definition of qualitative market research

A comprehensive guide to qualitative market research

Last updated

3 April 2024

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Grow your business

Understand the needs of your customers

Launch a new product

Expand into new markets

Meet any lofty goals you set for your business

The two research methods you can use to glean these insights are quantitative and qualitative. 

Quantitative research provides you with hard data you can use to find the size and scale of customer sentiment, discover causal relationships between variables, and support generalizations about macro-level populations.

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.

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• What is qualitative market research?

Qualitative market research is an open-ended research method that studies people's behavior and motivations within a specific market. While quantitative research is about hard numbers and analytics, qualitative market research takes a more generalized approach. It focuses on small sample sizes to encourage in-depth analysis of individual customers’ experiences.

The conversational nature of qualitative research is designed to encourage in-depth discussion. For businesses, qualitative market research is a powerful way to understand customers' points of view, as well as their pain points and desires.

• Why is it important to do qualitative market research?

Whether you are a CEO or a project manager, the thoughts and feelings of your customers should matter deeply to you. Through qualitative market research, you can identify the needs of your customers in a more nuanced, in-depth way than is possible with quantitative research. 

Depending on the questions you pose, you can also get a feel for how customers perceive your marketing messages and communications, as well as more broad perceptions of your company as a whole.

If you're planning on launching a new product or service, qualitative market research can help you refine the launch and even make improvements. By using the feedback and insights from your research to make changes leading up to the launch, you are more likely to increase your revenue and receive glowing reviews.

• Advantages of qualitative market research

There are many advantages to qualitative market research. It's flexible, so you can adapt to the quality of information you receive. For example, if the available information isn't providing what you hoped, it's easy to change direction and collect more data using new questions.

Qualitative market research also helps you gather more detailed information than most quantitative data. While quantitative market research gives you metrics, qualitative market research allows you to better understand the subtleties within the data.

Long-term, qualitative market research can reduce customer churn. By conducting regular qualitative market research, businesses can better understand what consumers want (and what they don’t) and learn whether they are fulfilling their needs. This reduces customer churn and helps build a stronger relationship between a business and the people it serves.

• Disadvantages of qualitative market research

The most notable disadvantage of market research is that it’s time-consuming. Depending on the scope of the research and the amount of people dedicated to the project, it can take weeks or even months to complete. If you're working on a tight timeline, or if you have limited resources to dedicate to research, it might not be feasible.

Qualitative market research can also be expensive. While much of the cost will depend on the size and scope of the project, you might also need to hire additional people to help you complete the research.

If you compensate participants for their time (and experts advise some sort of compensation), that's another expense to consider.

Finally, qualitative market research is highly subjective, as the conclusions are drawn by individual researchers and their interpretation and analysis.

• Eight qualitative market research methods

The most common methods for qualitative market research include focus groups, individual interviews, and observations. However, many other methods should be considered as viable options for your market research.

Social media analysis

Social media has become an important part of many people's lives, with millions of people around the world interacting with their favorite platforms on a daily, even hourly, basis. Social media analysis can, therefore, be a powerful way to gather and analyze information.

If your brand is active on social media, take the opportunity to solicit responses from customers who follow you. This can be via a survey feedback form or some sort of direct response from customers.

You can also perform content analysis on social media, scanning comments left by consumers on your posts and checking for frequently used words.

For the most in-depth responses, consider gathering insights directly from the people who follow your pages and regularly interact with you.

Lifestyle immersion

If customer comfort is one of your top priorities as you conduct market research, lifestyle immersion might be the best option.

Lifestyle immersion is a research method that allows the researcher to observe the customer in their natural environment. By observing the participant in a natural setting, you can see their unguarded behavior and learn more about their needs and motives.

Focus groups

Focus groups are a popular method for conducting qualitative market research. Focus groups are typically comprised of 6–10 people, along with a market researcher who functions as a moderator.

During the focus group, participants are encouraged to share their unguarded thoughts and opinions on a product, service, or marketing campaign.

Traditionally, focus groups were held in person, since verbal and non-verbal reactions are an important part of measuring responses. However, web-based focus groups have been gaining popularity in recent years, especially in light of the COVID-19 pandemic. Online focus groups tend to be more cost-effective and convenient for most participants.

Observations

Observations, also known as shop-alongs, involve researchers following participants as they walk through a store. The goal of observations in qualitative market research is to gauge customers’ interactions and reactions to things they encounter, including products, displays, and advertising.

Observations don't require the market researcher to physically accompany participants. Typically, the researcher will observe from a distance or watch a camera feed.

Individual interviews

Individual interviews are a highly personalized method of conducting market research. These interviews are in person, over the phone, or through video-conferencing software.

They tend to be most successful when held as part of a free-flowing conversation that puts the participant at ease and makes them feel comfortable sharing their unfiltered thoughts and opinions. The interviews can be structured or unstructured, depending on the nature of the questions and your overall goals for the project.

Include plenty of open-ended questions in your interview outline to keep the conversation moving. Pay attention throughout the interview to see how the participant responds to the questions and if they seem uncomfortable or ill at ease. If they do, switch gears to make the conversation more relaxed again.

Diary or journal-logging

A diary study, also known as journal-logging, is a research method that aims to collect data about user behaviors, activities, and experiences over a set period.

During the designated reporting period, participants are asked to keep a diary and record specific information about the activities you want to analyze. The data is self-reported by participants when the reporting period is up.

Diary studies can be useful for gathering information about users’ habits and thought patterns. They can also effectively capture attitudes and motivations. However, it can be challenging to recruit dedicated users, since diary studies require greater involvement over a longer period than more traditional market research methods.

Surveys are a popular method of conducting market research. A powerful form of primary research, surveys are endlessly customizable. They can be done:

Over the phone

Via email or other online delivery method

If you opt for an online survey, test the software ahead of time, so you can be sure everything works properly and displays well on mobile devices.

It's also a good idea to run a test survey with a smaller group. This allows you to refine your questions and eliminate any confusing wording.

Ethnographic research

Ethnographic research involves observing participants in their natural environment, primarily how they go about mundane tasks such as cleaning their house or preparing a meal. Unlike observations, ethnography can involve a variety of approaches, including diary studies and video recordings.

The goal of ethnographic research is to understand the social dynamics, beliefs, and behaviors of participants through direct observation and participation in their daily activities. Ethnographic research can take place over an extended period, from a few weeks to a year or more. It's versatile and is best done with the assistance of an experienced ethnographic researcher.

• An example of qualitative market research

One of the main benefits of qualitative market research is its flexibility. No matter what your goal is or what outcome you're hoping for, you can design an effective study.

One example of qualitative market research using a focus group is a cereal company wishing to update the packaging of one of its most popular products. After producing several design concepts, the company opts to commission a series of focus groups to gauge responses to each concept.

During the focus groups, with the help of a moderator, participants discuss each design, evaluating the pros and cons. Based on the feedback received in the focus groups, the cereal company can move forward with the design most appealing to their customers.

• Best practices for qualitative market research

While qualitative research is flexible, there are still best practices to follow. Regardless of which research method you choose, consider these tips when crafting your approach and designing the questions.

Accurately identify research goals

Before embarking on any market research, you should know your end goal. Think about the specific questions you want answered, including the nature of the product or service you wish to refine or develop. Outline your goals and share them with every project stakeholder, including managers and the CEO, if necessary.

Understand your customers

Knowing your customers is vital for accurately targeting survey participants. Your business should have a customer profile that includes basic demographics such as:

Shopping habits

Use this profile to create questions that are useful for your study. When crafted thoughtfully, your questions will identify needs that aren't being met and meet study participants where they are.

Choose the most appropriate research method

There are many ways to conduct qualitative market research, but not all of them might be right for your unique needs. Think about what method will give you the optimal results and work best for the study participants you wish to recruit.

Focus groups are an ever-popular research method, but it isn't always possible to dedicate time and energy to moderating one. A survey or series of observations might be more effective, depending on your available resources and goals.

Use open-ended questions

The goal of qualitative market research is to gain thoughtful responses from participants. Use open-ended questions that require more than a simple yes or no response. The idea is to maintain an open dialogue, even through vehicles such as surveys or focus groups.

Test out questions on yourself and your team members before launching them to participants, so you can be sure they make sense and give people the chance to truly share their thoughts.

• Tips for qualitative data analysis

Qualitative data analysis is rarely a linear process. Since qualitative market research often doesn't result in hard numbers, be flexible in your approach to analysis.

After you finish your research, organize and collate your responses into one location for further analysis. If you have audio or video files, allocate time to transcribe the data, whether that means bringing in a transcriptionist or guiding your team members through the process.

As you go through the responses, become familiar with the data. This will help you better understand your customers and identify any potential gaps in the research. Always involve other stakeholders in the process, not only along the way but also once the final results have been collated. This promotes transparency in the project and improves communication across the board.

Are customer surveys qualitative?

Customer surveys are one method of market research. They can be made qualitative or quantitative, depending on the nature of the questions. They are one of the most popular forms of qualitative market research because they are versatile and highly customizable. Surveys can be done in person or through web software, such as email.

What are qualitative marketing objectives examples?

While quantitative objectives are usually specific and measurable, qualitative marketing objectives are more subjective. They tend to be conceptually broad, such as "we want to learn more about how our customers rank our service compared to our competitors,” "we want to increase brand awareness," and "we want to improve customer satisfaction." It can be helpful to have qualitative and quantitative objectives for your market research, depending on the nature of the project and whether it's related to a specific product or service.

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Qualitative Market Research Methods + Examples

Qualitative market research is one of the most effective ways to understand consumer sentiment . If you really want to know how people feel about a product or business; and the ‘why’ behind it, qualitative research will tell you what you need to know.

This guide covers qualitative market research methods, including the different tools and techniques, their benefits, and examples of qualitative research in action.

What is qualitative market research?

Qualitative market research uncovers key insights into how people feel about a product or brand. It’s more of a touchy-feely type of market research than quantitative research , often performed with a small, handpicked group of respondents.

There are many different ways to conduct qualitative research. These include focus groups, interviews, ethnographic, observational research, and even biometrics. Although it takes time to conduct and analyze results, it’s one of the most popular types of market research .

Qualitative market research methods

Market research surveys are the most widely used qualitative market research method. Perhaps that’s down to their ease of use, availability, or the low cost of getting them out, in, and analyzed. But let’s be honest; all types of market research have pros and cons, which is exactly why picking the right technique is key.

Focus groups

What it is: Focus groups can be done in person or online. Participants are selected from within a target market or audience. Typically, people answer questions about the how, what, and why of a specific topic. While focus group formats vary, participant numbers should always be limited to ensure each person has the chance to contribute.

Best for: This type of qualitative market research is beneficial for testing new concepts or products in a market. It’s also good for getting feedback on existing products and things like usability, functionality, and ease of use.

Good to know: Online focus groups are becoming increasingly popular. As no interaction is required between participants, running them online allows responses to be collected in minutes without impacting data quality. It also reduces costs and means more people can attend due to fewer travel or time constraints.

What it is: Interviews are a tried-and-trusted qualitative research method that can be done in person or over the phone. It’s a highly personal approach that takes a conversational format between just two or three people. Researchers ask pre-set questions designed to collect intel and insights for further analysis. Interview formats vary depending on the research questions .

Best for Granular feedback from people within a target market or a target persona. Researchers obtain details about a person’s intentions, beliefs, motivations, and preferences.

Helpful Scroll to the qualitative market research examples section and view a copy of our template for customer interviews at Similarweb.

Read more: 83 Qualitative Research Questions & Examples

What it is: Most people have used or consumed case study content in the past without necessarily realizing it’s a type of qualitative research. It analyzes contextual factors relevant to a specific problem or outcome in detail. Case study research can be carried out by marketing professionals or researchers and typically follows a structured approach, exploring a problem, the solution, and its impact.

Case studies can take anything from one month upwards to a year to develop and often involve using other types of qualitative market research, such as focus groups or interviews, to inform key content.

Best for: They’re more commonly used as a marketing tool to showcase a solution or service’s impact within a target market or use case. But, new product or service developments are two other popular applications.

What it is: One of the lesser-known methods of qualitative market research is biometrics. There’s an article about this on Bloomberg , showcasing how Expedia uses biometrics in its market research stack. The format for their project takes the trusty focus group scenario, adding a modern twist.

In this example, research participants were asked to attach a set of skin response sensors to their hands. But there could also be eye-tracking, emotional analysis, heat mapping, or facial sensors being used to track responses in tandem. Individuals were tasked with surfing the web; a researcher requested they do specific tasks or carry out a search in a self-directing manner. Responses are recorded, analyzed, and translated into meaningful insights.

Depending on the tech being used, the direction, and the goal of the research, this type of qualitative market research can show:

• How people surf the web or use a site
• The way people react in a specific situation
• How they respond to content, CTAs, layouts, promotions, tasks, or experiences
• Insights into what drives people to take action on a site

Best for: Larger digital-first companies with a budget to suit; those who want to perform UX testing to improve the content, customer journey, experience, or layout of a website.

Insightful The adoption of biometric technology in market research was at an all-time high in 2020. With the technology becoming more widely available, the adoption cost will likely fall, making it more accessible to a larger pool of organizations.

Ethnography

What it is: Enthnograprhic market research (EMR) is one of the costliest types of qualitative research. An experienced ethnographic researcher is needed to design and conduct the study. It analyzes people in their own environment, be it at home, an office, or another location of interest.

Research can take place over a few hours, months, or even years. It’s typically used during the early-stage development of a user-centric design project. But it can also be useful in identifying or analyzing issues arising once a product or service has gone to market.

Best for: It’s widely adopted within useability, service design, and user-focused fields. Getting under the skin of a design problem helps develop a deeper understanding of issues a product should solve. Outcomes help to build improvements or new features in products or services.

Grounded theory

What it is: Researchers use various qualitative market research methods, such as surveys or interviews, and combine them with other types of secondary market research to inform outcomes. Typically, participant groups are between 20-60, making it a larger sample size than focus groups. Responses are collated, and a series of specialist coding techniques are used to formulate a theory that explains behavioral patterns.

Best for: Organizations can better understand a target audience by using research to generate a theory. The findings provide explanations that can inform design decisions or spark new innovation through features or improvements to products or services. A typical use case could be when particularly heavy use of a product occurs or frustrations arise with usability – grounded theory is then used to explore the reasoning behind these behaviors.

Observational

What it is: Contrary to belief, this type of qualitative market research can occur remotely or on-site. A researcher will observe people via camera or being physically present in a shopping mall, store, or other location. Systematic data are collated using subjective methods that monitor how people react in a natural setting. Researchers usually remain out of sight to ensure they go undetected by the people they observe.

Best for: Low-budget market research projects. Suited to those with a physical store or who seek to examine consumer behavior in a public setting. Researchers can see how people react to products or how they navigate around a store. It can also provide insights into shopping behavior, and record the purchase experience.

Useful to know: Observational research provides more effective feedback than market research surveys. This is because instinctive reactions are more reflective of real-world behaviors.

Online Forums

What it is: A web message board or online forum is quick and easy to set up. Most people know how they work, and users’ names can be anonymized. This makes it a safe space to conduct group research and gain consensus or garner opinions on things like creative concepts, promotions, new features, or other topics of interest. The researcher moderates it to ensure discussions remain focused and the right questions are asked to thoroughly explore a topic.

Organizations typically invite between 10-30 participants, and forums are open for anything between 1-5 days. The researcher initiates various threads and may later divide people into subgroups once initial responses are given.

Here’s an example.

If a group of male participants indicates they dislike a specific content on the forum. The moderator would create a subgroup on the fly, with the intent of probing into the viewpoints of that group in more detail.

Best for: Discussing sensitive research topics that people may feel uncomfortable sharing in a group or interview. Getting feedback from people from a broad area and diverse backgrounds is easy. And a more cost-effective way to run focus groups with similar aims and outcomes.

What it is: For a survey to be considered a type of qualitative market research, questions should remain open and closed-ended. Surveys are typically sent digitally but can also be done in person or via direct mail. Feedback can be anonymous or with user details exposed. Surveys are a type of primary research and should be tailored to the research goals and the audience. Segmentation is a great way to uncover more about a select group of people that make up a target persona or market.

Best for: A low-cost way to question a large group of people and gain insights into how they feel about a topic or product. It can be used to flesh out usability issues, explore the viability of new features, or better understand a target audience in almost any sector. Surveys can also be used to explore UX or employee experience in greater detail.

Read more: 18 Ways Businesses Can Use Market Research Surveys

Diary or journal logging

What it is: When you think about it, almost all qualitative research methods aim to help you understand the experiences, lives, and motivations of people. What better way is there to connect with how people think and feel than a journal? Yes, it’s pretty much exactly what it claims to be; a simple note-taking exercise that records regular input, insights, feelings, and thoughts over a period of time.

A survey or focus group captures sentiment at a single point in time. Whereas journal logging gives way to more frequent input without any pressures of time to consider. It’s also more reliable data, as there’s no requirement for people to think about and recall data, as input occurs at the moment. Popular formats include digital diaries, paper journals, and voice journals.

Key parameters are set out from the start. And offer prompts so people know what to record, how often they need to make an entry, the time of day (if relevant), how much they should write, and the purpose or goal of the research.

Best for: Measuring change or impact over time. They’re also a great tool to establish things like:

• Usage scenarios
• Motivations
• Changes in perception
• Behavioral shifts
• Customer journeys  

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Benefits of qualitative market research.

