December 2019: updated with some fresh juicy content! When new people join Market Gravity, we run an Academy. It’s a week-long ‘project on fast-forward’ to give them a grounding in our methods, and get them to create a proposition of their own — an idea based on customer insight, fleshed out with great features, backed up by a sound business case, and
brought to life with a mini-prototype. I run the half-day Insight training part of the Academy. One area we touch upon is how to be a good qualitative researcher. More specifically — how to be a good qualitative researcher in a corporate environment, which is a bit different from academic research. Below is a quick recap I use in Academy, of what I find to be important qualities for a researcher to cultivate. I’d welcome any additional thoughts you have!
16 tips for running good in-depth interviewsYou could say that there are two types of research — when the researcher is present and is able to steer the conversation (e.g. an interview), and when she is absent and isn’t interacting with the participant (e.g. a survey). Writing good survey questions is a whole topic of its own, but interviewing people effectively does take practice even if you think you’re confident and chatty. In most Market Gravity projects our clients are working together with us in a fast-paced ‘mission squad’. This often means everyone mucks in, including in doing customer research. I find it helpful to run a short briefing session with our squad mates, to cover these tips for running effective research interviews.
Finally, these are just useful techniques. It’s helpful to remember that each interviewer has a different personality and a different way to ask questions, which will develop with experience. I hope that this has been useful to you as a budding or even an experienced researcher, and chimed with your own experiences. Do let me know any comments and further tips below. I am an Insight Lead at Market Gravity (a Deloitte Business), and have been running qualitative research studies for over 13 years. Market Gravity partners with the most ambitious companies worldwide to create and launch breakthrough propositions that make their customers’ lives better. Get in touch with me at igor.zakhleniuk[at]marketgravity.com to talk about where your company wants to go next, or about anything to do with customer research. Which of the following is a characteristic of a good qualitative research?It describes and answers questions about participants and contexts. It explores a phenomenon to better understand it. It answers questions and illuminates issues that cannot be answered by quantitative methods. All of the above.
Which of the following is one of the most common characteristics of qualitative research?Conducting in-depth interviews is one of the most common qualitative research methods. It is a personal interview that is carried out with one respondent at a time.
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