certain way.

4. Case Study

Case studies are in-depth examinations of a business, process, product, person, or group of people. They also often include quantitative research, but they become qualitative when they focus on the reasons behind that data and the participants’ individual experiences.

For instance, in our case study of AdamEnfroy.com , we present subjective feedback in addition to quantitative data:

See more examples of OptinMonster’s case study research.

5. Historical Research

The historical approach to research is reasonably self-explanatory. Researchers analyze data from the past to form expectations about the present and future. In qualitative market research, this might mean analyzing consumer feedback from throughout the history of your company or industry.

6. Narrative Research

The narrative approach seeks to tell a story about people’s experiences. Researchers conduct interviews and collect observations over a period of time. Then, they use this information to develop a narrative about the experiences of an individual or small group of people.

7. Action Research

Action research aims to investigate and solve a specific, immediate problem. This type of research is cyclical. Researchers apply an action, analyze the data, draw conclusions, and start again.

Now that you have an overview of the different types of qualitative research, we’ll explore types of qualitative methods of research along with some practical examples.

The approaches above are fairly abstract. Now, we’ll share some concrete qualitative methods to collect data for your business. Even beginners and small businesses can use these methodologies.

Here are some of the most common types of qualitative research methods to give you greater insight into your customers. Next time that you are ready to launch a new product or start a new marketing campaign, try out one or more of these methods. You’ll get valuable feedback that will help you succeed.

1. In-Depth Interviews Let You Dig Deep

In-depth interviews (IDIs) are a great way to get detailed consumer feedback. An IDI can be conducted over the phone, in person, or via webcam, using services like Skype or Zoom.

Webcam interviews have become the most common qualitative research method. 34% of researchers report regularly conducting webcam IDIs as 1 of their top 3 data collection methods.

Regardless of your interview method, your IDIs should focus on your ideal user or an existing customer. You ask each person a series of research questions and follow-ups to learn what motivates them to buy a product like yours.

For qualitative research, you should always ask open-ended questions. Avoid simple yes/no questions that provide only quantitative data.

You should go into the interview with some questions prepared, but you shouldn’t stick to a script. If the participant says something interesting, ask follow-up questions that dig deeper.

Here are a few initial questions you could ask:

• What frustrates you about [your topic]?
• If I had a magic wand and could give you the perfect product, what would it look like?
• Have you bought [your type of product] before? If so, what motivated you to buy it?

IDIs provide detailed information about individuals. Therefore, they are especially common in the phenomenology and narrative types of qualitative research.

2. Focus Groups Allow for the Exchange of Ideas

Like IDIs, focus groups can be face-to-face or online. These groups usually involve sample sizes of 6-10 people. They provide a safe and comfortable environment for your users to talk about their thoughts and feelings surrounding your product.

The advantage of in-person focus groups is that you observe the consumer’s verbal and non-verbal reaction to your product or advertising. Group members can also bounce off each other’s thoughts and ideas, which means you’ll get even greater insights.

You can use focus groups to:

• Test a new product or website
• Explore the general concept for your product
• Evaluate your advertising copy and imagery
• Explore new packaging ideas

Online focus groups are similar to in-person ones. They’re more cost-efficient, allow you to include more people, and are less time-consuming to organize. Now that more people are comfortable with Zoom and Skype, online focus groups are more accessible than ever before.

You can also use social media to your advantage. Create a community of people interested in your topic and use it to foster a conversation. Then, observe the dialogue. You’ll gain a lot of interesting insights!

3. Shopping Observations, or “Shop-Alongs,” Give Real-Time Insight

An in-person observation of shopping behavior lets you watch the consumer react to your products in-store. With a shop-along, you get to see consumers’ real-life shopping behavior. Because you see immediate reactions, this method provides different insight than a written survey.

These qualitative studies highlight problems with shelf displays, clutter, or out-of-stock products. You may also interact with consumers to get deeper insights during the shopping process. You can get real-time feedback on package design, for example.

4. In-Home Videos Show Realistic Product Use

In-home videos allow you to observe how users interact with your product in real life, in their own homes.

This research method’s advantage is the setting of the participant observation. You can see your user’s behavior in a natural, comfortable environment. You’ll get a more realistic view of how people use your product.

5. Lifestyle Immersion Lets You Hear Real-World Dialogue

Lifestyle immersion is when you attend an event, such as a party or a family gathering. This research method gives you an uninterrupted view of users’ attitudes and behaviors. Immersion is another excellent way to get candid insight in a comfortable, familiar setting.

During these activities, observe your users having a dialogue with their friends. Listen to these real-world conversations to learn about consumers’ desires, frustrations, and motivations.

6. Journal or Diary Studies for Honest Feedback

Have your user or potential customer keep a journal or a diary to document their experience with your topic or product. Users may be more likely to be completely honest when they’re not face-to-face with an interviewer or moderator.

Journals can be handwritten or digital. Either way, it will capture your user’s voice, which is extremely valuable for optimizing your marketing copy.

3 Tips for Qualitative Data Analysis (to Help You Understand Your Customers)

Using the methods and types of qualitative research discussed above, you can gather excellent information about consumers’ opinions, experiences, and behaviors. The next step is to analyze your data.

Since qualitative data is unstructured, it can be tricky to draw conclusions, let alone present your findings. While qualitative data is not conclusive in and of itself, here are a few tips for analyzing qualitative research data.

“Top 5 Best Survey Data Visualization Tools (In-Depth Comparison)

1. Summarize the Key Points

For interviews and focus groups, have the moderator write up some key points from the discussion. For example: “Common concerns among participants about our pizza were cheese overuse, greasiness, and bland sauce.”

Here is an example of a qualitative summary from a market research project for Pizza Hut Pakistan

2. Code Responses

Coding is the process of organizing and labeling your qualitative data into categories. You can “code” your unstructured data into labels you can summarize with tables or charts.

For example, a researcher might have asked the open-ended question, “How often do you wear a watch?”

Every respondent’s answer would likely be a little different. But you could code them in categories such as:

• Once in a while

This process gives you coded data sets to analyze and report.

3. Create a Word Cloud

Create a “word cloud” out of the keywords used by consumers. Put your field notes into a word cloud generator like WordClouds.com . In your cloud, the words that research participants used most often will be the largest. You’ll be able to spot the most prominent words easily.

Use Qualitative Research to Improve Marketing and Sales

You can use these qualitative research types, methods, and analysis strategies to understand your users and customers. Qualitative data collection will help you improve your product development and marketing strategy, leading to more sales and revenue.

If online surveys are part of your research process, check out our survey best practices .

Once you clearly understand your customers, apply what you’ve learned to your email marketing strategy . Using in-depth qualitative data, you’ll generate more leads and sales than ever before.

Disclosure : Our content is reader-supported. This means if you click on some of our links, then we may earn a commission. We only recommend products that we believe will add value to our readers.

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Qualitative research examples: How to unlock, rich, descriptive insights

Qualitative research uncovers in-depth user insights, but what does it look like? Here are seven methods and examples to help you get the data you need.

Armin Tanovic

Behind every what, there’s a why . Qualitative research is how you uncover that why. It enables you to connect with users and understand their thoughts, feelings, wants, needs, and pain points.

There’s many methods for conducting qualitative research, and many objectives it can help you pursue—you might want to explore ways to improve NPS scores, combat reduced customer retention, or understand (and recreate) the success behind a well-received product. The common thread? All these metrics impact your business, and qualitative research can help investigate and improve that impact.

In this article, we’ll take you through seven methods and examples of qualitative research, including when and how to use them.

Qualitative UX research made easy

Conduct qualitative research with Maze, analyze data instantly, and get rich, descriptive insights that drive decision-making.

7 Qualitative research methods: An overview

There are various qualitative UX research methods that can help you get in-depth, descriptive insights. Some are suited to specific phases of the design and development process, while others are more task-oriented.

Here’s our overview of the most common qualitative research methods. Keep reading for their use cases, and detailed examples of how to conduct them.

1. User interviews

A user interview is a one-on-one conversation between a UX researcher, designer or Product Manager and a target user to understand their thoughts, perspectives, and feelings on a product or service. User interviews are a great way to get non-numerical data on individual experiences with your product, to gain a deeper understanding of user perspectives.

Interviews can be structured, semi-structured, or unstructured . Structured interviews follow a strict interview script and can help you get answers to your planned questions, while semi and unstructured interviews are less rigid in their approach and typically lead to more spontaneous, user-centered insights.

When to use user interviews

Interviews are ideal when you want to gain an in-depth understanding of your users’ perspectives on your product or service, and why they feel a certain way.

Interviews can be used at any stage in the product design and development process, being particularly helpful during:

• The discovery phase: To better understand user needs, problems, and the context in which they use your product—revealing the best potential solutions
• The design phase: To get contextual feedback on mockups, wireframes, and prototypes, helping you pinpoint issues and the reasons behind them
• Post-launch: To assess if your product continues to meet users’ shifting expectations and understand why or why not

How to conduct user interviews: The basics

• Draft questions based on your research objectives
• Recruit relevant research participants and schedule interviews
• Conduct the interview and transcribe responses
• Analyze the interview responses to extract insights
• Use your findings to inform design, product, and business decisions

💡 A specialized user interview tool makes interviewing easier. With Maze Interview Studies , you can recruit, host, and analyze interviews all on one platform.

User interviews: A qualitative research example

Let’s say you’ve designed a recruitment platform, called Tech2Talent , that connects employers with tech talent. Before starting the design process, you want to clearly understand the pain points employers experience with existing recruitment tools'.

You draft a list of ten questions for a semi-structured interview for 15 different one-on-one interviews. As it’s semi-structured, you don’t expect to ask all the questions—the script serves as more of a guide.

One key question in your script is: “Have tech recruitment platforms helped you find the talent you need in the past?”

Most respondents answer with a resounding and passionate ‘no’ with one of them expanding:

“For our company, it’s been pretty hit or miss honestly. They let just about anyone make a profile and call themselves tech talent. It’s so hard sifting through serious candidates. I can’t see any of their achievements until I invest time setting up an interview.”

You begin to notice a pattern in your responses: recruitment tools often lack easily accessible details on talent profiles.

You’ve gained contextual feedback on why other recruitment platforms fail to solve user needs.

2. Focus groups

A focus group is a research method that involves gathering a small group of people—around five to ten users—to discuss a specific topic, such as their’ experience with your new product feature. Unlike user interviews, focus groups aim to capture the collective opinion of a wider market segment and encourage discussion among the group.

When to use focus groups

You should use focus groups when you need a deeper understanding of your users’ collective opinions. The dynamic discussion among participants can spark in-depth insights that might not emerge from regular interviews.

Focus groups can be used before, during, and after a product launch. They’re ideal:

• Throughout the problem discovery phase: To understand your user segment’s pain points and expectations, and generate product ideas
• Post-launch: To evaluate and understand the collective opinion of your product’s user experience
• When conducting market research: To grasp usage patterns, consumer perceptions, and market opportunities for your product

How to conduct focus group studies: The basics

• Draft prompts to spark conversation, or a series of questions based on your UX research objectives
• Find a group of five to ten users who are representative of your target audience (or a specific user segment) and schedule your focus group session
• Conduct the focus group by talking and listening to users, then transcribe responses
• Analyze focus group responses and extract insights
• Use your findings to inform design decisions

The number of participants can make it difficult to take notes or do manual transcriptions. We recommend using a transcription or a specialized UX research tool , such as Maze, that can automatically create ready-to-share reports and highlight key user insights.

Focus groups: A qualitative research example

You’re a UX researcher at FitMe , a fitness app that creates customized daily workouts for gym-goers. Unlike many other apps, FitMe takes into account the previous day’s workout and aims to create one that allows users to effectively rest different muscles.

However, FitMe has an issue. Users are generating workouts but not completing them. They’re accessing the app, taking the necessary steps to get a workout for the day, but quitting at the last hurdle.

Time to talk to users.

You organize a focus group to get to the root of the drop-off issue. You invite five existing users, all of whom have dropped off at the exact point you’re investigating, and ask them questions to uncover why.

A dialog develops:

Participant 1: “Sometimes I’ll get a workout that I just don’t want to do. Sure, it’s a good workout—but I just don’t want to physically do it. I just do my own thing when that happens.”

Participant 2: “Same here, some of them are so boring. I go to the gym because I love it. It’s an escape.”

Participant 3: “Right?! I get that the app generates the best one for me on that specific day, but I wish I could get a couple of options.”

Participant 4: “I’m the same, there are some exercises I just refuse to do. I’m not coming to the gym to do things I dislike.”

Conducting the focus groups and reviewing the transcripts, you realize that users want options. A workout that works for one gym-goer doesn’t necessarily work for the next.

A possible solution? Adding the option to generate a new workout (that still considers previous workouts)and the ability to blacklist certain exercises, like burpees.

3. Ethnographic research

Ethnographic research is a research method that involves observing and interacting with users in a real-life environment. By studying users in their natural habitat, you can understand how your product fits into their daily lives.

Ethnographic research can be active or passive. Active ethnographic research entails engaging with users in their natural environment and then following up with methods like interviews. Passive ethnographic research involves letting the user interact with the product while you note your observations.

When to use ethnographic research

Ethnographic research is best suited when you want rich insights into the context and environment in which users interact with your product. Keep in mind that you can conduct ethnographic research throughout the entire product design and development process —from problem discovery to post-launch. However, it’s mostly done early in the process:

• Early concept development: To gain an understanding of your user's day-to-day environment. Observe how they complete tasks and the pain points they encounter. The unique demands of their everyday lives will inform how to design your product.
• Initial design phase: Even if you have a firm grasp of the user’s environment, you still need to put your solution to the test. Conducting ethnographic research with your users interacting with your prototype puts theory into practice.

How to conduct ethnographic research:

• Recruit users who are reflective of your audience
• Meet with them in their natural environment, and tell them to behave as they usually would
• Take down field notes as they interact with your product
• Engage with your users, ask questions, or host an in-depth interview if you’re doing an active ethnographic study
• Collect all your data and analyze it for insights

While ethnographic studies provide a comprehensive view of what potential users actually do, they are resource-intensive and logistically difficult. A common alternative is diary studies. Like ethnographic research, diary studies examine how users interact with your product in their day-to-day, but the data is self-reported by participants.

⚙️ Recruiting participants proving tough and time-consuming? Maze Panel makes it easy, with 400+ filters to find your ideal participants from a pool of 3 million participants.