• Flexible – It can be adjusted according to the situation. For example, if the questions being asked aren’t yielding useful information, the researcher can change direction with open questions and adapt as needed.
• Clear and open communication –  Forums like these can help a brand and its customers communicate effectively. The voice of the customer is paramount, and participants are encouraged to express their values and needs freely.
• Provides detailed information – One of the biggest draws of qualitative research is the level of detail given by respondents. Data collected can be vital in helping organizations gain an in-depth understanding of consumer pain points and perspectives.
• Improve retention – Qualitative research gets under the hood, helping an organization know how consumers think or feel about a business or its products. The intel can shape future offerings or improve service elements, thus boosting loyalty.

Qualitative market research examples

Whether you’ve carried out qualitative research in the past or not, it’s never a bad idea to look at what others are doing. Who knows, it could inspire your research project or give you an example of qualitative research in action to use as a base.

Here are three qualitative market research examples in action!

Example 1: This Voice of Customer questionnaire is an example of qualitative research we use here at Similarweb. 

Example 2: A market research survey used in retail. It’s sent out with a digital copy of a store receipt and aims to explore how people feel about their in-store experience.

Example 3: A case study report published by Forrester Consulting. It highlights the ROI of Similarweb following a period of use and a forward-looking estimation.

A smarter way to get Similar results in less time

While different in nature, qualitative and quantitative research go hand in hand. In short, qualitative can explain what quantitative research shows. While qualitative research costs vary, it takes time to plan, conduct, and analyze. Not everybody has the luxury of time or the resources to carry out their own qualitative market research. And with how fast markets and consumer behaviors shift, it’s not always the optimal solution.

Feature spotlight: Audience Analysis 

Similarweb’s audience behavior research tool shows you where people in your target market spend their time online. Uncovering critical, unbiased insights at pace.

• Audience metrics show you demographics , geographics , audience loyalty , and interests.
• Competitive insights allow you to see any rivals’ reach and unpack their successes.
• Visualize your target market like never before – layered with insights that show where and how they spend time online.
• Segment your audience to see industry-specific consumer interests.
• Discover untapped audiences to acquire and grow your share of market.

As a single source of truth, Similarweb Research Intelligence lets you get the measure of the digital world that matters to you most. At a glance, you can see what’s happening in any market, and drill down into any rival or audience group to spot trends, analyze changes, and inform key decisions; fast. As far as market research tools go, it’s the only platform that brings together feedback from mobile web, desktop, and mobile apps in a single place. Giving you a complete and comprehensive picture of your digital landscape.

Wrapping Up…

Compared to quantitative research, the qualitative approach can take more time and cost more money. But, there are distinct benefits that make it hard to dismiss. While statistical research can show you the ‘what,’ ‘who,’ and ‘when’, qualitative research complements this and helps uncover the ‘why’ and ‘how’ – giving you the complete picture.

From the high-hitting budget owners to the SMBs who need to research a market or audience, qualitative research is a vital tool that’ll help you uncover insights and focus on growth.

Digital intelligence platforms like Similarweb can give you a framework to outline a story that can be filled in with qualitative research later down the line.

What’s the difference between quantitative and qualitative research methods? Qualitative market research is a type of primary research method that explores how people think and feel about a topic. Quantitative research is statistics-based and analyses numerical data.

What are the different types of qualitative market research? The most popular types of qualitative market research include Focus groups, interviews, ethnography, case studies, grounded theory, observational, online forums, open-ended surveys, biometrics, narrative, thematic analysis, diary or journal logging, thematic analysis, and phenomenological study.

How is qualitative research used in marketing? Qualitative market research serves as a tool that helps marketing teams identify consumer needs, refine product messaging, generate ideas for campaigns, discover new channels, and develop targeted campaigns that resonate with target audiences.

What Types of Questions are Asked in Qualitative Market Research? Qualitative market research often focuses on open-ended questions that allow respondents to provide detailed answers about their attitudes, opinions, and experiences. Examples of questions include: What factors influence your decision to purchase a particular product or service? How do you use a product or service? What do you like or dislike about a product or service?

What are the Limitations of Qualitative Market Research? Qualitative market research can be subjective and may be limited by the number of participants and the amount of time available for research. Additionally, qualitative research does not provide quantitative data, which can be useful for measuring and comparing consumer behavior.

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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 : Definition

Qualitative research is the naturalistic study of social meanings and processes, using interviews, observations, and the analysis of texts and images.  In contrast to quantitative researchers, whose statistical methods enable broad generalizations about populations (for example, comparisons of the percentages of U.S. demographic groups who vote in particular ways), qualitative researchers use in-depth studies of the social world to analyze how and why groups think and act in particular ways (for instance, case studies of the experiences that shape political views).   

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The Complete Guide to Qualitative Market Research

So what exactly is qualitative research? At a glance, this type of research method seeks to gather in-depth data about a phenomenon without focusing on numerical data or on quantities.

But there is much more to this kind of study method. Learn holistically about qualitative market research with this complete guide.

What Defines & Makes Up Qualitative Research?

Qualitative research is centered around experiences, ideas and opinions. As such, it does not focus on statistical or quantitative outcomes. Instead, it seeks out an in-depth understanding of an issue, occurrence or phenomenon.

Thus, this research method zeroes in on the “what” and more importantly, the “why” of a research subject. (Unlike quantitative research, which focuses on the “how much”).

Here are some of the applications of qualitative research:

Understanding an issue in greater depth

Finding the reason behind an occurrence (whether it’s desirable or undesirable)

Uncovering trends in target market opinions

Forming educated solutions to address customer/studied subject concerns

Discovering the causes of certain actions

Qualitative research generally relies on a smaller sample size in order to get a deep read of happenings, causes and motivations. This kind of research method functions through the usage of open-ended and exploratory questions.

Understanding the “why” behind an issue is then used to make decisions on how to resolve the issue or how to improve on an existing productive situation.

Qualitative data must occur in natural environments. This denotes a kind of environment in which participants discuss their opinions at length and at ease, which researchers use to gain deeper knowledge and form inferences around a topic.

Prior to the internet, this kind of research was conducted in-person, but with the advent of the internet and innovations in market research, qualitative data has been collected online. The digital space can also serve as a natural environment.

The Five Main Types of Qualitative Research

Just as with quantitative research, there is not a single approach to conducting qualitative research. On the contrary, there are five main varieties of performing qualitative research. Aside from their methodology, these sub-categories also seek different types of answers and conclusions.

1. Narrative Research

This research is used to form a cohesive story, or narrative, by way of consolidating several events from a small group of people. It involves running in-depth interviews and reading up on documents featuring similar actions as a means of theme-searching.

The point of this is to discover how one narrative is shaped by larger contextual influences. Interviews should be conducted for weeks to months and sometimes even for years. The narrative that the researcher uncovers does not have to be presented in sequential order.

Instead, it should be projected as one with defined themes that attempt to reconcile inconsistent stories. This method can highlight the research study’s ongoing challenges and hardships, which can be used to make any improvements.

2. Ethnographic Research

The most common qualitative research method, ethnography relies on entrenching oneself in various participant environments to extract challenges, goals, themes and cultures.

As the name suggests, it involves taking an ethnographic approach to research, meaning that researchers would experience an environment themselves to draw research. Using this firsthand observation, the researcher would not need to then rely on interviews or surveys.

This approach may seem to be far-fetched where market research is concerned, but it is doable. For example, you’d like to see the effectiveness or frustration that customers face when using your product. Since you can’t follow them home, you can request videos that show them using it. Many big brands have call-outs on their websites (ex: on product pages) for their customers to send in videos of their interactions with the products.

3. Phenomenological Research

This qualitative method entails researchers having to probe a phenomenon or event by bringing lived experiences to light and then interpreting them. In order to achieve this, researchers use several methods in combination.

These include conducting surveys, interviews and utilizing secondary research such as available documents and videos on the studied phenomenon. Additionally, as in ethnographic research, phenomenological research involves visiting places to collect research.

These will help you understand how your participants view your subject of examination. In turn, you will gain insight into the participants’ motivations.

In this research type, you would conduct between 5 and 25 surveys or interviews, then peruse them for themes. Once again, you would scrutinize experiences and sentiment over numerical data.

4. Grounded Theory Research

In contrast to phenomenological research, which seeks to fully form the core of an issue, grounded theory attempts to find explanations (the why) behind an issue. To achieve this, researchers use interviews, surveys and secondary research to form a theory around the issue/occurrence.

The sample of this study tends to be on the larger side, at 20-60 participants. Data extracted from this type of research is interpreted to determine the reasoning behind, for example, heavy usage of or frustration with a product. These types of studies help a business innovate an existing product by getting into the weeds of how it’s used.

5. Action Research

This type of research involves researchers and participants working collaboratively to bring theory to practice. Also called participatory research, collaborative inquiry, emancipatory research and action learning, this method entails the act of “learning by doing.”

This means a group of researchers come together to find and address a problem, resolve it and then study the success of their endeavors. If they underperformed or their outcomes don’t satisfy their expectations, they would then reattempt the process.

In action research , a researcher spends a considerable amount of time on collecting, analyzing, and presenting data in an ongoing, periodic process. This involves researchers coming up with their own surveys and interviews around a subject matter, then presenting their findings to one another to draw conclusions and solutions.

They would put into practice the means to improve a situation and continue measuring their success throughout the process.

Examples of Questions for Qualitative Research

When working within the capacity of any of the above research types, it’s crucial to ask the right questions. Here you’ll find the questions you can use when conducting each of the five types of qualitative research.

Bear in mind that some of these questions will appear to be similar in nature; some are even interchangeable. That is normal, as researchers may search for the same answers, but apply a different approach in their research method.

In any case, all of the below features questions that fit within the larger qualitative research framework.

Learn more about asking insightful market research questions . Here are a few examples of the questions within the five categories:

1. How do people who witnessed domestic violence understand its effects in their own relationships?

    Variable: Views of domestic violence on one’s own relationships

    Demographic: People in relationships, who’ve witnessed domestic violence

    Qualitative Research Type : Narrative

2. What are the lived experiences of working-class Americans between the ages of 20 and 40?

    Variable: Experiences and views of a working-class background

    Demographic: Working-class Americans ages 20-40

3. How do Asian Americans experience reaching out to address mental health concerns?

    Variable: The experiences in seeking out care for mental health

    Demographic: Asian Americans seeking help for mental health

    Qualitative Research Type: Ethnographic

4. What do you enjoy about this product or service?

    Variable: The positive experiences of using a particular product/service

    Demographic: The target market of a product or service

5. How have people who have experienced poverty changed their shopping habits when they entered the middle (or higher) class?

    Variable: The changes or stagnation in shopping habits

    Demographic: those who experienced poverty, but climbed the social ladder

    Qualitative Research Type : Phenomenological

6. What was it like when you had a negative online shopping experience?

    Variable: unpleasant shopping experiences

    Demographic: a group that is most likely to shop at a particular online store

7. What influences managers in private sectors to seek further professional advancement?

    Variable: Motivation for seniority

    Demographic: Managers in the private sector

    Qualitative Research Type: Grounded Theory

8. How do women in third world countries set up financial independence?

    Variable: Efforts at reaching financial independence

    Demographic: Women in third-world countries

9. What impact does collaborative working have on the UX optimization efforts of a telecommunications company?

    Variable: effects of collaboration on the UX of a telecommunications company

    Demographic: workers in the telecommunications space

    Qualitative Research Type: Action Research

10. What strategies can marketing managers use to improve the reach of millennial customers?

    Variable: Strategies to improve millennial reach and their outcomes

    Demographic: Marketing managers

When to Use the Research and How to Analyze It

The qualitative research method has specific use cases. You ought to consider which is best for your particular business, which includes your strategy, your marketing and other facets.

The core of qualitative research is to understand a phenomenon (a problem, an inadequacy, and a slew of other occurrences) including its causes, its motivations, its goals and its solutions. Researchers do this by observing smaller portions of a population.

Researchers should use this form of research whenever you need to get the gist of a particular occurrence or event. It is particularly useful for studying how your target market experiences certain situations and how it feels about them.

There are several more specific ways that elucidate why this research style is valuable if not completely necessary. Here are some of the most crucial ways this method of research is vital:

Helps brands see the emotional connections customers have with them

Allows brands to find gaps in customer experience (CX) and user experience (UX)

Enables brands to create experiences that are more tailored to their target market

Helps businesses understand how they can improve on their product, service or CX

Finds experiences that customers had that highlight sensitive topics/language for them

Shows businesses how customers compare them to their competitors

Identifies possible solutions and innovations based on customer attitudes and experiences

To analyze qualitative research, you should first identify your subject of study and decide on the type of research you need to conduct based on the five types of research that fall under the qualitative category.

Then, brainstorm several questions that you can use to form the base of your studies. During the process make sure to jot down (either digitally or otherwise) your observations. For example, record interviews and store surveys in an organized database.

Make sure you ask open-ended questions in surveys, interviews, focus groups, et al. Aggregate secondary research such as government database documents, articles in your niche,  images,  videos and more.

Search for patterns or similarities within your findings. When you group them together and organize them by demographics, you can start drawing conclusions and proposing solutions.

The Benefits and Drawbacks of Qualitative Research

Qualitative research can be extraordinarily beneficial. But as with other aspects of research and beyond, it too comes with a set of drawbacks. As a business owner, marketer or market researcher, you should know both the pros and cons. Here are some notable ones:

More intimate understanding of context and causation: besides understanding “what” in a granular way, you also learn the “why” and “how” of a particular situation.

Understanding key experiences: Open-ended questions lead to unique answers, exposing things numerical-based surveys can’t answer.

A foundation of deep insights: The design of the study is made to understand how customers relate to particular occurrences, events, ideas and products.

Context-driven: Finding insights on motivation and past behaviors allows researchers to understand what their target market needs and what it tries to avoid.

No need to find and create the correct measuring units: Open-ended questions don’t require a scale, a number range or any other measuring tools — one less thing to worry about.

Smaller sample size: Smaller sample sizes allow researchers to study responses more thoroughly to form more accurate hypotheses and conclusions.

Inspirational : The responses received can also help researchers form new studies.

Flexible and detail-oriented : Since questions aren’t based on scales and other units, you can ask more creative and in-depth questions. Questions focus on details and subtleties for robust insights.

Relies on researcher experience: It relies on the researchers’ experience; not all are familiar with industry topics.

Not statistically representative: Only collects perspective-based research; does not provide statistical representation. Only comparisons, not measurements can be executed.

Difficult to make copies of data.  Individual perspectives make it hard to replicate findings, making it it more difficult to form conclusions.

More likely to have researcher bias: Both conscious or subconscious of the researcher can affect the data. The conclusions they draw can thus be influenced by their bias. (This can be avoided by using controls in data collection.

The Final Word

Market research is a wide-spanning undertaking. It has a wide swath of aspects, practices and applications. As such, researchers should know its main categories and qualitative research is one such category of significance.

As opposed to quantitative research, which has four methods, qualitative research has five — not all of which will be of use to your particular market research needs. In any case, this type of research involves imbuing as much context and particularities around a phenomenon as possible.

As such, researchers should create questions more specific to the aforementioned examples of this article. That is because those are more encompassing, generalized questions that researchers can attempt to answer after conducting all of their research and parsing of the findings.

But prior to that, researchers should ask several related questions around a particular topic and tailor those questions as best as possible to the target audience.

Frequently asked questions

What is qualitative research.

Qualitative research is a type of research that is conducted to gain deep or unexpected insights rather than focusing on numeral or quantitative data.

Why is qualitative research conducted?

Qualitative research is conducted to find the “why” of the research subject, rather than the “what’ of that subject. For example, qualitative research might be conducted to understand an issue more deeply, to understand why something is happening, or to learn how to address a target market’s concerns.

What is narrative research?

Narrative research is a type of research that is used to create an in-depth story about a phenomenon or event. It is conducted by interviewing a small group of people who were directly involved in the event.

How is ethnographic research conducted?

When conducting ethnographic research, the researchers use firsthand observations of an environment to more deeply understand the goals, challenges, or opinions of the target audience.

What is action research?

Action research is a type of qualitative research in which researchers and participants collaborate to better understand a phenomenon. Together the group works to find and solve the problem by gathering information on an ongoing and evolving basis.

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1 Introduction

Patricia Leavy Independent Scholar Kennebunk, ME, USA

• Published: 01 July 2014
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This chapter serves as the introduction to the Oxford Handbook of Qualitative Research . The first half of the chapter responds to two questions. First, the chapter addresses the question: What is qualitative research? In answering the question, the chapter reviews the major elements of research: paradigm, ontology, epistemology (which together form the philosophical basis of research), genre, methods, theory, methodology (which operate at the level of praxis), ethics, values, and reflexivity (which merge the philosophical and praxis dimensions of research). Second, the chapter addresses the question: Who are qualitative researchers? Leavy explains qualitative research as a form of bricolage and qualitative researchers as bricoleurs. The remainder of the chapter reviews the contents of the handbook, providing a chapter by chapter summary.

