This is a short guide to focus groups and in-depth interviews, the role of the researcher in moderating a discussion or interview and some considerations for qualitative research analysis. This toolkit is the final in a series of seven toolkits designed to provide an introduction to market research – whilst acting as a handy refresher for experienced marketers.
Qualitative research doesn’t aim to count or quantify opinions; it aims to gain an understanding of underlying reasons and motivations. For example, qualitative research may try to find out how a new concept is interpreted when shown to the target audience and suggest how it may be improved. Qualitative research provides evidence and the researcher has to interpret this evidence to produce the findings of the research.
Focus groups and depth interviews are the most commonly used types of qualitative methods used in research
however it may also include ethnography and content analysis.