Qualitative research can be an exciting adventure when you have engaged respondents who share colorful, articulate responses that help you get to your most valuable insights. When you go into the research process, you may already have an idea
of how you’d like the outcome to be, but you can never know for sure how
your consumers, shoppers, or users are going to respond to your
stimuli, questions, or ideas.
The qualitative research landscape is ripe with innovation right now, which means there are several paths to choose when it comes to the right methodology for your research needs. Here, we take a look at five qualitative methodologies and some examples of how they compare to each other in terms of your specific research goals and parameters.