Qualitative Research

Qualitative Research focuses on how people think, exploring the motives behind their attitudes and behaviour.

This research is relatively informal, encouraging people to explore and share their views in a conversational format. The emphasis is on understanding not measuring responses, and given the depth and involvement of these methods, data is generally collected from only a smaller number of respondents.

The main qualitative research methods are:

• Focus Groups (group discussions)
• In-Depth Interviews
• Executive Interviews
• Diaries, Journals and Photographic Montages
• Observational Research
• Accompanied Shopping
• Mystery Shopping
• Vox Pops

Qualitative research is ideal when you need to tap into hearts and minds and build a real in-depth understanding of what really drives and motivates people.

Case Study – Ariel Colour

Methodology: Various

Warwick Equest has undertaken a variety of different research projects in support of the Ariel brand for P&G Testing Centres in Europe and the UK, including:

Street Interviews to evaluate the impact of product enhancements on how consumers use and perceive the detergent in terms of; cleaning power, perfume and visual appeal, reduced dosage requirements, washing temperatures and the design and appeal of new product packaging.

Wash & Wear Tests involving the recruitment of consumers to wear cotton rich socks and shirts, cut the garments in half, wash and dry one half in Ariel Colour, and return both halves to an independent laboratory for comparison testing.

Consumer Recruitment of both liquid and powder detergent users, including those loyal to P&G and competitor brands for a series of in-depth interviews, in home tests and focus groups to explore such issues as the appeal of more environmentally friendly detergents, the assessment of new product variants, comparative analysis of different brands and an exploration of how the consumers actually use their detergent.

Accompanied Shopping recruitment to identify how consumers choose their detergent within a retail environment and understand which factors can impact on and influence their purchase decision.

What is CATI or telephone interviewing?

Telephone interviewing is widely used both for business and consumer surveys. It is often referred to as CATI, or “Computer Assisted Telephone Interviewing”. It allows research to be conducted nationally at a much reduced cost. This type of research can be particularly effective where clients have an existing contact database of customers or enquirers.

What’s involved in a postal survey?

Postal surveys usually involve mailing self-completion questionnaires to a targeted group of people, such as a client’s customers or people living in a certain area. The main advantages of postal surveys are that large numbers of questionnaires can be sent out at relatively low cost. The questionnaires can include visual prompts and trial products, and can be useful for eliciting more in depth and considered responses.

What is CAPI Interviewing?

CAPI (Computer Assisted Personal Interviewing) involves the use of a questionnaire which is running on a computer. Results are entered directly into the device, rather than filling in a paper questionnaire. The hardware can range from special handheld devices to a standard laptop. The major benefits are that complex routing and quotas can be in-built automatically into the questionnaire to make sure only relevant questions are asked and avoiding interviewer error. It also means that data entry of results is automatic and can therefore improve project turnaround times.

What is online or web based interviewing?

Online research allows respondents to be recruited via e-mail and directed to a web site where they can self complete a questionnaire and submit their responses. Using an opt-in panel of respondents provides access to people who have chosen to participate in research and who can generally be pre-selected on a wide range of different criteria (age, SEG, readership habits, lifestyles and pastimes etc.)