Glossary

Qualitative research

Research that explores experiences, motivations and meaning through material such as interviews and observations.

Why it matters

When you do not yet understand a problem, a count alone may not explain it. Qualitative research helps you explore what happens in a person’s circumstances, how they describe it and what seems to shape their decisions.

The work includes more than collecting memorable quotes. Compare accounts and observations, look for recurring themes and seek exceptions. Keep a clear connection between the evidence you collected and the interpretation you make.

A simple example

Illustrative example, not client research

A community arts organization could investigate why some people attend one workshop but do not return.

Explore different experiences

Interview returning and one-time attendees about how they chose a workshop, what happened during it and what they considered afterwards.

Avoid assuming that non-return means dissatisfaction. The workshop may have met a one-off need, or a practical barrier may have changed.

Compare words with context

With permission, observe how people find session details or ask questions while deciding whether to book.

Compare those observations with interview accounts and note where they support or challenge an emerging explanation.

These are proposed research activities, not findings about workshop attendees. Obtain consent, protect participants’ information and retain conflicting evidence instead of selecting only accounts that fit an appealing story.

Depth is not a population estimate

A theme that appears in several interviews can be important without showing how common it is across all customers. Recruitment choices and the purpose of the study affect whose experiences you hear.

Use qualitative work to develop and refine explanations. If a decision depends on how widespread a pattern is, consider a suitable quantitative study rather than turning interview counts into a market percentage.

Before drawing a conclusion

Which different experiences should be included, and which might recruitment exclude?
What evidence supports the theme, and what evidence challenges it?
Are you describing what you heard or observed, or making a broader claim that needs more evidence?

Quantitative research: Research that uses numerical data and statistical analysis to measure patterns, differences or relationships.
Customer interview: A conversation designed to understand a customer’s experiences, needs and decisions.
Customer research: Gathering and analyzing information about customers to understand their needs, behavior and experiences.