Qualitative study – Wikipedia
THE qualitative studies bring together all studies using qualitative methods for the collection and description of qualitative data. These are defined in opposition to the quantitative data that can be measured and qualified by a unit of measure when the qualitative data will be simply described. These can therefore be used in all areas where phenomena cannot be directly observed, especially in social and human sciences [ first ] .
Qualitative studies are conducted by specialists capable of making people talk about interviewed, but also to analyze non -verbal behavior.
Different possible approaches to qualitative studies [ modifier | Modifier and code ]
Exploratory and ethnological studies [ modifier | Modifier and code ]
These studies make it possible to highlight the attitudes and behavior of consumers in the face of a market segment.
Ethnology is the descriptive study of human peoples and groups. It is one of the human and social sciences relating to micro sociology. It consists in observing the interactions and practices of concrete actors (a small group). It is necessary to distinguish the observation of a large group (macro-sociology) which is anthropology to the observation of a small group (micro-sociology) which is ethnology.
Marketing borrows methods from ethnology in order to refine the observation of consumer practices by approaching the closest to their micro-behaviors. More concretely, ethnomarketing is a participating observation where data collection is on the environment of the group of individuals observed.
Sensory studies [ modifier | Modifier and code ]
These studies aim to understand what is the assessment and what are the expectations of consumers in terms of organoleptic dimensions of a product. They also make it possible to make a link between expected benefits and sensory dimensions.
Use studies [ modifier | Modifier and code ]
Concept tests – Packs – Products [ modifier | Modifier and code ]
Tests de communications [ modifier | Modifier and code ]
aim to measure the reaction of consumers by projecting them into a real situation
There are many qualitative studies methodologies, the best known being: group meetings – or focus groups, face to face interviews, the Delphi method and all ethnographic methods such as direct or indirect observation, the Photography, netnography, story …
These various methods apply to all areas where qualitative studies can be requested and, particularly marketing.
Face -to -face interviews [ modifier | Modifier and code ]
The face -to -face interviews result from the meeting of an interviewer and an interviewee.
During an in-face to face interview, the investigator’s goal is to collect the feelings of a consumer vis-à-vis a problem. He will try to understand his behavior, collect his impressions and decipher his attitudes.
To conduct his interview, the investigator uses his animation guide which includes pre -established questions to which the consumer will have to answer.
Face -to -face maintenance is the way to go deep, to rebound immediate on concepts mentioned by the consumer and to have access to more personal points of view from the consumer.
In order to face to face is carried out in the best possible conditions, it must meet certain conditions.
Face -to -face interviews require a state of mind effort on the part of the investigator:
- He must listen carefully to the consumer, he must know how to hear and understand the other without interpretation
- He must call on his empathy: he must know how to put himself at the level of his interlocutor and create a relationship of trust, even complicity, in order to promote confidences
- He must not be directive and not to bias the interview by giving avenues of response to which the consumer would not have thought
- He must be open and support the word of his interlocutor
Group meetings (Focus Groups) [ modifier | Modifier and code ]
Group meetings or round tables are another method used in qualitative studies.
The interviewer brings together in a room a number of consumers, generally between 6 and 10 people.
In the same way as for face -to -face interviews, an investigator directs a group meeting thanks to an animation guide which includes the questions to which the participants will have to answer.
Group meetings are an opportunity for participants to interact with each other. They can thus do idea associations, bounce back and react to what the previous person said, and bring new elements for the qualitative study.
Group meetings promote new ideas, opinions are multiplied.
They also make it possible to have access to a new tool in qualitative studies: collective work, in particular via creativity groups.
Group meetings, so that they are optimized, must meet certain conditions:
- The investigator must call on his empathy, he must be close to the participants. Since it is not possible, in terms of time and dynamism, to be interested in each participant individually, the investigator must be part of the group. Thus, the investigator creates a climate favorable to exchanges;
- Nevertheless, the investigator must be transparent, in terms of his clothing or his language, so as not to hit or destabilize the participants;
- The rooms must be organized so that everyone is at the same level: neither forward nor behind.
Different group formats (numbers of participants) [ modifier | Modifier and code ]
The format of a group meeting is not fixed, there are several possibilities.