We shall not cease from exploration and the end of all our exploring will be to arrive where we started and know the place for the first time. – T. S. Eliot

I open the introduction to the Oxford Handbook of Qualitative Research with the preceding quote for two reasons. First, it captures the essence of qualitative inquiry as a way of understanding, describing, explaining, unraveling, illuminating, chronicling, and documenting social life—which includes attention to the everyday, to the mundane and ordinary, as much as the extraordinary. Qualitative research can involve the study of others, but also the self and the complex relationships between, within, and among people and groups, including our own entanglements. The second reason I have begun with this quote is because it opens Laurel Richardson’s book Fields of Play: Constructing an Academic Life (1997) . This is one of my favorite books, and, in it, Richardson expands the way we think of ourselves as researchers, writers, and knowers. What I intend to do by way of sharing this is to locate myself within the field and within this text—this is something that many qualitative researchers aim to do, in various ways. In qualitative research, we are not outside of our projects, but located and shifting within them. Qualitative research is an engaged way of building knowledge about the social world and human experience, and qualitative researchers are enmeshed in their projects.

What Is Qualitative Research?

Science is a conversation between rigor and imagination. ( Abbott, 2004 , p. 3)

Qualitative research is a way of learning about social reality. Qualitative approaches to research can be used across the disciplines to study a wide array of topics. In the social and behavioral sciences, these approaches to research are often used to explore, describe, or explain social phenomenon; unpack the meanings people ascribe to activities, situations, events, or artefacts; build a depth of understanding about some aspect of social life; build “thick descriptions” (see Clifford Geertz, 1973 ) of people in naturalistic settings; explore new or underresearched areas; or make micro–macro links (illuminate connections between individuals–groups and institutional and/or cultural contexts).

Qualitative research itself is an umbrella term for a rich array of research practices and products. Qualitative research is an expansive and continually evolving methodological field that encompasses a wide range of approaches to research, as well as multiple perspectives on the nature of research itself. It has been argued that qualitative research developed in an interdisciplinary, transdisciplinary, or counterdisciplinary field ( Denzin & Lincoln, 1998 ; Jovanic, 2011 ; Lorenz, 2010 ). This approach to inquiry is unique, in part because of its philosophical and methodological diversity, as well as because of the value system guiding research practice.

The diversity of the qualitative landscape, as well as the gestalt of qualitative practice, is also partly attributable to the context in which qualitative research developed. Chapter 2 in this handbook looks much more fully at the historical development of qualitative research, but I would like to briefly note the period of growth in the 1960s and 1970s because it bears directly on the richness of contemporary qualitative practice. 2

Although there were many pivotal works published prior to the 1960s, the social justice movements of the 1960s and 1970s—the civil rights, women’s, gay rights, and peace movements—culminated in major changes in the academic landscape, including the asking of new research questions and the reframing of many previously asked research questions and corresponding approaches to research. These movements in essence became sites for new ways of thinking and led to the critique of dominant methods of scientific practice, many of which relied on positivism ( Jovanic, 2011 ). There was a drive to include people historically excluded from social research or included in ways that reinforced stereotypes and justified relations of oppression, and researchers became more cognizant of power within the research process ( Hesse-Biber & Leavy, 2011 ). A couple of decades later, interdisciplinary area studies that developed in the context of critique—women’s studies, African-American studies, Chicana/Chicano studies—began emerging across academic institutions.

Because of the sociohistorical conditions in which it developed, the qualitative tradition can be characterized by its multiplicity of approaches to research as well as by its focus on the uses to which that research might be put . In this vein, there is a social justice undercurrent to qualitative practice, one that may be implicit or explicit depending on the positioning and goals of the practitioner and the project at hand.

Many qualitative researchers define qualitative research by comparing it to quantitative research. I myself have done this. However, instead of describing what something is by explaining what it isn’t, I focus on a discussion of the qualitative tradition as understood on its own merits. 3 One way of understanding qualitative research is by considering the key dimensions of any research practice and discussing them in terms of qualitative practice.

The Elements of Research

The main dimensions of research can be categorized under three general categories: philosophical, praxis, and ethics. The philosophical substructure of research consists of three elements: paradigm, ontology, and epistemology. At the level of praxis there are four key elements of research: genre, methods, theory, and methodology. The ethical compass (which combines philosophical and praxis dimensions) includes three main elements: ethics, values, and reflexivity (see Table 1.1 ).

The Philosophical Substructure of Qualitative Research

A range of beliefs guide research practice—beliefs about how research should proceed, what can be known, who can be a knower, and how we come to know. Together, these beliefs form the philosophical substructure of research and inform all aspects of the research from topic selection to research design to the final representation and dissemination of the research findings and all phases in between.

A paradigm is a worldview through which knowledge is filtered ( Kuhn, 1962 ). In other words, it is an overarching perspective that guides the research process. I think of paradigms as sunglasses, with different color lenses. When you put a pair on, it influences everything you see. Qualitative research is multiparadigmatic, with researchers working from different worldviews (such as post-positivism, interpretivism, and critical orientations), which makes it a highly diverse field of inquiry.

An ontology is a philosophical belief system about the nature of social reality, including what we can learn about this reality and how we can do so. In their classic definition, Egon Guba and Yvonna Lincoln explained the ontological question as: “What is the form and nature of reality and, therefore, what is there that can be known about it?” (1998, p. 201). Qualitative researchers adopt a perspective that suggests knowledge building is viewed as generative and process-oriented. The truth is not absolute and ready to be “discovered” by “objective” researchers, but rather it is contingent, contextual, and multiple ( Saldaña, 2011 ). Subjectivity is acknowledged and valued. Objectivity may be redefined and achieved through the owning and disclosing of one’s values system, not disavowing it ( Hesse-Biber & Leavy, 2011 ).

If the ontological question is “What can be known?” then the epistemological question is “Who can be a knower?” An epistemology is a philosophical belief system about how research proceeds as an embodied activity, how one embodies the role of researcher, and the relationship between the researcher and research participants ( Guba & Lincoln, 1998 ; Harding, 1987 ; Hesse-Biber & Leavy, 2004 ; 2011 ). Qualitative researchers work from many different epistemological positions. Researchers may work individually or as a part of a team with their participants in the co-creation of knowledge. From this perspective, researchers are not considered neutral or objective in the traditional sense. Rather, researchers acknowledge how their personal, professional, and political commitments influence all aspects of their research. Researchers are considered instruments in qualitative research ( Bresler, 2005 ; Saldaña, 2011 ). Research participants are valued and positioned as knowledge bearers and co-creators. This position rejects a hierarchical structure between the researcher and research participants or the idea that the researcher is the sole authority.

Together, the ontological and epistemological belief systems guiding the research practice serves as the philosophical basis or substructure of any research practice ( Hesse-Biber & Leavy, 2011 ). Although a researcher’s ontological and epistemological positions can vary across qualitative projects and may be influenced by a range of other factors, including theoretical and personal commitments, generally, qualitative researchers seek to build partial and contextualized truths in collaboration with their research participants or through reflexive engagement with their research texts.

Praxis: Approaches, Methods, and Theories in Action

Praxis is the doing of research—the practice of research. Approaches, methods, and theories come into being during praxis, as researchers build projects and execute on them, often making adjustments along the way.

Genres of research are overarching categories for different ways of approaching research ( Saldaña, 2011 ). Each genre lends itself to studying particular kinds of topics and includes a range of commonly used methods of data collection, analysis, and representation. Frequently used research genres include but are not limited to field research, interview, grounded theory, unobtrusive approaches, participatory research, community-based research, arts-based research, internet research, and multimethod and mixed-method approaches. This is not an exhaustive list. The genre within which a researcher works is motivated by a combination of factors, including the research topic, the research question(s), his or her methodological preferences and experiences, and the intended audience(s) for the research, as well as by a range of pragmatic considerations such as funding, time, and the researcher’s previous experience, skills, and personal preferences.

Research methods are tools for data collection. Research methods commonly used in qualitative practice include but are not limited to ethnography, autoethnography, duoethnography, narrative inquiry, in-depth interview, semistructured interview, focus group interview, oral history, document analysis, content analysis, historical-comparative methods, poetic inquiry, audiovisual methods, visual methods, photo-voice, case study, multiple case study, discourse analysis, conversation analysis, daily diary research, program evaluation, ethnodrama, ethnotheatre, ethnocinema, play building, and fiction-based research. As you can see, qualitative researchers use a range of tools for data collection. Research methods are selected because they are the best tools to gather the data sought for a particular study. The selection of research methods should be made in conjunction with the research question(s) and purpose or objective. In other words, depending on the research topic and how the research questions are framed, as well as more pragmatic issues such as access to participants or textual/preexisting data sources, time, and practical skills, researchers are guided to particular methods.

Each genre discussed earlier lends itself to the use of particular methods. For example, the genre of arts-based research lends itself to the use of ethnodrama, ethnotheatre, ethnocinema, play building, fiction-based research, poetic inquiry, audiovisual methods, photo-voice, or visual methods. The genre of interview research lends itself to the use of in-depth interview, semistructured interview, focus group interview, or oral history. Of course, these genres are all more complicated in practice. For example, discourse analysis is a method that may be employed in an interview study, document analysis, or narrative inquiry. Furthermore, depending on the context in which one employs a method, such as narrative inquiry, one might view it as an arts-based approach, interview approach, way of doing autoethnography, or a method of analysis. The intent is not to confuse matters but, given how large and diffuse the field of qualitative research is and the variety of ways that methods can be creatively employed, it is important to understand that you may come across these terms conceptualized in various ways in the literature. One of the reasons that methods can be conceptualized and employed in many different ways is because qualitative researchers also draw on multiple theories.

A theory is an account of social reality that is grounded in empirical data but extends beyond that data. Numerous theoretical perspectives may guide the research process, including but not limited to post-positivism, interpretive, symbolic interactionism, dramaturgy, phenomenology, ethnomethodology, social constructionism, post-structuralism, post-modernism, feminism, intersectionality theory, queer theory, and critical race theory. This is also not an exhaustive list and in most instances each of these theoretical perspectives are general categories for a range of more specific theories. A qualitative research study may also yield the development of a new theory. In these instances, theory develops inductively out of the research process. In other words, the study generates data out of which a theory is built—that theory is grounded in the empirical data from that study but extends beyond that data and can be applied to other situations.

A methodology is plan for how research will proceed—combining methods and theory. The methodology is what the researcher actually does once he or she has combined the different elements of research. The methodology is informed by the philosophical beliefs guiding the research, the selection of research methods, and the use of theory. One’s attention to ethics and their corresponding values system also influences how a study is designed and how methods are employed. Although two studies may use the same research method—for instance, a focus group interview—the researchers’ methodologies may be completely different. In other words, how they proceed with the research, based not only on their data collection tool but also on how they conceive of the use of that tool and thus structure the study, determines their methodology. The level of moderation and/or control a researcher exhibits during focus group interviews can vary greatly. Methodologies are not standardized nor are they typically etched in stone. Not only will methodological approaches to research vary across projects, but, even within a particular project, methodologies are often viewed as flexible and malleable. A qualitative researcher might adjust his or her methodology over the course of a project to facilitate new learning or new insights or to adapt to unanticipated challenges, obstacles, or opportunities. The malleability of qualitative methodologies is a strength of this approach to knowledge generation.

It is important to note that although I have reviewed methods for data collection as a part of methodology, there are also methods or strategies for qualitative data analysis, interpretation, representation, and dissemination of research findings. Similar to data collection tools and theories, these too are diverse, making the methodological possibilities rich.

Ethics: Beliefs and Practices

Ethics is an area that bridges the philosophical and praxis aspects of research. Ethics play a central role in any research practice. Typically, when we think about ethics in social research, particularly when working with human subjects, we are referring to issues such as preventing harm to the people or settings involved in the study, avoiding exploitation of research participants (with added attention in the case of vulnerable populations), disclosure of the nature of the study and how the findings will be used, the voluntary nature of participation, and confidentiality. Additionally, qualitative researchers have an ethical obligation to carefully consider how research participants are portrayed and to act sensitively.

Additional ethical issues are linked to a researcher’s ontological, epistemological, and practical imperatives, which together form a researcher’s values system. For instance, the real-world value or public usefulness of the research, the inclusion of underrepresented populations, the treatment of anomalous or contradictory data, and the way that the research findings are distributed to relevant stakeholders—these issues are also connected to ethical practice.

Reflexivity is also a core concept in the qualitative community and refers to one’s attention to how power and bias come to bear during all phases of the research. As D. Soyini Madison suggests, reflexivity is about “the politics of positionality” and acknowledging our power, privileges, and biases throughout the research process (2005, p. 6). The social justice imperative of many qualitative projects is a driver of reflexivity, as are critical and power-sensitive theoretical traditions. I suggest reflexivity is both a philosophical perspective and a way of doing or acting within the context of research, from start to finish (see Table 1.2 ).

Given the wide range of approaches, tools, and values that guide qualitative research, it is a rich and evolving tradition with innumerable possibilities for knowledge building and knowledge sharing. Researchers can build, craft, or construct many different kinds of projects to study a nearly limitless range of topics. For these reasons, many consider qualitative research a craft or form of bricolage.

Who Are Qualitative Researchers?

We are all interpretive bricoleurs stuck in the present working against the past as we move into a politically charged and challenging future. ( Norman K. Denzin, 2010 , p. 15)

The qualitative researcher can be thought of as a bricoleur—someone who comfortably draws on multiple bodies of scholarship, methods, and theories to do her or his work. The term bricoleur is attributed to Levi-Strauss (1966) ; however, Denzin and Lincoln popularized applying the term to the work of qualitative researchers. Thomas A. Schwandt (2001) writes:

As a bricoleur , the qualitative inquirer is capable of donning multiple identities—researcher, scientist, artist, critic, and performer—and engaging in different kinds of bricolage that consist of particular configurations of (or ways of relating) various fragments of inherited methodologies, methods, empirical materials, perspectives, understandings, ways of presentation, situated responsiveness, and so on into a coherent, reasoned approach to a research situation and problem. The bricolage appears to vary depending on one’s allegiance to different notions of interpretation, understanding, representation, and so on drawn from various intellectual and practice traditions. (p. 20) Table 1.2 Summary of key elements of research Element .  Philosophical or Praxis .  Definition .  Paradigm Philosophical Guiding worldview Ontology Philosophical The nature of social reality and what can be known about it Epistemology Philosophical The role of the researcher and researcher/participant relationship Genres Praxis Categories of ways of approaching research Methods Praxis Tools for data collection Theory Praxis Account of social reality that extends beyond data Methodology Praxis A plan for how research will proceed (combining methods, theory, and ethics) Ethics Philosophical and Praxis How one engages with, informs, and protects participants Values System Philosophical and Praxis Usefulness and distribution to the public, inclusion of underrepresented groups Reflexivity Philosophical and Praxis Attention to power, bias, and researcher positionality Element .  Philosophical or Praxis .  Definition .  Paradigm Philosophical Guiding worldview Ontology Philosophical The nature of social reality and what can be known about it Epistemology Philosophical The role of the researcher and researcher/participant relationship Genres Praxis Categories of ways of approaching research Methods Praxis Tools for data collection Theory Praxis Account of social reality that extends beyond data Methodology Praxis A plan for how research will proceed (combining methods, theory, and ethics) Ethics Philosophical and Praxis How one engages with, informs, and protects participants Values System Philosophical and Praxis Usefulness and distribution to the public, inclusion of underrepresented groups Reflexivity Philosophical and Praxis Attention to power, bias, and researcher positionality Open in new tab

Qualitative researchers may draw on scientific, humanistic, artistic, and other disciplinary forms. In this regard, qualitative research can be viewed as a scholarly, practical, and creative pursuit. Researchers need to be able to think analytically, symbolically, imaginatively, and metaphorically ( Saldaña, 2011 ). Moreover, projects often demand innovation, creativity, intuition, flexibility, and responsiveness (adapting to new learning or practical problems). This is a rigorous and often labor-intensive process. Qualitative research commonly requires working with others over an expanse of time and producing large amounts of data for analysis while also demanding sustained attention to ethics and values. It is also a creative process—allowing researchers to experiment, play, adapt, learn, and grow along the way.

Of course, pragmatic considerations come into play when designing a project: funding, time, access to needed participants or textual/preexisting data sources, and the researcher’s previous experience, skills, and personal preferences. Unfortunately, qualitative researchers are more often limited by practical issues than by their imaginative capabilities.

Despite these challenges, qualitative research is also a deeply rewarding process that may result in new learning about topics of import, increased self-awareness, the forging of meaningful relationships between co-creators of knowledge, the production of public scholarship, and the impetus for social change.

The Contents of This Handbook

As noted in the preface, no handbook can be all things to all people. It’s impossible to cover the entire field, and so I have approached the content with practicality in mind: what one learning about and/or embarking on qualitative research most needs to know, peppered with advanced material and prospective reviews intended to be of value to even the most experienced researchers.

Part 1 of this handbook, “The Qualitative Tradition,” offers a historical review of the field. Specifically, Part 1 presents an overview of the history of qualitative research in the social sciences and the ethical substructure of qualitative research practice.

In Chapter 2 , “Historical Overview of Qualitative Research in the Social Sciences,” Svend Brinkmann, Michael Hviid Jacobsen, and Søren Kristiansen provide a detailed history of qualitative research in the social sciences. As they note, this history is a complicated task because there is no agreed-upon version but rather a variety of perspectives. Accordingly, these authors present six histories of qualitative research: the conceptual history, the internal history, the marginalizing history, the repressed history, the social history, and the technological history. They also suggest that writing about history is necessarily tied up with writing about the future and thus conclude their contribution with a vision of the field. In Chapter 3 , “The History of Historical-Comparative Methods in Sociology,” Chares Demetriou and Victor Roudometof present an overview of the historical trajectory of comparative-historical sociology while considering the development of specific methodological approaches. Next is Anna Traianou’s chapter, “The Centrality of Ethics in Qualitative Research.” Attention to the ethical substructure of research is central to any qualitative practice and thus is given priority as the closing chapter in Part 1 . Traianou details the main ethical issues in qualitative practice, bearing in mind the changing sociohistorical climate in which research is carried out.

