Qualitative research can be highly effective at uncovering the hidden thoughts and beliefs that influence buying decisions. However, acquiring the data you need to make smarter decisions is not always as simple as asking customers whether they like your brand or product.
In order for a qualitative research study to be effective, you’ll need to clearly define your objective and choose the techniques that will best support your goals. From virtual focus groups to projective techniques, there are countless methods you may consider. If you’re feeling overwhelmed, here is a guide to help you weigh your options and find the most effective technique for your research study.
What You Should Do Before The Research Phase
Before diving into the pros and cons of each technique, you should start by answering a few basic questions to ensure your approach aligns with your overall mission. Here are the steps you should take.
1. Determine What Questions You Need Answered
First, determine your overarching goal and what questions you need answered to accomplish that goal. Even if your intent is to answer something broad, such as whether customers like your products, you’ll get better results by being more specific. Do you want to know how customers react to your brand imagery? Or are you more interested in learning about the functionality of a product? Determining what questions you need answered will set the stage for what type of study you choose to conduct.
2. Set a Budget and Timeline:
Next, you’ll want to set a clear budget and timeline for the research. The more time and money you have, the more options are at your disposal. However, sometimes less is more, and you don’t always need endless amounts of cash to collect valuable data. So be realistic about any potential constraints to ensure you maximize your available resources.
3. Choose the Right Techniques to Support Your Goals
Finally, you’ll want to carefully weigh the pros and cons of all the different projective techniques to find the right methodology or combination that makes sense for your goals and limitations. Every technique has advantages and disadvantages, so finding the right balance is crucial to obtaining the best results.
Popular Qualitative Research Techniques You Should Consider
Here are a few of the most common techniques researchers use to uncover the hidden thoughts and motivations behind consumer behavior. Choose one or a combination of several based on the questions answered in the previous section.
One-on-One Interviews
A researcher conducts a private interview with a participant to better understand their individual thoughts and feelings about a subject.
Pros
- Produces deep, highly personalized insights.
- Great for sensitive topics that may be uncomfortable to discuss in a group setting.
Cons
- Smaller sample sizes make it harder to spot trends and may not fully reflect an entire customer base.
- Can get expensive to conduct a large number of interviews.
In-Person Focus Groups
A group of participants discuss a series of topics guided by a moderator in a face-to-face setting.
Pros
- Great for observing non-verbal cues and group dynamics
- Allows for deeper discussions based on shared experiences or conflicting viewpoints
Cons
- Potential for participants to influence each other or groups being dominated by specific participants.
- Recruiting participants, renting a facility, and hiring a skilled moderator can be a challenge.
Virtual Focus Groups
A group of participants share their thoughts on a set of topics through an online, video-conferencing platform.
Pros
- Cost-effective and easy to schedule compared to in-person studies.
- Accessible for participants from any geographical location, presenting opportunities for more diverse perspectives.
Cons
- Can be harder for moderators to control group dynamics and observe non-verbal cues.
- Technical difficulties can arise and inhibit discussions.
Bulletin Boards
An asynchronistic online forum where participants respond to prompts and engage in discussions over an extended period.
Pros
- Participants can work at their own pace, often resulting in more in-depth responses
- Widely accessible and anonymous, often attracting a greater number of willing participants
Cons
- Moderators may struggle to keep participants fully engaged
- Lacks the energy of a live discussion and limits the ability to observe non-verbal cues
- Difficult to keep client engaged
Ethnographies
Researchers study participants in their natural environment to better understand their decision-making process.
Pros
- Reveals behaviors or frustrations that participants may not directly articulate
- Offers authentic insights that are not influenced by the moderator or other participants
Cons
- Can be time-consuming and resource-intensive.
- Finding willing participants and interpreting the data can be complex and challenging
Projective Techniques
Creative exercises such as sentence completion, personification, and image selection that help reveal unconscious thoughts and emotions.
Pros
- Cost-effective and easy to administer alongside other techniques.
- Reveals the subconscious beliefs, ideas, and motivations that drive consumer behavior.
Cons
- Requires skilled moderators to implement and interpret the data.
- The abstract nature can make the data difficult to qualify.
Let New Perspectives Help You Find the Perfect Research Technique
Still feeling overwhelmed by choices? Let the team of expert marketers at New Perspectives help you identify the ideal process to support your research goals. We have years of experience conducting all the above techniques and many more. We’ll help you break down the advantages and disadvantages of each method to find the perfect balance. Contact us today if you’re looking to get the best data out of your next research study.
