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Qualitative Field Methodologies
- An in-depth interview (IDI) is a qualitative research method that gathers comprehensive information from stakeholders.
- Researchers often conduct IDIs in-person, over the phone, or via the web as it’s critical for the respondent and interviewer to be able to converse in real-time.
- An IDI project often includes a series of interviews which last between 15 minutes to an hour.
- Common uses for IDIs include branding research, customer satisfaction, new product/service interest, consumer/customer insights (e.g. VoC), as well as others.
- Results from IDIs point organizations in the right direction and give critical feedback for their next move.
- Web-assisted telephone interviewing is a mixed-mode interview technique where the respondent can follow a telephone questionnaire online under the control of the telephone interviewer, allowing personalised prompt material to be shown in step with the question flow.
- based on the observation in the field to gather information and data. Respondents in fact are observed in their natural context of use of a product or service or in their interrelations and exchanges within the group or community they belong to.
- Observation research is a qualitative research technique where researchers observe participants’ ongoing behavior in a natural situation.
- A focus group is a market research method that brings together 6-10 people in a room to provide feedback regarding a product, service, concept, or marketing campaign.
- A trained moderator leads a 30-90-minute discussion within the group that is designed to gather helpful information.
- The moderator arrives with a set list of 10-12 questions that will be shared with the group during their time together that are designed to elicit thoughtful responses from all the participants.
- The moderator’s goal is to hear from everyone and to encourage many different opinions and ideas to be shared.
- Focus group participants are recruited based on their purchase history, demographics, psychographics, or behavior and typically do not know each other. To ensure that the maximum number of different ideas or reactions have been captured from participants, companies typically hold several focus groups, often in different cities; 3-4 is common.
- While participants are responding to a moderator question, the moderator and/or other observers take notes.
- In qualitative research a paired depth interview (or just ‘paired depth’) is an interview conducted with two people.
- Often referred to as dyad, the methodology allows the researcher to probe in depth around each person’s experience as well as using any similarities and differences in experience to explore the subject more deeply.
- A form of depth interview involving three participants, who may or may not know each other. It offers some of the advantages of group discussions, but also some of those of depth interviews. As is the case for paired depths, triad participants may be recruited to form a homogenous group, or alternatively to set up a degree of conflict (where each member takes a particular view on an issue, or uses a quite different brand of the same product, for example).
- A group discussion involving fewer participants than usual; in the UK this would generally mean between three and five people. Less commonly, it may refer to a group that is shorter in duration than normal, though groups rarely last less than one hour. A group of four participants is sometimes referred to as a ‘quad’.
- Focus group is a term often applied to a group discussion carried out for market research purposes. Participants unknown to each other are brought together, in a particular neutral location, for the specific purpose of discussing an issue, or responding to ideas or materials of interest to the client of the research.
- Online focus groups are, in essence, groups of respondents (usually 8 – 10) who are encouraged to discuss and debate a specific topic via the internet.
- Qualitative survey where participants take part in an online forum about specific and predefined topics. The discussion is conducted by a moderator (see definition) who asks questions, relaunches and deepens the posted answers.
Quantitative Field Methodologies
- CLT – perhaps better known as Central Location Testing (or a Central Location Test) – is where consumers test a product in a central venue.
This is often called a hall test. Participants are recruited (e.g. in the street) according to set criteria based on the characteristics of the target consumer profile (e.g. female, aged 18-25, who has a manicure at least once per month).
- Computer assisted self-interviewing (CASI) is a technique for survey data collection in which the respondent uses a computer to complete the survey questionnaire without an interviewer administering it to the respondent.
This assumes the respondent can read well (enough) or that the respondent can hear the questions well in cases in which the questions are pre recorded and the audio is played back for the respondent one question at a time (audio computer assisted self-interviewing—ACASI).
An email survey is one that sends the survey instrument (e.g. questionnaire) to a respondent via email and most often samples respondents via email.
is a research method in which mall visitors are stopped for conducting an interview. Often, respondents are given a free sample of a product or reward for their participation. Mall intercept surveys target audiences from different demographics and collect feedback at the point of experience.
- Computer-assisted face to face interview.
The interviewer uses his laptop screen to read the questions to pose and inputs the responses.
Advantages (All types of questions can be used, Material can be shown to the respondent).
Limits (Strong geographical constraint, The CAPI is more adapted to reduced geographical areas, Heavy cost).
The interviewer asks questions by telephone and records answers on a computer. CATI automates the interviewees calls, the recall in case of absence and checks quota.
Advantages (Quick, No geographical constraint: CATI applies well to the broad geographic zones, Technical reliability).
Limits (Some targets cannot be reached by CATI, No visualization possibility, Certain sensitive subjects must be avoided).
method describes any survey where the initial dataset is collected using pen-and-paper rather than electronic devices.
is the last survey technology.
The method uses digital tablets and smartphones, objects that are more and more popular and powerful to lead mobile surveys.
These tools enable to design complex questionnaires with ergonomic interfaces and ability to display quite impressively.
is an Internet surveying technique in which the interviewee follows a script provided in a website. The questionnaires are made in a program for creating web interviews. The program allows for the questionnaire to contain pictures, audio and video clips, links to different web pages, etc. The website is able to customize the flow of the questionnaire based on the answers provided, as well as information already known about the participant.
is a method of data collection in which participants listen to pre-recorded questions through headphones and respond to questions by selecting their answers on a touch screen or keypad, and is seen as advantageous for gathering data on sensitive topics such as experiences of violence.
involves administration of an electronic self-administered questionnaire, which includes pre recorded video clips of an interviewer asking survey questions.
is a form of qualitative research whereby a respondent is asked questions on their doorstep, face-to-face. Door to-door market research may be used for several reasons. The most common reason for undertaking this method is to recruit by going to specific addresses. For example an address chosen at random or under a geodemographic classification system may suggest the person who lives at that particular home may meet the sampling criteria.