Part 2 of this handbook, “Approaches to Qualitative Research,” presents an array of philosophical approaches to qualitative research (all of which have implications for research praxis). Because qualitative research is a diverse tradition, it is impossible to adequately cover all of the approaches researchers may adopt. Nevertheless, Part 2 provides both an overview of the key approaches to qualitative research and detailed reviews of several commonly used approaches.

Part 2 opens with Renée Spencer, Julia M. Pryce, and Jill Walsh’s chapter, “Philosophical Approaches to Qualitative Research,” which provides a general view of the philosophical approaches that typically guide qualitative practice. They review post-positivism, constructivism, critical theory, feminism, and queer theory and offer a brief history of these approaches, considering the ontological, epistemological, and axiological assumptions on which they rest, and they detail some of their distinguishing features. They also identify three overarching, interrelated, and contested issues with which the field is being confronted: retaining the rich diversity that has defined the field, the articulation of recognizable standards for qualitative research, and the commensurability of differing approaches.

After the overview in Chapter 5 , we turn to in-depth treatments of specific approaches to qualitative research. In Chapter 6 , “Applied Interpretive Approaches,” Sally E. Thorne turns to the applied world of qualitative practice. Thorne considers how many applied scholars have been departing from established method to articulate approaches better suited to the questions of the applied world. This chapter considers the evolving relationship between the methods and their disciplinary origins and current trends in the direction of the applied interpretive qualitative project. Interpretive description is used as a methodological case in point to illustrate the kinds of departures that applied approaches are taking from their theoretical roots as they begin to advance knowledge development within applied contexts.

Chapter 7 , “The Grounded Theory Method” by Antony Bryant, reviews grounded theory, which, as Bryant notes, is itself a somewhat misleading term because it actually refers to a method that facilitates the development of new theoretical insights. Bryant’s suggestion about the complexity of the term itself is duly noted because this chapter could easily have been placed in Part 3 of this handbook. However, because grounded theory can be used in conjunction with more than one method of data collection, I have placed it in Part 2 as an approach to research. This chapter provides background information about the development of grounded theory as well as its main features, procedures outputs, and evaluation criteria.

The final three chapters in Part 2 tackle power-sensitive or social justice approaches to qualitative research that have emerged in the context of activist and scholarly work. In Chapter 8 , “Feminist Qualitative Research: Toward Transformation of Science and Society,” Maureen C. McHugh offers an in-depth treatment of feminist qualitative research, described in terms of its purposes of addressing women’s lives, advocacy for women, analysis of gender oppression, and transformation of society. The chapter covers topics including the feminist critiques of social science research, the transformation of science from empiricism to post-modernism (including intersectionality and double consciousness), reflexivity, collaboration, power analysis, advocacy, validity, and voice. Several qualitative approaches to research are described in relation to feminist research goals, with illustrations of feminist research. In Chapter 9 , “Critical Approaches to Qualitative Research,” Kum-Kum Bhavnani, Peter Chua, and Dana Collins reflect on critical strategies in qualitative research and examine the meanings and debates associated with the term “critical.” The authors contrast liberal and dialectical notions and practices in relations to social analysis and qualitative research. The chapter also explores how critical social research may be synonymous with critical ethnography in relation to issues of power, positionality, representation, and the production of situated knowledges. It uses Bhavnani’s (1993) framework to draw on Dana Collin’s research as a specific case to suggest how the notion of the “critical” relates to ethnographic research practices: ensuring feminist and queer accountability, resisting reinscription, and integrating lived experience. In Chapter 10 , “Decolonizing Research Practice: Indigenous Methodologies, Aboriginal Methods, and Knowledge/Knowing,” Mike Evans, Adrian Miller, Peter Hutchinson, and Carlene Dingwall review Indigenous approaches to research that are fundamentally rooted in the traditions and knowledge systems of Indigenous peoples themselves. The authors suggest Indigenous methodologies and methods have become both systems for generating knowledge and ways of responding to the processes of colonization. They describe two approaches drawn from the work of two Indigenous scholars with their communities in Australia and Canada. They hope this work leads not only to better, more pertinent research that is well disseminated but also to improvement in the situations of Indigenous communities and peoples.

The third section of this handbook, “Narrative Inquiry, Field Research, and Interview Methods,” provides chapters on a range of methods for collecting data directly from people (groups or individuals) or by systematically observing people engaged in activities in natural settings.

Part 3 begins with Chapter 11 , “Practicing Narrative Inquiry,” by Arthur P. Bochner and Nicholas A. Riggs. Arguably, this is a chapter that could have appeared just as easily in Part 2 because narrative is as much an approach to research as a method, or in Part 4 because narrative inquiry can be employed in the context of text- or arts-based research, or even in Part 6 as an approach to analysis. This chapter focuses on the development of the turn toward narrative in the human sciences. The authors trace the rise of narrative inquiry as it evolved in the aftermath of the crisis of representation in the social sciences, locating the explosion of interest in stories and storytelling in changing population demographics and the debunking of venerable notions about scientific knowledge. They show how narrative inquiry offered an opportunity to humanize the human sciences, placing people, meaning, and personal identity at the center of inquiry; inviting the development of reflexive, relational, dialogic, and interpretive methodologies; and drawing attention to the need to focus not only on the actual but also on the possible and the good. The chapter attempts to synthesize the changing methodological orientations of qualitative researchers associated with narrative inquiry, as well as their ethical commitments. In the second half of the chapter, the focus shifts to the divergent standpoints of small-story and big-story researchers; the differences between narrative analysis and narratives-under-analysis; and various narrative practices that seek to help people form better relationships, overcome oppressive canonical identities, amplify or reclaim moral agency, and cope better with contingencies and difficulties experienced over the course of life.

Chapter 12 , “Ethnography,” by Anthony Kwame Harrison, presents a new take on a classic method of qualitative research. Embracing the trope of ethnography-as-narrative, this chapter uses the mythic story of Bronislaw Malinowski’s—the reputed “founding father” of the ethnographic approach—early career and fieldwork as a vehicle through which to explore key aspects of ethnography’s history and development into a distinct form of qualitative research. Through a series of intervallic steps—in and out of Malinowski’s path from Poland to the “Cambridge School” and eventually to the western Pacific—Harrison traces the legacy of ethnography to its current position as a critical, historically informed, and unfailingly evolving research endeavor. Harrison suggests that, as a method continually reflected on and revised, ethnography is boundless.

In Chapter 13 , “The Purposes, Practices, and Principles of Autoethnographic Research,” Carolyn Ellis and Tony E. Adams define autoethnography according to their practice of the method, and they describe its history and emergence within qualitative social research and within psychology. They propose general guiding principles for those seeking to do autoethnography, such as using personal experience, acknowledging existing research, understanding and critiquing cultural experience, using insider knowledge, breaking silence, and maneuvering through pain, confusion, anger, and uncertainty. They present autoethnography as a process and as a product, one that can take a variety of representational forms. After offering ways to evaluate and critique autoethnography, they conclude with a discussion of autoethnography as an orientation to the living of life and an approach that has the potential of making life better—for the writer, reader, participant, and larger culture.

Switching gears from generating data from one’s own experiences to interviewing others, the next three chapters detail different methods of interview. Chapter 14 , “Unstructured and Semistructured Interviewing,” by Svend Brinkmann, provides an introduction to qualitative interviewing as a social practice with a cultural history. Issues addressed include different levels of structure, numbers of participants, media of interviewing, and also interviewer styles. A more detailed exposition of semistructured life world interviewing is offered, as Brinkmann suggests this is arguably the standard form of qualitative interviewing today. The next chapter is “Oral History Interviewing: Issues and Possibilities” by Valerie J. Janesick. As she explains, oral history resides in storytelling and involves the collection of stories, statements, and reminiscences of a person or persons who have firsthand knowledge of any number of experiences. Oral history offers qualitative researchers a way to capture the lived experiences of participants. The techniques of oral history may include interviews, document analysis, photographs, and video. Three major issues that emerge are those of social justice, arts-based approaches to oral history, and transdisciplinarity. Janesick notes that, in the current climate, there are endless possibilities in terms of using digital techniques for data presentation, data analysis, and dissemination. In Chapter 16 , “Focus Group Research: Retrospect and Prospect,” by George Kamberelis and Greg Dimitriadis, we turn to a method of group interviewing. First, the authors highlight the historical origins, tensions, and continuities/discontinuities of focus group research. Second, they suggest that focus group research embodies three primary, related functions: an inquiry function, a pedagogical function, and a political function. Third, they explore issues including mitigating the researcher’s authority; disclosing the constitutive power of discourse; approximating the natural; filling in knowledge gaps and saturating understanding; drawing out complexity, nuance, and contradiction; disclosing eclipsed connections; and creating opportunities for political activism. Fourth, they discuss contemporary threats to focus group work, and they conclude with what they see as new research frontiers for focus group research, especially in relation to new information technologies.

Part 3 concludes with Erica Tucker’s chapter “Museum Studies” which, as an entire area of study, arguably could have been placed in other sections of the handbook (such as the next section on multimethod research). However, given that museum studies often involve ethnographic observations in natural settings, I conclude Part 3 with this chapter. Tucker reviews the major research methods used to study museums, including gallery analyses and interviews with museum visitors, professionals, and stakeholders, as well as ethnographic fieldwork. Drawing from a range of case studies conducted by museum practitioners, anthropologists, historians, and other museum studies scholars, the author explores how these qualitative methods can be adapted to the study of exhibits, programs, and museums as knowledge-generating institutions. Approaches to research design, data analyses, and representation are also examined.

The next section of the handbook, “Text, Arts-Based, and Internet Methods,” considers how qualitative researchers work with nonliving data or through mediated forms. Although these methods are at times considered unobtrusive (because the data exist independent of the research; e.g., in the case of content analyzing newspapers), there are also many participatory approaches that are considered (such as participatory arts-based research).

Chapter 18 , “Content Analysis,” by Lindsay Prior, focuses on the ways in which content analysis can be used to investigate and describe interview and textual data. The author considers the method in both qualitative and quantitative social research. Examples of four different kinds of data are subjected to content analysis. Using a distinctive style of content analysis that calls on the notion of semantic networks, Prior shows how the method can be used either independently or in conjunction with other forms of inquiry (including various styles of discourse analysis) to analyze data and also how it can be used to verify and underpin claims that arise out of analysis. The chapter ends with an overview of the different ways in which the study of “content”—especially the study of document content—can be positioned in social scientific research projects.

Chapter 19 , “Photography as a Research Method,” by Gunilla Holm, reviews the development of photography as a research method in social sciences. Holm describes the different types of photographs used, such as archival photographs, photographs taken by the researcher, and photographs taken by participants. The uses of different approaches to obtain photographs and issues of interest concerning each approach are presented. The most common approaches to analyze photographs, such as content analysis, discourse analysis, and ethnographic analysis, are described. Questions surrounding interpretation and ethical practice are also considered.

Chapter 20 , “Arts-Based Research Practice: Merging Social Research and the Creative Arts,” by Gioia Chilton and Patricia Leavy, offers an overview of the emerging genre of arts-based research (ABR). ABR adapts the tenets of the creative arts in social research in order to approach research questions in new ways, ask new questions, and make research findings publicly accessible, evocative, and engaged. The authors provide a retrospective and prospective overview of the field, including a review of the some of the pioneers of ABR, methodological principles, robust examples of ABR within different artistic genres, assessment criteria, and the future of the field.

The final chapter in this section of the handbook is “Qualitative Approaches in Internet-Mediated Research: Opportunities, Issues, Possibilities” by Claire Hewson. Internet-mediated research (IMR) has grown expansively over the past decade, in both its scope and range of methodological possibilities and in its breadth of penetration across disciplines and research domains. However, the use of IMR approaches to support qualitative research has lagged behind its application in supporting quantitative methods. This chapter discusses the possibilities and scope for using IMR methods in qualitative research and considers some of the issues and debates that have led some qualitative researchers to be reluctant to consider this approach as a viable alternative to traditional offline methods. Hewson adopts an optimistic stance on the potential for qualitative IMR and outlines a range of possible methods and strategies, punctuated with examples of successful (as well as less successful) studies. The chapter also covers practical issues and offers a commentary on the possible future of IMR.

Part 5 of the handbook, “Multimethod, Mixed Method, and Participatory Designs,” focuses on approaches to research that typically rely on the use of more than one method of data collection and/or the participation of nonacademic stakeholders. Several of the chapters in this section could easily have been placed in Part 2 of the handbook because they can be viewed as “approaches” to research. Again, this illustrates how fluid the field of qualitative research is, with its overlaps in definitions and practice. Notwithstanding the suggestion that some of these chapters cover broad approaches to research, I have placed them in this section of the handbook because they generally involve the use of more than one method.

Chapter 22 , “Case Study Research: In-Depth Understanding in Context,” by Helen R. Simons, explores case study as a major approach to research and evaluation. After first noting various contexts in which case studies are commonly used, the chapter focuses on case study research directly. Strengths and potential problematic issues are outlined, as are key phases of the process. The chapter emphasizes how important it is to design the case, to collect and interpret data in ways that highlight the qualitative, to have an ethical practice that values multiple perspectives and political interests, and to report creatively to facilitate use in policy making and practice. Finally, the chapter explores how to generalize from the singular case. Concluding questions center on the need to think more imaginatively about design and the range of methods and forms of reporting available to persuade audiences to value qualitative ways of knowing in case study research.

In Chapter 23 , “Program Evaluation,” Paul R. Brandon and Anna L. Ah Sam offer a detailed overview of program evaluation situated in the historical context in which this practice has developed. The chapter includes discussion regarding the choice of methods, some of which are used primarily within evaluation approaches to conducting evaluation; the aspects of programs that evaluators typically address; the concept of value; the differences between evaluation and social science research; research on evaluation topics; and the major evaluation issues and concerns that have dominated discussion in the literature.

The following two chapters cover approaches to research that involve community participation. Chapter 24 “Community-Based Research: Understanding the Principles, Practices, Challenges, and Rationale,” by Margaret R. Boyd, reviews the inclusion of community members in research practice. This chapter is an introduction to the historical roots and subdivisions within community-based research (CBR) and discusses the core principles and skills useful when designing and working with community members in a collaborative, innovative, and transformative research partnership. The rationale for working within this research paradigm is discussed as are the challenges researchers and practitioners face when conducting CBR. Boyd suggests CBR challenges the traditional research paradigm by recognizing that complex social problems must involve multiple stakeholders in the research process—not as subjects but as co-investigators and co-authors. It is an “orientation to inquiry” rather than a methodology and reflects a transdisciplinary paradigm by including academics from many different disciplines, community members, activists, and often students in all stages of the research process. As the scholarship and practice of this form of research has increased dramatically over the past twenty years, this chapter looks at both new and emerging issues, as well as at founding questions that continue to draw debate in the contemporary discourse. In Chapter 25 , “Lineages: A Past, Present, and Future of Participatory Action Research,” Sarah Zeller-Berkman provides a historical overview of participatory action research (PAR). Like CBR, this is a social justice–oriented approach to research that transcends method but relies on a variety of qualitative methods. Zeller-Berkman writes that PAR in the twenty-first century asserts a democratization of who has the right to create knowledge, research social conditions, engage in participatory processes, and take action. People using PAR generally believe that knowledge has and will continue to be a source of power. Participatory research is an attempt to shift the balance of power back in favor of people who have historically been denied representational power.

The next chapter in the handbook covers the methodological work being done in the content area of disaster research. 4 In “Qualitative Disaster Research,” Brenda D. Phillips provides an overview of the history of qualitative disaster research since the 1920s. Challenges associated with conducting disaster research, particularly field-based studies, are presented. The chapter also discusses ethical challenges related to homeland security and the emotional impacts of disaster research on humans. Sections then lay out issues specific to the life cycle of disasters (preparedness, response, mitigation, and recovery), data gathering techniques commonly used (interviews, documents, observations, visual data), and strategies for data analysis. A final section links efforts to strengthen the trustworthiness and credibility of qualitative research to disaster studies.

The final chapter in this section of the handbook covers mixed-methods research. In Chapter 27 , “Conducting Mixed-Methods Research: Using Dialectical Pluralism and Social Psychological Strategies,” R. Burke Johnson, Tony Onwuegbuzie, Susan Tucker, and Marjorie L. Icenogle first summarize the philosophy of dialectical pluralism (DP). Ontologically, DP views reality as plural and changing. Epistemologically, DP follows a dialectical, dialogical, hermeneutical approach to listening, interacting, and learning from “the other.” Theoretically, DP integrates concepts especially from Rawls (e.g., procedural justice, reasonable pluralism, overlapping consensus, realistic utopia), Dewey (e.g., deliberative democracy, community, inquiry, growth), and Habermas (e.g., communicative rationality, deliberative democracy, discourse ethics, knowledge, public sphere). From empirical research, the authors draw on concepts and findings from social psychological literatures such as conflict management, negotiation, small-group psychology, group counseling, group dynamics, political diplomacy, deliberative democracy, and workplace justice. Dialectal pluralism requires purposeful construction of teams that include multiple/different values and perspectives and stakeholders from the most disadvantaged affected groups. The group process operates from the position of equal power, the use of social psychological strategies, and the working toward win-win solutions.

