Qualitative research is a technique to acquire deeper understanding of an event, organization or culture. Depending on what type of phenomenon you are studying, Qualitative research can give you a broad understanding of events, data about human groups, and broad patterns behind events and people. It explores what people think, feel and do.
Qualitative research cuses non-statistical methods to gain insights into people’s attitude, perceptions, behaviors and motivations. In other words, you’re not dealing with the numbers that you find in quantitative research. It is typically based on the opinions and thoughts of a smaller sample and can provide micro view of whatever issues you are examining. It is more open, subjective and responsive to its subject. It often involves the views or internal worlds of respondents, and may include data generated through the use of interviews (Telephonic or Face-To-Face), focus groups, etc.
The focus is on meaning, transmitted through language and action, what people’s experiences are for a particular event and how they interpret their experiences. It attempts to expose problems, evaluate the problems and find their root causes. This type of research usually involves first hand note-taking. It may also include video footage, interviews with experts in the area being studied, conducting surveys etc.
In Qualitative research findings are judged by whether they make sense and are consistent with the collected data. Results are validated externally by how well they might be applicable to other situations. This is tough to do; rich, detailed descriptions can help to bolster external validity. Data is usually collected from small, specific and non-random samples.
Qualitative research is not part of statistical analysis. That’s because the results can’t be tested to see if they are statistically significant.
Qualitative analysis paints a wider, complete picture. In addition, phenomena that’s rare receives the same level of attention as more common phenomena. It’s useful for finding out more about complex situations and allows the use of an “insider viewpoint”. Data is based on the participant’s views of the world, rather than a world created by a researcher.
Services Includes: Focus groups (Online), IDI (Telephonic, F2F, Web based), Dyad, Triad, Ethnography (Online), Reflective Journey, Workshops, Diaries, Blogs, Online Communities, Bulletin Board, Eye Tracking (In Person, Online and Mobile), Home visits/Consumer connects, Family Interviews, Shop Along.