Ethnographic research: A qualitative research example

You're a UX researcher for a project management platform called ProFlow , and you’re conducting an ethnographic study of the project creation process with key users, including a startup’s COO.

The first thing you notice is that the COO is rushing while navigating the platform. You also take note of the 46 tabs and Zoom calls opened on their monitor. Their attention is divided, and they let out an exasperated sigh as they repeatedly hit “refresh” on your website’s onboarding interface.

You conclude the session with an interview and ask, “How easy or difficult did you find using ProFlow to coordinate a project?”

The COO answers: “Look, the whole reason we turn to project platforms is because we need to be quick on our feet. I’m doing a million things so I need the process to be fast and simple. The actual project management is good, but creating projects and setting up tables is way too complicated.”

You realize that ProFlow ’s project creation process takes way too much time for professionals working in fast-paced, dynamic environments. To solve the issue, propose a quick-create option that enables them to move ahead with the basics instead of requiring in-depth project details.

4. Qualitative observation

Qualitative observation is a similar method to ethnographic research, though not as deep. It involves observing your users in a natural or controlled environment and taking notes as they interact with a product. However, be sure not to interrupt them, as this compromises the integrity of the study and turns it into active ethnographic research.

When to qualitative observation

Qualitative observation is best when you want to record how users interact with your product without anyone interfering. Much like ethnographic research, observation is best done during:

• Early concept development: To help you understand your users' daily lives, how they complete tasks, and the problems they deal with. The observations you collect in these instances will help you define a concept for your product.
• Initial design phase: Observing how users deal with your prototype helps you test if they can easily interact with it in their daily environments

How to conduct qualitative observation:

• Recruit users who regularly use your product
• Meet with users in either their natural environment, such as their office, or within a controlled environment, such as a lab
• Observe them and take down field notes based on what you notice

Qualitative observation: An qualitative research example

You’re conducting UX research for Stackbuilder , an app that connects businesses with tools ideal for their needs and budgets. To determine if your app is easy to use for industry professionals, you decide to conduct an observation study.

Sitting in with the participant, you notice they breeze past the onboarding process, quickly creating an account for their company. Yet, after specifying their company’s budget, they suddenly slow down. They open links to each tool’s individual page, confusingly switching from one tab to another. They let out a sigh as they read through each website.

Conducting your observation study, you realize that users find it difficult to extract information from each tool’s website. Based on your field notes, you suggest including a bullet-point summary of each tool directly on your platform.

5. Case study research

Case studies are a UX research method that provides comprehensive and contextual insights into a real-world case over a long period of time. They typically include a range of other qualitative research methods, like interviews, observations, and ethnographic research. A case study allows you to form an in-depth analysis of how people use your product, helping you uncover nuanced differences between your users.

When to use case studies

Case studies are best when your product involves complex interactions that need to be tracked over a longer period or through in-depth analysis. You can also use case studies when your product is innovative, and there’s little existing data on how users interact with it.

As for specific phases in the product design and development process:

• Initial design phase: Case studies can help you rigorously test for product issues and the reasons behind them, giving you in-depth feedback on everything between user motivations, friction points, and usability issues
• Post-launch phase: Continuing with case studies after launch can give you ongoing feedback on how users interact with the product in their day-to-day lives. These insights ensure you can meet shifting user expectations with product updates and future iterations

How to conduct case studies:

• Outline an objective for your case study such as examining specific user tasks or the overall user journey
• Select qualitative research methods such as interviews, ethnographic studies, or observations
• Collect and analyze your data for comprehensive insights
• Include your findings in a report with proposed solutions

Case study research: A qualitative research example

Your team has recently launched Pulse , a platform that analyzes social media posts to identify rising digital marketing trends. Pulse has been on the market for a year, and you want to better understand how it helps small businesses create successful campaigns.

To conduct your case study, you begin with a series of interviews to understand user expectations, ethnographic research sessions, and focus groups. After sorting responses and observations into common themes you notice a main recurring pattern. Users have trouble interpreting the data from their dashboards, making it difficult to identify which trends to follow.

With your synthesized insights, you create a report with detailed narratives of individual user experiences, common themes and issues, and recommendations for addressing user friction points.

Some of your proposed solutions include creating intuitive graphs and summaries for each trend study. This makes it easier for users to understand trends and implement strategic changes in their campaigns.

6. Secondary research

Secondary research is a research method that involves collecting and analyzing documents, records, and reviews that provide you with contextual data on your topic. You’re not connecting with participants directly, but rather accessing pre-existing available data. For example, you can pull out insights from your UX research repository to reexamine how they apply to your new UX research objective.

Strictly speaking, it can be both qualitative and quantitative—but today we focus on its qualitative application.

When to use secondary research

Record keeping is particularly useful when you need supplemental insights to complement, validate, or compare current research findings. It helps you analyze shifting trends amongst your users across a specific period. Some other scenarios where you need record keeping include:

• Initial discovery or exploration phase: Secondary research can help you quickly gather background information and data to understand the broader context of a market
• Design and development phase: See what solutions are working in other contexts for an idea of how to build yours

Secondary research is especially valuable when your team faces budget constraints, tight deadlines, or limited resources. Through review mining and collecting older findings, you can uncover useful insights that drive decision-making throughout the product design and development process.

How to conduct secondary research:

• Outline your UX research objective
• Identify potential data sources for information on your product, market, or target audience. Some of these sources can include: a. Review websites like Capterra and G2 b. Social media channels c. Customer service logs and disputes d. Website reviews e. Reports and insights from previous research studies f. Industry trends g. Information on competitors
• Analyze your data by identifying recurring patterns and themes for insights

Secondary research: A qualitative research example

SafeSurf is a cybersecurity platform that offers threat detection, security audits, and real-time reports. After conducting multiple rounds of testing, you need a quick and easy way to identify remaining usability issues. Instead of conducting another resource-intensive method, you opt for social listening and data mining for your secondary research.

Browsing through your company’s X, you identify a recurring theme: many users without a background in tech find SafeSurf ’s reports too technical and difficult to read. Users struggle with understanding what to do if their networks are breached.

After checking your other social media channels and review sites, the issue pops up again.

With your gathered insights, your team settles on introducing a simplified version of reports, including clear summaries, takeaways, and step-by-step protocols for ensuring security.

By conducting secondary research, you’ve uncovered a major usability issue—all without spending large amounts of time and resources to connect with your users.

7. Open-ended surveys

Open-ended surveys are a type of unmoderated UX research method that involves asking users to answer a list of qualitative research questions designed to uncover their attitudes, expectations, and needs regarding your service or product. Open-ended surveys allow users to give in-depth, nuanced, and contextual responses.

When to use open-ended surveys

User surveys are an effective qualitative research method for reaching a large number of users. You can use them at any stage of the design and product development process, but they’re particularly useful:

• When you’re conducting generative research : Open-ended surveys allow you to reach a wide range of users, making them especially useful during initial research phases when you need broad insights into user experiences
• When you need to understand customer satisfaction: Open-ended customer satisfaction surveys help you uncover why your users might be dissatisfied with your product, helping you find the root cause of their negative experiences
• In combination with close-ended surveys: Get a combination of numerical, statistical insights and rich descriptive feedback. You’ll know what a specific percentage of your users think and why they think it.

How to conduct open-ended surveys:

• Design your survey and draft out a list of survey questions
• Distribute your surveys to respondents
• Analyze survey participant responses for key themes and patterns
• Use your findings to inform your design process

Open-ended surveys: A qualitative research example

You're a UX researcher for RouteReader , a comprehensive logistics platform that allows users to conduct shipment tracking and route planning. Recently, you’ve launched a new predictive analytics feature that allows users to quickly identify and prepare for supply chain disruptions.

To better understand if users find the new feature helpful, you create an open-ended, in-app survey.

The questions you ask your users:

• “What has been your experience with our new predictive analytics feature?"
• “Do you find it easy or difficult to rework your routes based on our predictive suggestions?”
• “Does the predictive analytics feature make planning routes easier? Why or why not?”

Most of the responses are positive. Users report using the predictive analytics feature to make last-minute adjustments to their route plans, and some even rely on it regularly. However, a few users find the feature hard to notice, making it difficult to adjust their routes on time.

To ensure users have supply chain insights on time, you integrate the new feature into each interface so users can easily spot important information and adjust their routes accordingly.

💡 Surveys are a lot easier with a quality survey tool. Maze’s Feedback Surveys solution has all you need to ensure your surveys get the insights you need—including AI-powered follow-up and automated reports.

Qualitative research vs. quantitative research: What’s the difference?

Alongside qualitative research approaches, UX teams also use quantitative research methods. Despite the similar names, the two are very different.

Here are some of the key differences between qualitative research and quantitative research .

Before selecting either qualitative or quantitative methods, first identify what you want to achieve with your UX research project. As a general rule of thumb, think qualitative data collection for in-depth understanding and quantitative studies for measurement and validation.

Conduct qualitative research with Maze

You’ll often find that knowing the what is pointless without understanding the accompanying why . Qualitative research helps you uncover your why.

So, what about how —how do you identify your 'what' and your 'why'?

The answer is with a user research tool like Maze.

Maze is the leading user research platform that lets you organize, conduct, and analyze both qualitative and quantitative research studies—all from one place. Its wide variety of UX research methods and advanced AI capabilities help you get the insights you need to build the right products and experiences faster.

Frequently asked questions about qualitative research examples

What is qualitative research?

Qualitative research is a research method that aims to provide contextual, descriptive, and non-numerical insights on a specific issue. Qualitative research methods like interviews, case studies, and ethnographic studies allow you to uncover the reasoning behind your user’s attitudes and opinions.

Can a study be both qualitative and quantitative?

Absolutely! You can use mixed methods in your research design, which combines qualitative and quantitative approaches to gain both descriptive and statistical insights.

For example, user surveys can have both close-ended and open-ended questions, providing comprehensive data like percentages of user views and descriptive reasoning behind their answers.

Is qualitative or quantitative research better?

The choice between qualitative and quantitative research depends upon your research goals and objectives.

Qualitative research methods are better suited when you want to understand the complexities of your user’s problems and uncover the underlying motives beneath their thoughts, feelings, and behaviors. Quantitative research excels in giving you numerical data, helping you gain a statistical view of your user's attitudes, identifying trends, and making predictions.

What are some approaches to qualitative research?

There are many approaches to qualitative studies. An approach is the underlying theory behind a method, and a method is a way of implementing the approach. Here are some approaches to qualitative research:

• Grounded theory: Researchers study a topic and develop theories inductively
• Phenomenological research: Researchers study a phenomenon through the lived experiences of those involved
• Ethnography: Researchers immerse themselves in organizations to understand how they operate