Part 6 of the handbook, “Analysis, Interpretation, Representation, and Evaluation,” covers a range of topics, including the analysis and interpretation of qualitative data, writing up qualitative research, and issues pertaining to evaluation.

The first two chapters in this section review qualitative data analysis. Chapter 28 , “Coding and Analysis Strategies,” by Johnny Saldaña, provides an overview of selected qualitative data analytic strategies, with a particular focus on codes and coding. Preparatory strategies for a qualitative research study and data management are first outlined. Six coding methods are then profiled using comparable interview data: process coding, in vivo coding, descriptive coding, values coding, dramaturgical coding, and versus coding. Strategies for constructing themes and assertions from the data then follow. Analytic memo writing is woven throughout the preceding as a method for generating additional analytic insight. Next, display- and arts-based strategies are provided, followed by recommended qualitative data analytic software programs and a discussion on verifying the researcher’s analytic findings. Chapter 29 , “Computer-Assisted Analysis of Qualitative Research,” by Christina Silver and Ann F. Lewins, picks up on the discussion of qualitative data analytic software programs (although it should be noted that this chapter also considers how technology can be used in data collection). Silver and Lewins focus on the current state of technological support for qualitative research practice. The chapter focuses on technology and how it assists three main aspects of qualitative research: data collection, preparation, and/or transcription; bibliographic management and systematic literature reviews; and data management and analysis. The main body of the chapter discusses the functionality, role, and implications of Computer Assisted Qualitative Data AnalysiS (CAQDAS) tools. Three recent trends in computer assistance are emphasized: support for visual analysis, support for mixed-methods approaches, and online solutions.

Moving from data analysis to interpretation, Chapter 30 , “Interpretation Strategies: Appropriate Concepts,” by Allen Trent and Jeasik Cho, presents a wide range of concepts related to interpretation in qualitative research. The chapter examines the meaning and importance of interpretation in qualitative inquiry and explores the ways methodology, data, and the self/researcher as instrument interact and impact interpretive processes. Additionally, the chapter presents a series of strategies for qualitative researchers engaged in the process of interpretation. The chapter closes by presenting a framework for qualitative researchers designed to inform their interpretations. The framework includes attention to the key qualitative research concepts transparency, reflexivity, analysis, validity, evidence, and literature. Four questions frame the chapter: What is interpretation and why are interpretive strategies important in qualitative research? How do methodology, data, and the researcher/self impact interpretation in qualitative research? How do qualitative researchers engage in the process of interpretation? And, in what ways can a framework for interpretation strategies support qualitative researchers across multiple methodologies and paradigms?

Chapter 31 , “Writing Up Qualitative Research,” by Jane Gilgun, provides guidelines for writing journal articles based on qualitative approaches. The guidelines are a part of the tradition of the Chicago School of Sociology and the author’s experience as an author and reviewer. The guidelines include understanding experiences in context, immersion, interpretations grounded in accounts of informants’ lived experiences, and conceiving of research as action-oriented. Gilgun suggests excellent write-ups have “grab”; that is, accounts that jump off the page and convey a sense of lived experiences. Although most of the chapter addresses the writing of conventional research reports, there is some coverage of writing articles that report findings resulting from ethnographies, autoethnographies, performances, poetry, and photography and other media.

The final chapter in this section of the handbook, “Evaluating Qualitative Research,” by Jeasik Cho and Allen Trent, addresses a wide range of theories and practices related to the evaluation of qualitative research (EQR). The authors present six categories of EQR: (1) a positivist category; (2) Lincoln and Guba’s alternative category; (3) a “subtle-realist” category developed by Hammersley, Atkinson, and Seale; (4) a general EQR category; (5) a category of post-criteriology; and (6) a post-validity category. The authors offer several evaluation strategies for EQR by providing a variety of examples. They also discuss a path forward for EQR. They conclude with a holistic view of EQR needed to collectively construct/confront inner and outer challenges to qualitative paradigms in the twenty-first century.

The final section of the handbook, “Conclusion: Politics and The Public,” offers some final thoughts about the politics of qualitative research, the importance of public scholarship, and the future of qualitative research in a transdisciplinary context.

In Chapter 33 , “The Politics of Research,” Michael D. Giardina and Joshua I. Newman critically interrogate the politics of research currently dominating US higher education, a politics that is shaped as much by theoretical and methodological questions and debates as it is by prevailing social, cultural, political, and economic forces. The authors’ arguments are guided by four primary questions: How and to what do the cultural and political priorities of the free-marketized, corporate university impact, direct, or confound the conduct of research? How and to what extent does politics situate methodologies? How and to what extent is the research act impinged on by such particularities as institutional review boards, national funding councils, scholarly journals, and the promotion and tenure process? And, how and where do we as academics fit into this new research climate? Giardina and Newman also provide a series of practical recommendations for professors and students alike who seek to actively confront and challenge the academic–industrial complex.

The closing chapter, “A Brief Statement on the Public and the Future of Qualitative Research,” offers some final comments about the future of qualitative research. I suggest that there is a widespread move from a disciplinary to a transdisciplinary research structure in which problems of importance are at the center of research practices (see Leavy, 2011 ). Within this context, qualitative researchers are well positioned to advance because of their ability to develop responsive and flexible research designs and present their work in multiple formats. Furthermore, I note how the broader move toward public scholarship is propelling both the practice of qualitative research and the teaching of qualitative methods.

Thank you to Dr. Tony Adams for providing his thoughtful and most helpful feedback on an earlier draft of this chapter.

There is qualitative work that can be pointed to in the late 1800s and early 1900s. However, it was the use of ethnography and related methods in the 1920s by researchers at the University of Chicago who were primarily studying urbanization (popularly deemed “The Chicago School of Sociology”) that prompted the use of qualitative methods in sociology departments around the United States. In the 1960s, the qualitative tradition fully emerged.

Chapter 2 of this handbook, “Historical Overview of Qualitative Research in the Social Sciences,” by Brinkmann, Jacobsen, and Kristiansen, provides a rich discussion of the history of qualitative research in relation to quantitative research.

There has been little documentation of the methodological work done in this field and therefore this chapter represents a significant contribution to the literature on both qualitative research and disaster studies.

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Qualitative Marketing Research

Quick Definition: Qualitative research is collecting and analyzing non-numerical data to better understand how to improve customer experiences. The goal is to discover not only what customers think but also why they think or feel the way they do.

Key Takeaways:

• Qualitative researchers focus on behavioral data instead of numerical data. With qualitative research, sample size is less important than personal experience.
• When conducting qualitative research, try as much as possible to collect data from users who are unprimed and unprompted. Stick to open-ended, non-leading questions.
• It typically takes less time to develop a qualitative research study, compared to a quantitative study, so you can analyze data several times during the process.
• The power of digital technology makes qualitative research methodologies more flexible and effective. It’s easier to target participants and control the quality of respondents.

The following information was provided during interviews with Claiborne Brown, group manager of corporate research and Nili Pinchasi, senior user experience researcher at Adobe.

What is qualitative marketing research? How do you gather qualitative data? What are some best practices for performing qualitative research? What are the challenges and benefits of qualitative research? What is the difference between qualitative research and quantitative research? What are common ways to gather qualitative data? What are some good strategies for qualitative research? How has qualitative research evolved? How will qualitative research continue to evolve in the future?

What is qualitative marketing research?

Qualitative research is the “why” of customer research — understanding not only what customers think but also why they think, feel, or act the way they do.

Qualitative research, or “qual,” involves collecting and analyzing non-numerical data to better understand how to improve customer experiences .

How do you gather qualitative data?

The research methodology of qualitative research is a four-step process:

• Evaluation. It all starts with determining the problem. Often, a quantitative study can show where issues are happening by indicating places where customers are abandoning carts, bouncing away from pages, or generally struggling with the desired customer journey . As part of this first step of the research process, you’ll also evaluate who your target audience is and determine what qualitative research methods and tools you will use. Tools like Adobe Analytics and Adobe Campaign , in particular, can be useful resources for testing and data collection.
• Testing. The testing step is where all of your evaluation is put into action. During this step, qualitative researchers may use a variety of data collection methods such as surveys, customer interviews, or user testing. Qualitative research is observational, so the methodology is ethnographic — gathering data through observations and interviews to produce detailed accounts of social behavior. The goal is to put respondents in a setting and see what they naturally do or say.
• Analysis. With testing complete, it’s time to gather, analyze, and share your findings. Your qualitative data analysis should focus on helping decision makers take meaningful actions.
• Decision Making. The final step of qualitative studies is using the findings from the research project to make sound decisions that improve the customer experience and benefit your business.

What are some best practices for performing qualitative research?

Always translate business questions into a research plan. If a product manager asks how to make a web page better, it isn’t effective to turn around and ask a user the same question.

Chances are, they won’t know how to explain the problem. Instead, start by trying to understand where the customer is coming from, and through that understanding, you will get a much clearer idea of what you need to do and ask — and who you should interview.

During interviews, stick to open-ended, non-leading questions. Ask users to describe processes, feelings, how something works, or what issues they are having at this moment. These questions will identify the overarching problem instead of another symptom.

What are the challenges and benefits of qualitative research?

One of the biggest benefits of qualitative research methods is that you don’t need a huge sample size to gather useful insights. A small group of as few as five respondents can easily give you the information you need.

That means putting together qualitative research studies is typically much quicker than doing so for quantitative studies, so you can conduct qualitative analysis several times throughout the development process.

Qualitative data also gives marketers justification for decisions they make if they receive pushback from other areas of the business.

Being able to show that the target audience in multiple rounds of testing had a better experience because of a particular choice is powerful. It’s hard to argue with your customers.

One disadvantage of qualitative research is that it is difficult to quantify. Feelings and observations can be a gray area.

Every person is different. Qualitative researchers must tread lightly and make sure they are talking to the right people and working to see a complete picture. Too many times, teams have started to make big decisions because one person says they don’t like what they see.

What is the difference between qualitative research and quantitative research?

Qualitative research focuses on observation, feedback, commentary, and the customer mindset. Quantitative research focuses on metrics instead of feelings, behaviors, and expectations.

It’s one thing to see how many people visited a website, but it’s another to understand why they went to the site in the first place. That’s where qualitative studies come into play.

Qualitative researchers focus on behavioral data instead of numerical data. That’s not to say that numbers play no role in a qualitative approach, but sample size is less important than personal experience.

Think of it this way: You see five cars hit a pothole in the road. Is that enough to tell you that the pothole needs to be fixed, or do you need to see 10,000 people drive over the pothole?

What are common ways to gather qualitative data?

What people do, what people say, and what people say they do are three very different things. That’s why it’s important to see things from every angle and use different research methods during qualitative research studies.

There are many different ways to gather qualitative data. The key is to try as much as possible to collect data from users who are unprimed and unprompted.

By letting users explore a product or answer open-ended questions, you can get a glimpse of their mindset about your brand or products. Their authentic, spontaneous responses provide the truest qualitative insights.

What are some good strategies for qualitative research?

A great type of qualitative research to use is usability testing. The history of qualitative research shows us that consumers aren’t the best predictors of their future behavior.

Their memory can be unreliable, and they tend to rationalize any purchase they have made in the past. They may even believe what they are reporting to you even if it’s not the full truth. Human beings are impulse buyers.

They do things for subconscious reasons that they’re not even aware of or wouldn’t admit to if they were. That’s why something like usability testing is such a useful tool.

Usability testing means focusing research questions on what customers are doing in the moment, instead of asking users why they think they did what they did in the past, or what they think they may do in the future based on hypothetical information.

Ask them what they’re looking for, what’s important to them right now, or if a certain page or message is helpful to them right now.

As part of usability testing, another helpful strategy is presenting unbranded content. This removes unconscious bias and puts the focus solely on the product or content you are testing.

You may even find that you have a bigger or higher-level problem than you thought you were addressing to begin with, which means you’ll have a greater chance of improving customer experiences.

How has qualitative research evolved?

Qualitative research began with in-person focus groups and a moderator. It was slow, costly, and not always effective — and it was difficult to get high-quality participants. Sometimes, qualitative researchers were going door-to-door asking for feedback.

Now, with the power of digital technology, qualitative methodologies are more flexible and effective. It’s easier to target participants and control the quality of respondents.

You can conduct research remotely using video conference platforms and usability testing platforms. And you can interview participants one-on-one to avoid the risk of groupthink.

How will qualitative research continue to evolve in the future?

The rise of social media is going to make it even easier to recruit participants and collect qualitative data.

People love to share their opinions, and now it’s easier than ever to do so. It’s possible that social media could even become its own distinct methodology in qualitative research.

Another notable trend is biometric testing. By measuring skin response, heart rate, and eye movement, researchers can tap into a wealth of behavioral data that users aren’t even aware of.

As technology improves, users will be able to participate in biometric studies from the comfort of their own home instead of coming into a lab. Making biometric data that much easier to collect will represent a big opportunity for qualitative researchers.

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Qualitative market research: the ultimate guide.

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Qualitative market research help businesses understand customers’ needs, identify market potential, uncover ideas for product launch/improvement, or understand how the product fits the target customer’s lifestyle. 

Any business of any type or size can benefit from qualitative research as it helps you find out how the target market feels about your product and uncover how you can improve it to increase sales. 

In this article, we’ll dive into qualitative research methods, how to conduct them, how to use them for market research, and more.

What is qualitative market research?

In simple terms, qualitative research can be defined as a method used for market research that aims at obtaining data with open-ended questions and conversations with the target consumers. 

This method helps establish not only “what” consumers think but also “how” they come to that opinion and “why” they think so. 

For instance, if you find out that more men are visiting your online garment shop than women, it is just a systematic observation. Qualitative market research will help you understand why women do not visit the store. 

You can gain this information by conducting an in-depth interview of potential women who could become customers, i.e., women who shop online regularly. In this way, qualitative research focuses on understanding a query or problem statement in a humanistic or idealistic approach.

• Qualitative research methods are used to understand the beliefs, experiences, attitudes, and behaviors of people. 
• It also helps in understanding the interactions people have with others who are similar to them.  
• Qualitative research is increasingly becoming popular because it gives a voice to the participants. 
• It gives us valuable insights into each individual and their feedback can prove to be valuable and enriching.  

What is the difference between qualitative and quantitative market research?

We have described what qualitative market research is, but let’s also see how it differs from quantitative. 

Quantitative Vs Qualitative market research: 

Quantitative research gathers numerical data that helps you test and draw conclusions regarding your research. The data helps you generate conclusive results. 

• It helps answer the “what” people think. 
• You can use it to confirm a hypothesis. 
• You can collect quantitative data via surveys , experiments, and observations.  

Qualitative research helps you gather non-numerical data that digs deeper to understand customer behavior. 

• It helps answer “why,” people think the way they do & “how” they make decisions. 
• You can use it to understand concepts. 
• You can gather qualitative data via interviews, ethnography, focus groups, case studies, and observation. 

You can leverage a market research tool to conduct research of your choice using multiple channels and gather integrated data. 

Additional read: Qualitative Vs quantitative research – Know the difference!

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5 qualitative market research methods

Qualitative research methods have originated from social and behavioral sciences. There are five common methods that researchers and marketers use to collect qualitative research data. 

These five methods are based on how you can collect data from the target audience. So, let’s discuss these five data collection methods. 

1. Interview  

Interviewing the target audience is one of the most common practices in qualitative market research. You can carry out an interview either face-to-face, on phone , or online with one respondent at a time. This is a conversational method of gathering information and allows the researcher to get a detailed response from the respondent.

The advantage of the interview method is that it gives one an opportunity to gather detailed and precise information about people’s beliefs, motivations, and experiences.  

If the researcher has experience in asking relevant and correct questions, it can help them collect meaningful data. These interviews usually last up to an hour or two, depending on how detailed and specific the researcher wants the data to be.  

Interviews can be structured, semi-structured, or unstructured. Semi-structured interviews are most commonly used because they give researchers an outline of what topics and areas to cover. Also permitting them to tap into any area relevant to the participant’s experiences.

Additional read: Research Interviews – Uncovering their types and methods.

2. Ethnography

Ethnographic research includes direct observation of the concerned group you want to study. This qualitative market research involves studying video recordings of the interactions between customers and products as they indulge in the purchased product in real life. 

Ethnographic researchers can observe their clients or participants of the research from anywhere, including the individual’s workplace, their familial environment, or when the individual is spending time with their peers.

Researchers fully immerse themselves into the lives of the customers. They observe and listen to the customers in their natural settings in a nondirected way. The goal, here, is to see people’s behaviors as they occur and on their terms, not our interpretation of those terms. 

This observational method enlightens researchers about the context in which consumers are using the products they are analyzing and the meaningful contribution of the product in their lives.  

3. Focus Groups

Another most commonly used method in qualitative market research is the focus group. In this method, the researcher gathers a limited number of consumers from the target market to create a focus group. 

The main aim of this focus group is to answer questions relating to the “why” “what” and “how” of behaviors. 

In a focus group, a trained moderator usually leads a discussion lasting about 30-90 minutes that is designed to gather useful information. The moderator’s main task is to hear the responses and probe respondents for any other specifications required while answering the questions.

