Qualitative research is a vital component of market and audience research. For example, when you are designing new products or evaluating your customer or candidate experience, qualitative research provides access to the thoughts and opinions of your audience.

1. HOW TO CREATE A
QUALITATIVE
RESEARCH REPORT?
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Qualitative research is a vital component of market and audience
research. For example, when you are designing new products or
evaluating your customer or candidate experience, qualitative research
provides access to the thoughts and opinions of your audience.
Whilst the benefits are plentiful, qualitative research is, in some ways,
nowhere near as simple as quantitative data. That’s because it can be
difficult to draw insights from qualitative data. It often comes in voice
recordings, long paragraphs of text, video, interviews or journals.
Moreover, because your study participants might talk freely, the results
can be rambly, off-target or simply too different to group into one
category.
With that in mind, how do you create a qualitative research report that
can demonstrate results and prove the effectiveness of such studies?
Convert Qualitative Results Into Numeric Data

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One step to simplifying the process and creating easily digestible data is
to turn qualitative data into quantitative data. How this is done depends
on the results of your study. There might be no simple, uniform
approach.
Generally, one way to proceed is to identify key findings in your results.
These might be opinions that get repeated by several participants. If you
notice recurring trends, write them down as categories. Then, whenever a
new thought emerges, note this down also. This will allow you to count
how many participants shared a specific opinion or mentioned a
particular feature or failed in their answer.
You can also create visually appealing data by including all the written
results of your study into a word cloud that picks up on the most
essential, repeated terms.
What Goes Into a Qualitative Research Report?

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Whilst converting qualitative data is useful for visualisation, there is
excellent value in reporting your qualitative findings.
A qualitative research report might follow the following structure:
1. Introduction and Justification. Explain why the study was undertaken,
demonstrating examples or statistics of a problem it tried to solve or
research.
2. Describe the methodology of the study. What method was used? Who
were the participants? What was their relationship to the brand? How
were respondents recruited, and how were the questions designed? At
what time was the study conducted?
3. Report on the results. What were the key findings in summary?
4. Discuss the findings and any conflicting data. Mention any exciting
outlier opinions and observations.
5. Put it into context. Is there existing quantitative data to back up these
results? How can you numerically measure your findings and observe
them in the future? What lessons were learnt?

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Including Quotes
Quotes from participants are a great addition to any qualitative research
report. They can illustrate emerging themes and provide evidence for
your interpretation. They can deepen understanding and strengthen the
credibility of your findings. Importantly, you should only use quotes
when they are valuable and concise.
Quotes can break up your content and add personality and humour. They
help a brand connect with its audience again. It is best practice for quotes
to be anonymous, including only a pseudonym or description of the
respondent.
Qualitative research data is something to look forward to - when
presented right. At Selfhood, we run adequate qualitative research
studies and convert them into branded, actionable reports with critical
findings. Get in touch today to learn more.

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