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.

Why do public services use research?

Both local and central government bodies are increasingly using market research to help with policy development, stakeholder consultation, and community feedback. The increased performance assessment pressures faced by the public sector have led to a greater demand for more accountable, accurate and strategic research. This research must be totally robust and able to withstand public, political and media scrutiny.

What is quantitative research?

Quantitative research involves the use of structured questionnaires in which the response options have been predetermined and a large number of respondents are involved.

It is research conducted for the purpose of obtaining empirical evaluations of attitudes, behaviour or performance to produce results that are both descriptive and inferential. This enables results to be projected from a small, representative sample across a much greater general population.

The numbers of people included in a quantitative survey can vary from around a hundred up to thousands. In determining the sample frame an important factor is the overall size of the larger population. Who the sample is made up of is also a key consideration to ensure representation of the total population, (the same characteristics in roughly the same proportions.)

The most common types of quantitative research methodology used are surveys, conducted either face to face, on the telephone, by postal questionnaire or on the Internet.

What is face to face interviewing?

Face to face interviews can be conducted in the respondent’s home or workplace, or in locations such as shopping malls or on the street. Such interviews allow for the use of stimulus material - for example, showing an advertisement, pictures of different packaging, playing a radio ad or video clip or prompting responses with a brand list. This research is usually conducted in a few selected locations which are believed to be representative of the region as a whole.