Beyond Numbers: Exploring the World of Qualitative Data Collection

The Essence of Qualitative Research

Rather than aggregating data from large samples, qualitative research delves into personal experiences and perceptions. The goal is gathering rich, detailed insights from smaller, targeted groups in contrast to population-level insights that come from quantitative research.

Common qualitative research techniques include one-on-one interviews, focus groups, communities and in-home observations.

As an example, Slukan references a recent Norstat project that involved observing participants as they prepared meals in their own kitchens. Researchers were able to collect data on ingredient choices, preparation habits, and the overall kitchen environment.

“It’s not just about asking questions—it’s about seeing behaviour in real-life contexts,” says Slukan.

“This approach reveals nuances you can’t capture in a survey.”

Qualitative data collection often complements quantitative studies. A brand might start with a large-scale survey to identify general trends and follow up with focus groups or interviews to explore those trends in depth.

“Combining both approaches gives clients a complete picture,” Slukan adds.

“You need the numbers and the stories to truly understand your audience.”

Real-World Applications

Qualitative research has applications across industries. Slukan describes a recent project exploring how to best design a new platform tailored to the needs of vehicle fleet managers.

Through in-depth interviews, researchers uncovered specific features and functionalities the managers valued, ensuring the platform aligned with expectations.

Another example comes from the consumer goods sector. After a quantitative study revealed purchasing trends for iced coffee, follow-up interviews explored why consumers chose specific brands.

These sort of “deep dives” can uncover emotional connections, usage habits, and situational preferences that helped the client refine their marketing strategy.

“Qualitative research is invaluable for understanding niche audiences and complex behaviours,” notes Slukan.

“It allows clients to empathize with their customers and make informed decisions that resonate with the target audience.”

Keys to Success in Qualitative Research

Executing effective qualitative research requires careful planning. According to Slukan, success hinges largely on three factors: clear definition of objectives, precise selection of target groups, and selection of the right methodology.

Norstat works closely with clients to help them define their audience with precision, whether it’s a specific demographic or niche group interested in a particular product or issue.

“Speaking to the wrong people yields misleading insights,” says Slukan.

“Finding the right profiles is crucial for the success of any qualitative project.”

And thanks to Norstat’s extensive consumer panels – which provide access to a pool of 4 million engaged panellists – it’s relatively simple to find and recruit the right people for qualitative research projects.

It’s also important to choose the right methodology, which means having a clear understanding of the research objectives and the question or insight a client wants to answer.

“Without clarity, it’s hard to ensure success,” she adds.

Focus groups work well for testing consumer products, for example, while in-depth interviews are often ideal for complex B2B topics. In-home visits, meanwhile, can provide contextual insights for exploratory studies on product design or brand preferences.

Meanwhile, communities are very well-suited for gaining regular insights from a larger group of profiles by monitoring them daily over an extended period of time.

Trends Shaping Qualitative Research

The pandemic accelerated the shift from in-person to online methodologies. Today, Norstat conducts the lion’s share of its qualitative research via digital platforms that host everything from focus groups to individual interviews, offering flexibility and accessibility.

Emerging technologies, particularly AI, are also transforming qualitative research. Tools for automated transcription, sentiment analysis, and AI-driven interviews are enhancing efficiency.

“AI is changing the qualitative data collection game,” says Slukan.

“While it can’t replace the human element of the work we do, it certainly streamlines processes like reporting and analysis.”

Why Qualitative Research Matters

Qualitative research bridges the gap between data and insight, giving businesses the tools to design products, services, and campaigns that resonate. When paired with quantitative research, it delivers a holistic understanding of consumer behaviour.

“Market research isn’t just about data; it’s about understanding the needs, habits and emotions of the target audience,” Slukan concludes.

“To truly connect with your audience, you need to understand their lives, challenges, and motivations. That’s the power of qualitative research.”

Norstat’s commitment to delivering both quantitative and qualitative solutions positions them as a one-stop shop for market research, empowering clients to make smarter, more human-centred decisions.