It’s not that easy to spot the good from the bad in qual, because it’s so subjective. But it’s important to know the limits of qual and to spot when it’s done badly. Here’s what I think is qual gone bad…
1. reporting without interpreting
This drives me nuts, simply describing what a few people have done or said without interrogating its meaning. That’s reportage and it’s bad qual.
2. respondent and moderator fatigue
Back to back 2 hour groups in an evening. How can anyone moderate well after a full days work after 9.30 at night? Please!
3. showboating
Clever moderators can work up respondents so they are chatty and lively, but that doesn’t mean they’re saying useful stuff, they’re just having a laugh
4. pointlessness
Some activities respondents are asked to do in groups can be pointless, but look like they are going to deliver insight. Brand mapping is one of them. It just doesn’t reflect at all how people relate to brands or make brand choices
5. over-egging
Getting respondents too self-conscious about their behaviour, asking them to think about future intentions, navel gazing, it’s wrong because it’s not grounded in how people think, behave and feel (and particularly wrong when what people say and do in groups is taken too much at face value…)
And so to good qual…
1. recognise what qual is and can be
It’s ‘created’ findings based on good thinking inspired by what people have said, thought and done in research
2. good dynamics
Kicked off by a conversational relaxed warm-up where respondents all find their voice, followed by spontaneous responses to ideas, and finished off by creative builds on ideas
3. everyone is heard
Time and space given for different responses, including private responses if groups are being held so everyone’s point of view is delivered
4. analysis
The researcher reviews all research materials (listening back is essential) shares their findings with clients and the other researchers and thinks, thinks, thinks
5. inspiring
Focusing on inspiring clients so they know where to take their business – delivering insight rather than doing a debrief
