Qualitative research is research which aims to assess quality (rather than quantity). This can be the quality of a product or design or the quality of an experience, perception or attitude.

Who are Qualitative Researchers?

Everyone is a qualitative researcher. Listening, intuition, testing perceptions and assessing meaning are all skills which are used in everyday life. What makes qualitative research an industry is the skill involved in designing research processes, moderating discussions and interpreting the results. All qualitative research projects have scope for multiple interpretation. The skill of the researcher is in using a repertoire of academic disciplines such as neuro-linguistics, semiotics, psychology and anthropology to sort out what was meaningful and what was not.

What techniques are used in Qualitative Research?

Group discussion (originally based on group therapy) and projective techniques are powerful tools for meaningful qualitative enquiry. In fact 'focus group' has come to mean qualitative research, though there are many other methods, such as in depth interviewing, accompanied trips, observation and recall sessions, to name but a few. Ethnographic observation is becoming more popular as funders increasingly want to assess the links and inconsistencies between attitudes and actual behaviour.