Qualitative research helps organizations explore and understand why people think and feel the way they do – unpacking the heart of their attitudes, preferences, motivations, and opinions. Collecting qualitative data is a highly interactive, dynamic process in which participants interact personally with researchers and each other. This kind of research allows participants to share what they believe are relevant issues, reflecting the full range of sensibilities present in the marketplace.
Getting the discussion going involves writing a list of questions called a discussion guide. This guide tends to start with more general questions and eventually focus on the most critical questions at hand. Campbell Rinker often uses an array of exhibits such as ads, videos, photographs, mail samples, etc. or thought exercises to stimulate the conversation.
Campbell Rinker conducts qualitative research using a variety of techniques, including live focus groups, online focus groups and depth interviews.
Live focus groups typically occur in a facility designed for this purpose, gathering a group of up to 10 people from a local geographic area. The setting can be around a conference table or a casual, living room atmosphere. Observers can watch the discussion from an adjoining room through a one-way mirror.
Online focus groups can include six to ten people live with video for an hour or two, or include dozens of people over several days or weeks in an online chat room type environment using special software. In either case, any number of observers may simply log in from anywhere in the world to monitor the proceedings.
Depth interviews are one-on-one interviews with a single research respondent at a time. We typically recommend a series of 8-20 interviews depending on how many unique audience groups need to be researched. The interviews can happen by phone, in a facility like a live focus group, in a small conference room, or even in the participant’s home.
Campbell Rinker works with its clients to handle every step of the process, from writing the questions and recruiting the participants to moderating the discussions and writing the report.