Qualitative Research: A Win-Win-Win Situation
The Magnetic Group - Ziggy | November 10, 2010 At the YMCA this morning, a staff member asked me how my workout was.
I said something like, “Good; but consistency is the key. If one great workout could get us in shape, we’d all be super fit. But it takes a long-term commitment, and that’s what I need to focus on.”
The staffer replied: “That’s right- you get out of it what you put into it.”
And bingo! He provided the missing theme for the post I’ve been working on (thanks, Sammy!).
You get out of it what you put into it.
Why is quantitative research so popular? Because it’s quick, cheap, has broad reach, and provides metrics.
Why do I prefer qualitative research?
- It’s more fulfilling for the researcher
- It’s more rewarding for the participant
- It’s more enlightening for the client
Brief justifications:
1. More fulfilling for the researcher
Qualitative work is more demanding and requires a larger skill set. Researchers must adapt to changing circumstances on the fly and excel at thinking on the run. They need to notice subtle body language, ask intuitive probing questions, and learn to discriminate reasons from rationalizations.
In short, it’s difficult. And that’s what makes it so much more gratifying.
Compare that to a typical quantitative survey, where a minimum-wage employee calls down a list, robotically asks a few questions, and mechanically processes respondents as quickly as possible so as to hit quota and maximize profits. There’s a reason why work-release inmates and high school kids are often hired for these jobs- it requires little expertise.
2. More rewarding for the participant
People hate robotic, closed-ended, scripted surveys.
But they love sincere, open-ended, personalized interviews.
So what do you want to ask your audience to endure…something they love or something they hate?
When interviews are conducted with respect, patience, and personality, the respondents are almost always grateful for the chance to provide feedback.
Indeed, as Jeffrey Henning of Vovici recently discussed, research suggests that simply being asked for feedback improves customer loyalty.
But even better than the enhanced gratitude or loyalty generated in respondents is the deeper, richer information they provide because of the more meaningful conversation. (See Katie Harris’ great discussion of motivations and context.)
Which brings us to the most important advantage of qualitative research…
3. More enlightening for the client
The open-ended and engaging format of qualitative research provides the space for innovation, learning, and dreaming that quantitative work can never offer.
Through longer conversations and interactions, qualitative researchers can uncover deeper customer perceptions, understand the genesis of these perceptions, and explore the deeper needs and drives of respondents.
And clients love the results. As Research Rockstar recently noted: “There is nothing like hearing—and seeing—people talk ad lib to really get a sense of their attitudes and values.”
Compare/Contrast
Sure, qualitative work takes more time, costs more money, and –consequently– reaches fewer audience members.
And sure, there are fair methodological concerns about qualitative work.
But as Annie at Conversition recently challenged: “Make a list of all of the research methods that are error-free, risk-free and always give valid and reliable results.”
[Hint: There aren’t any!]
* * * * * * *
So why do I prefer qualitative work?
Because you get out of research what you put into it.
When you put in more time, more money, and more love, you get better information.
And it creates a win-win-win situation for the researcher, the participants, and –most importantly– the client.
