FAQs About Qualitative Research

1. How much qualitative research is enough?
2. Who should participate in qualitative research?
3. Can’t a company use its own staff to conduct qualitative research?
4. How do I know I’ll get to the “big idea?”
5. What are the statistical limitations of qualitative research?
6. When should I consider group vs. individual qualitative research?
7. Why does a moderator sometimes let respondents discuss erroneous information about my product/service/company?
8. How can I enter the qualitative research profession?
9. How can I participate (as a respondent) in qualitative research?
10. Research respondent FAQs
11. Advice for respondents

Answers

How much qualitative research is enough? Click here

Who should participate in qualitative research? Click here

Can’t a company use its own staff to conduct qualitative research?

Independent consultants bring critical advantages to your research project.

• Using an outside professional eliminates potential for bias (real or perceived) that can be problematic for an internal moderator.
• While qualitative research may look easy, to do it well requires extensive training and experience. A professional uses specific techniques to capture responses that can have an impact on your business decisions.
• A professional is an expert at interpreting results and developing meaningful recommendations.
• A professional has the experience and know-how to resolve unanticipated problems effectively and keep your research on track.

For more information see Why Should I Hire a Professional Moderator?

How do I know I’ll get to the “big idea”?

Sometimes the “big idea” leaps full-blown from the imagination of a respondent. More often, the “big idea’ is the client’s own, but it needs the spark of information and insights obtained from qualitative research in order to blossom. An experienced qualitative researcher recognizes important themes and patterns in the responses, and helps the client see the relevant implications.

What are the statistical limitations of qualitative research?

The results of qualitative research cannot be statistically projected across a target population. That’s because the methods used to recruit participants and explore issues in qualitative research tend to be quite different, by design, from the methods that a projectable quantitative study might involve. However, when decisions must be made that require quantification, qualitative research is often used in advance to help plan effective quantitative studies, or as a follow-up method to help interpret quantitative results or explore selected topics in greater depth.

When should I consider group vs. individual qualitative research?

Think about who your respondents are, the subject matter, and what you need to accomplish. For some projects, a qualitative research consultant may recommend a combination of individual and group sessions.

Consider individual interviews for:

• High-ranking professionals, who are often more accessible as well as more candid in a one-on-one conversation
• Professional or business people who compete directly with one another
• Sensitive topics such as medical conditions, that respondents may not be comfortable discussing in a group
• Topics that tend to invite posturing on the part of respondents

Consider groups for:

• Respondents who tend to bond easily with each other (e.g., young mothers, retirees)
• Discussions to generate ideas
• Topics that benefit from team exercises
• Sensitive topics such as medical conditions, that respondents may be more comfortable discussing with fellow sufferers than with a moderator alone

Why does a moderator sometimes let respondents discuss erroneous information about my product/service/company?

Qualitative research is not a cost-efficient tool for educating your customers, but it is a terrific way to educate yourself. Knowing as much as you can about what your customers know -- or think they know -- enables you to communicate to them effectively through advertising and other means. If misinformation from one or more respondents threatens to hinder learning about other respondents’ opinions and experiences, the moderator will correct the errors. Otherwise, it is often more worthwhile to listen and learn about the sources of the misinformation.

How can I enter the qualitative research profession? Click here

How can I participate (as a respondent) in qualitative research?

You can participate in qualitative research by answering questions on a screening survey when a focus group facility or market research representative calls you. These screening questionnaires match prospective respondents with the characteristics required for the specific research project (such as first-time moms with infants, retirees who use online brokerage accounts, office managers who select shipping services, etc.)

You can also contact focus group facilities in your area and register to be in their database for future projects. Some market research companies will offer a way to register on their website. However, beware of any person or website that asks you to pay money before you register. Legitimate marketing research professionals will NEVER ask you to pay a fee in order to participate in research.

QRCA as an association does not have a database of research participants. If you have paid money for a list of research companies that had the QRCA name on it, we recommend that you ask for your money back.