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Laddering is a qualitative marketing research technique, which seeks to understand why people buy and use products and services. You find out which product features are important to product users and end with users’ emotional benefits. You use the technique to create ads, positioning messages, and develop new products. Thomas J. Reynolds and Jonathan Gutman developed and introduced laddering in 1988, based on Gutman’s Means-End Theory of 1982. They describe product attributes, consequences, and values. Product attributes produce consequences that produce personal meaning (values) for product users. In other words, product features produce functional and emotional benefits, which are personal to the product user. People buy features and benefits that satisfy emotions and beliefs. And they rationalize buying with features and functional benefits. There are four levels to the features-benefits-emotions chain. They are, Each level links to the next level. Each level influences buying behavior. All four levels are important in understanding why people buy a product or service. The feature is specific. It performs a specific job. The functional benefit is the outcome of the feature. It is tangible. The higher benefit is what the functional benefit delivers. It is a general benefit. The emotional benefit satisfies feelings and beliefs. Features and functional benefits deliver emotional benefits. Emotions are powerful motivators that drive wants or needs. Emotions are general but real. They are personal. They are conscious and subconscious. Features and functional benefits are specific. Features are important. They rationalize and justify buying. Features and benefits are easy to talk about. It is what business buyers use to rationalize buying, even though emotional benefits influence them too. You can create powerful ads and positioning with the results from laddering. A laddering question sequence usually consists of four questions related to a feature. Sometimes, there may be more than four questions. First, you ask about a feature. Second, you listen to the answer, and then you ask about the feature’s functional benefit. Third, you listen to the answer, and ask about the higher benefit of the functional benefit. Fourth, you listen to the answer again, and ask about the emotional benefit of the higher benefit. Once you’ve exhausted a feature, ask about other features and their functional, higher, and emotional benefits. The technique asks about a specific product feature and poses a series of why questions that builds on previous answers. Note…don’t use the word why. It puts people on the defensive. Ask why in different ways. Using why is a mistake often seen in laddering. Laddering works well with depth interviews. Interviewing one person provides focus, depth, and privacy. You want to interview people who use the product or service category. You can develop laddering chains at the category, brand, or product level. Here is an example about sports scores on cell phones. Respondent, “Getting real-time sports scores” [feature] Moderator, “What is important about that?” Respondent, “I know what’s happening right away.” [functional benefit] Moderator, “What does that do for you?” Respondent, “I can tell my friends, as soon as I know.” [higher benefit] Moderator, “What does telling your friends right away do for you?” Respondent, “I am the go-to guy for sports. My friends expect me to know. It is what we talk about.” [emotional benefit] In this example, sports scores on a cell phone lead to emotional benefits of social acceptance and friendship. The same feature may lead to a different emotional benefit for a different person. It depends on the person. Emotional benefits are personal. For each important feature, you identify and link functional benefits, higher order benefits, and emotional benefits. You link features to emotions. Map them out. From left to right, the map moves from the tangible to the abstract; it moves from the rational to the emotional. People buy features and benefits that satisfy personal emotions. And they rationalize buying with features and functional benefits. You can consolidate respondent maps into one grand map of features, benefits, and emotions. The grand map consolidates the collective chain of people you interview. Use laddering results for advertising and positioning. You can also use it for product development and preliminary segmentation. It is a powerful technique, especially for advertising and positioning. Copywriters take note. You write ads with features, benefits, and emotions. You use laddering to develop unique selling propositions in your ads. Here is an imaginary example of advertising copy for the “in-the-know” sports phone. Emotional benefits can characterize segments of people. In the example of cell phones, here are two segments: 2. fantasy sports players You can develop new products and services with laddering. You’ll know what features are important and how they relate to customers’ emotions. People buy features and benefits that satisfy personal emotions. And they rationalize buying with features and functional benefits. Use laddering to map out features, functional benefits, higher order benefits, and emotional benefits. Use it in depth interviews. Check out the related article about . is packed with over a hundred focus group questions. Learn more and download it today. Instant Focus Group Questions - eBook Get hundreds of focus group questions, tips, and techniques now. Research Methods in Advertising and Public Relations Advertising Public Relations This guide's co-authorship has been compiled and edited by SU Libraries Graduate Student Assistant, Abdulrahman Alzahrani  (2021-2022)- SU School of Information Studies, SU Libraries Graduate Student Assistant, Sharanya Kanwar  (2022-2023) School of Education,  and Michael Pasqualoni - Newhouse School Librarian, SU Libraries, Department of Research & Scholarship, Subject Instruction Team Suggest Additions & Edits Faculty or students can use this brief survey form to suggest additions or edits to either the advertising or PR related subpages of this guide. If you encounter broken links, please note those on the section of the form for "other feedback," or email Newhouse School Librarian, Michael Pasqualoni Advertising - Research Methods The pages within this guide contain a cross section of book titles, articles, dissertations, databases and additional SU Libraries guides to consider when exploring research methodologies in advertising SU Librariies search tip:  Use  SU Libraries Search advanced search screen , to uncover additional sources like those highlighted below. Enter "advertising" as a "subject" search word - and combine that search query with an AND and an additional "subject" search word or phrase, such as: Methodology "Research Design" "Research Methods" "Statistical Methods" Qualitative Quantitative Articles and Dissertations A brief sampling of scholarly articles and doctoral dissertations covering research methodologies in advertising. Use the Scopus database to retrieve references for subsequently published articles or book chapters that cite these references. If a reference below resides in Scopus, click on "SULinks" or "view at publisher" to arrive at full text for that source. If neither brings up the full source, manually verify whether SU has access to the journal title containing the article using the journals A to Z list , or if a book chapter, an advanced 'title' search for the title of the book using Summon . Applequist, J. (2015).  A mixed-methods approach toward primetime television direct-to-consumer advertising: Pharmaceutical fetishism and critical analyses of the commercial discourse of health care   (Order No. 3715473). Available from ProQuest Dissertations & Theses Global. (1710718805). Feng, Y. & Xie, Q. (2018).   Measuring the content characteristics of videos featuring augmented reality advertising campaigns   Journal of Research in Interactive Marketing , 12 (4), 489-508. Hinson, R., Boateng, H., Renner, A., & Kosiba, J.P.B. (2019).   Antecedents and consequences of customer engagement on Facebook: An attachment theory perspective.   Journal of Research in Interactive Marketing , 13 (2), 204-226. Kaur, N. (2015).  A Combinatorial Tweet Clustering Methodology Utilizing Inter and Intra Cosine Similarity   (Order No. 28140999). Available from ProQuest Dissertations & Theses Global. (2481591292).  King, W. I. (1932). Statistical Methods in Advertising Research .  Journal of the American Statistical Association ,  27 (179), 319–321. Lajante, M. M. P., Droulers, O., & Amarantini, D. (2017). How reliable are “state-of-the-art” facial EMG processing methods?: Guidelines for improving the assessment of emotional valence in advertising research .  Journal of Advertising Research,  57 (1), 28-37. Madsen, M. J. (2018).   A Q-Method Study of Visual Metaphors in Advertising   (Order No. 28107597). Available from ProQuest Dissertations & Theses Global: Business. (2442256301). Malhotra, N. K., Schaller, T. K., & Patil, A. (2017) . Common method variance in advertising research: When to be concerned and how to control for it .  Journal of Advertising,  46 (1), 193-212. McNamara, J. J. (1941).  A New Method for Testing Advertising Effectiveness Through Eye-Movement Photography   (Order No. 27696763). Available from ProQuest Dissertations & Theses Global. (2311959685). Sarstedt, M., Bengart, P., Shaltoni, A. M., & Lehmann, S. (2018). The use of sampling methods in advertising research: A gap between theory and practice .  International Journal of Advertising,  37 (4), 650-663. Smith, J. A. (2008) .  Towards a more efficient method of data integration: An evaluation of the Data -Overlay approach to media planning   (Order No. 3324220). Available from ProQuest Dissertations & Theses Global. (304456723). Starch, D. (1923) . Research Methods in Advertising .   The ANNALS of the American Academy of Political and Social Science ,  110 (1), 139–143. Here are links to additional SU Libraries research guides potentially useful to researchers in advertising Advertising Resources Business Information Guide Numeric Data Resources GIS (Geographic Information Systems), Geospatial Data Video Guide A sampling of licensed Syracuse University Libraries databases often helpful for researchers in advertising See also:  Databases A-Z:  Advertising and   Databases A-Z: Business & Entrepreneurship SAGE Research Methods Online Information about research methods and design; includes Sage Datasets and Sage Cases, and the qualitative and quantitative methods series, "Little Green Books" and “Little Blue Books.” SAGE Research Methods Cases Teaching cases in which a variety of research methods are used in a number of social sciences subject areas. Cases are incorporated into SAGE Research Methods Online. ABI/INFORM Collection Index and abstracts to publications in business, management, and news, as well as reports and working papers; includes some full text. Adforum Audiovisual library of U.S. and international advertising sourced from numerous ad agencies, including award winning ads  (Cannes Lion, Clio, Effie, One Show, etc.) Advertising Age Login required. Content from Advertising Age, including articles, videos, and podcasts. Business Source Elite Business and economics journals and magazine articles, many with full text, including content from the Harvard Business Review. Communication Source Abstracts of publications covering advertising, discourse, linguistics, media studies, speech-language pathology, and other communication fields. WARC Case studies of advertising, marketing communications and branding. Includes video of advertising campaigns. MRI Simmons See the SU Libraries Advertising Research Guide for further user guidance on the use of Simmons Insights (including its ecommerce related surveys called "Simmons Connect" and its brand and product category data visualizations called "Brand Catalyst."). ||| 50 simultaneous users. Consumer survey data for U.S. individuals and households, yielding cross-tabulated brand and product category preferences, demographic and psychographic data, and trends for use of digital and traditional media. Includes access to Brand Catalyst, a visualization platform for creating consumer personas that compare and predict these preferences. Mintel Reports Research reports covering consumer behavior and analysis of United States markets. Business Insights: Essentials Articles about business, company histories and profiles, financial and industry reports, SWOT analyses, and more. Insider Intelligence eMarketer Marketing, advertising, and consumer reports covering a range of industries, such as financial services, ecommerce, technology, and more. Includes content from both eMarketer and Business Insider Intelligence. IBISWorld Industry and company reports, industry outlook and risk rating reports, market share, and business environment profiles, and more, searchable by keyword or NAICS code. Mergent Intellect Information about U.S. and international public and private companies, company news, and key business ratios. Searchable by company, person, or industry. Includes content in D & B Million Dollar Database and offers FirstResearch industry profiles, Indeed job search, Nielsen demographics, and a residential directory. SRDS Media Solutions Directories for television and radio broadcasting, digital media, print newspapers and magazines, place-based and outdoor media. Also includes local market audience, programmatic media planning, and digital network information. Statista Data from both public and private sources related to a wide range of subjects, including consumers, digital markets, and companies; also includes forecasts, analysis, reports, and more. SimplyAnalytics Four simultaneous users. Users must also create their own personal profile. Application for mapping, analytics, and data visualization of variables such as demographics, employment, housing, market segments, businesses, consumer spending, brand preferences, technology, and public health. Includes data from Nielsen Claritas, Dun and Bradstreet, Simmons, GFK MRI, Easy Analytic Software (EASI), and Applied Geographic Solutions. ProQuest News and Newspapers Search portal for multiple news and newspaper databases including Alt-PressWatch, Canadian Newsstream, Ethnic NewsWatch, GenderWatch, Global Breaking Newswires, International Newsstream, US Newsstream, and ProQuest Historical Newspapers. Text visualization options for selected newspapers are available on the TDM Studio platform; please see the ProQuest TDM Studio guide for access information. News, business, and legal sources covering world news and companies, and including U.S. Supreme Court decisions, state, federal and international law, regulations, and law reviews. Access World News Current and past worldwide news sources, including international, local and regional newspapers, media transcripts, wire service content, college newspaper articles, magazines, blogs, video and audio. Next: Public Relations >> Last Updated: Aug 14, 2024 1:45 AM URL: https://researchguides.library.syr.edu/adv-pr Print This Page Qualitative Research in Advertising York University Discover the world's research 25+ million members 160+ million publication pages 2.3+ billion citations No full-text available To read the full-text of this research, you can request a copy directly from the author. Patrícia Tavares Venecia Pearce-Dunbar PSYCHOL MARKET Helen Thompson-Whiteside Sarah Turnbull Peter Dickenson Ekaterina Nemkova J Consum Market Sarah Harper Electron Commerce Res Ramadhan Kusuma Yuda Int J Consum Stud Sanjeev Varshney Aidan J. Kelly Ariana Rocha-Villanueva INFORM SYST FRONT Maria Ryzhikh Dr. Sören Sundermann Murtala Garba Shikha Singh Sanjusha Mallareddy Ulpiano J. Vázquez-Martínez Antonio L. 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Keep me logged in Log in or Continue with Google Welcome back! Please log in. Email · Hint Tip: Most researchers use their institutional email address as their ResearchGate login Password Forgot password? Keep me logged in Log in or Continue with Google No account? Sign up 7 focus group examples for your next qualitative research project Last updated 9 March 2023 Reviewed by Jean Kaluza Short on time? Get an AI generated summary of this article instead Qualitative research is a fact-finding method for exploring and understanding people's beliefs, attitudes, experiences, and behaviors. It involves collecting and analyzing data for insights into complex phenomena and social issues. Researchers take this detailed data and analyze it using techniques such as content analysis, thematic analysis, or grounded theory to identify patterns and themes in the data. Qualitative research can inform policies, design interventions, or improve services.  Analyze focus group sessions Dovetail streamlines focus group research to help you understand the responses and find patterns faster What is a focus group? A focus group is a qualitative fact-finding method involving a small group of five to 10 people discussing a specific topic or issue. A moderator leads the group, poses open-ended questions, and encourages participant discussion and interaction. A focus group aims to gain insights into participants' opinions, attitudes, beliefs, and behaviors about the discussed topic.  Marketing research, product development, and social sciences use focus groups to understand consumer behavior, attitudes, and preferences. They can also explore social issues, gather feedback on new ideas, or evaluate the effectiveness of a program or intervention. You can conduct in-person or online focus groups and record and transcribe the sessions for analysis. You use thematic or content analysis to analyze the data and identify patterns in the participants' responses. Why do researchers use focus groups? Researchers use focus groups for various reasons, primarily to gain qualitative insights and opinions from people with similar characteristics.  Here are other reasons for focus groups: Understand consumer behavior Focus groups are ideal in marketing research for gathering insights into consumer preferences and behavior. Researchers can better understand what motivates their target audience, needs, wants, and what drives their purchasing decisions. Gather feedback on new ideas Focus groups can gather feedback on new products, services, or ideas. Researchers can present a new concept to a focus group and ask for their opinions to see how well they receive the idea. They can also learn what changes might be necessary and the potential market. Evaluate the effectiveness of programs or interventions Focus groups can help evaluate the effectiveness of a program or intervention. Researchers can ask participants to share their experiences and opinions to gain insights into their experience with the program. They can determine what aspects of the program work well, what could be improved, and its impact on participants. Explore social issues Focus groups can help explore social issues, such as attitudes toward a particular topic or the impact of a social program. Bringing together a diverse group of people can help researchers gain a more nuanced understanding of the issue and identify potential solutions or interventions. Focus groups are a helpful tool for gaining qualitative insights and opinions from people with shared attributes. You can use these groups in different settings, and they’re handy for exploring complex issues that require in-depth understanding. When should you use a focus group? Here are some situations where a focus group might be appropriate: If you’re launching a new product or service and want to gather feedback on your concept, features, and branding To better understand your target audience's behavior, attitudes, and partiality by helping you identify patterns and trends in their decision-making When you want to evaluate the effectiveness of a program or intervention by understanding the participant's experiences and opinions If you want to develop effective marketing strategies with insights into what resonates with your target audience When you want to explore social issues, such as the impact of a social program, and gain a deeper understanding of the issue at hand Focus groups are less useful for situations where you need quantitative data or a representative sample of the broader population. It's essential to carefully plan your focus group, including selecting willing participants, choosing a moderator, and developing a discussion guide to achieve your research goals. 