close
  • Why Us
    • Our Experience
    • Our Approach
    • Our Team
  • Our Playbook
    • Qualitative Research
    • Focus Groups
    • Synchronous Online Focus Groups
    • Asynchronous Online Discussion Boards
    • In Depth Interviews
    • Usability Testing
    • Ethnography
    • Quantitative Research
    • Telephone Surveys
    • Online Surveys
    • Mail Surveys
    • Intercept Interviews
  • Our Clients
    • Education
    • Technology
    • Healthcare
    • Financial
    • Consumer Goods and Services
    • Non Profit
    • Social Marketing
  • Case Studies
    • Behavior Change
    • Concept Testing
    • Market Assessment
    • Customer Research
    • Product Assessment
    • Process Evaluation
    • Conjoint Analysis
    • Tracking Program
    • Customer Satisfaction
    • Usability Testing
    • Product Packaging
  • Resources
    • FAQs
    • Determining Sample Size
    • Moderation Techniques
    • Social Marketing Research
    • Industry Articles
    • Market Research Books
    • Market Research Associations
  • Insights Blog
  • Contact Us
Hardwick Research

206-232-9400

  • Menu
  • Why Us
    • Why Us Overview
    • Our Approach
    • Our Team
    • Our Experience
  • Our Playbook
    • Our Playbook Overview
    • Qualitative
      • What is Qualitative Research?
      • Focus Groups
      • Synchronous Online Focus Groups
      • Asynchronous Online Discussion Boards
      • In Depth Interviews
      • Usability Testing
      • Ethnography
    • Quantitative
      • What is Quantitative Research?
      • Telephone Surveys
      • Mail Surveys
      • Intercept Interviews
      • Online Surveys
  • Our Clients
    • Our Clients Overview
    • Education
    • Technology
    • Healthcare
    • Financial
    • Consumer Goods
    • Non Profit
    • Social Marketing
  • Case Studies
    • Case Studies Overview
    • Behavior Change
    • Concept Testing
    • Market Assessment
    • Customer Research
    • Product Assessment
    • Advertising Effectiveness
    • Process Evaluation
    • Conjoint Analysis
    • Tracking Program
    • Customer Satisfaction
    • Usability Testing
    • Product Packaging
  • Resources
    • Resources Overview
    • FAQs
    • Determining Sample Size
    • Moderation Techniques
    • Social Marketing Research
    • Industry Articles
    • Market Research Associations
  • Insights Blog
  • Contact Us

Qualitative Research: More Than Just an Open-ended Question

By Nancy Hardwick,

August 23, 2018
qualitative research
I don’t know if you have spotted this lately, but there is a new trend in the world of market research. It is the idea that you can conduct qualitative research by adding a few open-ended questions to your online survey.

I’m here to tell you that qualitative research is not done comprehensively or correctly by just adding open-ended questions to your survey. Sure, that is a qualitative question (because it is open-ended) but there is no way you will obtain rich enough information to be actionable.

Now that I’ve gotten that off my chest, it’s time to back up and provide some history.

As you might know, qualitative research is all about gathering in-depth insight into behavior. Typically it’s described as learning the “why” behind the things we do. Right now the trend in research, and honestly in business as well, is around the idea of empathy and trying to enhance understanding of your customers. Corporations are employing all kinds of approaches to listen to their customers and better meet their needs.

This is a positive trend and primary research (especially qualitative) is the perfect tool. Do not fall for the idea that by asking a few open-ended questions you can check the box on qualitative research. You have not done your due diligence. Qualitative research requires a discussion. It requires the ability to probe, clarify and redirect. It requires an inquisitive human mind that can listen, interpret responses and delve deeper into the relationship between an individual, an organization and the world around them. Qualitative research enables you to go deep enough to uncover insights that can actually guide your strategy.

If you want to have a conversation about qualitative research, you know where to find me. Reach out any time 206-232-9400 or nancy@hardwickresearch.com

  • Facebook
  • Twitter
  • Google+
  • Pinterest
  • LinkedIn

Tagged:market research best practicesopen-ended commentsqualitative researchquestionnaire design

Post navigation

← PreviousBIGpdx – Lessons on Behavior Change Research
NextWorking Together to Improve Research Outcomes →

Leave a Reply Cancel reply

Your email address will not be published.

Subscribe to our Blog

 

About our blog

I’m so glad you have found your way here. I’m Nancy Hardwick, owner of Hardwick Research. I have been conducting market research studies for more years than I should count. In 1994, after the birth of my son, I started Hardwick Research. I love my job, especially the part where I am able to creatively help clients learn more about the way people think and why they do the things they do. This blog provides me an opportunity to share my insights and experience in the market research industry, but it’s also a chance to have some fun.
 

Browse by category

  • Behavioral Economics
  • Best Practices
  • Culture
  • Miscellaneous
  • Qualitative Research
  • Quantitative Research
  • Resources
  • Social Marketing
  • Uncategorized
 

Browse by tags

Behavioral Economics best practices Blogging concept testing conclusions Dan Ariely do-it-yourself do it yourself market research facts focus group moderator Focus Groups Fudge Fun Human Behavior image ideas images image sources incentives Market Research market research best practices market research key success factors market research process online survey open-ended comments Pacific Northwest Social Marketing Association photos PNSMA presentations product testing projective techniques qualitative research Qualitative Research Consultants Association quantitative research questionnaire design reports Research Consultant research methodologies resources secondary research Social Marketing SPARKS story survey teamwork Thank You tool box visual upgrade Writing
© Hardwick Research · · All rights reserved | Privacy Policy · info@hardwickresearch.com