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10 secrets of excelence in Qualitative research_TNS

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Intenzione e comportamento a volte sono lontani: analizziamo percezioni ed attitudini e ci ritroviamo poi con comportamenti non completamente coerenti con quanto dichiarato. Accade infatti, nella vita …

Intenzione e comportamento a volte sono lontani: analizziamo percezioni ed attitudini e ci ritroviamo poi con comportamenti non completamente coerenti con quanto dichiarato. Accade infatti, nella vita reale, che fattori di mercato o contesto socio-culturale influenzino decisioni d'acquisto/consumo che in fase di studio erano diverse. Perchè? TNS ti offre 10 consigli per assicurarsi indagini qualitative più efficaci.

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  • 1. The 10 secrets of excellence in qualitative research ©TNS 1 TNS Qualitative ©TNS
  • 2. “Interviewing is rather like a marriage: everybody knows what it is, an awful lot of people do it, and yet ©TNS 2 knows what it is, an awful lot of people do it, and yet behind each closed front door, there is a world of secrets.” Oakley, 1981 TNS Qualitative ©TNS
  • 3. The 10 secrets of excellence in qualitative research 1 __________________________ The group introduction is powerful psychological communication It is a small part of the discussion guide but a crucial 2 _________________________________ Qualitative research is a way of thinking and being ©TNS It is a small part of the discussion guide but a crucial part of the overall discussion, forming an explicit and implicit ‘contract’ for what follows. A good researcher is sensitive to the baggage that respondents bring with them to the group; he/she reassures, sets expectations and sets the tone. A good introduction gives respondents permission to disagree, to be creative, to be themselves and establishes their role as partners in enquiry. 4 The researcher is the research instrument: they are part of the group or interview process, and can influence it for better or for worse. As such, researchers must be aware of their biases and prejudices in order to set them aside. Look for empathy, genuineness and a non-judgemental approach: while researchers must direct respondents as to what to talk about, they should not restrict what they say. TNS Qualitative ©TNS
  • 4. The 10 secrets of excellence in qualitative research 3 ____________________ Eliciting information is more than asking questions. Interviewing can be prescriptive or emergent: 5 ____________________ You have to understand group dynamics otherwise the process can affect the content. Every group has its own dynamic and respondents need to find their place in 4 ____________________ The easier interviewing looks, the more skill and concentration it requires. Interviewing can look easy when everything seems to flow freely. The ©TNS Prescriptive interviewing starts and ends with the client frame of reference. It ticks the boxes on a set of questions but does not understand what is truly important to the respondent. Insightful qualitative research uses emergent interviewing: the researcher does not just rely on prescribed questions, but is also listening, echoing, encouraging, probing, summarizing and challenging, in order to go deeper and see the world through the respondent’s eyes. respondents need to find their place in the group discussion: it is natural for people to form likes and dislikes, create allegiances and try out different roles. These dynamics affect response, so noticing and managing the process by which a group forms is a crucial part of moderation. A good moderator will know when and how to steer the group to a productive place, and how to spot the danger signs in a group that is veering off course. everything seems to flow freely. The truth is that it takes an experienced researcher to facilitate this. Listening, echoing and probing, while managing the respondent’s energy levels, thinking back to the research objectives and ahead to the next area of questioning, is a skill that takes plenty of practice. TNS Qualitative
  • 5. The 10 secrets of excellence in qualitative research 6 ____________________ Discussion guide are process and energy guide as well as lists of questions. A discussion guide operationalizes the research 7 _____________________________ Projective techniques are not games Asking direct questions rarely provides the full picture. ©TNS A discussion guide operationalizes the research objectives: it should reassure Clients that their needs are being understood and help the moderator translate it into a discussion. A guide is more than just a list of question: the researcher needs to consider what tecniques will add value, how to minimize bias and what stimulus will be useful and when. A good moderator will also draw on a range of tecniques to inject energy when needed to avoid respondent fatigue or boredom. Asking direct questions rarely provides the full picture. Qualitative researchers often adapt psychological techniques to uncover people’s feelings about a brand or the needs it aims to fulfil. These often look like fun to an observer, but they have a serious role to play: Projective techniques allow respondents to project their own thoughts and feelings onto something else – a safe way for them to speak the truth without fear of judgement. Different enabling techniques are used to help respondents bring more hidden thoughts and feelings to the surface. TNS Qualitative
  • 6. The 10 secrets of excellence in qualitative research 9 ____________________ Good qualitative research is about analysis and interpretation Qualitative researchers first investigate the world of the 8 ____________________ Moderating is the ultimate in multi-tasking Don’t be misled by a moderator who appears to sit back and relax! ©TNS Qualitative researchers first investigate the world of the respondent, gathering and sorting the data, categorising it and making connections. This is analysis – the foundation for interpretation: looking back, what does this all mean to the people that we spoke to? And looking forward, what does it all mean for our client? A good researcher will translate this interpretation into meaningful recommendations to give clients clear guidance on how to act on the findings. back and relax! Throughout a group discussion, the moderator is listening attentively, formulating the next question, thinking about what has been said and what has not been said, noting the body language, taking in the group dynamics, checking the clock... and all the while making sure that they look relaxed and comfortable. Moderators also need to be self aware – making sure that they check their own assumptions and remain open minded. TNS Qualitative
  • 7. The 10 secrets of excellence in qualitative research 10 ____________________ Context is the new qualitative territory Sometimes we need to bring in the real- world context – not only the influence of the physical environment, but the social and cultural context that also affect each respondent. ©TNS We need to recognize the more fleeting emotional states people experience in real life, a well as the “fast thinking” heuristics and biases they employ to make choices. Do consider how important contextual exploration is to each piece of research, and remember that this can be accessed using powerful techniques – such as cognitive interviewing – as well as through an ethnographic approach. TNS Qualitative
  • 8. ©TNS 88 Via Bolama, 11/3 – 20126 Milano Corso Vitt. Emanuele II, 18 – 00186 Roma Tel. +39.02.27.07.21 (central. unif.) – tns.italia@tnsglobal.com - www.tnsglobal.com To get in touch, please contact Ivana Ventura Qualitative Business Director TNS Italia Tel. +39.02.27.07.21 @: ivana.ventura@tnsglobal.com