7 examples of focus groups Researchers can use focus groups in different settings to gather feedback and opinions on products, services, or topics. Here are some examples of focus groups: 1. Product testing Marketers can use a focus group to test a new product. For example, a company plans to launch a new line of skincare products and wants to get feedback from potential customers before the launch. The company organizes focus groups with participants who match their target market demographic and supplies a moderator with a discussion guide. The moderator asks the focus group participants to try the products and provide feedback on the product's packaging, scent, texture, effectiveness, and overall appeal.  They question participants about their current skincare routine, what products they use, and what they look for in skincare products. The company changes the product packaging, ingredients, and pricing based on feedback. This ensures the product meets the needs and preferences of the target market.  Now, the company can launch the new skincare line with confidence that its target market will love the product. 2. Advertising campaigns Focus groups can test the success of advertising campaigns. Participants provide feedback on the ad's messaging, visuals, and tone, helping a company refine the campaign before launch. For example, a brand organizes a focus group with participants who match their target demographic before launching their new advertising campaign. If the focus group participants find the ad's message too complicated or unclear, the company can simplify the message based on feedback. This makes the ad more attractive and digestible for its target audience. 3. Political campaigns Political participants can use focus groups to gather information about:  What issues are most important to voters How voters feel about the candidate and their message How the candidate can improve their message and campaign strategy For example, a political campaign might convene a focus group of voters from a particular demographic, such as suburban women or young adults.  The leader might ask the focus group questions about their feelings and attitudes towards the candidate, the issues they care about most, and how they perceive the candidate's stance. 4. Market research Marketers can use focus groups to gather information about consumers' likes and dislikes about a particular product or service. They can use this information to guide product development, marketing, and advertising strategies. For example, a company forms a focus group to gather feedback on a new product concept, such as a new type of food packaging.  The moderator asks the focus group questions about their perceptions of the product, the likelihood of purchasing it, and any suggestions they have for improving it.  5. Product development Focus groups can gather qualitative data from potential users or customers to understand their needs, preferences, and experiences with the product. Companies can use focus groups at different stages, from the initial concept development to the testing and refinement of prototypes.  For example, a business gathers a focus group to provide feedback on a new music streaming service app, and participants answer questions about:  Their experiences with their current music streaming experiences Preferences for layout Impressions of the new streaming service Product development teams can use this feedback to ensure the product meets the needs and expectations of the target market. 6. Healthcare Healthcare focus groups can gather feedback and insights from patients, healthcare providers, and other stakeholders.  Healthcare providers can use focus groups to gather qualitative data on various topics, including patient experiences, healthcare delivery, policies, and products. For example, a provider uses a focus group to gather feedback on a new healthcare policy related to access to care. Participants answer questions about their experiences accessing healthcare, opinions on the policy, and any suggestions for improvements. 7. Education Educators can use focus groups to get insights into student experiences and preferences to improve the quality of education and student engagement.  Focus groups can also collect feedback from teachers and parents on issues such as teaching methods, parental involvement, and student performance. Decision-makers can use this feedback to improve curriculum development, teaching methods, school policies, and educational products to meet the needs of students and educators. The pros and cons of focus groups Focus groups are a popular research method to gather feedback and opinions from small, diverse groups. While focus groups can provide valuable insights, they also have drawbacks. Provides in-depth insights Focus groups allow in-depth discussions and more comprehensive insights into a topic. Participants can provide detailed feedback and share their opinions, attitudes, and experiences. Encourages group dynamics Focus groups encourage participants to interact and discuss the topic with each other, generating new ideas and insights. Participants can build on each other's thoughts and ideas, leading to a more extensive and nuanced discussion. Cost-effective Conducting a focus group can be less expensive than other research methods, such as one-on-one interviews or surveys . It can be more cost-effective to gather a group in one location rather than travel to different locations to conduct individual interviews. Can be used to test ideas Focus groups can test new ideas, products, or services before they launch. It allows companies to gather feedback from potential customers, enabling more informed decisions. Flexibility Researchers can adapt focus groups to various topics and settings, from academic research to market research. The moderator can conduct focus groups quickly, making them a valuable tool for gathering data in a short amount of time. Small sample size Focus groups usually involve a small number of participants. The opinions of a focus group may not represent the broader population. Potential bias Group dynamics can influence the opinions and attitudes of a focus group, so they may not reflect the opinions of individual participants.  Limited scope Focus groups may only provide insights into a specific topic or product instead of broader insights into consumer behavior or attitudes. Time-consuming Conducting a focus group can be time-consuming, as it requires organizing and scheduling participants, setting up a location, and analyzing the data. Interpretation The interpretation of focus group data can be subjective and dependent on the researcher's perspective and biases. Researchers should use focus groups and other research methods to ensure comprehensive and accurate findings. How do you run a focus group? Here are some steps to follow when running a focus group: Before planning your focus group, define your research objectives and determine what you hope to achieve through the focus group. Determine your target audience by categorizing them with common characteristics to provide the necessary insights. Identify potential participants that fit your target audience, offer an incentive to encourage participation, and recruit them for the focus group.  Select a skilled moderator to facilitate the discussion and keep it focused. The moderator should understand qualitative research techniques and have good interpersonal skills. Develop a discussion guide outlining the questions for the focus group. The questions should elicit insights and opinions from participants on the research objectives. Hold the focus group in a comfortable, quiet location. Introduce the moderator and explain the purpose of the focus group. The moderator should guide the discussion, asking questions from the discussion guide and encouraging participation from everyone. Record the discussion using audio or video recording equipment. Consider taking notes during the discussion to capture critical points. Transcribe the audio or video recording and analyze the data to identify patterns and themes.  Use the data to draw conclusions and make recommendations based on the research objectives. Use techniques such as content analysis , thematic analysis , or grounded theory to identify patterns and themes in the data. Prepare a report summarizing the findings of the focus group and provide recommendations based on the research objectives. Follow these steps to conduct a successful focus group, uncover valuable insights, and achieve your research objectives. Five sample focus group questions Here are some sample focus group questions that you could use in different research contexts avoiding leading questions and emphasizing open-ended questions: 1. Exploring a new product or service: What are your first impressions of this product/service? What do you like/dislike about the product/service? How does this product/service compare to similar products/services? What improvements could we make to the product/service? 2. Understanding consumer behavior: What factors influence your decision to purchase a product/service? How do you typically research products/services before making a purchase? How do you feel about the pricing of products/services? How do you use technology when shopping for products/services? 3. Evaluating the effectiveness of a program or intervention: What do you think are the strengths of the program/intervention? What challenges have you faced in participating in the program/intervention? How has the program/intervention impacted your life? What changes would you recommend to improve the program/intervention? 4. Developing marketing strategies: What messages do you think would resonate with your target audience? What channels do you think are most effective for reaching your target audience? What motivates your target audience to make a purchase? How do you think your target audience perceives your brand? 5. Exploring social issues: What are your attitudes toward [topic]? How has [topic] impacted your life or those you know? What are some potential solutions to address [topic]? What are some barriers to addressing [topic]? These are just a few examples of questions that you could use in focus groups. Carefully design questions relevant to the research objectives that elicit meaningful participant insights. Should you be using a customer insights hub? Do you want to discover previous research faster? Do you share your research findings with others? 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Get started for free Uses of Quantitative & Qualitative Advertising in the Creative Process Small Business Advertising & Marketing Advertising ')" data-event="social share" data-info="Pinterest" aria-label="Share on Pinterest"> ')" data-event="social share" data-info="Reddit" aria-label="Share on Reddit"> ')" data-event="social share" data-info="Flipboard" aria-label="Share on Flipboard"> What Is MRI in Advertising? Does advertising affect brand management, what is a teaser release. Qualitative & Quantitative Research Similarities Factors Influencing the Liking of an Advertisement Discussion of quantitative or quality advertising in the creative process relates to two general research types that companies use to better understand market segments. Effective research provides a foundation to develop effective and creative advertising messages that will motivate the desired behavior within your market audience. Research Basics Marketing research is an important element of a well-planned advertising process. Without research to analyze, companies are essentially speculating, assuming or guessing as to what types of messages will carry strong weight with their audiences. Advertising is intended to persuade, but before you can convince someone to like you brand, form an intent to buy, or become fiercely loyal, you have to understand his needs, motives and likely actions. Quantitative and qualitative research help provide useful data for marketers to interpret. Quantitative Data Quantitative data is a result of research methods that product measure and quantified data. This data is often expressed in raw numbers or percentages. For instance, a development research study assessing a company's level of brand awareness may discover only 20 percent of the target market respondents are familiar with the brand. This makes the development of creative ads that promote brand recognition and recall an important strategy for a company that wants to grow awareness. Qualitative Data Qualitative data is typically as useful as quantitative data, but it requires more deliberate extraction of useful information since the research is more thought, opinion, or behavior-based. Unlike quantitative data, qualitative data is not collected in a quantified, measured data format. A focus group or survey, for instance, may ask participants to describe thoughts or feelings about the brand, a product, an image or an idea. The results are often open-ended statements, not numbers. To make use of qualitative data for creative development, researchers have to extract and categorize similar statements to discuss what responses are stronger and more pervasive than others. Creative Tension Creative tension often exists between analytical and structured marketing research and the more expressive and creative steps in the creative development process. Research is necessary from a business standpoint to provide insight and direction on what messages will resonate with an audience. Creative teams need to understand the research to produce impactful ads. However, too much focus on research and data can bog down creatives and restrict their ability to freely create unique and effective stories within ads. LearningPlaceOnline.com; Creative Tension; Lea Brandenburg; 2002 Neil Kokemuller has been an active business, finance and education writer and content media website developer since 2007. He has been a college marketing professor since 2004. Kokemuller has additional professional experience in marketing, retail and small business. He holds a Master of Business Administration from Iowa State University. Related Articles How to copyright data, what is inductive content analysis, benefits vs. disadvantages of marketing, principles of marketing engineering, the advantages of a focus group as a method for gathering data for customers, the focus group research method, types of business research methods, relationship between market research & market segmentation, what is an advertising pact, most popular. 1 How to Copyright Data 2 What Is Inductive Content Analysis? 3 Benefits Vs. Disadvantages of Marketing 4 Principles of Marketing Engineering 18 Qualitative Research Examples Chris Drew (PhD) Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris] Learn about our Editorial Process Qualitative research is an approach to scientific research that involves using observation to gather and analyze non-numerical, in-depth, and well-contextualized datasets. It serves as an integral part of academic, professional, and even daily decision-making processes (Baxter & Jack, 2008). Methods of qualitative research encompass a wide range of techniques, from in-depth personal encounters, like ethnographies (studying cultures in-depth) and autoethnographies (examining one’s own cultural experiences), to collection of diverse perspectives on topics through methods like interviewing focus groups (gatherings of individuals to discuss specific topics). Qualitative Research Examples 1. ethnography. Definition: Ethnography is a qualitative research design aimed at exploring cultural phenomena. Rooted in the discipline of anthropology , this research approach investigates the social interactions, behaviors, and perceptions within groups, communities, or organizations. Ethnographic research is characterized by extended observation of the group, often through direct participation, in the participants’ environment. An ethnographer typically lives with the study group for extended periods, intricately observing their everyday lives (Khan, 2014). It aims to present a complete, detailed and accurate picture of the observed social life, rituals, symbols, and values from the perspective of the study group. The key advantage of ethnography is its depth; it provides an in-depth understanding of the group’s behaviour, lifestyle, culture, and context. It also allows for flexibility, as researchers can adapt their approach based on their observations (Bryman, 2015) There are issues regarding the subjective interpretation of data, and it’s time-consuming. It also requires the researchers to immerse themselves in the study environment, which might not always be feasible. Example of Ethnographic Research Title: “ The Everyday Lives of Men: An Ethnographic Investigation of Young Adult Male Identity “ Citation: Evans, J. (2010). The Everyday Lives of Men: An Ethnographic Investigation of Young Adult Male Identity. Peter Lang. Overview: This study by Evans (2010) provides a rich narrative of young adult male identity as experienced in everyday life. The author immersed himself among a group of young men, participating in their activities and cultivating a deep understanding of their lifestyle, values, and motivations. This research exemplified the ethnographic approach, revealing complexities of the subjects’ identities and societal roles, which could hardly be accessed through other qualitative research designs. Read my Full Guide on Ethnography Here 2. Autoethnography Definition: Autoethnography is an approach to qualitative research where the researcher uses their own personal experiences to extend the understanding of a certain group, culture, or setting. Essentially, it allows for the exploration of self within the context of social phenomena. Unlike traditional ethnography, which focuses on the study of others, autoethnography turns the ethnographic gaze inward, allowing the researcher to use their personal experiences within a culture as rich qualitative data (Durham, 2019). The objective is to critically appraise one’s personal experiences as they navigate and negotiate cultural, political, and social meanings. The researcher becomes both the observer and the participant, intertwining personal and cultural experiences in the research. One of the chief benefits of autoethnography is its ability to bridge the gap between researchers and audiences by using relatable experiences. It can also provide unique and profound insights unaccessible through traditional ethnographic approaches (Heinonen, 2012). The subjective nature of this method can introduce bias. Critics also argue that the singular focus on personal experience may limit the contributions to broader cultural or social understanding. Example of Autoethnographic Research Title: “ A Day In The Life Of An NHS Nurse “ Citation: Osben, J. (2019). A day in the life of a NHS nurse in 21st Century Britain: An auto-ethnography. The Journal of Autoethnography for Health & Social Care. 1(1). Overview: This study presents an autoethnography of a day in the life of an NHS nurse (who, of course, is also the researcher). The author uses the research to achieve reflexivity, with the researcher concluding: “Scrutinising my practice and situating it within a wider contextual backdrop has compelled me to significantly increase my level of scrutiny into the driving forces that influence my practice.” Read my Full Guide on Autoethnography Here 3. Semi-Structured Interviews Definition: Semi-structured interviews stand as one of the most frequently used methods in qualitative research. These interviews are planned and utilize a set of pre-established questions, but also allow for the interviewer to steer the conversation in other directions based on the responses given by the interviewee. In semi-structured interviews, the interviewer prepares a guide that outlines the focal points of the discussion. However, the interview is flexible, allowing for more in-depth probing if the interviewer deems it necessary (Qu, & Dumay, 2011). This style of interviewing strikes a balance between structured ones which might limit the discussion, and unstructured ones, which could lack focus. The main advantage of semi-structured interviews is their flexibility, allowing for exploration of unexpected topics that arise during the interview. It also facilitates the collection of robust, detailed data from participants’ perspectives (Smith, 2015). Potential downsides include the possibility of data overload, periodic difficulties in analysis due to varied responses, and the fact they are time-consuming to conduct and analyze. Example of Semi-Structured Interview Research Title: “ Factors influencing adherence to cancer treatment in older adults with cancer: a systematic review “ Citation: Puts, M., et al. (2014). Factors influencing adherence to cancer treatment in older adults with cancer: a systematic review. Annals of oncology, 25 (3), 564-577. Overview: Puts et al. (2014) executed an extensive systematic review in which they conducted semi-structured interviews with older adults suffering from cancer to examine the factors influencing their adherence to cancer treatment. The findings suggested that various factors, including side effects, faith in healthcare professionals, and social support have substantial impacts on treatment adherence. This research demonstrates how semi-structured interviews can provide rich and profound insights into the subjective experiences of patients. 