Consumer research solutions
Qualitative studies
Introduction
Qualitative studies are generally used to explore a domain or to get a
diagnostic. They are applied to a small set of people, who are not
drawn statistically but chosen to represent different categories of the
market or an audience, yielding a contrasted sample. In-depth
interviews are conducted one to one and can be organized in the
respondent's home. Group moderating is conducted generally with 4 to 8
participants in specific studios or hotel meeting rooms.Precise and definitive conclusions are not expected from qualitative studies. They are often based on impressions and always more suggestive than authoritative. As such, qualitative research is opposed to quantitative research, but in practice both are often used in a row, one after the other.
Production
1WR's qualitative studies are customized to best suit your requirements
and
scheduling.Two methods are frequently used:
- creative exploration to understand the why's with depth probing, for instance on differentiation, appreciation, importance's, benefits, and feelings
- projective techniques to help understand transference that removes ‘novelty threat’ and evokes deeper emotional levels
- best practice project management, provided at initial depths or groups to offer project training/roadmaps to other interviewers/moderators
- analysis through customized frameworks facilitating international content analysis and profile analysis
- audio or video recordings of in-depth interviews or groups, including simultaneous translations
- respect of deadlines
Objectives
To explore consumer opportunities for a new electrical appliance.Difficulty: Find specific means to assess a non-existent product.
Solutions: Creative researchers as an international team developed concept descriptions understandable in cultures of key markets, developed to be as neutral as possible.
Sampling and methodology
Two creative groups were formed in main cities of 3 key markets. Discussion started with general opportunities and terminated
with more specific opportunities.Difficulty: Although approved by client research managers, the end client personnel mostly involved in this project was not a researcher and hence not aware of group discussion techniques.
Solutions: 1WR provided explanation and a written concise tutorial on qualitative research to end client.
Reporting and advice
Reporting included an oral presentation that was filmed. DVDs of
presentation and groups were produced. Advice enabled client to orient
product development.
Project duration
4 weeks (1 week preparation, 1 week fielding, 2 weeks analysis)Quality
For qualitative projects, client observation enables to ensure quality
of interviewing. Audio recording are also generally provided. In
addition, controls were organized on recruiting criteria's
through observation/telephone means. © Copyright 1 World Research (1WR.net)
2002-2008. All Rights Reserved.
updated last Sept. 2004
updated last Sept. 2004