Research respondent FAQs

1. What is a focus group?
   Focus group discussions bring together small groups (often six to ten people) to "focus in" on one topic that is of interest to a client. The topic might be a new product or service, public issues, advertising, etc. You might be invited to participate in a group session or an individual interview conducted face-to-face at a market research facility or other location, or by phone, or over the internet.

2. How do I get picked to participate?
   Methods for recruiting research participants differ. Sometimes participants are contacted by random calling, sometimes participants have given permission to be re-contacted from another research project, and sometimes other methods are used. Generally, participants share one or more characteristics.

3. How long does a group or interview last?
   Group discussions often last 90 minutes to two hours. Individual interviews vary. Some projects involve more time or preparation. If you agree to participate, be sure you understand exactly when will need to be available.

4. Will they be trying to sell us anything?
   Definitely not. You may be asked what you like or dislike about a product or a service or an advertisement; you may even be asked whether you think you would buy it and how much you might pay for it, but you will never, ever, actually be offered an item for sale in a group or other interview. That would be contrary to one of the most serious ethical guidelines against "sugging" (selling under the guise of research).

5. Will any one re-contact me and try to sell me anything?
   No. See above.

6. How confidential is this?
   Researchers who follow QRCA's ethical standards and best practices take care to protect the privacy of their research participants. When moderating or interviewing, they will generally ask participants to only introduce themselves by first name, and will write their summaries in the aggregate ("Some participants thought... " rather than "John Smith thought...").

7. Who sponsors these projects?
   Sometimes a research recruiter has permission to tell you which company or organization is sponsoring a research project. Often the identity of the client remains anonymous, at least until the end of the session, to ensure that the information is not biased. Clients may also want to remain anonymous to protect their plans from competitors.

8. Will people be watching me? Why?
   If there are observers, they generally do so because being there is often superior to just reading a report or reviewing a recording. If there are observers, they will remain unobtrusive because they are there to listen and watch, not to interact.

9. Will I be audio or video taped? Why?
   Audio taping is almost always done because researchers typically spend most of their time in the session paying attention to what you are saying rather than taking notes. They use the audio tape to make accurate citations for their research report. Videotaping is also done sometimes. If recording is done, the researcher should inform you of this and let you know how the recorded information will be used.

10. How often can I participate?
    Not too often, because it is very important that focus groups and interviews include people who represent the segments recruited for the research – not people who are experts in marketing research. For this reason, the Canadian Professional Marketing Research Society recommends at least six months between interviews (two years if on a similar topic). However, guildelines for past participation can vary greatly from project to project, so when a recruiter asks about your past research participation it is best to be honest.

Advice for respondents

Here are some tips for people thinking about participating in qualitative research – especially focus group discussions.

• Be yourself – If you are contacted to participate in qualitative research, you will usually be asked to answer a short survey that determines whether you fit the criteria for including people in the focus group. The best way to answer these questions is honestly. If you don’t, it will usually be revealed early in the focus group and you may be asked to leave. The same advice applies when you attend a focus group. Be yourself. Don’t try to be somebody else or give the answers that you think the moderator or the group wants to hear. The research objective is always to learn how you really feel personally about the issues being discussed.
• Be responsive – When you participate in a focus group, your ideas and impressions are important and the researcher will want to hear what you have to say. Feel free to express your opinion and say what you feel about the research topic. Participate actively. Wallflowers are usually not very helpful in a focus group discussion.
• (But not too responsive) – Your input is important, but so are the views of the other participants. Be responsive but let others have their say as well. It is important that everyone participates and all perspectives are given a chance to be heard. It is also important that everyone can be heard on the recordings, so try not to talk when others are speaking. The moderator will make sure you are heard as well.
• Beware of scammers – Most research firms are reputable and adhere to professional codes of conduct and standards that protect the rights and privacy of respondents and keep their information confidential. Unfortunately, there are some unscrupulous individuals out there who charge people money for lists of marketing research companies or links to their websites. Don’t get taken in by any individual or website that asks you to pay them a fee or buy a list so that you can get paid to participate in market research – they just want your money.