Ranging from 3 and up to almost 20 participants sometimes: it all depends on the objectives of the study. The different group formats will lead to exchanges whose content will vary depending on the size of the group
Classic groups: 8 people – 2 h 30 [ modifier | Modifier and code ]
It is the most used group type. We bring together about eight people who will exchange with each other. Participants being numerous, opinions are often very diverse and very enriching.
Classic groups are also an opportunity to set up collective work.
Smaller groups: 4 or 6 people [ modifier | Modifier and code ]
They are relatively similar to classic groups. They allow you to have a more intimate climate and do collective work requiring more concentration.
Dyades et Triades [ modifier | Modifier and code ]
The dyads and the triads are small groups made up of the investigator and two (or three) participants. Small groups make it possible to establish a more personal climate, more conducive to confidence. Small groups are also the way to question children or young people who are more comfortable in groups.
Observation [ modifier | Modifier and code ]
Observation is an integral part of a qualitative study. Observation is a method of collecting information that is already present in face -to -face interviews and in groups, but which can be used more in -depth.
The consumer’s emotions, the tone he uses, his body posture, his silences and his hesitations provide the investigator about what he thinks, what he feels.
Observation is a way to obtain unconscious answers from the consumer, feelings that he does not dare, or that he does not happen, to express by speech in the face of a problem: the way he behaves will show his interest or his disinterest, his involvement or his indifference to a situation.
Observation can be done in two ways:
- Either it is said to be “floating”: the observation is on a very wide theme;
- Either it is said to be “focused”: the investigator then pays attention only to a very specific aspect of consumer behavior.
Nevertheless, the investigator must take into account certain consumer reactions observed not to do a bad analysis, in particular the fact that consumers tend to change their behavior when they know that they are observed, they especially tend to do ” the best possible ”
Online qualitative studies [ modifier | Modifier and code ]
One of the tools used in qualitative studies is online. There are two ways to carry out an online qualitative study:
- The Internet forum led by an investigator
The Internet forum brings together around a 6 to 10 internet users in a virtual lounge. The principle is the same as in a classic group meeting: participants bounce back and react to the declarations of others. They are led by an animator who asks questions for about 1:30.
Like a diary, participants fill out an online form every day and answer questions asked by the investigator. This type of qualitative tool can be used over a week, two weeks or more. Online newspapers allow you to have information from the consumer over time. They allow you to have a very representative image of the daily habits of consumers. It is thus possible to realize, for example, differences in the use of a product according to the days of the week. The number of participants is not limited.
Online qualitative studies make it possible to bring together geographically dispersed targets and guarantee anonymity therefore promote free expression. Consumers can therefore confide without being afraid of being tried.
Link between qualitative studies and marketing [ modifier | Modifier and code ]
Field of application of qualitative marketing studies [ modifier | Modifier and code ]
Different marketing issues can lead to implementing qualitative studies:
- observation of consumption methods;
- search for new consumption concepts;
- Message search to convey;
- search for optimizing new products in the development phase;
- Product advertising message or prototype test;
- Exploration of the understanding of customer-announcer.
Different stages of a qualitative marketing study [ modifier | Modifier and code ]
- Goals definition
- Definition of the target
- Consumer recruitment
- Realization of the study field: animations, observations,
- Content analysis (spoken, written, observed)
- Results formulations
- Recommendations related to defined objectives
- Morgan, G., Smircich, L., (1880), The case for qualitative research , Academy of Management Review, Vol. 5 Issue 4, p491-500.
(in) G. Morgan et L. Smircich, The Case for Qualitative Research , Academy Of Management Review, 5, 4, , p. 491-500
(en) Sandelowski M. (2000). Whatever happened to qualitative description?. Research in nursing & health , 23 (4), 334–340. https://doi.org/10.1002/1098-240x(200008)23:4:4:43:AID-NUR9>3.0.CO;
Related articles [ modifier | Modifier and code ]
external links [ modifier | Modifier and code ]
- The Syndicate of Engineering Professionals, IT services, studies and advice, vocational training: http://www.syntec.fr/
- The ADEQ group (around qualitative studies) on LinkedIn – open group allowing to exchange around qualitative studies
- Groupe Adeq Sur Linkedin
Bibliography [ modifier | Modifier and code ]
- Book Tarsus published annually at the SEMO show
- Claire Couratier Christian Miquel , Qualitative studies: theory, applications, methodology, practice , Paris, L’Harmattan, coll. ” To understand “, , 244 p. (ISBN 978-2-296-02908-8 , read online )
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