There is a lot of discussion about qualitative methods and which one is best. We believe there is no one "best" approach. As with any research, the goal is to provide critical insights to make important decisions in the most cost effective manner.
Sometimes qualitative research is best done before a quantitative study to better understand the audience. However, the cost per interview is extremely high so the selection of participants should be done very carefully. We have seen instances of the qualitative data being very different from the results of a well done quantitative study.
Sometimes qualitative work is best done after a quantitative study so the respondents can see, hear, touch, taste some options that have been the product of the quantitative study. In addition you then know with much greater certainty who you need to listen to most carefully.
We have found that conducting in depth one-on-one interviews with the target population can be faster, less costly and in some cases better than traditional focus groups. For example each respondent is not influenced by others in a group setting. Also, each respondent is able to speak more than if he/she were in a group.
We often conduct qualitative pretests as part of an on line study. This involves recruiting participants and speaking with them as they fill out the survey on line. We find out what might be unclear, what is interesting, and we always get their insights and suggestions about the particular subject. These have proven to be very useful.
Regardless of the method we always invite you, the client, to "listen in". These may be real time, by video or audio recordings.
Qualitative research conducted in person, in a group, online, by phone, before or after any quantitative study all depends on listening and understanding your goals. We then work to accomplish these goals in the most time and cost efficient manner, knowing that the insight is the key.
