Techniques in use for qualitative research
To gain optimal results in different types of projects, it is necessary to employ different interviewing techniques. We have a whole battery of tried-and-tested methodologies in our portfolio.
Group discussions
We use the standard focus-group format for the majority of research projects, as the group dynamic can often be effectively leveraged to elicit relevant information, understanding, and insight. Focus grouping is especially effective for projects focusing on brand development and evaluation, the development of communication concepts, tests of adverts, product development, and suchlike issues.
Mini-group discussions
A smaller version of the focus group can be the optimal choice when the research subject is of an intimate nature, as consumers often feel awkward and inhibited when discussing such subjects in a larger group. This technique lets us exploit the group dynamic while simultaneously getting the benefits associated with in-depth interviewing. Additionally, mini-group discussions can be a good option when the target consumer base is sufficiently narrow to make the recruitment of more respondents too difficult and costly.
Individual in-depth interviews
Individual interviews may be recommended when the subject requires a depth of exploration that is simply too great for a group discussion, when the purpose of the research is to explore the details of an individual and demanding process (such as the decision-making process when shopping), or when there is a risk that participants in a group discussion would influence each other and distort their responses. This method is also used for discussions with managers and experts.
Short indicative interviews
Brief interviews are often carried out outside of the studio (in shops, for example). These are usually used either in combination with a technique such as behavioural observation (see below) or when only the most spontaneous reactions are required (perhaps for testing a packaging concept).
Workshops
Creative workshops are mostly conducted with the representatives of the consumers/customers, client's employees, advertising agency. Their aim is to gain entry into the process of creation of communication of the brand, product, new name, etc.
Behaviour observation and ethnographic techniques
The direct observation of processes and of consumer behaviours can be used to gain insight into how consumers actually act in the real world-what they really do, how they really live, and how their behaviour is modified or constrained by external determinants such as household equipment. Observation techniques are often utilized in projects linked to the development of new products and services, category management, and so on.
Online forums and online group discussions
The newest and most up-to-date tools in the TNS AISA qualitative research portfolio, these can be successfully used to collect large amounts of data on attitudes, to elicit commentaries and hypotheses, to help generate insights, and to identify opinion leaders.
The respondents in qualitative research are usually representative of regular adult consumers, but recruitment can also be restricted to people with specific expertise, to people in specific employment positions, to selected employees of our clients, or, for example, to children and young people. The recruitment criteria depend on the nature of the research and on the client's requirements.
For more information, please contact David.Fiala@tns-global.com .