qualitative methods
Some problems call for a qualitative solution, potentially complemented by quantitative research. Qualitative research provides a deep understanding of attitudes and behavior. It is often used in the development of quantitative questionnaires or for adding nuance to quantitative findings.

These are some of our commonly used qualitative methods.

• Focus groups
  Focus groups usually involve eight to ten participants and a moderator. Groups follow a loose agenda and are normally kept very open-ended. The objective is to use the group dynamic to both explore and elaborate issues. Typically, at least two groups are held for each project, though there can be many more.
  
  
• Mini-groups
  Mini-groups involve three to five participants, and are useful for more sensitive topics or where groups involve senior professionals.
  
  
• Dyads and triads
  Dyads (two people) and triads (three people) are useful where:
  
  • it is particularly important to gather pure, independent opinions. Focus groups can occasionally lead to "group think," where a few dominant people bias the group. Small groups benefit from a group dynamic, but individuals do not feel as much pressure to conform;
    
  • the people who need to be recruited for a group are extremely hard to find (some ethnic minorities, for example);
    
  • it is useful to assemble a group of people who know each other. When interviewing teenagers or children, for instance, bringing a friend or family member often puts them more at ease;
    
  • the project under consideration requires close and detailed examination (Website testing, for example).
    
    
• In-depth interviews
  In-depth interviews are similar to face-to-face, quantitative interviews. The difference lies in the use of an unstructured, rather than a structured, questionnaire. In-depth interviews are typically recommended instead of focus groups in instances where:
  
  • the issue or topic for discussion is highly sensitive and/or potentially embarrassing;
    
  • the respondents are executives or professionals who are difficult to gather in one place at one time;
    
  • the interviewer must spend more time with each individual to thoroughly probe and understand motivations and attitudes.
    
    
• Moment-by-moment audience response
  This technique measures the immediate reactions of a large group of people to a message stimulus. Using keypad technology, it instantly identifies which elements of a moving visual or key message have an emotional impact. This technique is typically used for testing finished commercials or speeches.
  
  
• Anthropological research
  Anthropological research aims to understand behavior and attitudes through first-hand exposure. An observer is placed in an otherwise normal environment. For example, a researcher may "shadow" a professional for a day to understand how he or she works, follow a consumer in a "super walk" through a supermarket or observe a family interacting in its own household to better understand family choices and consumption patterns.

   

  At The Strategic Counsel, we use many different qualitative tools to help solve clients’ problems. For our qualitative toolbox, click here. How we report the findings depends on you and your objectives. For a list of potential deliverables, click here. The Strategic Counsel believes qualitative and quantitative research are complementary, with most problems requiring a combination of both approaches to develop solutions. For a list of our quantitative methods, click here.