Qualitative Research FAQs

Can't a company use its own staff to conduct qualitative research?

Independent consultants bring critical advantages to your research project.

• Using an outside professional eliminates potential for bias (real or perceived) that can be problematic for an internal moderator
• While qualitative research may look easy, to do it well requires extensive training and experience. A professional uses specific techniques to capture responses that can have an impact on your business decisions
• A professional is an expert at interpreting results and developing meaningful recommendations
• A professional has the experience and know-how to resolveunanticipated problems effectively and keep your research on track

How do I know I'll get to the "big idea"?

Sometimes the “big idea” leaps full-blown from the imagination of a respondent. More often, the “big idea’ is the client’s own, but it needs the spark of information and insights obtained from qualitative research in order to blossom. An experienced qualitative researcher recognizes important themes and patterns in the responses, and helps the client see the relevant implications.

What are the statistical limitations of qualitative research?

The results of qualitative research cannot be statistically projected across a target population. That’s because the methods used to recruit participants and explore issues in qualitative research tend to be quite different, by design, from the methods that a projectable quantitative study might involve. However, when decisions must be made that require quantification, qualitative research is often used in advance to help plan effective quantitative studies, or as a follow-up method to help interpret quantitative results or explore selected topics in greater depth.

When should I consider group vs. individual qualitative research?

Think about who your respondents are, the subject matter, and what you need to accomplish. For some projects, a qualitative research consultant may recommend a combination of individual and group sessions.

Consider individual interviews for:

• High-ranking professionals, who are often more accessible as well as more candid in a one-on-one conversation
• Professional or business people who compete directly with one another
• Sensitive topics such as medical conditions, that respondents may not be comfortable discussing in a group
• Topics that tend to invite posturing on the part of respondents

Consider groups for:

• Respondents who tend to bond easily with each other (e.g., young mothers, retirees)
• Discussions to generate ideas
• Topics that benefit from team exercises
• Sensitive topics such as medical conditions, that respondents may be more comfortable discussing with fellow sufferers than with a moderator alone

Why does a moderator sometimes let respondents discuss erroneous information about my product/service/company?

Qualitative research is not a cost-efficient tool for educating your customers, but it is a terrific way to educate yourself. Knowing as much as you can about what your customers know -- or think they know -- enables you to communicate to them effectively through advertising and other means. If misinformation from one or more respondents threatens to hinder learning about other respondents’ opinions and experiences, the moderator will correct the errors. Otherwise, it is often more worthwhile to listen and learn about the sources of the misinformation.