4. Focus Groups Definition: Focus groups are a qualitative research method that involves organized discussion with a selected group of individuals to gain their perspectives on a specific concept, product, or phenomenon. Typically, these discussions are guided by a moderator. During a focus group session, the moderator has a list of questions or topics to discuss, and participants are encouraged to interact with each other (Morgan, 2010). This interactivity can stimulate more information and provide a broader understanding of the issue under scrutiny. The open format allows participants to ask questions and respond freely, offering invaluable insights into attitudes, experiences, and group norms. One of the key advantages of focus groups is their ability to deliver a rich understanding of participants’ experiences and beliefs. They can be particularly beneficial in providing a diverse range of perspectives and opening up new areas for exploration (Doody, Slevin, & Taggart, 2013). Potential disadvantages include possible domination by a single participant, groupthink, or issues with confidentiality. Additionally, the results are not easily generalizable to a larger population due to the small sample size. Example of Focus Group Research Title: “ Perspectives of Older Adults on Aging Well: A Focus Group Study “ Citation: Halaweh, H., Dahlin-Ivanoff, S., Svantesson, U., & Willén, C. (2018). Perspectives of older adults on aging well: a focus group study. Journal of aging research . Overview: This study aimed to explore what older adults (aged 60 years and older) perceived to be ‘aging well’. The researchers identified three major themes from their focus group interviews: a sense of well-being, having good physical health, and preserving good mental health. The findings highlight the importance of factors such as positive emotions, social engagement, physical activity, healthy eating habits, and maintaining independence in promoting aging well among older adults. 5. Phenomenology Definition: Phenomenology, a qualitative research method, involves the examination of lived experiences to gain an in-depth understanding of the essence or underlying meanings of a phenomenon. The focus of phenomenology lies in meticulously describing participants’ conscious experiences related to the chosen phenomenon (Padilla-Díaz, 2015). In a phenomenological study, the researcher collects detailed, first-hand perspectives of the participants, typically via in-depth interviews, and then uses various strategies to interpret and structure these experiences, ultimately revealing essential themes (Creswell, 2013). This approach focuses on the perspective of individuals experiencing the phenomenon, seeking to explore, clarify, and understand the meanings they attach to those experiences. An advantage of phenomenology is its potential to reveal rich, complex, and detailed understandings of human experiences in a way other research methods cannot. It encourages explorations of deep, often abstract or intangible aspects of human experiences (Bevan, 2014). Phenomenology might be criticized for its subjectivity, the intense effort required during data collection and analysis, and difficulties in replicating the study. Example of Phenomenology Research Title: “ A phenomenological approach to experiences with technology: current state, promise, and future directions for research ” Citation: Cilesiz, S. (2011). A phenomenological approach to experiences with technology: Current state, promise, and future directions for research. Educational Technology Research and Development, 59 , 487-510. Overview: A phenomenological approach to experiences with technology by Sebnem Cilesiz represents a good starting point for formulating a phenomenological study. With its focus on the ‘essence of experience’, this piece presents methodological, reliability, validity, and data analysis techniques that phenomenologists use to explain how people experience technology in their everyday lives. 6. Grounded Theory Definition: Grounded theory is a systematic methodology in qualitative research that typically applies inductive reasoning . The primary aim is to develop a theoretical explanation or framework for a process, action, or interaction grounded in, and arising from, empirical data (Birks & Mills, 2015). In grounded theory, data collection and analysis work together in a recursive process. The researcher collects data, analyses it, and then collects more data based on the evolving understanding of the research context. This ongoing process continues until a comprehensive theory that represents the data and the associated phenomenon emerges – a point known as theoretical saturation (Charmaz, 2014). An advantage of grounded theory is its ability to generate a theory that is closely related to the reality of the persons involved. It permits flexibility and can facilitate a deep understanding of complex processes in their natural contexts (Glaser & Strauss, 1967). Critics note that it can be a lengthy and complicated process; others critique the emphasis on theory development over descriptive detail. Example of Grounded Theory Research Title: “ Student Engagement in High School Classrooms from the Perspective of Flow Theory “ Citation: Shernoff, D. J., Csikszentmihalyi, M., Shneider, B., & Shernoff, E. S. (2003). Student engagement in high school classrooms from the perspective of flow theory. School Psychology Quarterly, 18 (2), 158–176. Overview: Shernoff and colleagues (2003) used grounded theory to explore student engagement in high school classrooms. The researchers collected data through student self-reports, interviews, and observations. Key findings revealed that academic challenge, student autonomy, and teacher support emerged as the most significant factors influencing students’ engagement, demonstrating how grounded theory can illuminate complex dynamics within real-world contexts. 7. Narrative Research Definition: Narrative research is a qualitative research method dedicated to storytelling and understanding how individuals experience the world. It focuses on studying an individual’s life and experiences as narrated by that individual (Polkinghorne, 2013). In narrative research, the researcher collects data through methods such as interviews, observations , and document analysis. The emphasis is on the stories told by participants – narratives that reflect their experiences, thoughts, and feelings. These stories are then interpreted by the researcher, who attempts to understand the meaning the participant attributes to these experiences (Josselson, 2011). The strength of narrative research is its ability to provide a deep, holistic, and rich understanding of an individual’s experiences over time. It is well-suited to capturing the complexities and intricacies of human lives and their contexts (Leiblich, Tuval-Mashiach, & Zilber, 2008). Narrative research may be criticized for its highly interpretive nature, the potential challenges of ensuring reliability and validity, and the complexity of narrative analysis. Example of Narrative Research Title: “Narrative Structures and the Language of the Self” Citation: McAdams, D. P., Josselson, R., & Lieblich, A. (2006). Identity and story: Creating self in narrative . American Psychological Association. Overview: In this innovative study, McAdams et al. (2006) employed narrative research to explore how individuals construct their identities through the stories they tell about themselves. By examining personal narratives, the researchers discerned patterns associated with characters, motivations, conflicts, and resolutions, contributing valuable insights about the relationship between narrative and individual identity. 8. Case Study Research Definition: Case study research is a qualitative research method that involves an in-depth investigation of a single instance or event: a case. These ‘cases’ can range from individuals, groups, or entities to specific projects, programs, or strategies (Creswell, 2013). The case study method typically uses multiple sources of information for comprehensive contextual analysis. It aims to explore and understand the complexity and uniqueness of a particular case in a real-world context (Merriam & Tisdell, 2015). This investigation could result in a detailed description of the case, a process for its development, or an exploration of a related issue or problem. Case study research is ideal for a holistic, in-depth investigation, making complex phenomena understandable and allowing for the exploration of contexts and activities where it is not feasible to use other research methods (Crowe et al., 2011). Critics of case study research often cite concerns about the representativeness of a single case, the limited ability to generalize findings, and potential bias in data collection and interpretation. Example of Case Study Research Title: “ Teacher’s Role in Fostering Preschoolers’ Computational Thinking: An Exploratory Case Study “ Citation: Wang, X. C., Choi, Y., Benson, K., Eggleston, C., & Weber, D. (2021). Teacher’s role in fostering preschoolers’ computational thinking: An exploratory case study. Early Education and Development , 32 (1), 26-48. Overview: This study investigates the role of teachers in promoting computational thinking skills in preschoolers. The study utilized a qualitative case study methodology to examine the computational thinking scaffolding strategies employed by a teacher interacting with three preschoolers in a small group setting. The findings highlight the importance of teachers’ guidance in fostering computational thinking practices such as problem reformulation/decomposition, systematic testing, and debugging. Read about some Famous Case Studies in Psychology Here 9. Participant Observation Definition: Participant observation has the researcher immerse themselves in a group or community setting to observe the behavior of its members. It is similar to ethnography, but generally, the researcher isn’t embedded for a long period of time. The researcher, being a participant, engages in daily activities, interactions, and events as a way of conducting a detailed study of a particular social phenomenon (Kawulich, 2005). The method involves long-term engagement in the field, maintaining detailed records of observed events, informal interviews, direct participation, and reflexivity. This approach allows for a holistic view of the participants’ lived experiences, behaviours, and interactions within their everyday environment (Dewalt, 2011). A key strength of participant observation is its capacity to offer intimate, nuanced insights into social realities and practices directly from the field. It allows for broader context understanding, emotional insights, and a constant iterative process (Mulhall, 2003). The method may present challenges including potential observer bias, the difficulty in ensuring ethical standards, and the risk of ‘going native’, where the boundary between being a participant and researcher blurs. Example of Participant Observation Research Title: Conflict in the boardroom: a participant observation study of supervisory board dynamics Citation: Heemskerk, E. M., Heemskerk, K., & Wats, M. M. (2017). Conflict in the boardroom: a participant observation study of supervisory board dynamics. Journal of Management & Governance , 21 , 233-263. Overview: This study examined how conflicts within corporate boards affect their performance. The researchers used a participant observation method, where they actively engaged with 11 supervisory boards and observed their dynamics. They found that having a shared understanding of the board’s role called a common framework, improved performance by reducing relationship conflicts, encouraging task conflicts, and minimizing conflicts between the board and CEO. 10. Non-Participant Observation Definition: Non-participant observation is a qualitative research method in which the researcher observes the phenomena of interest without actively participating in the situation, setting, or community being studied. This method allows the researcher to maintain a position of distance, as they are solely an observer and not a participant in the activities being observed (Kawulich, 2005). During non-participant observation, the researcher typically records field notes on the actions, interactions, and behaviors observed , focusing on specific aspects of the situation deemed relevant to the research question. This could include verbal and nonverbal communication , activities, interactions, and environmental contexts (Angrosino, 2007). They could also use video or audio recordings or other methods to collect data. Non-participant observation can increase distance from the participants and decrease researcher bias, as the observer does not become involved in the community or situation under study (Jorgensen, 2015). This method allows for a more detached and impartial view of practices, behaviors, and interactions. Criticisms of this method include potential observer effects, where individuals may change their behavior if they know they are being observed, and limited contextual understanding, as observers do not participate in the setting’s activities. Example of Non-Participant Observation Research Title: Mental Health Nurses’ attitudes towards mental illness and recovery-oriented practice in acute inpatient psychiatric units: A non-participant observation study Citation: Sreeram, A., Cross, W. M., & Townsin, L. (2023). Mental Health Nurses’ attitudes towards mental illness and recovery‐oriented practice in acute inpatient psychiatric units: A non‐participant observation study. International Journal of Mental Health Nursing . Overview: This study investigated the attitudes of mental health nurses towards mental illness and recovery-oriented practice in acute inpatient psychiatric units. The researchers used a non-participant observation method, meaning they observed the nurses without directly participating in their activities. The findings shed light on the nurses’ perspectives and behaviors, providing valuable insights into their attitudes toward mental health and recovery-focused care in these settings. 11. Content Analysis Definition: Content Analysis involves scrutinizing textual, visual, or spoken content to categorize and quantify information. The goal is to identify patterns, themes, biases, or other characteristics (Hsieh & Shannon, 2005). Content Analysis is widely used in various disciplines for a multitude of purposes. Researchers typically use this method to distill large amounts of unstructured data, like interview transcripts, newspaper articles, or social media posts, into manageable and meaningful chunks. When wielded appropriately, Content Analysis can illuminate the density and frequency of certain themes within a dataset, provide insights into how specific terms or concepts are applied contextually, and offer inferences about the meanings of their content and use (Duriau, Reger, & Pfarrer, 2007). The application of Content Analysis offers several strengths, chief among them being the ability to gain an in-depth, contextualized, understanding of a range of texts – both written and multimodal (Gray, Grove, & Sutherland, 2017) – see also: . Content analysis is dependent on the descriptors that the researcher selects to examine the data, potentially leading to bias. Moreover, this method may also lose sight of the wider social context, which can limit the depth of the analysis (Krippendorff, 2013). Example of Content Analysis Title: Framing European politics: A content analysis of press and television news . Citation: Semetko, H. A., & Valkenburg, P. M. (2000). Framing European politics: A content analysis of press and television news. Journal of Communication, 50 (2), 93-109. Overview: This study analyzed press and television news articles about European politics using a method called content analysis. The researchers examined the prevalence of different “frames” in the news, which are ways of presenting information to shape audience perceptions. They found that the most common frames were attribution of responsibility, conflict, economic consequences, human interest, and morality. Read my Full Guide on Content Analysis Here 12. Discourse Analysis Definition: Discourse Analysis, a qualitative research method, interprets the meanings, functions, and coherence of certain languages in context. Discourse analysis is typically understood through social constructionism, critical theory , and poststructuralism and used for understanding how language constructs social concepts (Cheek, 2004). Discourse Analysis offers great breadth, providing tools to examine spoken or written language, often beyond the level of the sentence. It enables researchers to scrutinize how text and talk articulate social and political interactions and hierarchies. Insight can be garnered from different conversations, institutional text, and media coverage to understand how topics are addressed or framed within a specific social context (Jorgensen & Phillips, 2002). Discourse Analysis presents as its strength the ability to explore the intricate relationship between language and society. It goes beyond mere interpretation of content and scrutinizes the power dynamics underlying discourse. Furthermore, it can also be beneficial in discovering hidden meanings and uncovering marginalized voices (Wodak & Meyer, 2015). Despite its strengths, Discourse Analysis possesses specific weaknesses. This approach may be open to allegations of subjectivity due to its interpretive nature. Furthermore, it can be quite time-consuming and requires the researcher to be familiar with a wide variety of theoretical and analytical frameworks (Parker, 2014). Example of Discourse Analysis Title: The construction of teacher identities in educational policy documents: A critical discourse analysis Citation: Thomas, S. (2005). The construction of teacher identities in educational policy documents: A critical discourse analysis. Critical Studies in Education, 46 (2), 25-44. Overview: The author examines how an education policy in one state of Australia positions teacher professionalism and teacher identities. While there are competing discourses about professional identity, the policy framework privileges a  narrative that frames the ‘good’ teacher as one that accepts ever-tightening control and regulation over their professional practice. Read my Full Guide on Discourse Analysis Here 13. Action Research Definition: Action Research is a qualitative research technique that is employed to bring about change while simultaneously studying the process and results of that change. This method involves a cyclical process of fact-finding, action, evaluation, and reflection (Greenwood & Levin, 2016). Typically, Action Research is used in the fields of education, social sciences , and community development. The process isn’t just about resolving an issue but also developing knowledge that can be used in the future to address similar or related problems. The researcher plays an active role in the research process, which is normally broken down into four steps:  developing a plan to improve