Types of

Qualitative
Research
Methods
O N E - O N - O N E I N T E RV I E W S
&
FOCUS GROUPS
Qualitative Research
• COLLECTING AND ANALYZING NON-NUMERICAL DATA
(E.G., TEXT, VIDEO, OR AUDIO)
• TO UNDERSTAND CONCEPTS, OPINIONS, OR
EXPERIENCES
• HUMANITIES AND SOCIAL SCIENCES: ANTHROPOLOGY,
SOCIOLOGY, EDUCATION, HEALTH SCIENCES, HISTORY,
ETC.
Types of Qualitative
Research Methods
One-on-one (In Depth) Interviews
In-depth interviews is a qualitative data gathering
technique where in an extensive quantity of data may be
gathered on the behavior, attitude, and perspective of the
interviewers towards the interviewee.

During in-depth interviews, researchers and subjects

are allowed to explore new topics and alter the course of the
interview if necessary. during in-depth interviews.
Characteristics Of In Depth
Interviews
1.Flexible Structure
2.Interactive
3.Deep
4.Generative
Importance of Conducting One-
on-one In Depth Interviews
You have plenty of chances to identify the
underlying factors influencing your preferences,
perceptions, or beliefs.

The interviewer has the chance to get to know

the person and build a relationship, which helps the
participant feel at ease
Importance of Conducting One-
on-one In Depth Interviews
With surveys, there are chances that the respondents
may select answers in a rush, but in case of in-depth
interviews it’s hardly the worry of researchers.

In fact, people might be reluctant to answer questions

in written format, but given the nature of an interview,
participants might agree giving information verbally.
How to Conduct One-on-one In
Depth Interviews
1. Obtain the necessary information about the respondents and the
context in which they operate.
2. Make a script or a list of topics you want to cover. This will make it
easy to add secondary questions.
3. Schedule an interview at a time and date of the respondent’s choice.
4. Ask questions confidently and let the interviewees feel comfortable,
so that they too are confident and can answer difficult questions with
ease.
How to Conduct One-on-one In
Depth Interviews
5. Set a maximum duration such that it doesn’t feel exhaustive.
6. Observe and make notes on the interviewee’s body expressions and
gestures.
7. It is important to maintain ethics throughout the process.
8. Transcribe the recordings and verify them with the interviewee.
Advantages and Disadvantages of
In-depth Interviews
ADVANTAG E S
◦ Comfortable interviewees = more info
◦ Can obtain additional information by
asking follow up questions.
◦ Researchers can monitor changes in
tone and word choice of participants
to gain a better understanding of
opinions.
◦ Fewer participants are needed to
obtain useful information.
◦ can be very beneficial when a detailed
report on a person’s opinion and
behavior is needed. In addition,
D I SADVANTAG E S
◦ They are time-consuming, as they
must be transcribed, organized,
analyzed in detail.
◦ If the interviewer is inexperienced, it
affects the complete process.
◦ Participants must be chosen carefully
to avoid bias, otherwise it can
lengthen the process.
◦ Generally, participants decide to
collaborate only when they receive
an incentive in return.
Focus Groups
Focus groups are best defined as a small,
carefully chosen group of people who
participate in discussions for research. The
interviewer carefully chooses the participants in
order to accurately reflect the wider population
they are trying to target.
Focus Groups
For the purpose of generalizing the response of
the entire populace, the group may examine new
products, feature updates, or other interesting issues.
A moderator is involved in this study. Their
responsibility is to ensure that there is no bias and
assure legitimate findings.
Main Pillars of Focus Groups
1. Participants
2. Moderator’s Role
Types of Focus Groups
◦ Dual moderator: There are two moderators for
this event. One ensures smooth execution, and the
other guarantees the discussion of each question.
◦ Mini: This type of small group restricts
participants to 4-5 members instead of the usual 6-
10.
Types of Focus Groups
◦ Dual moderator: There are two moderators for
this event. One ensures smooth execution, and the
other guarantees the discussion of each question.
◦ Mini: This type of small group restricts
participants to 4-5 members instead of the usual 6-
10.
Types of Focus Groups
◦ Client-involvement: Use this group when
clients ask you to conduct a focus group and invite
those who ask.
◦ Participant-moderated: One or more
participants provisionally take up the role of
moderator.
Types of Focus Groups
◦ Two-way: A two-way group involves two separate
groups having discussions on the topic at different times.
As one group conducts its study, the other group observes
the discussion. In the end, the group that observed the first
session performed their conversation. The second group
can use insights gained from watching the first discussion
to dive deeper into the topic and offer more perspective.
Types of Focus Groups
◦ Online: These groups employ online mediums
to gather opinions and feedback. There are three
categories of people in an online panel: observer,
moderator, and respondent.
Types of Focus Groups
Advantages and Disadvantages
Focus Groups
AD VAN TAG E S
◦ A great complement to other
mediums like online surveys and
online polls.
◦ Immediate access to customer
opinions, making data collection and
analysis quick and convenient.
◦ Highly flexible to adapt to the needs
and opinions of the group members.
◦ Focus groups are perfect sources to
understand the true feelings and
perceptions of your selected target
audience.
D I SAD VAN TAG E S
◦ Creating a representative sample is
tough. Small-size sample makes focus
groups unreliable.
◦ Due to the limited sample size, you
cannot guarantee respondent anonymity,
which may affect their willingness to
speak freely.
◦ Getting honest opinions on sensitive
topics can make the depth of analysis
difficult.
◦ Data analysis is vulnerable to inaccuracy
and observer research bias.
 INTERVIEWS VS FOCUS GROUPS
APPROPRIATE FOR STRENGTH OF METHOD

IN DEPTH ONE-ON-ONE • Gaining individual responses, • Elicits in-depth responses with

INTERVIEWS opinions, and feelings subtle variations
• Addressing sensitive topics • Can perceive interpretive
perspective

FOCUS GROUPS • Identifying group norms • Gains information on a range of

• Eliciting opinions about group norms and opinions in a short
norms time
• Discovering variety within a • Group dynamic stimulates
population conversation and reactions
 INTERVIEWS VS FOCUS GROUPS
ONE-ON-ONE IN DEPTH FOCUS GROUPS
INTERVIEW

ADVANTAGES • Ideal for high-touch-targets • Speed/efficacy

• Highly flexible to adapt • Participant backroom
discussion to participant engagement
• Environment can inspire recall • Brainstorming

LIMITATIONS • Time consuming to conduct and • Group Thinking/influence

analyze data • Limited depth
• Limited participant • Less geographically
involvement representative OR high travel
costs