The value of conducting a qualitative study is in being able to understand
How customers experience the problem, how gabon telemarketing database it makes them feel, how the problem impacts their life, what it might feel like if they could solve it, and how they would feel about someone (a company) who can help them solve it. This becomes the foundation for your discussion guide because this information supports creating the story.
The results of the qualitative research give dimension to your quantitative data. What makes the story relevant and compelling is drawn from qualitative research. The words used by the participants add color and depth to numerical data.
There are many texts that can walk you through the ins and outs of qualitative research. One you may want to check out is Robert E. Stake’s book, Qualitative Research: Studying How Things Work. As you consider conducting this kind of research, keep in mind that the key to success, especially for a qualitative study, depends on asking the right questions in the right format to the right people.
In-depth interviews and focus groups (or a hybrid of these) support the kind of probing that is essential to story building. In both, the questions are typically captured in a tool known as the discussion guide. Its purpose is to help with the flow of conversation.
6 Best Practices for Creating a Discussion Guide
There is a science and expertise to creating discussion guides. Regardless of why you are conducting the qualitative study, best practices include (but are not limited to):
Avoiding jumping into any questions. Introduce the role of the research (external, internal) and explain the purpose of, and process for, the discussion to participants.
Setting the tone at the beginning. Aim to establish rapport.
Starting with broad questions. Asking a participant to describe a typical scenario relevant to the topic can be a great opening question.