what is currently being done implementing the plan observing the effects of the plan, and reflecting upon these effects (Smith, 2010). Action Research has the immense strength of enabling practitioners to address complex situations in their professional context. By fostering reflective practice, it ignites individual and organizational learning. Furthermore, it provides a robust way to bridge the theory-practice divide and can lead to the development of best practices (Zuber-Skerritt, 2019). Action Research requires a substantial commitment of time and effort. Also, the participatory nature of this research can potentially introduce bias, and its iterative nature can blur the line between where the research process ends and where the implementation begins (Koshy, Koshy, & Waterman, 2010). Example of Action Research Title: Using Digital Sandbox Gaming to Improve Creativity Within Boys’ Writing Citation: Ellison, M., & Drew, C. (2020). Using digital sandbox gaming to improve creativity within boys’ writing. Journal of Research in Childhood Education , 34 (2), 277-287. Overview: This was a research study one of my research students completed in his own classroom under my supervision. He implemented a digital game-based approach to literacy teaching with boys and interviewed his students to see if the use of games as stimuli for storytelling helped draw them into the learning experience. Read my Full Guide on Action Research Here 14. Semiotic Analysis Definition: Semiotic Analysis is a qualitative method of research that interprets signs and symbols in communication to understand sociocultural phenomena. It stems from semiotics, the study of signs and symbols and their use or interpretation (Chandler, 2017). In a Semiotic Analysis, signs (anything that represents something else) are interpreted based on their significance and the role they play in representing ideas. This type of research often involves the examination of images, sounds, and word choice to uncover the embedded sociocultural meanings. For example, an advertisement for a car might be studied to learn more about societal views on masculinity or success (Berger, 2010). The prime strength of the Semiotic Analysis lies in its ability to reveal the underlying ideologies within cultural symbols and messages. It helps to break down complex phenomena into manageable signs, yielding powerful insights about societal values, identities, and structures (Mick, 1986). On the downside, because Semiotic Analysis is primarily interpretive, its findings may heavily rely on the particular theoretical lens and personal bias of the researcher. The ontology of signs and meanings can also be inherently subject to change, in the analysis (Lannon & Cooper, 2012). Example of Semiotic Research Title: Shielding the learned body: a semiotic analysis of school badges in New South Wales, Australia Citation: Symes, C. (2023). Shielding the learned body: a semiotic analysis of school badges in New South Wales, Australia. Semiotica , 2023 (250), 167-190. Overview: This study examines school badges in New South Wales, Australia, and explores their significance through a semiotic analysis. The badges, which are part of the school’s visual identity, are seen as symbolic representations that convey meanings. The analysis reveals that these badges often draw on heraldic models, incorporating elements like colors, names, motifs, and mottoes that reflect local culture and history, thus connecting students to their national identity. Additionally, the study highlights how some schools have shifted from traditional badges to modern logos and slogans, reflecting a more business-oriented approach. 15. Qualitative Longitudinal Studies Definition: Qualitative Longitudinal Studies are a research method that involves repeated observation of the same items over an extended period of time. Unlike a snapshot perspective, this method aims to piece together individual histories and examine the influences and impacts of change (Neale, 2019). Qualitative Longitudinal Studies provide an in-depth understanding of change as it happens, including changes in people’s lives, their perceptions, and their behaviors. For instance, this method could be used to follow a group of students through their schooling years to understand the evolution of their learning behaviors and attitudes towards education (Saldaña, 2003). One key strength of Qualitative Longitudinal Studies is its ability to capture change and continuity over time. It allows for an in-depth understanding of individuals or context evolution. Moreover, it provides unique insights into the temporal ordering of events and experiences (Farrall, 2006). Qualitative Longitudinal Studies come with their own share of weaknesses. Mainly, they require a considerable investment of time and resources. Moreover, they face the challenges of attrition (participants dropping out of the study) and repeated measures that may influence participants’ behaviors (Saldaña, 2014). Example of Qualitative Longitudinal Research Title: Patient and caregiver perspectives on managing pain in advanced cancer: a qualitative longitudinal study Citation: Hackett, J., Godfrey, M., & Bennett, M. I. (2016). Patient and caregiver perspectives on managing pain in advanced cancer: a qualitative longitudinal study.  Palliative medicine ,  30 (8), 711-719. Overview: This article examines how patients and their caregivers manage pain in advanced cancer through a qualitative longitudinal study. The researchers interviewed patients and caregivers at two different time points and collected audio diaries to gain insights into their experiences, making this study longitudinal. Read my Full Guide on Longitudinal Research Here 16. Open-Ended Surveys Definition: Open-Ended Surveys are a type of qualitative research method where respondents provide answers in their own words. Unlike closed-ended surveys, which limit responses to predefined options, open-ended surveys allow for expansive and unsolicited explanations (Fink, 2013). Open-ended surveys are commonly used in a range of fields, from market research to social studies. As they don’t force respondents into predefined response categories, these surveys help to draw out rich, detailed data that might uncover new variables or ideas. For example, an open-ended survey might be used to understand customer opinions about a new product or service (Lavrakas, 2008). Contrast this to a quantitative closed-ended survey, like a Likert scale, which could theoretically help us to come up with generalizable data but is restricted by the questions on the questionnaire, meaning new and surprising data and insights can’t emerge from the survey results in the same way. The key advantage of Open-Ended Surveys is their ability to generate in-depth, nuanced data that allow for a rich, . They provide a more personalized response from participants, and they may uncover areas of investigation that the researchers did not previously consider (Sue & Ritter, 2012). Open-Ended Surveys require significant time and effort to analyze due to the variability of responses. Furthermore, the results obtained from Open-Ended Surveys can be more susceptible to subjective interpretation and may lack statistical generalizability (Fielding & Fielding, 2008). Example of Open-Ended Survey Research Title: Advantages and disadvantages of technology in relationships: Findings from an open-ended survey Citation: Hertlein, K. M., & Ancheta, K. (2014). Advantages and disadvantages of technology in relationships: Findings from an open-ended survey.  The Qualitative Report ,  19 (11), 1-11. Overview: This article examines the advantages and disadvantages of technology in couple relationships through an open-ended survey method. Researchers analyzed responses from 410 undergraduate students to understand how technology affects relationships. They found that technology can contribute to relationship development, management, and enhancement, but it can also create challenges such as distancing, lack of clarity, and impaired trust. 17. Naturalistic Observation Definition: Naturalistic Observation is a type of qualitative research method that involves observing individuals in their natural environments without interference or manipulation by the researcher. Naturalistic observation is often used when conducting research on behaviors that cannot be controlled or manipulated in a laboratory setting (Kawulich, 2005). It is frequently used in the fields of psychology, sociology, and anthropology. For instance, to understand the social dynamics in a schoolyard, a researcher could spend time observing the children interact during their recess, noting their behaviors, interactions, and conflicts without imposing their presence on the children’s activities (Forsyth, 2010). The predominant strength of Naturalistic Observation lies in : it allows the behavior of interest to be studied in the conditions under which it normally occurs. This method can also lead to the discovery of new behavioral patterns or phenomena not previously revealed in experimental research (Barker, Pistrang, & Elliott, 2016). The observer may have difficulty avoiding subjective interpretations and biases of observed behaviors. Additionally, it may be very time-consuming, and the presence of the observer, even if unobtrusive, may influence the behavior of those being observed (Rosenbaum, 2017). Example of Naturalistic Observation Research Title: Dispositional mindfulness in daily life: A naturalistic observation study Citation: Kaplan, D. M., Raison, C. L., Milek, A., Tackman, A. M., Pace, T. W., & Mehl, M. R. (2018). Dispositional mindfulness in daily life: A naturalistic observation study. PloS one , 13 (11), e0206029. Overview: In this study, researchers conducted two studies: one exploring assumptions about mindfulness and behavior, and the other using naturalistic observation to examine actual behavioral manifestations of mindfulness. They found that trait mindfulness is associated with a heightened perceptual focus in conversations, suggesting that being mindful is expressed primarily through sharpened attention rather than observable behavioral or social differences. Read my Full Guide on Naturalistic Observation Here 18. Photo-Elicitation Definition: Photo-elicitation utilizes photographs as a means to trigger discussions and evoke responses during interviews. This strategy aids in bringing out topics of discussion that may not emerge through verbal prompting alone (Harper, 2002). Traditionally, Photo-Elicitation has been useful in various fields such as education, psychology, and sociology. The method involves the researcher or participants taking photographs, which are then used as prompts for discussion. For instance, a researcher studying urban environmental issues might invite participants to photograph areas in their neighborhood that they perceive as environmentally detrimental, and then discuss each photo in depth (Clark-Ibáñez, 2004). Photo-Elicitation boasts of its ability to facilitate dialogue that may not arise through conventional interview methods. As a visual catalyst, it can support interviewees in articulating their experiences and emotions, potentially resulting in the generation of rich and insightful data (Heisley & Levy, 1991). There are some limitations with Photo-Elicitation. Interpretation of the images can be highly subjective and might be influenced by cultural and personal variables. Additionally, ethical concerns may arise around privacy and consent, particularly when photographing individuals (Van Auken, Frisvoll, & Stewart, 2010). Example of Photo-Elicitation Research Title: Early adolescent food routines: A photo-elicitation study Citation: Green, E. M., Spivak, C., & Dollahite, J. S. (2021). Early adolescent food routines: A photo-elicitation study. Appetite, 158 . Overview: This study focused on early adolescents (ages 10-14) and their food routines. Researchers conducted in-depth interviews using a photo-elicitation approach, where participants took photos related to their food choices and experiences. Through analysis, the study identified various routines and three main themes: family, settings, and meals/foods consumed, revealing how early adolescents view and are influenced by their eating routines. Features of Qualitative Research Qualitative research is a research method focused on understanding the meaning individuals or groups attribute to a social or human problem (Creswell, 2013). Some key features of this method include: Naturalistic Inquiry: Qualitative research happens in the natural setting of the phenomena, aiming to understand “real world” situations (Patton, 2015). This immersion in the field or subject allows the researcher to gather a deep understanding of the subject matter. Emphasis on Process: It aims to understand how events unfold over time rather than focusing solely on outcomes (Merriam & Tisdell, 2015). The process-oriented nature of qualitative research allows researchers to investigate sequences, timing, and changes. Interpretive: It involves interpreting and making sense of phenomena in terms of the meanings people assign to them (Denzin & Lincoln, 2011). This interpretive element allows for rich, nuanced insights into human behavior and experiences. Holistic Perspective: Qualitative research seeks to understand the whole phenomenon rather than focusing on individual components (Creswell, 2013). It emphasizes the complex interplay of factors, providing a richer, more nuanced view of the research subject. Prioritizes Depth over Breadth: Qualitative research favors depth of understanding over breadth, typically involving a smaller but more focused sample size (Hennink, Hutter, & Bailey, 2020). This enables detailed exploration of the phenomena of interest, often leading to rich and complex data. Qualitative vs Quantitative Research Qualitative research centers on exploring and understanding the meaning individuals or groups attribute to a social or human problem (Creswell, 2013). It involves an in-depth approach to the subject matter, aiming to capture the richness and complexity of human experience. Examples include conducting interviews, observing behaviors, or analyzing text and images. There are strengths inherent in this approach. In its focus on understanding subjective experiences and interpretations, qualitative research can yield rich and detailed data that quantitative research may overlook (Denzin & Lincoln, 2011). Additionally, qualitative research is adaptive, allowing the researcher to respond to new directions and insights as they emerge during the research process. However, there are also limitations. Because of the interpretive nature of this research, findings may not be generalizable to a broader population (Marshall & Rossman, 2014). Well-designed quantitative research, on the other hand, can be generalizable. Moreover, the reliability and validity of qualitative data can be challenging to establish due to its subjective nature, unlike quantitative research, which is ideally more objective. Research method focused on understanding the meaning individuals or groups attribute to a social or human problem (Creswell, 2013) Research method dealing with numbers and statistical analysis (Creswell & Creswell, 2017) Interviews, text/image analysis (Fugard & Potts, 2015) Surveys, lab experiments (Van Voorhis & Morgan, 2007) Yields rich and detailed data; adaptive to new directions and insights (Denzin & Lincoln, 2011) Enables precise measurement and analysis; findings can be generalizable; allows for replication (Ali & Bhaskar, 2016) Findings may not be generalizable; labor-intensive and time-consuming; reliability and validity can be challenging to establish (Marshall & Rossman, 2014) May miss contextual detail; depends heavily on design and instrumentation; does not provide detailed description of behaviors, attitudes, and experiences (Mackey & Gass, 2015) Compare Qualitative and Quantitative Research Methodologies in This Guide Here In conclusion, qualitative research methods provide distinctive ways to explore social phenomena and understand nuances that quantitative approaches might overlook. 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Qualitative Psychology: A Practical Guide to Research Methods . Sage Publications. Smith, M. K. (2010). Action Research. The encyclopedia of informal education. Sue, V. M., & Ritter, L. A. (2012). Conducting online surveys . SAGE Publications. Van Auken, P. M., Frisvoll, S. J., & Stewart, S. I. (2010). Visualising community: using participant-driven photo-elicitation for research and application. Local Environment, 15 (4), 373-388. Van Voorhis, F. L., & Morgan, B. L. (2007). Understanding Power and Rules of Thumb for Determining Sample Sizes. Tutorials in Quantitative Methods for Psychology, 3 (2), 43–50. Wodak, R., & Meyer, M. (2015). Methods of Critical Discourse Analysis . SAGE. Zuber-Skerritt, O. (2018). Action research for developing educational theories and practices . Routledge. Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 101 Hidden Talents Examples Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 15 Green Flags in a Relationship Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 15 Signs you're Burnt Out, Not Lazy Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 15 Toxic Things Parents Say to their Children Leave a Comment Cancel Reply Your email address will not be published. Required fields are marked * Qualitative Research Quantitative Research IIM Branded Solutions Get A Free Consultation Ethnographies: The Pros, Cons and Modern Solutions With Insights in Marketing, delve into what ethnographic research is, & understand the strengths & limitations of ethnography for your market research. Ethnography is “the study and systematic recording of human cultures,” according to Merriam-Webster dictionary. One of the best ways to gain deeper consumer insights and understand what ethnographic research is would be to spend time sitting in someone’s home observing when, why, and how much time they spend doing things like watching TV, cooking, eating, drinking, brushing their teeth, or cleaning. The most interesting insights will come from just watching, which is the basis of ethnographic research. What is Ethnographic Research in Marketing? Ethnographic research for marketers is observing consumers in their natural habitat – usually their home. This is where they tend to be more open and honest and where brand marketers, product developers, engineers, and designers can directly observe people using products.  Analysts performing ethnographic research in marketing can see firsthand how participants use products, and create their own work-arounds — rather than relying on people to explain how they get a task done. What Are the Advantages and Limitations of Ethnographic Research for Product Development? Ethnography is more than just an in-depth interview. It is a methodology that gets to the root of why people do what they do versus what they say they do. Ethnographies are well suited to study unpredictable situations and relationships that are too complex or difficult for quantitative methods, such as surveys and statistical analysis of numerical data.  