While there are many approaches to qualitative research, they tend to be flexible and focus on retaining rich meaning when interpreting data. The following are the qualitative research methods that are frequently used.
One-on-one interview or In-depth Interviews: This is one of the most common qualitative research methods. It is a personal interview that is carried out with one respondent at a time. This is purely a conversational method and invites opportunities to get details in depth from the respondent.
Focus groups: This is also one of the commonly used qualitative research methods. A focus group usually includes a limited number of respondents (6-8) from within your target market. The main aim of the focus group is to find answers to the “why” “what” and “how” questions.
Ethnographic research: Ethnographic research is the most in-depth observational method that studies people in their naturally occurring environment. This research design aims to understand the cultures, challenges, motivations, and settings that occur. Instead of relying on interviews and discussions, you experience the natural settings firsthand.
Behavioural research: This approach allows the researcher to study the selected issue, event, or case in depth and detail within its original context. This helps test and predict the behaviours that signal cultural shifts.
Shopper research: This approach helps understand what shoppers think and believe (attitudes) and what they do pre-store and in-store (behaviours). This helps guide clients to tailor activities and programs to suit various shopper persons on differing shopping missions.
Today our world is more complicated and it is difficult to understand what people think and perceive. Online qualitative research methods make it easier to understand that as it is more communicative and descriptive.