In in-depth market research, people are at the heart of our efforts. This is because the decisions that move resources across the globe every day depend on each and every individual. While we have quantitative methods to obtain the raw data for our research, their scope is limited. The way to delve deeper into this objective is through qualitative methods.
Generally, research focused on the characteristics of a problem seeks to uncover information that is rarely expressed directly. We can also use this approach when a topic is very recent and there are many aspects that are still unknown or have not been clearly identified through other research and surveys. For this reason, this week we’ve listed four tools used in projects of this nature.
Multimedia recording. This is possibly one of the most widely used solutions by qualitative analysts and clients. Although the core activities of a personality study are substantial, it’s also true that memory cannot capture all the details needed to achieve the specific objectives of our research. Reviewing recordings allows us to retrieve verbal and nonverbal responses.
Translation. If this entry had been written two or three decades ago, this point might not have been included. Nowadays, thanks to globalization, it’s very common to conduct studies involving participants from different geographical locations. In this context, the language barrier must be overcome by analysts and clients. Therefore, the services of experts in interpreting what is said in one language and translating it into another are required. This can be done simultaneously or asynchronously.
Transcription. Recalling the first point on this list, it’s impossible to obtain all the findings from a study activity through memorization alone. To ensure the objective quality of an interaction analysis, we undertake the task of transcribing everything said by the participants in our projects. Previously, this task was performed manually, taking considerable time to achieve results. Now, we have digital solutions that save resources, although they still require occasional human review.
Gesell Chamber. Finally, we want to mention the most well-known tool in qualitative research. Although its use was paused during the COVID-19 pandemic, it is now experiencing a resurgence because it enables controlled interaction among all parties involved in tasks such as focus groups. It also allows for the recording of sessions and enables clients and supervisors to observe activities in real time.
There are other tools that facilitate qualitative research. However, those listed above encompass the most commonly used. We mention them to highlight just a small part of all the work involved in a qualitative project. This is because, for some, they may seem very expensive. In addition to the tasks required to complete these investigations, highly experienced and discerning analysts are also needed to answer the key questions.
At Acertiva, we have over two decades of experience in conducting qualitative research. We have a presence in the main countries of Latin America. We offer you our team of analysts and strategic partners to meet your needs in this area. If you have any questions, we offer a free fifteen-minute initial consultation with our experts. This first step could be the beginning of your next success story.
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