Question

Topic: Research/Metrics

Innovative Qualitative Techniques?

Posted by Anonymous on 4/5/2008 at 11:17 AM ET 250 Points
Hello,

As a researcher who focuses heavily on qualitative methodologies, I'm interested in hearing from others on any new techniques, question types or analysis tools that they've found to yield superior insights.

Anything cutting-edge out there?

Many thanks for sharing your experience!
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RESPONSES

  • Posted on 4/5/2008 at 12:14 PM Author
    Sure.

    Qualitative techniques refer to market research methodologies to collect primary data in the marketplace. Unlike quantitative methods, which include surveys and statistical analysis, qualitative focuses on things like focus groups and in-depth interviews. Qualitative techniques typically are used when the researcher needs depth of insights and thematic connections. Some I've used include laddering questions and projective techniques (like storytelling).
  • Posted on 4/7/2008 at 11:10 AM Accepted
    Hi BluGlobe -

    Have you tried breakout sessions within live focus groups?

    Also, have you looked into online qualitative methodologies? Try ITracks, for example.

    https://www.itracks.com/

    They help researchers conduct both online focus groups as well as bulletin board focus groups. In addition, they have some tools to help analyze the qualitative data.

    Good luck!
  • Posted on 4/7/2008 at 11:16 AM Author
    Thanks, jlevin

    I have experience in analyzing online discussion group content, but have never moderated an online focus group. I'll definitely check out itracks.

  • Posted by Chris Blackman on 4/9/2008 at 3:34 AM Accepted
    There's a concept called Cognitive Edge which is about a raft of ideas, one of which analyses the story theme and reduces it to an abstract set of parameters.

    It might be a useful technique for analysing stories research participants tell about their experiences with the product, service or whatever subject is being researched.
  • Posted on 4/9/2008 at 1:53 PM Author
    Thank you, Chris.

    This sounds quite promising, and I will check it out!
  • Posted by saul.dobney on 4/10/2008 at 4:48 AM Accepted
    Emotional patterning. Semiotics. Ethnography and observational studies. Metaphor elicitation. Role play. Collaging. Conflict groups. Paired depths. Task-based learning. Trade-off decision making.

    Techniques should always depend on the research objectives, rather than sell a technique for its own sake.
  • Posted on 4/10/2008 at 8:34 AM Author
    Thank you, Saul.

    I've used metaphor elicitation and have been trained in the ZMET methodology.

    Thank you for the other approaches - I'll definitely look into them. My goal is to build more breadth and depth of knowledge, in addition to keeping up with any new ways that experts are applying techniques to elicit insights.
  • Posted on 4/10/2008 at 9:07 AM Author
    Thanks Saul, jlevin and Chris

    I've lined up some interesting reading for the next few weeks!
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