Though there are strengths and limitations of ethnography and ethnographic research in marketing, the main idea is to simply observe consumer behavior, rather than interact with people. It involves qualitative research and analysis of consumers’ pain points and behavior. Ethnography identifies unmet needs – and this is where the real breakthroughs in product development can occur. Learn more about the importance of intuition and curiosity in market research. Advantages of Ethnographic Research: The more brand marketers, product developers, engineers, and designers know about their target consumers and how the world around them shapes their behavior, the more they can empathize with them and develop products that meet their unmet needs. Marketers Get a More Realistic Picture To grasp what ethnographic research in marketing is and how consumers react to brands, researchers can look into your target consumer’s attitudes, behaviors and motivations towards a brand or product. Rather than a survey, you can see actual consumers in real life situations, and in real time. Uncovers Extremely Valuable Insight In ethnography, the data relates to everyday solutions and innovation that customers really need. This in-depth approach can reveal extremely valuable insights you can’t always glean from a survey. Pinpoint Business Needs & Make Accurate Predictions By viewing consumers in their environment, researchers are able to see needs versus wants, which is one of the many advantages of ethnographic research. Understanding a target market’s needs can be invaluable to pinpoint the direction of a business and what a brand should really focus on. Gathering data at this level can help companies predict future products, designs, models of service or even the entire business structure itself. Extended Observations Unlike focus groups, you have a lot more time to spend studying motivations and develop a greater understanding of the consumer. With digital ethnography, you can extend observations even further than in-person methods. However, while extended observations create more in-depth data, you’ll want to keep this in mind for your timeline and budget. Higher Scope of Available Data Both digital and traditional ethnography offer a greater depth of data than other approaches. While a survey may allow you to study and research more people, ethnography gets to the heart of the research. The amount of data collected through ethnographic research gives businesses full transparency from the participants. Online methods can also contain and store more data than previously. Learn more about understanding the voice and mind of the consumer. Limitations of Ethnographic Research: Ethnography isn’t for every research project. Like any type of research, there are strengths and limitations of ethnography. Here are a few aspects to keep in mind when considering ethnographic research: Ethnography Requires Time Whether you choose traditional ethnographic research or an online approach, one of the biggest limitations of ethnographic research is that this method takes time. You are observing for at least three hours and this is only one person, while with a focus group you are talking to 6-8 people over a two-hour time span. If you are on a tight timeframe, you may want to consider another approach or adjust your deadlines. Creating a Normal Environment Isn’t Always Easy Consumers aren’t used to being watched in their own home. That is why it is important to be there a long enough time, so they forget you are there! Even with digital approaches, participants may be mindful of cameras or moderators, which may affect how they behave and skew your results. However, with the right team of researchers and even digital methods, this limitation of ethnographic research is often easy to overcome. It’s More Difficult to Recruit Because you need to find participants that are comfortable having strangers in their home or who are willing to put in the time, finding recruits can take time. However, incentives are helpful to overcome this challenge. Traditional Approaches Have Geography Limitations The more locations the greater the time and expense (unless you are going with a digital approach to ethnography, which we’ll cover in the next section). Overall Expense May Be Higher Recruiting cost and time can be higher and traditional ethnographic research may require travel expenses as well. The Power of Digital Ethnography: Technology can help eliminate some of the possible challenges while still achieving some of the benefits and advantages of ethnographic research. The evolution of video has greatly enhanced digital ethnography. Consumers can wear small cameras or use their smartphones to take videos and provide instant responses and updates to an app. Digital ethnography has transformed what ethnographic research is into the current day. Here are a few common digital ethnography methods and specific benefits: Mobile Ethnography/Lifelogging Thanks to social media consumers are used to reporting what they do, when and why they do it. Mobile ethnography is becoming a popular research tool, sometimes called “Lifelogging,” with participants using their cell phones to record events as they happen. Ethnographic research in person or mobile is not a big investment to make, given that the outcome could be products that meet your target consumers’ unmet needs. Learn more about the necessity of mobile in qualitative research. Online Journals Online diaries give researchers an even deeper understanding into consumers’ routines, habits or attitudes towards a brand’s product or service. These journals can provide context and document the use of a product or service over an extended period of time– even across phases or stages of a project. Online Community Similar to online diaries, respondents answer questions and prompts from a moderator in an online forum or bulletin board. Online communities can be open so that others can see responses, interact or share ideas or closed so that only the facilitator can see conversations. Data Collection In digital, you can store a massive amount of data – from recorded conversations to written journal entries. All of this information is collected and safely stored during the ethnographic research process. Accessing this data digitally allows for large-scale analysis and deeper insights. Want to learn more about what ethnographic research in marketing is, or get more in depth about the advantages and limitations of ethnographic research? Get in touch with our team of researchers and learn more about Insights in Marketing through our case studies , infographics , and blogs ! Share this article: Related resources. 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Unlike quantitative research, which focuses on numerical data , qualitative research allows exploring and interpreting the experiences of the subject. Questionnaires, although mostly associated with quantitative research, can also be a valuable instrument in qualitative studies. Let’s explore what qualitative research questionnaires are and how you can create one. What Is A Qualitative Research Questionnaire Qualitative research questionnaires are a structured or semi-structured set of questions designed to gather detailed, open-ended participant responses. It allows you to uncover underlying reasons and opinions and provides insights into a particular phenomenon. While quantitative questionnaires often have closed-ended questions and numerical responses, a qualitative questionnaire encourages participants to express themselves freely. Before you design your questionnaire, you should know exactly what you need so you can keep your questions specific enough for the participants to understand. For example: Describe your experience using our product. How has technology impacted your work-life balance? Types of Qualitative Research Questions With Examples Now that you are familiar with what qualitative research questions are, let’s look at the different types of questions you can use in your survey . Descriptive Questions These are used to explore and describe a phenomenon in detail. It helps answer the “what” part of the research, and the questions are mostly foundational. Example: How do students experience online learning? Comparative Questions This type allows you to compare and contrast different groups or situations. You can explore the differences and similarities to highlight the impact of specific variables. Example: How do the study habits of first-year and fourth-year university students differ? Interpretive Questions These questions help you understand the meanings people attach to experiences or phenomena by answering the “how” and “why”. Example: What does “success” mean to entrepreneurs? Evaluative Questions You can use these to assess the quality or value of something. These allow you to understand the outcomes of various situations. Example: How effective is the new customer service training program? Process-Oriented Questions To understand how something happens or develops over time, researchers often use process-oriented questions. Example: How do individuals develop their career goals? Exploratory Questions These allow you to discover new perspectives on a topic. However, you have to be careful that there must be no preconceived notions or research biases to it. Example: What are the emerging trends in the mobile gaming industry? How To Write Qualitative Research Questions? For your study to be successful, it is important to consider designing a questionnaire for qualitative research critically, as it will shape your research and data collection. Here is an easy guide to writing your qualitative research questions perfectly. Tip 1: Understand Your Research Goals Many students start their research without clear goals, and they have to make substantial changes to their study in the middle of the research. This wastes time and resources. Before you start crafting your questions, it is important to know your research objectives. You should know what you aim to discover through your research, or what specific knowledge gaps you are going to fill. With the help of a well-defined research focus, you can develop relevant and meaningful information. Tip 2: Choose The Structure For Research Questions There are mostly open-ended questionnaires in qualitative research. They begin with words like “how,” “what,” and “why.” However, the structure of your research questions depends on your research design . You have to consider using broad, overarching questions to explore the main research focus, and then add some specific probes to further research the particular aspects of the topic. Tip 3: Use Clear Language The more clear and concise your research questions are, the more effective and free from ambiguity they will be. Do not use complex terminology that might confuse participants. Try using simple and direct language that accurately conveys your intended meaning. Here is a table to explain the wrong and right ways of writing your qualitative research questions. How would you characterise your attitude towards e-commerce transactions? How do you feel about online shopping? Could you elucidate on the obstacles encountered in your professional role? What challenges do you face in your job? What is your evaluation of the innovative product aesthetic? What do you think about the new product design? Can you elaborate on the influence of social networking platforms on your interpersonal connections? How has social media impacted your relationships? Tip 4: Check Relevance With Research Goals Once you have developed some questions, check if they align with your research objectives. You must ensure that each question contributes to your overall research questions. After this, you can eliminate any questions that do not serve a clear purpose in your study. Tip 5: Concentrate On A Single Theme While it is tempting to cover multiple aspects of a topic in one question, it is best to focus on a single theme per question. This helps to elicit focused responses from participants. Moreover, you have to avoid combining unrelated concepts into a single question. If your main research question is complicated, you can create sub-questions with a “ladder structure”. These allow you to understand the attributes, consequences, and core values of your research. For example, let’s say your main broad research question is: How do you feel about your overall experience with our company? The intermediate questions may be: What aspects of your experience were positive? What aspects of your experience were negative? How likely are you to recommend our company to a friend or colleague? Types Of Survey Questionnaires In Qualitative Research It is important to consider your research objectives, target population, resources and needed depth of research when selecting a survey method. The main types of qualitative surveys are discussed below. Face To Face Surveys Face-to-face surveys involve direct interaction between the researcher and the participant. This method allows observers to capture non-verbal cues, body language, and facial expressions, and helps adapt questions based on participant responses. They also let you clarify any misunderstandings. Moreover, there is a higher response rate because of personal interaction. Example: A researcher conducting a study on consumer experiences with a new product might visit participants’ homes to conduct a detailed interview. Telephone Surveys These type of qualitative research survey questionnaires provide a less intrusive method for collecting qualitative data. The benefits of telephone surveys include, that it allows you to collect data from a wider population. Moreover, it is generally less expensive than face-to-face interviews and interviews can be conducted efficiently. Example: A market research firm might conduct telephone surveys to understand customer satisfaction with a telecommunication service. Online Surveys Online survey questionnaires are a convenient and cost-effective way to gather qualitative data. You can reach a wide audience quickly, and participants may feel more comfortable sharing sensitive information because of anonymity. Additionally, there are no travel or printing expenses. Example: A university might use online surveys to explore students’ perceptions of online learning experiences. Strengths & Limitations Of Questionnaires In Qualitative Research Questionnaires are undoubtedly a great data collection tool. However, it comes with its fair share of advantages and disadvantages. Let’s discuss the benefits of questionnaires in qualitative research and their cons as well. Can be inexpensive to distribute and collect Can suffer from low response rates Allow researchers to reach a wide audience There is a lack of control over the environment Consistent across participants Once the questionnaire is distributed, it cannot be modified Anonymity helps make participants feel more comfortable Participants may not fully understand questions Open-ended questions provide rich, detailed responses Open-ended questions may not capture the right answers Qualitative Research Questionnaire Example Here is a concise qualitative research questionnaire sample for research papers to give you a better idea of its format and how it is presented. Thank you for participating in our survey. We value your feedback on our new mobile app. Your responses will help us improve the applications and better meet your needs. Demographic Information Occupation: How long have you been using smartphones: How would you describe your overall experience with the new mobile app? What do you like most about the app? What do you dislike most about the app? Are there any specific features you find particularly useful or helpful? Please explain. Are there any features you think are missing or could be improved? Please elaborate. How easy is the app to navigate? Please explain any difficulties you encountered. How does this app compare to other similar apps you have used? What are your expectations for future updates or improvements to the app? Is there anything else you would like to share about your experience with the app? Are questionnaires quantitative or qualitative research? A survey research questionnaire can have both qualitative and quantitative questions. The qualitative questions are mostly open-ended, and quantitative questions take the form of yes/no, or Likert scale rating.  Can we use questionnaires in qualitative research? Yes, survey questionnaires can be used in qualitative research for data collection. However, instead of a Likert scale or rating, you can post open-ended questions to your respondents. The participants can provide detailed responses to the questions asked. Why are questionnaires good for qualitative research? In qualitative research, questionnaires allow you to collect qualitative data. The open-ended and unstructured questions help respondents present their ideas freely and provide insights.  You May Also Like Textual analysis is the method of analysing and understanding the text. We need to look carefully at the text to identify the writer’s context and message. The authenticity of dissertation is largely influenced by the research method employed. Here we present the most notable research methods for dissertation. A confounding variable can potentially affect both the suspected cause and the suspected effect. Here is all you need to know about accounting for confounding variables in research. USEFUL LINKS LEARNING RESOURCES COMPANY DETAILS How It Works Privacy Policy Home » Exploratory Research – Types, Methods and Examples Exploratory Research – Types, Methods and Examples Table of Contents Exploratory Research Definition: Exploratory research is a type of research design that is used to investigate a research question when the researcher has limited knowledge or understanding of the topic or phenomenon under study. The primary objective of exploratory research is to gain insights and gather preliminary information that can help the researcher better define the research problem and develop hypotheses or research questions for further investigation. Exploratory Research Methods There are several types of exploratory research, including: Literature Review This involves conducting a comprehensive review of existing published research, scholarly articles, and other relevant literature on the research topic or problem. It helps to identify the gaps in the existing knowledge and to develop new research questions or hypotheses. Pilot Study A pilot study is a small-scale preliminary study that helps the researcher to test research procedures, instruments, and data collection methods. This type of research can be useful in identifying any potential problems or issues with the research design and refining the research procedures for a larger-scale study. This involves an in-depth analysis of a particular case or situation to gain insights into the underlying causes, processes, and dynamics of the issue under investigation. It can be used to develop a more comprehensive understanding of a complex problem, and to identify potential research questions or hypotheses. Focus Groups Focus groups involve a group discussion that is conducted to gather opinions, attitudes, and perceptions from a small group of individuals about a particular topic. This type of research can be useful in exploring the range of opinions and attitudes towards a topic, identifying common themes or patterns, and generating ideas for further research. Expert Opinion This involves consulting with experts or professionals in the field to gain their insights, expertise, and opinions on the research topic. This type of research can be useful in identifying the key issues and concerns related to the topic, and in generating ideas for further research. Observational Research Observational research involves gathering data by observing people, events, or phenomena in their natural settings to gain insights into behavior and interactions. This type of research can be useful in identifying patterns of behavior and interactions, and in generating hypotheses or research questions for further investigation. Open-ended Surveys Open-ended surveys allow respondents to provide detailed and unrestricted responses to questions, providing valuable insights into their attitudes, opinions, and perceptions. This type of research can be useful in identifying common themes or patterns, and in generating ideas for further research. Data Analysis Methods Exploratory Research Data Analysis Methods are as follows: Content Analysis This method involves analyzing text or other forms of data to identify common themes, patterns, and trends. It can be useful in identifying patterns in the data and developing hypotheses or research questions. For example, if the researcher is analyzing social media posts related to a particular topic, content analysis can help identify the most frequently used words, hashtags, and topics. Thematic Analysis This method involves identifying and analyzing patterns or themes in qualitative data such as interviews or focus groups. The researcher identifies recurring themes or patterns in the data and then categorizes them into different themes. This can be helpful in identifying common patterns or themes in the data and developing hypotheses or research questions. For example, a thematic analysis of interviews with healthcare professionals about patient care may identify themes related to communication, patient satisfaction, and quality of care. Cluster Analysis This method involves grouping data points into clusters based on their