Focus groups can now be sent an online survey on their preferred devices and their feedback can be collected through that. However, a disadvantage of focus groups is that they are time-consuming and costly. 

This method is usually recommended when the market is launching a new product and needs in-depth insight from the target audience’s perspective.

4. Case Studies

Case studies have evolved to become a valuable method for qualitative market research . It is used for explaining a case of an organization or an entity. This is one of the simplest ways of conducting research because it involves an exhaustive understanding of the data collected and the interpretation of the same.

5. Observation

Observation can be systematic or naturalistic. Qualitative observation of respondents’ answers or their behaviors in particular settings can yield enriching insights. 

The research observes the customer/consumer from a distance to see how they interact with an actual product. Often also called “shop-alongs”, this method reduces the possibility of a customer forgetting their shopping experience and providing false feedback at a later stage. 

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Methods to analyze qualitative market research data

There are different methods that are used to analyze qualitative market research data. The most commonly used method is the thematic analysis and text analysis.

Text analysis: 

In text analysis , researchers analyze the qualitative data collected directly from the audience and decode the sentiment and meaning behind the feedback. The analysis method helps identify a pattern/trend and make sense of the sentiment associated with the words used by the audience. 

Thematic analysis:

In thematic analysis , researchers find out the major themes or patterns in the respondents’ answers that are repeated several times. 

This kind of analysis helps researchers understand the themes that are important in the respondents’ life and the experiences that matter the most to them. They can then understand how the product they are aiming to improve or launch can affect these major themes in the lives of the respondents.  

Other qualitative analysis methods include content analysis, discourse analysis, and grounded theory. These methods differ in difficulty levels of conducting the analysis, and the steps to be followed while analyzing data.

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What are the uses of qualitative market research?

Qualitative data helps you uncover hidden data and make meaning of customers’ purchase behavior. You can use qualitative research in business to make important decisions. 

Qualitative market research helps you gather contextual and unbiased feedback. You can gather deeper insights from the target market to understand consumers’ feelings about your brand and evaluate the brand-customer relationship.  

It provides you with hard facts on where you stand and helps you benchmark your performance.

2. Consumer behavior insights: 

You can use qualitative data to create an in-depth buyer/consumer persona. The customer behavior survey helps brands understand the needs, demands, and wants of the customers which helps them better market the product. 

3. Market/business opportunities: 

Explore new markets for business expansion by gathering qualitative insights. Leverage market research surveys to understand business trends, key competition, potential, or an ideal location for new opportunities. 

4. Product research: 

Be it a product upgrade or a new product concept , market research will help you understand if the target consumers will accept the product. Gather opinions and suggestions from consumers on various aspects of the product to create

How to conduct qualitative market research?

We have discussed the methods of data collection and uses of qualitative research so now let’s look at the steps to conduct qualitative market research. 

1. Determine the objective for conducting research: 

The research you want to conduct must have the desired outcome which explains what you want to achieve with this research. Determining the objective helps you map the research process and keep it aligned with the ultimate goal. 

2. Decide what methodology to use:

You can conduct qualitative research in many ways. We have explained five common methods – interview, ethnography, focus group, case study, and observation – above. 

3. Sample respondents: 

It’s not practical to gather responses from the entire target audience . Creating a sample audience enables you to gather relevant data that represents the target audience. 

It’s important to note a large sample size, gives you more accurate responses. There are three sampling methods – purpose, quota, and snowball sampling. 

You can also leverage a market research panel, like Voxco Audience , to create an ideal respondent panel for your research. A research panel gives you access to verified respondents willing to participate in research. 

Additional reads : What are sample surveys?

4. Design your survey: 

The questions you ask play an important role in the type of responses you gather. Personalize the survey, and write relevant and meaningful questions to engage the audience. 

5. Determine the data collection channels:

You can gather customer data online, offline, or by phone. For example, you can conduct a phone interview, a face-to-face interview, or a mobile-offline interview. Depending on the nature of the research, location, and the research topic, you can use a channel that will bring the most responses. 

6. Analyze the gathered data: 

Data analysis helps you make sense of your customer’s feedback. It helps you convert the data into actionable insights so you can make strategic business decisions. We have explained the analysis methods used for qualitative market research data above. 

7. Report the findings:

Share the findings with stakeholders, colleagues, executives, and everyone else in a way that is easy to understand. Use charts and graphs to give context to the findings instead of handing over long paragraphs. 

This sums up the seven steps to conducting qualitative research. Let’s look at some of its benefits.

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Benefits of qualitative market research

Qualitative research is often used because it preserves the voice and perspectives of the respondents which are usually converted into numerics in quantitative research. The advantages of qualitative research are listed below:

• The process of data collection and analysis is flexible and conversational in qualitative research; they are not rigidly defined and do not have to be systematically planned or decided beforehand.
• Qualitative research takes place in a naturalistic environment and provides insight into how individuals behave in natural settings.
• Since qualitative market research uses open-ended questions when collecting data, they offer a huge deal of new information that can be uncovered and studied by the researcher.
• Qualitative research is recommended when studying the launch of a new product in the market, developing a new product in the market, understanding the strength and weaknesses of the product in the market, and exploring the marke t in terms of consumer behavior, demographics, perception of the brand and product under study.

Be it a start-up or an established company, qualitative market research helps you understand customers’ motivation, feelings, and perceptions of your products and services. This research method enables you to learn why consumers make certain decisions and use the feedback to build your marketing and sales strategies. 

FAQs on qualitative market research

Qualitative market research helps you gather data that explains why customers make certain purchase decision. It enables you to understand customers’ feelings, values, and thoughts about your products or services. 

The four types of qualitative research are: 

• Focus group
• Ethnography

Quantitative market research gathers numerical data that you can quantify and convert into statistical insights. It helps you find out “what” customers think of your brand. 

Qualitative research gathers textual or verbal data that you can use to understand “why” customers buy your products and “how” they make that decision. 

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Home Market Research

Qualitative Research Methods: Types, Analysis + Examples

Qualitative research is based on the disciplines of social sciences like psychology, sociology, and anthropology. Therefore, the qualitative research methods allow for in-depth and further probing and questioning of respondents based on their responses. The interviewer/researcher also tries to understand their motivation and feelings. Understanding how your audience makes decisions can help derive conclusions in market research.

What is qualitative research?

Qualitative research is defined as a market research method that focuses on obtaining data through open-ended and conversational communication .

This method is about “what” people think and “why” they think so. For example, consider a convenience store looking to improve its patronage. A systematic observation concludes that more men are visiting this store. One good method to determine why women were not visiting the store is conducting an in-depth interview method with potential customers.

For example, after successfully interviewing female customers and visiting nearby stores and malls, the researchers selected participants through random sampling . As a result, it was discovered that the store didn’t have enough items for women.

So fewer women were visiting the store, which was understood only by personally interacting with them and understanding why they didn’t visit the store because there were more male products than female ones.

Gather research insights

Types of qualitative research methods with examples

Qualitative research methods are designed in a manner that helps reveal the behavior and perception of a target audience with reference to a particular topic. There are different types of qualitative research methods, such as in-depth interviews, focus groups, ethnographic research, content analysis, and case study research that are usually used.

The results of qualitative methods are more descriptive, and the inferences can be drawn quite easily from the obtained data .

Qualitative research methods originated in the social and behavioral research sciences. Today, our world is more complicated, and it is difficult to understand what people think and perceive. Online research methods make it easier to understand that as it is a more communicative and descriptive analysis .

The following are the qualitative research methods that are frequently used. Also, read about qualitative research examples :

1. One-on-one interview

Conducting in-depth interviews is one of the most common qualitative research methods. It is a personal interview that is carried out with one respondent at a time. This is purely a conversational method and invites opportunities to get details in depth from the respondent.

One of the advantages of this method is that it provides a great opportunity to gather precise data about what people believe and their motivations . If the researcher is well experienced, asking the right questions can help him/her collect meaningful data. If they should need more information, the researchers should ask such follow-up questions that will help them collect more information.

These interviews can be performed face-to-face or on the phone and usually can last between half an hour to two hours or even more. When the in-depth interview is conducted face to face, it gives a better opportunity to read the respondents’ body language and match the responses.

2. Focus groups

A focus group is also a commonly used qualitative research method used in data collection. A focus group usually includes a limited number of respondents (6-10) from within your target market.

The main aim of the focus group is to find answers to the “why, ” “what,” and “how” questions. One advantage of focus groups is you don’t necessarily need to interact with the group in person. Nowadays, focus groups can be sent an online survey on various devices, and responses can be collected at the click of a button.

Focus groups are an expensive method as compared to other online qualitative research methods. Typically, they are used to explain complex processes. This method is very useful for market research on new products and testing new concepts.

3. Ethnographic research

Ethnographic research is the most in-depth observational research method that studies people in their naturally occurring environment.

This method requires the researchers to adapt to the target audiences’ environments, which could be anywhere from an organization to a city or any remote location. Here, geographical constraints can be an issue while collecting data.

This research design aims to understand the cultures, challenges, motivations, and settings that occur. Instead of relying on interviews and discussions, you experience the natural settings firsthand.

This type of research method can last from a few days to a few years, as it involves in-depth observation and collecting data on those grounds. It’s a challenging and time-consuming method and solely depends on the researcher’s expertise to analyze, observe, and infer the data.

4. Case study research

T he case study method has evolved over the past few years and developed into a valuable quality research method. As the name suggests, it is used for explaining an organization or an entity.

This type of research method is used within a number of areas like education, social sciences, and similar. This method may look difficult to operate; however , it is one of the simplest ways of conducting research as it involves a deep dive and thorough understanding of the data collection methods and inferring the data.

5. Record keeping

This method makes use of the already existing reliable documents and similar sources of information as the data source. This data can be used in new research. This is similar to going to a library. There, one can go over books and other reference material to collect relevant data that can likely be used in the research.

6. Process of observation

Qualitative Observation is a process of research that uses subjective methodologies to gather systematic information or data. Since the focus on qualitative observation is the research process of using subjective methodologies to gather information or data. Qualitative observation is primarily used to equate quality differences.

Qualitative observation deals with the 5 major sensory organs and their functioning – sight, smell, touch, taste, and hearing. This doesn’t involve measurements or numbers but instead characteristics.

Explore Insightfully Contextual Inquiry in Qualitative Research

Qualitative research: data collection and analysis

A. qualitative data collection.

Qualitative data collection allows collecting data that is non-numeric and helps us to explore how decisions are made and provide us with detailed insight. For reaching such conclusions the data that is collected should be holistic, rich, and nuanced and findings to emerge through careful analysis.

• Whatever method a researcher chooses for collecting qualitative data, one aspect is very clear the process will generate a large amount of data. In addition to the variety of methods available, there are also different methods of collecting and recording the data.

For example, if the qualitative data is collected through a focus group or one-to-one discussion, there will be handwritten notes or video recorded tapes. If there are recording they should be transcribed and before the process of data analysis can begin.

• As a rough guide, it can take a seasoned researcher 8-10 hours to transcribe the recordings of an interview, which can generate roughly 20-30 pages of dialogues. Many researchers also like to maintain separate folders to maintain the recording collected from the different focus group. This helps them compartmentalize the data collected.
• In case there are running notes taken, which are also known as field notes, they are helpful in maintaining comments, environmental contexts, environmental analysis , nonverbal cues etc. These filed notes are helpful and can be compared while transcribing audio recorded data. Such notes are usually informal but should be secured in a similar manner as the video recordings or the audio tapes.

B. Qualitative data analysis

Qualitative data analysis such as notes, videos, audio recordings images, and text documents. One of the most used methods for qualitative data analysis is text analysis.

Text analysis is a  data analysis method that is distinctly different from all other qualitative research methods, where researchers analyze the social life of the participants in the research study and decode the words, actions, etc. 

There are images also that are used in this research study and the researchers analyze the context in which the images are used and draw inferences from them. In the last decade, text analysis through what is shared on social media platforms has gained supreme popularity.

Characteristics of qualitative research methods

• Qualitative research methods usually collect data at the sight, where the participants are experiencing issues or research problems . These are real-time data and rarely bring the participants out of the geographic locations to collect information.
• Qualitative researchers typically gather multiple forms of data, such as interviews, observations, and documents, rather than rely on a single data source .
• This type of research method works towards solving complex issues by breaking down into meaningful inferences, that is easily readable and understood by all.
• Since it’s a more communicative method, people can build their trust on the researcher and the information thus obtained is raw and unadulterated.

Qualitative research method case study

Let’s take the example of a bookstore owner who is looking for ways to improve their sales and customer outreach. An online community of members who were loyal patrons of the bookstore were interviewed and related questions were asked and the questions were answered by them.

At the end of the interview, it was realized that most of the books in the stores were suitable for adults and there were not enough options for children or teenagers.

By conducting this qualitative research the bookstore owner realized what the shortcomings were and what were the feelings of the readers. Through this research now the bookstore owner can now keep books for different age categories and can improve his sales and customer outreach.

Such qualitative research method examples can serve as the basis to indulge in further quantitative research , which provides remedies.

When to use qualitative research

Researchers make use of qualitative research techniques when they need to capture accurate, in-depth insights. It is very useful to capture “factual data”. Here are some examples of when to use qualitative research.

• Developing a new product or generating an idea.
• Studying your product/brand or service to strengthen your marketing strategy.
• To understand your strengths and weaknesses.
• Understanding purchase behavior.
• To study the reactions of your audience to marketing campaigns and other communications.
• Exploring market demographics, segments, and customer care groups.
• Gathering perception data of a brand, company, or product.

LEARN ABOUT: Steps in Qualitative Research

Qualitative research methods vs quantitative research methods

The basic differences between qualitative research methods and quantitative research methods are simple and straightforward. They differ in:

• Their analytical objectives
• Types of questions asked
• Types of data collection instruments
• Forms of data they produce
• Degree of flexibility

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Qualitative Marketing Research

• David Carson - University of Ulster, Ireland, University of Wyoming, USA
• Audrey Gilmore - University of Ulster, Ireland
• Chad Perry - Southern Cross University, Coolangatta
• Kjell Gronhaug - Norwegian School of Economics and Business Administration, Bergen
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Very essential for qualitative marketing research within SME sectors.

One of the book main strengths is its focus on the links between philosophy and practice. Inevitably the author had to cut corners at times in the light of the wide scope of the topic. For instance the definition of action research does not seem to include the human justice dimension and the book could benefit from a clearer distinction between this method and its tools of research.

Excellent for research methodologies for students of marketing and entrepreneurship

Preview this book

For instructors, select a purchasing option, related products.

This title is also available on SAGE Research Methods , the ultimate digital methods library. If your library doesn’t have access, ask your librarian to start a trial .

Careers in Qual

Quick answers, qualitative market research, related terms.

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• → Market research: What it is, how to u...

Market research: What it is, how to use it, + examples

Market research allows you to categorize your target audience to better understand your consumers. Learn more about how to do market research here.

Latest posts on Tips

Typeform    |    05.2024

Typeform    |    04.2024

So, you’ve got the next billion-dollar idea that’ll blow the top off your profit margins. You just know you’re onto a winner! Time to throw a huge budget (or your life savings) at this idea, right? 

Not so fast! You're not likely to get very far in the marketplace if you only rely on your gut instincts.

How can you know if your idea even has a chance of surviving in the cutthroat marketplace? 

The answer: market research. A realistic prediction, based on data , of your chances of success. Basically, it’s a way to find out the market viability of your idea.

If you’re new to market research, don’t be intimidated. This guide will take you from basic concepts through to advanced techniques. Plus, our in-house experts will walk you through real-life examples of how we do it here at Typeform.

What is market research and why does it matter?

Market research is the process of collecting information about your target market and customers so you can:

Learn who your customers are

Find out what they want and/or need

Gauge potential market size

Discover trends in your industry

Get wise about what your competitors are up to

Determine how you can stand out

This way, you’ll better understand how to serve your customers, prioritize, and get higher returns on your own marketing and product development efforts. Market research is an essential part of any business’s strategy, whatever the size of your company.

There are many ways to approach market research, and at Typeform, we’ve developed our own spin on it, thanks to continuous testing and the insights we get from being a market research tool ourselves ( forms and surveys).

Uncertainty is an inevitable part of business—however, it’s still possible to reduce some of the uncertainty.

This is where market research is your best ally. Nothing is guaranteed, but making an informed decision based on comprehensive research beats a stab in the dark. Market research helps reduce the thickness of that fog to see what your options are and which direction you might want to take.

Convinced you shouldn’t be sleeping on market research? Great—let’s dive deeper.

Types of market research

Finding what works best for you is a must for useful and actionable market research. We don’t believe in a cut-and-paste approach for all businesses and markets, nor in one definitive “right” way to do things. However, there are some basic principles that apply across the board. Here are a few types of market research.

Secondary and primary research 

Secondary market research delves into information that you don’t create yourself. It’s data that’s already out there, which you can buy or access for free, and is great for benchmarking. 

Examples of secondary research:

Industry reports

Census data

Research paper

Articles in journals or newspapers

Primary market research involves collecting information yourself—this may be more expensive and time-consuming than secondary research, but it’s a better investment in the long run. Focus on your own target audience and gather information directly relevant to your goals. 

Examples of primary research:

Interviews (face-to-face or over the phone)

Focus groups

User testing

Quantitative and Qualitative

Ahh, the classic quantitative vs. qualitative dichotomy.

