Qualitative Research

The difference between Qualitative Research and Quantitative Research

To get a better understanding between the difference of Qualitative Research and Quantative research, it'll help that Qualitative Research is more focused on the "why" of a person's opinion, and Quantative research is more focused on the "how". At BTNG we believe that both forms of research are essential and contribute to the success of our Discovery Phase.

Quantitative Research can be used to validate your Qualitative research. Imagine gaining unexpected insights during your

Different Qualitative Research methods

Sure, Interviews are  great. But Qualitative Research can be used in other ways, too. For example, User Testing - a method of gathering feedback on user interfaces by showing users the interface and then observing their behavior as they use it. A perfect starting point when you already have a digital application in place on which you want feedback of. Another example of Qualitative Research would be Ethnographic Research - almost going undercover and living, working or even playing with your stakeholders. Also a great way of finding out how your product or service is being used in the real world.

The list goes on, but the final method of Qualitative Research we'll share with you today is  the one we think could help your company the most. Qualitative Interviews - a method of gathering feedback on user interfaces by interviewing stakeholders, customers or users about their opinions and perceptions of these.

We'll show you how Qualitative Research can jumpstart innovation for any organization in need of inspiration!

How to work Qualitative Data

Analysing the data from qualitative research methods takes some practice. The research process itself is a great source of data collection. But analyzing numerical data is something else entirely. The qualitative data in your data collection obtained from the qualitative methods, takes a very empathic person to analyse. Qualitative data which comes from in depth interviews, a focus group, or even social research differs from statistical analysis. A Qualitative Research is a time-consuming process. The data collected must be analyzed and validated by the researcher's training in this area, making it important for organizations to consider how they will manage the workload of their Qualitative Researchers

Besides what you hear during these qualitative methods, its important to consider participant observation. The research team should be able formulate a grounded theory and keep that in mind when taking field notes.

Qualitative data analysis often includes rewatching the interviews from the focus groups and as a team, agree on the output of the research methods. The data analysis is an essential skill to guarantee the outcome of qualitative studies.

Qualitative research tools that can help make the process easier

Partnering with TheyDo.io has influenced our Qualitative Research enormous. With their Customer Journey Management software, we're able to document and share interactive Customer Journeys with our clients in real-time.

As a remote studio, BTNG has experience conducting Remote interviews - make sure to partner with experienced researchers to conduct consistent interviews with consistent outcome.

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Challenges with conducting qualitative research and what you can do to overcome them

Some of the more common challenges during a qualitative study include:

• Qualitative results are difficult to quantify and put into a report. Quantifiable data is often necessary for the final outcome of a project.
• Qualitative research doesn't always lead you in the direction that's needed most by your organization. Expect the unexpected.
• A third challenge we've encountered when handling non-numerical data,  is the time it takes to analyze qualitative data and summarize findings.
• Qualitative research is more costly than quantitative methods because of this, but when properly done, can be invaluable in providing an authentic audience perspective that quantitative methods cannot match

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BTNG assists organisations with Qualitative Research

In conclusion, the qualitative research methods are far from simple. Even the data analysis from qualitative data which comes from the data collection is a challenge. Our BTNG Researchers are trained in both Qualitative Research and Quantitative Research. Making them the ideal experts to spar with.

So if your organisation is dealing with any research challenge, please do consider including BTNG for your qualitative research method! Schedule a free call today and one of our experts will discuss such an approach.

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