Qualitative Marketing Research Design: Choosing the Setting to Maximize Information Quality

This is the second of two eTips! profiling the selection of appropriate qualitative techniques. July's issue introduced the most common qualitative techniques and the importance of the "real-world" application of one's product or service in directing the appropriate method. This concluding article more fully covers settings and information needs that typically fall under these qualitative methods.

In-Depth Interviews (IDI's) are best used when the issue being explored is encountered in a one-on-one setting or involves multiple participant types that mix hierarchy levels. For example, a physician's heuristic for treating a particular disease is typically idiosyncratic to each person. Likewise, a product sales call is usually between two individuals. If research involves multiple respondent types where one group may defer to the "opinion leaders," the IDI prevents this from happening.

In addition to settings and participant types, topics and the amount of materials or exercises to be reviewed can also point to the IDI method. For instance, issues with social ramifications may be best explored in one-on-one interviews where there is less concern for what people might think. As well, if the researcher needs to present a large number of materials, it may be better suited to using IDI's where the moderator can better control the time associated with material review.

Mini-groups are best suited for topics that involve group decision making or consensus building. Reviews of policies and other management decisions or any other activities that involve people working with 2-5 peers are usually approached with a mini-group. Additionally, any research that requires a consensus effort to develop something is better done by a smaller, more manageable group. This is especially true if the objective is to get everyone's input into the process.

Focus Groups are commonly used for anything that occurs in the public sphere. This includes reactions to advertising, examination of group dynamics in the face of current issues, and discussions of public policies regarding health issues. Large groups are also well-suited for creative ideation as brainstorming advances when participants feed off each other's ideas. A group of 8-10 individuals provides enough perspectives so the "creative juices" begin to flow. These interactions between participants can lead to unique and insightful ideas.

In conclusion, the skilled researcher matches the qualitative technique to many variables of the research, including the type of information needed and the degree of interaction between participants. Good results are more likely when these are considered and put into action.