Quantitative market research gathers data that's numerical, descriptive, and structured. You can draw statistics from quantitative research. It involves more of the “what” questions and can be done at scale.

This type of market research is usually carried out through surveys and questionnaires and can be internal or external. Internal quantitative research examines your current customers, while external can help you identify new customers and see the actual distribution of the whole market. External is more likely to be objective, as your own customers already know you and will have formed opinions.

Examples of quantitative questions:

“Where do you live?”

“How much do you spend on electricity per month, on average?”

“Do you use this product?”

“How often do you go to the gym?”

“On a scale of 1–10, how satisfied are you with our service?”

Qualitative market research involves more of the “how” and “why” questions. It’s done at a much smaller scale, is less structured and more exploratory, aiming for insight rather than certainty. It helps you find out how customers feel about your product, their opinions and preferences—in other words, things that can't be quantified.

Examples of qualitative questions:

“Why did you choose product A over product B?”

“How does this image make you feel?”

“What do you feel is missing from this service?

“Describe the last time you purchased something online.”

“What are your favorite brands for dog grooming products?”

Usually, this type of market research is done through surveys with open-ended questions or interviews. A small number of interviews are conducted, which are then projected to apply to a larger population. 

Quantitative and qualitative research don’t need to be seen as opposite or distinct techniques. It can be an “and” instead of an “either-or.”

Market research for product development and marketing efforts

Market research tends to inform two main areas in a business: product development and marketing efforts. Whether it’s creating a new product or a new set of features, at Typeform, we always start from the end. 

Who’s going to use this? 

Who will buy it? 

How do I justify engineers spending time on this? 

Market research is one of the most important tools to answer these questions. Nobody wants to invest time, money, and effort into making something that no one wants or needs. Market research allows you to assess the market size, its opportunities, and your competitors. This is also where user research and market research inform one another.

Segmenting the market is one of the main activities in market research, as it gives you your target audience(s). How else will you know who is buying from you already, who to market to, and which marketing messages work best?

Competitor analysis , another cornerstone of market research, helps you craft your positioning. In simple terms: How you're different from your competitors and why should buyers pick you?

How to conduct market research

So you can probably see by now how varied market research is. The way we do our own market research here at Typeform has evolved over the years through testing and experimentation. After much trial and error, we finally landed on the approach that works best for us.

Set your goals

Before we even think about launching market research of any scale, we make sure to have a clear objective in mind. 

Are you trying to enhance a particular metric (such as customer numbers or customer satisfaction level), gauge potential market size, or something else?

Define your objective(s) first, then move on to the next step.

Define your audience 

Whatever your approach, the next thing you should always have at the front of your mind is your customer.

Still, focusing on the customer can mean different things to different people.

Focus on jobs, not personas

Brace yourself, because we’re about to say something controversial: don’t focus on buyer personas.

This flies in the face of what most other market research guides will tell you: Research your audience to create buyer personas and frame your offering around them.

Not that buyer personas aren't important—they are. And at Typeform, we definitely use them, but we also follow the “Jobs To Be Done (JTBD)” model. This is the backbone for how we conceptualize everything, from our marketing messaging to our product development. It informs how we see our customers and how we segment them.

How many people in your business speak directly to customers? The bigger your organization, the smaller this number is likely to be, and the further removed the customer becomes from the decision-making. The job creates a consistent framework for everyone to work with and remains close to the customer’s needs.

As you identify needs that intersect, you can begin to find unique differentiators for your product. 

At the end of the day, your customers don’t care about you or your product or its features. They care about the job or jobs they are trying to get done, and if you provide the best solution, they'll pay you for it. If you don’t, they'll move on to your competition faster than you can say, “job to be done.”

 So how does this all relate to market research?

Rather than framing your market research efforts on creating buyer personas and targeting them, frame them around jobs your customers are trying to get done. There'll be some natural overlap with personas, but you need not be wed to them.

Market segmentation

Market segmentation is the act of dividing a target market into groups (or segments). This lets you tailor your efforts to each segment, whether that be your marketing strategy or deciding on features for your product.

The four most common methods: 

Demographics: age, gender, ethnicity, income, industry, job

Psychographic: lifestyle, values, personality traits, interests

Geographic: country, region, city, town

Behavioral: spending habits, internet browsing habits

Depending on your situation, any of these might be useful focus points, and all of them no doubt provide valuable insight.

The benefits of segmentation include:

A better experience for customers: A better understanding of your customers can only really be a win-win. You’ll be able to tailor each part of your customer experience, from marketing message to product experience, based on their segment.

More targeted marketing: In other words, this means better use of your marketing resources. Rather than casting the net wide and crossing your fingers that you haven’t just thrown a lot of time and money away, your segments let you focus your efforts where they’re likely to have the most return.

Improved product development: Knowing the real demands of your target audience will allow for product development that they'll actually appreciate (read: pay for).

Developing a market research strategy

Now that you’re convinced of the importance of market research and how it can help your business, you’re probably pumped to get started. Having even a basic plan can be the difference between a piece of research that has a real and lasting impact on your business and gathering some interesting insights that are forgotten in two weeks. 

Always start with the question: Why? What’s the purpose of the research? 

Your objective shouldn’t be “to do some research,” nor should you select a method first, whether that be a JTBD-based questionnaire, customer interviews, etc. 

Make sure you’re always starting with a question you want to answer and adapt the method to the question.

Examples of questions to think about:

“How can we increase conversions?”

“Why are people churning after two months?”

“What is the appetite for this product?”

“Which product features are most useful to our customers?”

“In which region(s) should we focus our next marketing campaign?"

Let this always be front and center as you go about planning and executing your research.

Market research tips 

Do preliminary research: Have a basic understanding of the industry and the landscape you’ll be investigating. It doesn't have to be extremely in-depth, but it’s important to have a foundation. This ensures you ask the right questions, know what to assess, and can get a more accurate vision of the market.

Align with potential stakeholders: There may be others in your organization who could benefit from the data you're about to gather. It may be worthwhile checking around to see how you could maximize your research efforts. Even just one extra question on your survey might provide essential data for someone else.

Use the right tools for your market research purposes: Make sure that whichever tools you use are fit for purpose. As technology develops, market research automation becomes more important. Using the right tools won't only save you lots of time and energy; it's also essential for correct and high-quality data.

Market research questions

The questions you ask depend on your objectives. You should write market research questions that are purposeful and will help strengthen your relationship with your customers.

You should also consider running a test first, depending on the scale of your research. Sending your survey to a smaller population and analyzing the first few responses will let you check that you’re getting useful responses that are answering your research questions.

Sometimes, until we start getting results, we’re unaware that a question is ineffective. This may be because the question uses terminology not understood by the target audience. 

For example, you may ask, “What SaaS tools do you currently use?” If you get responses like “iPhone 11” and “desktop computer,” then you know you need to adapt your questions better to your audience! 

Here at Typeform, we sometimes send out test emails to smaller populations (around 10% of the target audience) for this purpose and adjust our surveys if necessary.

How many responses to collect for market research

400 is the magic number.

Well, no, in fact, there is no magic number, sorry.

Generally speaking, 400 is the standard recommended sample size—this just means the number of people who responded to your market research survey. 

But this number can vary greatly depending on your total population (i.e., all the people that this research will apply to) and the way you segment them. 

But there’s a mathematical explanation for the popularity of 400: With 400 responses, your margin of error is 5%. 

For example, say you got 400 customer responses to your market research survey. 80% of your respondents answered “yes” to the question, “Would you buy from us again?” That means there’s a 95% chance that in your total population of customers, around 80% would buy from you again.

Don’t forget that to reach your target sample size, you'll need to reach out to many more people! If sending out surveys by email, open rates tend to hover around 15-25% . The percentage of people who then go on to complete a survey will be even lower. 

To increase your chances of survey opens and completions, offering an incentive is never a bad idea. Prize draws or discounts on your product have worked well for us. And, of course, the experience of answering a market research survey is paramount for completions—make sure your form is user-friendly with a smooth and beautiful interface. 

Try to aim for a sample that'll be a good approximation of your overall population. There’s a risk of bias , depending on the channel through which your research survey is shared. For example, if you share it on social media, you might get a younger average age of respondents, which may not be accurately representative of your total population of customers.

Sample market research template

Below is a sample market research template for planning a piece of primary market data.

A brief summary of why this research was started:

What led to this research being done/requested? 

What needs to be validated or explored?

What's been done prior to this research? E.g., competitive analysis, brainstorming, previous research

What insights will this research generate? 

How will these insights be used?

Business/product objectives

We can't emphasize enough the importance of having a clear goal in mind. What metric(s) are you trying to enhance? E.g., more conversions, less churn. This helps people understand the bigger picture of this research.

State what decisions are going to be made or impacted based on the research. As a general rule, if you’re not prepared to make changes, don’t run the research.

Research objectives 

State the high-level objectives for this research. Try to keep it specific, actionable, and two to three points max. 

Research questions 

Provide a list of market research questions you plan to answer during this research (these questions are not the interview questions). 

Participant criteria 

List the primary characteristics of the people you'll recruit for the research, like:

Job(s) to be done

Also decide on the minimum and maximum number of participants you'll need for your study.

Taking action on market research insights

Remember, data isn't reality—however, market research can give you a pretty decent view of reality.

Data can also be unpredictable. Missing a small detail can skew ‌results significantly, so try to be as methodical and meticulous as you can.

Put our market research survey template to the test with customizable questions and design. Take your questionnaire to the next level with over 1 million photos, videos, and icons, or upload your own. Build your ultimate market research survey today with the help of Typeform.

Useful tools for market research

Demographic survey questionnaire template

User persona survey template

Competitor research tool for the SaaS industry

Margin of error calculator for sample size

Google Sheets

About the author

We're Typeform - a team on a mission to transform data collection by bringing you refreshingly different forms.

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What is Qualitative Observation? Definition, Types, Examples

Appinio Research · 03.05.2024 · 30min read

Have you ever wondered how researchers gain deep insights into human behavior and social interactions? Qualitative observation offers a fascinating window into the complexities of everyday life, allowing researchers to immerse themselves in natural settings and observe people in their element. From bustling city streets to quiet coffee shops, qualitative observation captures the nuances, subtleties, and context-specific dynamics that shape human experiences. In this guide, we'll explore the definition, purpose, methods, and applications of qualitative observation, providing practical insights and tips for conducting meaningful research and understanding the world around us. Whether you're a student delving into the realm of social sciences or a curious individual eager to explore the intricacies of human behavior, this guide will equip you with the knowledge and skills to navigate the fascinating terrain of qualitative observation with confidence and clarity.

What is Qualitative Observation?

Qualitative observation is a research method used to gather detailed insights into human behavior, experiences, and interactions through direct observation in natural settings. Unlike quantitative methods that rely on numerical data and statistical analysis , qualitative observation focuses on capturing the richness, complexity, and context of social phenomena through descriptive and interpretive means.

The primary purpose of qualitative observation is to deepen understanding and generate insights into the subjective experiences, perspectives, and behaviors of individuals and groups within their natural environments. By immersing researchers in the context of the study, qualitative observation facilitates the exploration of social dynamics, cultural norms, and contextual factors that shape human behavior.

Importance of Qualitative Observation in Research

• Richness of Insights : Qualitative observation allows researchers to explore the depth and complexity of human behavior and interactions in real-world settings, providing rich and detailed insights that may not be captured through quantitative methods alone.
• Contextual Understanding : By immersing researchers in the natural environments of participants, qualitative observation enables the exploration of behavior within its social, cultural, and environmental contexts. This contextual understanding is essential for interpreting and making sense of human actions and interactions.
• Theory Development : Qualitative observation contributes to theory development by generating new hypotheses, concepts , and frameworks grounded in empirical evidence and real-world observations. It allows researchers to uncover patterns , themes, and relationships that inform theoretical perspectives and models.
• Informing Practice : In addition to its role in academic research, qualitative observation has practical applications in various fields, including education, healthcare , business, and social services. It informs decision-making, program development, and policy formulation by providing insights into people's needs, preferences , and experiences.
• Enhanced Validity : Qualitative observation enhances the validity and credibility of research findings by complementing quantitative data with rich, contextualized insights. Triangulation of data sources and methods increases the robustness of research conclusions and reduces the risk of bias or misinterpretation.
• Personal Development : Beyond its role in academic and professional contexts, qualitative observation offers opportunities for personal growth and development. Engaging in observation and reflection fosters empathy, cultural competence, and critical thinking skills, enhancing researchers' capacity to navigate diverse social contexts and understand human behavior.

Qualitative observation is not only a valuable research method but also a powerful tool for understanding and navigating the complexities of human behavior and social interactions in everyday life. Its emphasis on context, depth, and interpretation makes it a versatile and indispensable approach in both research and practice.

Understanding Qualitative Observation

Qualitative observation serves as a fundamental research method across various disciplines, providing rich insights into human behavior, social interactions, and cultural dynamics. To effectively utilize qualitative observation, it's crucial to understand its underlying principles and the different types of observation methods available.

Qualitative Observation Principles

Qualitative observation operates on several fundamental principles that shape the approach to data collection , analysis, and interpretation:

• Subjectivity vs. Objectivity : Unlike quantitative methods that aim for objectivity and generalizability, qualitative observation acknowledges the subjective nature of human experiences. Researchers recognize their role as active participants in the research process, influencing the interpretation of data through their perspectives and biases.
• Contextual Understanding : Qualitative observation emphasizes the importance of understanding behavior within its social, cultural, and environmental contexts. By immersing themselves in the natural settings of participants, researchers gain a deeper appreciation for the factors that shape human actions and interactions.
• Holistic Perspective : Qualitative observation adopts a holistic approach to studying phenomena, focusing on the interconnectedness of various elements within a given context. Researchers seek to capture the complexity and nuance of human experiences, considering multiple layers of meaning and interpretation.
• Inductive Reasoning : Qualitative observation often employs inductive reasoning, allowing patterns and themes to emerge from the data rather than imposing preconceived hypotheses or theories. This open-ended approach enables researchers to explore new insights and perspectives that may challenge existing paradigms.

Types of Qualitative Observation

Qualitative observation encompasses a diverse range of methods, each offering unique advantages and considerations for data collection and analysis:

• Participant Observation : In participant observation, researchers immerse themselves in the natural settings of participants, actively engaging in social interactions and activities. By becoming part of the environment under study, researchers gain insider perspectives and access to rich, contextualized data. This method is particularly well-suited for studying cultural practices, group dynamics, and everyday behaviors.
• Naturalistic Observation : Naturalistic observation involves observing people in their natural environments without intervention or manipulation by the researcher. Researchers adopt a passive role, simply observing and documenting behaviors as they naturally occur. This method provides authentic insights into real-world behaviors and interactions, free from artificial constraints or biases.
• Structured Observation : Structured observation involves defining specific behaviors, events, or criteria for observation in advance. Researchers develop structured protocols or checklists to guide data collection, ensuring consistency and reliability across observations. While less flexible than participant and naturalistic observation, this method allows for standardized data collection and comparison across different contexts or groups.

Each type of qualitative observation offers distinct advantages and challenges, and researchers must carefully consider the appropriateness of each method based on their research goals, context, and ethical considerations.

Qualitative observation is an invaluable tool for gaining deep insights into human behavior and social interactions. With Appinio , conducting qualitative research becomes a seamless and efficient process, allowing researchers to collect real-time consumer insights in minutes without the hassle. By leveraging our intuitive platform and global reach, researchers can unlock a wealth of qualitative data to inform their decision-making and drive business success. Say goodbye to lengthy research processes and hello to actionable insights at your fingertips.

Ready to experience the power of Appinio for yourself? Book a demo today and discover how our platform can revolutionize your qualitative research endeavors!

Book a Demo

How to Prepare for Qualitative Observation?

Before embarking on qualitative observation, thorough planning and preparation are essential to ensure the success and ethical integrity of your study.

1. Define Research Objectives

Defining clear and specific research objectives is the cornerstone of any qualitative observation study. Your research objectives serve as guiding principles that shape your study's scope, focus, and direction.

• Identify Research Questions : Start by identifying the key questions you want to address through your qualitative observation. What phenomena are you interested in exploring? What specific aspects of human behavior or social interactions do you want to investigate?
• Clarify Purpose and Scope : Clearly articulate the purpose and scope of your study. What do you hope to achieve through your observation? Are you aiming to generate new insights, test existing theories, or explore a particular phenomenon in depth?
• Consider Practical Constraints : Take into account any practical constraints or limitations that may impact your research objectives, such as time, resources, and access to participants or observation settings. Set realistic goals that align with the available resources and logistical considerations.

2. Select Observation Methods

Once you've defined your research objectives, the next step is to select the most appropriate observation methods to achieve your goals. Qualitative observation offers a variety of techniques, each with its own strengths and considerations.

• Research Objectives : Choose observation methods that align with your research objectives and questions. Consider whether you need to immerse yourself in the environment as a participant, observe behaviors from a distance, or use structured protocols for data collection.
• Context and Setting : Take into account the specific context and setting of your study. Are you observing individuals in a naturalistic environment, such as a public space or workplace, or are you conducting observations within a controlled setting, such as a laboratory or simulated environment?
• Ethical Considerations : Consider the ethical implications of different observation methods, particularly in terms of privacy, consent, and potential risks to participants. Ensure that your chosen methods adhere to ethical guidelines and respect the rights and dignity of participants.

