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Qualitative research

Qualitative listening定性研究是市场研究的探索方面,最为罕见万博官网manbet登录专门小组能够用自己的话语倾听客户的真正声音。定性研究与面对面的研究最强大,研究人员不仅可以评估所说的,还可以评估肢体语言和面部表情。然而,现代的定性研究包括从在线网络研讨会到聊天室或电话组和深度的广泛的在线和远程研究。

与基于数字的分析不同定量研究, qualitative researchers are more like detectives, looking for clues, nuances and motivations to explore potential market drivers with a toolbox ofqualitative techniques。并且一如既往的每个人都要求以往的新技术更深的洞察力如我们的sensory-emotional research technique

So what is there to qualitative research? In essence, qualitative research is not about answering how many, instead qualitative research is about explaining what for and why. The qualitative detective searches for clues as to motivations, desires, beliefs, ways of thinking and words for description. A qualitative researcher must look for absence as well as presence - what are and where are the gaps, difference as well as similarity - what types of people are more in tune with this idea, paradoxes as well as consistencies - what explains why people say one thing and do another.


Tools

定性研究用途的工具主要是focus group个人深度访谈(IDI)或者混合技术,如配对访谈,或三合会或冲突组。These can be carried out face-to-face, on location, or remotely by phone or internet, and may include demonstrations, selection games, role playing, observation, image collection and psychological tools like projections and mappings, and are normally guided by a skilled and specialist moderator.

The aim of the moderator to draw out the vital clues that explain behaviour and attitudes by developing a discussion - getting people to talk through in their own words how they see a particular idea or subject or product area.

Respondent listeningThe researcher has to be aware of his or her role in the discussion. Introduce an idea into the conversation unwittingly and the researcher can turn and bias the discussion, but ignore clues and key words and the conversation is just a regurgitation of other people's marketing messages.

研究人员必须足够锐,在受试者的表面下探测并挑战和挑选矛盾。这真的是你相信还是你只是重复别人的话?与定量研究不同,主持人需要倾听和调整对话的流程,但准备好以便发现新的查询线。


The Process

定性访谈或定性讨论的过程通常是亲自或在线,通常是从一个主题的广泛概述开始,然后缩小到感兴趣的领域 - 被称为葡萄酒玻璃面试方法(广泛缩小)。

The moderator tries to find out what individual's know or believe at different stages of the conversation without leading or prompting inappropriately. To help guide the moderator, adiscussion guide准备确保所有相关点都被覆盖,并确保在将研究人员的摊位设置出来之前可以收集自发性意见以及为什么该研究正在发生。主持人还需要在有问题的主题上介绍,以及需要解决的业务问题。

定性工具The discussion guide may call on the use of prompt materials such as mood boards or involve some level of pretending or play acting in order to see otherwise hidden motivations. Consequently trust and rapport are key moderator skills.

对于从销售类型背景看的人来说,这个过程看起来非常像是在工作中的一个好的推销员,开辟了广泛的讨论,那么转向一个命题的对话,然后关闭。与销售不同,定性研究更加专注于了解许多作品的主张以及为什么。从来没有一个关闭,只是一个更大的图片和多种路线。定性研究人员希望将他们的发现映射到更大的市场上,他们需要了解所出现的陷阱和矛盾,以及更广泛的受众的联系和共鸣点。

在研究结束时,通常转录的访谈和组(使用聊天或论坛型Qual)自动发生。转录物用于详细分析和引用和面试编码,推动最终分析。对于Qual,语言和Nuance的细节有助于为市场信息等因素设置组。


Deeper insights

Ethnographers and cultural anthropologists (who are sometimes sometimes one and the same) argue that techniques like focus groups are artificial. It has become a guessing game among respondents to find out what the real purpose of the research is and that the research is so managed that little original insight can be gathered. The standardisation of the process may even mean the insight is manufactured to order, rather than reflecting reality or really getting at underlying views. Some more advanced techniques break this log-jam, such as our感觉情绪

在适当的情况下,一个ethnographic approach更依赖于观察和更少的方向。你真的如何过你的生活?给我看看。不要跟随我的领导,引领我。不要给我图片明信片,把我带到平均街道,穿过后面的小巷。民族记录人员将乘摄像机进入人们的生活;在墙上苍蝇,观看和学习。不仅仅是一个舒适的观赏设施,而是真正的生活和真实情况的污垢和污垢。

The文化anthropological viewis also contextual, observational, undirected. But whereas the ethnographer is looking for the reality of today - what do we do - the anthropologist is trying to understand what lies beneath. What are the cultural belief systems, the norms and forms that guide and direct behaviour and lead us to different emotional reactions to the same situations? What are the shared reference points, the myths and stories that determine the archetypes that a society builds to determine what it is to be a member and what society wants (and doesn't want) individuals to be.

Often, the most important part of qualitative research is just to have the conversations - to listen or see the words that customers use, and to try to think of the world from a customer's eye-view. But there are times when real depth of insight is needed. When you want to do something new. When you want to transform and overhaul or find a new angle or insight to an old product, or a new design and a new context for an existing success.

Understanding the business objective will drive the type of qualitative research that is most appropriate. And for more technical subject matter, as are often found in business-to-business or healthcare markets, the researcher also needs to be able to grasp the subject to take it into a customer or prospect interview.

We normally offer qualitative research as part of a larger project to help understand the dimensions of a market, the language customers use, and the details of use and opinion about products and services. Our researchers are skilled at focus groups and depth interviews, face-to-face, online with web and video tools, or carried out by phone for difficult to reach audiences, and in placing this in the larger business context.

有关执行定性研究项目的帮助和建议info@dobney.com.


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