How to Analyze Qualitative Market Research Data hello@thisisselfhood.com 020 3195 5250
Qualitative research is an integral part of your market research strategy. Unlike pure, numeric data, it allows you to capture the sentiment of your customers, obtain suggestions and unstructured feedback, and win new ideas for future products and features. Qualitative research gives you more insight into the personality of your chosen audience and how they actually feel and think about your brand. However, because this research data is so open-ended, it can be challenging to draw conclusions. It is easier to create charts and tables from numbers than to compare several individual paragraphs in response to an open question. However, with the right analytical approach, it’s possible to derive unique insights from your qualitative research data. hello@thisisselfhood.com 020 3195 5250
Analysis by Comparison One data analysis method in qualitative research is the constant comparative method. In this process, you compare all new data with data you have already obtained in a study. For example, suppose your conversations were about your product or services. In that case, you might wish to pick out relevant feelings or opinions. Then, as you find more views in each new answer, you can create a list of categories for an idea and find patterns in your research. The first step to identifying categories is to specify what topic a sentiment falls under. Comments on the ease of use of your item, for example, might answer the question “How do customers feel about my product?” hello@thisisselfhood.com 020 3195 5250
With these overarching codes in mind, you can create subcategories that capture recurring opinions and even develop relationships between the data. For example, you might find that the opinion varies between those who have only seen the advertised product and those who have purchased it themselves. Over time, as you compare new data to existing data, you can identify themes. These might tell you that opinions about your product changed after a new feature was introduced, for example. In this manner, qualitative research can reveal correlations.
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Analytical Induction The constant comparison method is relatively time-consuming. It requires you to establish data lists from long qualitative data entries and do this time and time again. Analytical induction is a way to derive insights more quickly and resembles how we interpret events in our day-to-day lives. If something happens, you can create a hypothesis of why it happened. When a similar event occurs, you can then discuss this hypothesis and revise it to reflect the new information you’ve received more accurately. For this method to be effective, it’s important to only compare similar events. For example, your analysis should revolve around one product or one outlet that sells it. hello@thisisselfhood.com 020 3195 5250
How to Present Your Findings How you present your data matters. A clear presentation of findings can be the difference between data that's used and data that isn’t. That’s why quantitative data is often more accessible - it can more easily be put into graphs and charts that visually show results. The rule of thumb, even with qualitative data, remains to show results in such a way that anyone can understand it. Qualitative findings should be condensed into a simple sentence or a paper that outlines the leading causes and events. Both methods we discussed will enable you to develop theories about events, such as the failure of a product or the success of an ad. Formulate these theories into a straightforward narrative when you present them to your team. hello@thisisselfhood.com 020 3195 5250
Find the Right Method of Analysis Depending on your research, there may be no clear-cut way to analyze your findings. When you conduct a qualitative research study, try to determine ahead of time how you can lead the conclusions in such a way that you will be able to analyze the results. Analysis of findings should not be an afterthought. Ensure that the questions you ask remain reliable and direct the conversation in helpful ways. If you’re unsure how to make the most of qualitative research data, visit our website to learn more. This is Selfhood is a market research company in London. We specialize in understanding the sentiments and opinions of young consumers and can help your brand do the same. hello@thisisselfhood.com 020 3195 5250
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