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Qualitative research can reveal unconscious mental structures and complex processes. The method uses open-ended questions and is particularly suitable when the subject matter has not been explored in depth in the past. In the B2B field we use qualitative methods for: |
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explorative research to identify market trends
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the acquisition of profound insights and perceptions in the light of dynamic market development |
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the evaluation and optimization of products or service areas |
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the evaluation of brand and marketing strategies |
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research questions that require profound and detailed knowledge |
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Analysis methods
Qualitative data generally is not quantifiable. Analysis methods aim
at the structuring and condensing of the information in order to identify
relevant aspects.
Hence, we assess qualitative data by means of content analyses, and
- on this basis – develop protocols, summaries, profiles or
graphs and diagrams. |
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Analysis
methods
Individual inquiries
Individual inquiries are for example expert talks, explorative
and guided interviews. These talks are not structured in comparison
to standardized questionnaires but comprise open items or an
open list of questions. Although the interviewer directs the
dialogue by means of targeted questions, he leaves a wide scope
for answering these topics and is open-minded towards unexpected
information that occur during the talk. A common strategy is
to use non-verbal techniques and playful elements in order to
especially identify unconscious or non-rational aspects that
are otherwise difficult to verbalize. |
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Group inquiries
Group inquiries are discussion rounds and workshops, where five
to ten persons are invited to a round table talk guided by a
moderator. In such cases, participants may stand for homogenous
(e.g. representatives of a certain professional guild, potential
buyers of a product etc.) or heterogeneous groups (e.g. proponents
and opponents of a subject, end customers and industry etc.).
The moderator directs the discussion in content, provides for
balance, arbitrates and, if necessary, activates, and aims at
problem solving.
Group inquiries are normally recorded, so that also nonverbal
expressions can be regarded in the evaluation process. |
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Delphi inquiries
A Delphi inquiry is a special form of expert inquiries. Thereby,
different perspectives and estimations can be integrated. At
first, every expert gives its opinion on a special topic. After
evaluating the statements, experts are confronted with these
findings, giving them the opportunity to comment on the problem
again. Hence, experts can emphasize and justify or revise their
previous estimation. The target is to find a joint solution.
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Qualitative study:
Energy policy schemes for the time after the parliamentary elections
2005
A qualitative survey among the 78 spokespersons for the environment
and energy policy of all parliamentary parties being represented in
the German Landestag or Bundestag ahead of the parliamentary elections
2005. It showed the heterogeneity of the parties in regard to energy-related
topics and positions.  |
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 Thomas
Olbrecht
t.olbrecht@eupd-research.com
+49 228 97143 59 |
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