3. Identify Observation Settings

Identifying the appropriate observation settings is crucial for ensuring the validity and relevance of your observations. The observation setting should provide access to the phenomena of interest while allowing for naturalistic and unobtrusive observation.

• Access and Permissions : Obtain necessary permissions and access to the observation settings, whether they are public spaces, private institutions, or community settings. Seek cooperation from relevant stakeholders, such as facility managers, organizational leaders, or community members.
• Naturalistic Environments : Whenever possible, choose observation settings that reflect the natural environments where the phenomena of interest naturally occur. This could include public spaces, workplaces, classrooms, homes, or other community settings.
• Variety and Diversity : Consider the importance of sampling diverse observation settings to capture a range of experiences, perspectives, and contexts. Avoid over-reliance on a single setting or context, as this may limit the generalizability and richness of your observations.

4. Establish Ethical Guidelines

Given the potential impact on participants' privacy, autonomy, and well-being, ethical considerations are paramount in qualitative observation research. Establishing clear ethical guidelines helps ensure the ethical conduct of your study and protect the rights of participants.

• Informed Consent : Obtain informed consent from participants before initiating any observation activities. Clearly explain the purpose, procedures, risks, and benefits of the study, and allow participants to make an informed decision about their participation.
• Confidentiality and Anonymity : Protect participants' privacy and anonymity by keeping their identities and personal information confidential. Avoid using identifying information in your observations or reporting unless participants explicitly consent.
• Respect for Autonomy : Respect the autonomy and agency of participants throughout the research process. Allow participants to withdraw from the study at any time without consequence and ensure that their decisions are respected without coercion or undue influence.
• Minimization of Harm : Take proactive measures to minimize any potential harm or discomfort to participants arising from the observation process. Be attentive to signs of distress or discomfort and take appropriate steps to address them, including providing support or discontinuing the observation if necessary.

By carefully planning and preparing for qualitative observation, you can lay the foundation for a rigorous, ethical, and insightful study that contributes valuable insights to your field of inquiry.

How to Conduct Qualitative Observation?

Once you've completed the planning phase, it's time to immerse yourself in the field and start collecting data through qualitative observation. Let's take a look at the essential aspects of conducting qualitative observation.

Immersion in the Environment

Immersing yourself in the observation environment is crucial for gaining a deep understanding of the context, culture, and dynamics at play. To effectively immerse yourself:

• Engage with the Environment : Actively participate in the activities and interactions occurring within the observation setting. Immerse yourself in the daily routines, rituals, and social dynamics to gain insider perspectives and insights.
• Observe Unobtrusively : While actively engaging with the environment, strive to maintain a balance between active participation and unobtrusive observation. Avoid drawing undue attention to yourself or disrupting the natural flow of interactions.
• Build Trust and Familiarity : Take the time to build trust and familiarity with the participants and stakeholders in the observation setting. Be approachable, respectful, and non-judgmental in your interactions, allowing participants to feel comfortable and open in your presence.

Building Rapport with Participants

Establishing rapport with participants is essential for gaining their cooperation and obtaining rich, meaningful data. To build rapport effectively:

• Demonstrate Genuine Interest : Show genuine curiosity and interest in the participants' lives, experiences, and perspectives. Listen actively, ask open-ended questions , and express empathy and understanding.
• Respect Cultural Sensitivities : Be mindful of cultural norms, values, and sensitivities that may influence your interactions with participants. Respect their cultural practices, traditions, and beliefs, and avoid imposing your own cultural biases or assumptions.
• Be Transparent and Ethical : Be transparent about the purpose and objectives of your study, as well as the role of participants in the observation process. Ensure that participants understand their rights, including the option to withdraw from the study at any time.

Recording Observations

During observation sessions, recording detailed and accurate observations is essential for capturing the richness and complexity of human behavior and interactions. To record observations effectively:

• Use Multiple Data Collection Methods : Employ a combination of data collection methods , such as field notes, audio recordings, video recordings, photographs, or sketches, to capture different aspects of the observation setting.
• Document Contextual Details : Record not only what is happening but also the context, nuances, and subtleties of interactions. Note the physical environment, social dynamics, non-verbal cues, and emotional expressions that contribute to the overall context of the observation.
• Maintain Objectivity and Neutrality : Strive to maintain objectivity and neutrality in your observations, avoiding personal biases or interpretations. Record observations objectively without filtering or distorting the data to fit preconceived notions or expectations.

Managing Observer Bias

Observer bias refers to the tendency of researchers to interpret observations in a way that aligns with their preconceived beliefs or expectations. To manage observer bias effectively:

• Reflect on Personal Biases : Reflect on your own biases, assumptions, and perspectives that may influence your observations and interpretations. Be aware of how your background, experiences, and beliefs shape your perceptions of the observation setting and participants.
• Seek Diverse Perspectives : Involve multiple observers or researchers in the observation process to mitigate individual biases and enhance the reliability and validity of the observations. Compare and discuss observations to identify and address any discrepancies or biases.
• Triangulate Data Sources : Triangulate your observations with other data sources, such as interviews, surveys , or existing literature, to corroborate findings and minimize the impact of observer bias. Use multiple perspectives and sources of evidence to validate your interpretations.

By immersing yourself in the observation environment, building rapport with participants, recording detailed observations, and managing observer bias, you can conduct qualitative observation effectively and ethically, generating valuable insights into human behavior and social interactions.

Qualitative Observation Examples

Examples of qualitative observation abound in various contexts, offering valuable insights into human behavior, social interactions, and cultural dynamics. Here are a few illustrative examples to showcase the diverse applications and approaches of qualitative observation:

Ethnographic Studies

Ethnographic studies involve immersive, long-term observation of a specific group or community within its natural environment. For example, an ethnographer might live in a tribal community for an extended period, observing their daily routines, rituals, and social interactions. Through participant observation, interviews , and field notes, ethnographers gain deep insights into the cultural beliefs, practices, and norms of the community.

Classroom Observations

In education, qualitative observation plays a crucial role in understanding classroom dynamics, teaching practices, and student behaviors. Researchers may observe classroom activities, interactions between teachers and students, and instructional strategies to identify effective teaching methods and areas for improvement. By capturing the complexity of the learning environment, qualitative observation informs educational policy, curriculum development, and teacher training initiatives.

Workplace Observations

Qualitative observation is also valuable in studying organizational behavior and dynamics within the workplace. Researchers may observe employee interactions, communication patterns, and leadership styles to understand organizational culture, team dynamics, and factors influencing employee satisfaction and productivity. Workplace observations inform management practices, employee training programs, and organizational development strategies to foster a positive work environment and enhance performance.

Clinical Observations

In healthcare settings , qualitative observation studies patient-provider interactions, healthcare delivery processes, and patient experiences. Clinicians and researchers may observe medical consultations, treatment procedures, and patient interactions to identify barriers to effective care, communication challenges, and opportunities for patient-centered interventions. Clinical observations contribute to improving healthcare quality, patient satisfaction , and health outcomes.

Urban Planning and Design

In urban planning and design, qualitative observation helps researchers understand the built environment's impact on human behavior and well-being. Urban planners may observe pedestrian movement patterns, public space utilization, and community interactions to inform the design of cities, neighborhoods, and public infrastructure. Qualitative observation contributes to creating inclusive, accessible, and sustainable urban environments that enhance the quality of life for residents.

These examples demonstrate the versatility and significance of qualitative observation in generating insights, informing decision-making, and addressing complex social phenomena across diverse fields and contexts. Whether studying cultural practices in remote villages, classroom dynamics in schools, or patient experiences in healthcare settings, qualitative observation offers a powerful lens through which to explore the intricacies of human behavior and society.

How to Analyze Qualitative Data from Observation?

Analyzing qualitative data from observation involves systematically organizing, interpreting, and making sense of the rich and nuanced information gathered during the observation process.

Data Coding and Categorization

Data coding and categorization are fundamental processes in qualitative data analysis , enabling researchers to organize and structure the raw data into meaningful units for analysis. To effectively code and categorize qualitative data:

• Open Coding : Begin by engaging in open coding, where you systematically review and categorize the data into initial codes or categories based on recurring patterns, themes, or concepts. This process involves breaking down the data into smaller units and identifying key concepts or ideas.
• Axial Coding : Once you have generated initial codes, use axial coding to establish relationships and connections between codes. Look for patterns, associations, and linkages between different codes, grouping them into broader categories or themes.
• Selective Coding : Finally, engage in selective coding to refine and prioritize the most salient and significant codes or themes that capture the essence of the data. Selective coding involves identifying core themes or concepts that emerge as central to the phenomenon under study and integrating them into a coherent narrative.

Identifying Patterns and Themes

Identifying patterns and themes is a central aspect of qualitative data analysis , allowing researchers to uncover underlying meanings, insights, and relationships within the data. To identify patterns and themes effectively:

• Thematic Analysis : Conduct thematic analysis to systematically identify and explore recurring patterns, themes, or concepts within the data. This involves reviewing the coded data, looking for commonalities, variations, and outliers, and organizing them into meaningful clusters or themes.
• Constant Comparison : Engage in continuous comparison , where you continually compare and contrast different segments of the data to identify similarities and differences. This iterative process allows themes to emerge organically from the data rather than imposing preconceived categories or frameworks.
• Contextual Interpretation : Interpret the identified patterns and themes within the broader context of the observation setting, participants' experiences, and relevant theoretical frameworks. Consider the socio-cultural, historical, and environmental factors that may influence the emergence and significance of the themes.

Integrating Qualitative and Quantitative Data (if applicable)

In some research studies, it may be appropriate to integrate qualitative observation data with quantitative data from other sources to gain a comprehensive understanding of the phenomenon under study. To integrate qualitative and quantitative data effectively:

• Mixed Methods Approach : Adopt a mixed methods approach, where qualitative observation data are triangulated with quantitative data collected through surveys, experiments , or secondary sources. This integration allows for a more holistic and nuanced analysis of the research problem, providing multiple perspectives and insights.
• Complementary Analysis : Analyze qualitative and quantitative data separately to identify unique insights and patterns within each dataset. Then, integrate the findings through comparison, contrast, or synthesis to identify convergent or divergent themes and trends.
• Data Transformation : Transform qualitative observation data into quantitative metrics or variables for comparative analysis with quantitative data. This may involve quantifying qualitative codes or themes into numerical scores or categories for statistical analysis.

Ensuring Data Trustworthiness and Reliability

Ensuring the trustworthiness and reliability of qualitative data is essential for establishing the validity and credibility of the research findings. To ensure data trustworthiness and reliability:

• Credibility : Enhance credibility by employing rigorous data collection and analysis techniques, maintaining detailed documentation of the research process, and engaging in member checking, where participants review and validate the findings to ensure accuracy and authenticity.
• Transferability : Enhance transferability by providing rich, detailed descriptions of the observation setting, participants, and data collection procedures, allowing readers to assess the applicability of the findings to other contexts or populations.
• Dependability : Enhance dependability by ensuring transparency and consistency in the research process, including clear documentation of data collection methods, coding procedures, and analytical decisions. Engage in peer debriefing and external audits to verify the reliability of the findings.
• Confirmability : Enhance confirmability by maintaining reflexivity throughout the research process, acknowledging and addressing personal biases or assumptions that may influence the interpretation of the data. Use transparent and systematic approaches to data analysis, allowing for independent verification by other researchers.

By systematically analyzing qualitative data from observation, researchers can uncover meaningful patterns, themes, and insights that provide rich insights into human behavior, social interactions, and cultural dynamics. By ensuring the trustworthiness and reliability of the data, researchers can generate robust and credible findings that contribute to the body of knowledge in their respective fields.

How to Report Qualitative Observation Findings?

Reporting findings from qualitative observation is a critical step in the research process. It enables researchers to communicate their insights, interpretations, and conclusions to the broader academic community and stakeholders. We'll explore the key considerations for effectively reporting findings from qualitative observation studies.

1. Choose the Right Format

Choosing the proper format for reporting your qualitative observation findings depends on various factors, including the nature of the research, the preferences of the target audience, and the intended impact of the study. Popular formats include:

• Research Papers : Academic journals are a common platform for reporting qualitative observation findings. Research papers typically follow a standardized structure, including an abstract, introduction, methods, results, discussion, and conclusion sections. Choose a journal that specializes in qualitative research and aligns with the scope and focus of your study.
• Reports : Reports provide a more comprehensive and detailed overview of the research findings, including background information, methods, results, and implications. Reports may be distributed to stakeholders, funding agencies, or organizational partners interested in the study outcomes.
• Presentations : Presentations offer an opportunity to disseminate key findings and insights to a broader audience in a concise and engaging format. Consider presenting your findings at academic conferences, professional meetings, or community forums to share your research with peers and stakeholders.

2. Structure the Narrative

Structuring the narrative of your qualitative observation report is essential for guiding readers through the research process and facilitating understanding and interpretation of the findings. When structuring the narrative, make sure to include these elements:

• Introduction : Provide an overview of the research problem, objectives, and significance of the study. Briefly summarize the research design , methods, and approach to qualitative observation.
• Methods : Describe the methods used to conduct qualitative observation, including the observation setting, participants , data collection procedures, and ethical considerations. Provide sufficient detail to allow readers to assess the rigor and credibility of the study.
• Results : Present the key findings and insights derived from qualitative observation. Organize the results thematically, highlighting recurring patterns, themes, or categories that emerged from the data. Use illustrative examples and quotes to support your interpretations.
• Discussion : Interpret and discuss the implications of the findings in relation to the research objectives, theoretical frameworks, and existing literature. Explore the significance of the findings, their practical implications, and areas for further research.
• Conclusion : Summarize the study's main findings and conclusions, emphasizing their relevance and contributions to the field. Reflect on the research's strengths and limitations and offer recommendations for future research or practice.

3. Incorporate Quotes and Examples

Incorporating quotes and examples from the qualitative observation data adds depth, richness, and authenticity to your report, helping to illustrate key themes, insights, and interpretations.

• Selecting Representative Quotes : Choose quotes that capture the essence of participants' experiences, perspectives, and emotions. Select quotes that are vivid, compelling, and representative of the broader themes or patterns identified in the data.
• Providing Contextual Information : Provide contextual information to accompany the quotes, including details about the participant, the observation setting, and the specific context in which the quote was obtained. This helps readers understand the significance and relevance of the quote within the broader narrative of the study.
• Interpreting Quotes : Interpret and analyze the quotes within the discussion section of your report, providing insights into their meanings, implications, and contributions to the overall findings. Avoid simply presenting quotes without analysis or interpretation, as this may limit the depth of understanding for readers.

4. Address Limitations and Future Directions

Every research study, including qualitative observation, has its limitations and areas for improvement. Acknowledging and addressing these limitations is essential for maintaining transparency and credibility in your reporting.

• Limitations : Identify and discuss any limitations or challenges encountered during the research process, such as sample size constraints, data collection biases, or contextual constraints. Be honest and transparent about the limitations of the study and their potential impact on the validity and generalizability of the findings.
• Future Directions : Based on your study's findings, suggest potential avenues for future research or areas for further exploration. Consider unanswered questions, emerging themes, or areas of controversy that warrant further investigation. Offer recommendations for methodological improvements or alternative approaches to address the limitations identified.

By carefully choosing a suitable format, structuring the narrative effectively, incorporating quotes and examples, and addressing limitations and future directions, you can create a compelling and informative report that effectively communicates the findings of your qualitative observation study to the broader academic community and stakeholders.

Conclusion for Qualitative Observation

Qualitative observation is a powerful tool for understanding the richness and complexity of human behavior and social interactions. By immersing researchers in natural settings and allowing them to observe people in their everyday environments, qualitative observation offers unique insights that complement quantitative methods. From uncovering cultural norms and social dynamics to informing policy decisions and program development, qualitative observation has diverse applications across various fields, including academia, healthcare, business, and social services. Embracing the principles of subjectivity, contextuality, and inductive reasoning, qualitative observation empowers researchers to explore the depth and nuance of human experiences, ultimately contributing to our collective understanding of the world around us. Furthermore, as we continue to navigate an increasingly interconnected and diverse world, the importance of qualitative observation only grows. Its emphasis on context, perspective, and interpretation enables researchers to bridge disciplinary boundaries, engage with diverse communities, and address complex social issues. By fostering empathy, cultural competence, and critical thinking skills, qualitative observation not only advances knowledge and scholarship but also promotes social justice, equity, and inclusion.

How to Conduct Qualitative Research in Minutes?

Introducing Appinio , the real-time market research platform revolutionizing qualitative observation. With Appinio, conducting your own market research is not only quick but also incredibly easy and intuitive. By leveraging Appinio's powerful platform, you can unlock real-time consumer insights and make informed, data-driven decisions for your business with ease. Say hello to a new era of market research that is exciting, intuitive, and seamlessly integrated into everyday decision-making.

Here's why you should consider using Appinio for your qualitative research needs:

• From Questions to Insights in Minutes: With Appinio, you can go from formulating your research questions to gaining actionable insights in a matter of minutes. Say goodbye to long wait times and cumbersome research processes.
• Intuitive Platform for Everyone: You don't need a PhD in research to use Appinio. Our platform is designed to be user-friendly and accessible to anyone, regardless of their level of expertise in market research.
• Global Reach and Targeting: Define your target group with precision from over 1200 characteristics and survey respondents in over 90 countries. Whether you're interested in local or global insights, Appinio has you covered.

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