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.

How are focus groups conducted?

Typically focus groups comprises 8-10 people who have been specifically recruited to match set criteria – for example; heavy users of a particular product or loyal customers of a specific brand. They may have similar demographic characteristics – such as all being students, business professionals, or working mums. Discussions generally last around an hour and a half, and are audio-taped, and sometimes videotaped for later analysis. The participants are ‘rewarded’ for their participation - generally with a money incentive.

What’s in it for the focus group participant?

Normally participants receive an incentive (usually cash) for participating in the group.
 
The groups can represent an opportunity to meet other, similar people with similar interests and concerns.
 
Respondents repeatedly tell us that they find our research groups to be interesting and enjoyable.
 
You can make your opinions count for something.

What are in-depth interviews?

In-depth interviews are similar to group discussions, but usually only one person is interviewed at a time. The format remains unstructured; the interview is generally conducted by a researcher who will probe responses in great detail.
 
In-depth interviews are valuable for researching people with busy lifestyles or key decision makers; individuals who are recognised as important stakeholders or major influencers in the area being researched. They are usually undertaken face to face but can also be conducted via telephone, and are conducted at the time most convenient to the respondent.

When should I use qualitative research?

A qualitative research study is appropriate when you need to tap into the hearts and minds of the customer, get under their skin and build a real in-depth understanding of how they think and behave. Their strengths would be:

• Small samples, sharp focus.

• Probing interviews, expert moderators and the opportunity for lengthy discussions allow the researcher to explore the groups feelings, impressions and viewpoints in great depth.