Qualitative market research gathers non-numerical data from a relatively small number of participants. The data is not analysed using statistical techniques, but summarised and interpreted by researchers.
Qualitative market research makes frequent use of projective techniques and open ended, clinical-style interviewing.
Focus Groups
Focus group interviews (often simply called “groups”) are group discussions lead by a moderator. The group normally has between 8 and 12 participants (although both bigger and smaller versions are known) and the discussion lasts for up to two hours (although an extended, several-hour long version is sometimes used).
The discussion follows an agenda: a list of topics or areas to be covered and is recorded, usually on video.
Many purpose-built focus group facilities have rooms equipped with one-way mirrors which enable other researchers and clients' representatives to observe the discussion without being visible (participants are always aware of the possibility of being observed and need to agree to the recording).
In recent years, on-line focus groups over the Internet became possible.
All participants get paid for participation, and the level of this compensation depends on the characteristic of the group: the higher the social status and earnings, the higher the compensation. In many cases the high-status participants are offered the option of donating their fee to charity.
An FGI is a relatively cheap and fast method of conducting qualitative research, but it's more than just a way to gather data from a number of respondents at the same time.
The group dynamic is used to help deepen the understanding of the issue, obtain a variety of perspectives and develop new ideas. Listening to answers provided by others stimulates memories and makes participants more aware of their own experiences, although it can also result in conformist responses and the group being dominated by one or two participants.
Group process is also useful in exploring new avenues, coming up with ideas and creating solutions.
Many focus groups employ specific qualitative techniques in addition to simple questioning; in particular indirect projective techniques are often used (e.g. word association, role playing, third person technique, personification, visualisation and innovation games, Brand Party and similar).
Depth Interviews
These are loosely structured one-on-one interviews and usually last about an hour. The interview is audio recorded and the respondent receives compensation for taking part.
Depths are excellent for exploration of personal opinions, beliefs and values. They provide opportunities for probing deeper issues, uncovering hidden aspects of the subject and also allow flexible adaptation of the interview script.
In addition to direct questioning, probing and paraphrasing, additional techniques (notably laddering and some projective tools) are used during the interview, while the analysis may involve semiotic and symbolic interpretation.
Other Qualitative Methods
FGI and depths are the qualitative methods most commonly used in market research. Other methods, also adapted from social sciences, include various forms of observation and case studies.
Observation may take form of direct or participant observation. This technique is particularly useful in the initial stages when a new, especially niche markets are explored.
Observation (as well as, at further stages, protocol analysis) is also invaluable when learning how users interact with the product, in usability studies and as input for new product development.
Case studies are often performed as a part of business to business studies, but may also be utilised in consumer research, especially as part of larger qualitative exploration.
Magdalena Healey - I have a BSc/MSc in psychology and a strong interest in cognitive science and linguistics. My professional background is in market ...
