Qualitative research overview
We listen to the thoughts and feelings of people who are your target audience, one person at a time, to hear their stories and observe how your brand or product fits into their world.
Pros
- Go deep; probe
- Greater chance to encounter the unexpected
- Quality of participants more self-evident
- Not linear
- Capture emotion
- Ability to observe behaviors
- Non-verbal cues
- Does not require a large n size
- Speed
Cons
- Directional sample sizes
- Cannot quantify the results
- Consistency across participants can be challenging
- In some orgs, may have less influence than the numbers
paradoxes approach
- Advisory councils
- Ethnography
- Focus groups
- In-depth-interviews (IDI’s)
- Journey in-depth-interviews (JIDI’s)
- Usability testing
Ethnography
Focus Group
In-depth Interviews (IDI)
Journey IDIs (JIDIs)
Usability