similarities or differences. It can be useful in identifying patterns in large datasets and grouping similar data points together. For example, if the researcher is analyzing customer data to identify different customer segments, cluster analysis can be used to group similar customers together based on their demographic, purchasing behavior, or preferences. Network Analysis This method involves analyzing the relationships and connections between data points. It can be useful in identifying patterns in complex datasets with many interrelated variables. For example, if the researcher is analyzing social network data, network analysis can help identify the most influential users and their connections to other users. Grounded Theory This method involves developing a theory or explanation based on the data collected during the exploratory research process. The researcher develops a theory or explanation that is grounded in the data, rather than relying on pre-existing theories or assumptions. This can be helpful in developing new theories or explanations that are supported by the data. Applications of Exploratory Research Exploratory research has many practical applications across various fields. Here are a few examples: Marketing Research : In marketing research, exploratory research can be used to identify consumer needs, preferences, and behavior. It can also help businesses understand market trends and identify new market opportunities. Product Development: In product development, exploratory research can be used to identify customer needs and preferences, as well as potential design flaws or issues. This can help companies improve their product offerings and develop new products that better meet customer needs. Social Science Research: In social science research, exploratory research can be used to identify new areas of study, as well as develop new theories and hypotheses. It can also be used to identify potential research methods and approaches. Healthcare Research : In healthcare research, exploratory research can be used to identify new treatments, therapies, and interventions. It can also be used to identify potential risk factors or causes of health problems. Education Research: In education research, exploratory research can be used to identify new teaching methods and approaches, as well as identify potential areas of study for further research. It can also be used to identify potential barriers to learning or achievement. Examples of Exploratory Research Here are some more examples of exploratory research from different fields: Social Science : A researcher wants to study the experience of being a refugee, but there is limited existing research on this topic. The researcher conducts exploratory research by conducting in-depth interviews with refugees to better understand their experiences, challenges, and needs. Healthcare : A medical researcher wants to identify potential risk factors for a rare disease but there is limited information available. The researcher conducts exploratory research by reviewing medical records and interviewing patients and their families to identify potential risk factors. Education : A teacher wants to develop a new teaching method to improve student engagement, but there is limited information on effective teaching methods. The teacher conducts exploratory research by reviewing existing literature and interviewing other teachers to identify potential approaches. Technology : A software developer wants to develop a new app, but is unsure about the features that users would find most useful. The developer conducts exploratory research by conducting surveys and focus groups to identify user preferences and needs. Environmental Science : An environmental scientist wants to study the impact of a new industrial plant on the surrounding environment, but there is limited existing research. The scientist conducts exploratory research by collecting and analyzing soil and water samples, and conducting interviews with residents to better understand the impact of the plant on the environment and the community. How to Conduct Exploratory Research Here are the general steps to conduct exploratory research: Define the research problem: Identify the research problem or question that you want to explore. Be clear about the objective and scope of the research. Review existing literature: Conduct a review of existing literature and research on the topic to identify what is already known and where gaps in knowledge exist. Determine the research design : Decide on the appropriate research design, which will depend on the nature of the research problem and the available resources. Common exploratory research designs include case studies, focus groups, interviews, and surveys. Collect data: Collect data using the chosen research design. This may involve conducting interviews, surveys, or observations, or collecting data from existing sources such as archives or databases. Analyze data: Analyze the data collected using appropriate qualitative or quantitative techniques. This may include coding and categorizing qualitative data, or running descriptive statistics on quantitative data. I nterpret and report findings: Interpret the findings of the analysis and report them in a way that is clear and understandable. The report should summarize the findings, discuss their implications, and make recommendations for further research or action. Iterate : If necessary, refine the research question and repeat the process of data collection and analysis to further explore the topic. When to use Exploratory Research Exploratory research is appropriate in situations where there is limited existing knowledge or understanding of a topic, and where the goal is to generate insights and ideas that can guide further research. Here are some specific situations where exploratory research may be particularly useful: New product development: When developing a new product, exploratory research can be used to identify consumer needs and preferences, as well as potential design flaws or issues. Emerging technologies: When exploring emerging technologies, exploratory research can be used to identify potential uses and applications, as well as potential challenges or limitations. Developing research hypotheses: When developing research hypotheses, exploratory research can be used to identify potential relationships or patterns that can be further explored through more rigorous research methods. Understanding complex phenomena: When trying to understand complex phenomena, such as human behavior or societal trends, exploratory research can be used to identify underlying patterns or factors that may be influencing the phenomenon. Developing research methods : When developing new research methods, exploratory research can be used to identify potential issues or limitations with existing methods, and to develop new methods that better capture the phenomena of interest. Purpose of Exploratory Research The purpose of exploratory research is to gain insights and understanding of a research problem or question where there is limited existing knowledge or understanding. The objective is to explore and generate ideas that can guide further research, rather than to test specific hypotheses or make definitive conclusions. Exploratory research can be used to: Identify new research questions: Exploratory research can help to identify new research questions and areas of inquiry, by providing initial insights and understanding of a topic. Develop hypotheses: Exploratory research can help to develop hypotheses and testable propositions that can be further explored through more rigorous research methods. Identify patterns and trends : Exploratory research can help to identify patterns and trends in data, which can be used to guide further research or decision-making. Understand complex phenomena: Exploratory research can help to provide a deeper understanding of complex phenomena, such as human behavior or societal trends, by identifying underlying patterns or factors that may be influencing the phenomena. Generate ideas: Exploratory research can help to generate new ideas and insights that can be used to guide further research, innovation, or decision-making. Characteristics of Exploratory Research The following are the main characteristics of exploratory research: Flexible and open-ended : Exploratory research is characterized by its flexible and open-ended nature, which allows researchers to explore a wide range of ideas and perspectives without being constrained by specific research questions or hypotheses. Qualitative in nature : Exploratory research typically relies on qualitative methods, such as in-depth interviews, focus groups, or observation, to gather rich and detailed data on the research problem. Limited scope: Exploratory research is generally limited in scope, focusing on a specific research problem or question, rather than attempting to provide a comprehensive analysis of a broader phenomenon. Preliminary in nature : Exploratory research is preliminary in nature, providing initial insights and understanding of a research problem, rather than testing specific hypotheses or making definitive conclusions. I terative process : Exploratory research is often an iterative process, where the research design and methods may be refined and adjusted as new insights and understanding are gained. I nductive approach : Exploratory research typically takes an inductive approach to data analysis, seeking to identify patterns and relationships in the data that can guide further research or hypothesis development. Advantages of Exploratory Research The following are some advantages of exploratory research: Provides initial insights: Exploratory research is useful for providing initial insights and understanding of a research problem or question where there is limited existing knowledge or understanding. It can help to identify patterns, relationships, and potential hypotheses that can guide further research. Flexible and adaptable : Exploratory research is flexible and adaptable, allowing researchers to adjust their methods and approach as they gain new insights and understanding of the research problem. Qualitative methods : Exploratory research typically relies on qualitative methods, such as in-depth interviews, focus groups, and observation, which can provide rich and detailed data that is useful for gaining insights into complex phenomena. Cost-effective : Exploratory research is often less costly than other research methods, such as large-scale surveys or experiments. It is typically conducted on a smaller scale, using fewer resources and participants. Useful for hypothesis generation : Exploratory research can be useful for generating hypotheses and testable propositions that can be further explored through more rigorous research methods. Provides a foundation for further research: Exploratory research can provide a foundation for further research by identifying potential research questions and areas of inquiry, as well as providing initial insights and understanding of the research problem. Limitations of Exploratory Research The following are some limitations of exploratory research: Limited generalizability: Exploratory research is typically conducted on a small scale and uses non-random sampling techniques, which limits the generalizability of the findings to a broader population. Subjective nature: Exploratory research relies on qualitative methods and is therefore subject to researcher bias and interpretation. The findings may be influenced by the researcher’s own perceptions, beliefs, and assumptions. Lack of rigor: Exploratory research is often less rigorous than other research methods, such as experimental research, which can limit the validity and reliability of the findings. Limited ability to test hypotheses: Exploratory research is not designed to test specific hypotheses, but rather to generate initial insights and understanding of a research problem. It may not be suitable for testing well-defined research questions or hypotheses. Time-consuming : Exploratory research can be time-consuming and resource-intensive, particularly if the researcher needs to gather data from multiple sources or conduct multiple rounds of data collection. Difficulty in interpretation: The open-ended nature of exploratory research can make it difficult to interpret the findings, particularly if the researcher is unable to identify clear patterns or relationships in the data. About the author Muhammad Hassan Researcher, Academic Writer, Web developer You may also like One-to-One Interview – Methods and Guide Explanatory Research – Types, Methods, Guide Mixed Methods Research – Types & Analysis Qualitative Research – Methods, Analysis Types... Observational Research – Methods and Guide Research Methods – Types, Examples and Guide 180 IMAGES Qualitative Research Is Best Explained Through Which of the Following Advertising Research Qualitative Research Is Best Explained Through Which of the Following Using Qualitative Research in Advertising 2nd edition Qualitative research in marketing: definition, methods and examples Using Qualitative Research in Advertising: Strategies, Techniques, and COMMENTS Qualitative Market Research: Methods + Examples A guide to qualitative market research methods with examples. Grab a free template, and learn how to choose the right type for your research. What is Qualitative Market Research? Definition, Methods, Examples and Qualitative market research is defined as a systematic and open-ended market research method used to gain understanding of consumer behaviour, perceptions, preferences, and motivations. Learn more about qualitative market research methods, examples, types and best practices. Qualitative research in marketing: definition, methods and examples Qualitative research will help you obtain a clear understanding of your target customers, recognize the emotional connections to your brand, identify potential obstacles to purchase and features that are missing in your offer, and as a result, develop an outstanding product. Qualitative research will be useful for businesses of any size and type. Qualitative Research in Advertising It focuses on the role of qualitative analyses in revealing how ads are "read" by consumers. Methodological approaches considered include observation, depth interviews, projective methods, focus groups, netnography, and videography. Theoretical approaches reviewed include semiotics, reader response, and co-optation theory. 8 Examples of Qualitative Research Qualitative research offers deep insights into human behavior by delving into individual perspectives, societal dynamics, and cultural influences. It emphasizes narratives and subjective interpretations to unveil hidden meanings. Real-world examples in fields like market research and UX design demonstrate how qualitative research uncovers consumer behaviors and user experiences, driving ... 83 Qualitative Research Questions & Examples The most comprehensive list of qualitative research questions and examples online. See how questions are designed and how to use them to succeed and grow. The Ultimate Guide to Qualitative Market Research Qualitative market research is an open-ended research method that looks at the reasons and motivations behind customer behavior, at the micro level. Qualitative market research gives you actionable insights you can use to improve everything from your customer service strategies to your products and services. Qualitative Market Research : The Complete Guide Qualitative market research is an open ended questions (conversational) based research method that heavily relies on the following market research methods: focus groups, in-depth interviews, and other innovative research methods. It is based on a small but highly validated sample size, usually consisting of 6 to 10 respondents. Types of Qualitative Research: 13 Vital Approaches & Methods Use Qualitative Research to Improve Marketing and Sales You can use these qualitative research types, methods, and analysis strategies to understand your users and customers. Using Qualitative Research in Advertising Using Qualitative Research in Advertising. This engaging book uses a step by step approach to describe what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strategy development, creative development, and concurrent and post-campaign evaluation. Using Qualitative Research in Advertising This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach, designed for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do. The ... Qualitative Marketing Research: Understanding Consumer Behaviour Qualitative Marketing Research. This is a perfect guide to understanding the core principles of qualitative marketing research. It. presents qualitative marketing research in the broader context ... Qualitative Research: 7 Methods and Examples Case study research: A qualitative research example Your team has recently launched Pulse , a platform that analyzes social media posts to identify rising digital marketing trends. Pulse has been on the market for a year, and you want to better understand how it helps small businesses create successful campaigns. How to Use Laddering in Qualitative Marketing Research in Qualitative Marketing Research Laddering is a qualitative marketing research technique, which seeks to understand why people buy and use products and services. Research Methods in Advertising and Public Relations Qualitative Research Methods in Public Relations and Marketing Communications will be invaluable for those undertaking research methods courses on public relations and marketing communication degrees, as well as those working on a dissertation. Guide to Qualitative Market Research Learn about the pros and cons of qualitative market research, and discover how it can provide you with actionable insights for improved marketing strategies. Planning Qualitative Research: Design and Decision Making for New Abstract For students and novice researchers, the choice of qualitative approach and subsequent alignment among problems, research questions, data collection, and data analysis can be particularly tricky. Therefore, the purpose of this paper is to provide a concise explanation of four common qualitative approaches, case study, ethnography, narrative, and phenomenology, demonstrating how each ... Qualitative Research in Advertising Despite the call for adding more qualitative explorations in advertising research (Belk 2017), literature on new marketing phenomena, such as livestreaming e-commerce, rarely applied a mixed approach. 7 Focus Group Examples for Qualitative Research Start your next qualitative research project confidently with practical tips and real-world examples to help you gather in-depth data from your target audience. Uses of Quantitative & Qualitative Advertising in the Creative Process Discussion of quantitative or quality advertising in the creative process relates to two general research types that companies use to better understand market segments. Effective research provides ... 18 Qualitative Research Examples (2024) Qualitative Research Examples. 1. Ethnography. Definition: Ethnography is a qualitative research design aimed at exploring cultural phenomena. Rooted in the discipline of anthropology, this research approach investigates the social interactions, behaviors, and perceptions within groups, communities, or organizations. What is Ethnographic Research? It involves qualitative research and analysis of consumers' pain points and behavior. Ethnography identifies unmet needs - and this is where the real breakthroughs in product development can occur. Learn more about the importance of intuition and curiosity in market research. Qualitative Research Questionnaire Qualitative Research Questionnaire Example. Here is a concise qualitative research questionnaire sample for research papers to give you a better idea of its format and how it is presented. Thank you for participating in our survey. We value your feedback on our new mobile app. Your responses will help us improve the applications and better meet ... Exploratory Research Qualitative in nature: Exploratory research typically relies on qualitative methods, such as in-depth interviews, focus groups, or observation, to gather rich and detailed data on the research problem. essay homework paper phd project resume review speech thesis