The main aim of qualitative survey is in depth study of the issue. For such kinds of surveys, our specialists use both traditional and contemporary methodologies. The method is selected for specific project according to study issue. Our methods are:
• Focus Group discussion;
• Creative Sessions;
• Deliberative groups;
• Referential groups;
• In-depth interviews (triads, dyads); laddering.
In order to reveal in depth motivations, attitudes and emotions, our specialist use various proactive techniques and tasks during qualitative survey.
The quality of the qualitative data strongly depends on the researcher.
Gathering the in-depth information is possible only for professionals with special skills, as it requires experience and private characteristics which guarantee to “open-up” the respondent. ACT specialists have the experience of using qualitative methods for several years. They are psychologists and sociologists, who have become professional researchers as the result of international training and long practice. They own not only analytical skills, but they also have skills for starting the relationship with respondents, getting their trust as well as listening and improvisation skills.
Focus Group discussions
Focus group is the group discussion method, where participants state their opinion about the study issues and discuss existing opinions. Focus groups differ according to size and participants:
• Standard group (7-10 participants);
• Mini groups (4-6 participants);
• Triads (3 participants).
There are some research objectives, for which you will need the opinion of ordinary customer or professional group, in some cases it is reasonable to speak with formal and informal leaders of society, who have some influence on the opinion-forming of other people around them. According to survey objectives and characteristics we propose different types of focus groups according to participants:
• Group of customers (existing and potential users of specific product);
• Professional group (representatives of specific profession, etc);
• Leader groups (individuals who have influence on opinion of other people around them);
• Experts’ groups;
• Elite groups (People with position or with high social status in the society).
Group discussion goes beyond rational opinions in our case. Our specialist use modern proactive techniques for identifying irrational, hidden attitudes and emotions (associations, analogies, constructs, expressive techniques, etc.).
In-depth interview is the alternative method for gathering qualitative data, which implies individual in-depth interviewing of respondent. This approach needs more time then focus group discussion. However, in-depth interview is recommended when the study issue is complex and needs special depth, when the risk of influence by respondents is high, when the study issue is sensitive, etc.
• Individual in-depth interviews (not structured/semi-structured);
• Dyads/couple interviews;
• Triads / interview with three person;
In order to study irrational, in-depth motives and attitudes we use modern techniques (associations, analogies, constructs, expressive techniques, etc.) and laddering.