{"id":1066,"date":"2024-01-29T10:12:26","date_gmt":"2024-01-29T10:12:26","guid":{"rendered":"https:\/\/www.dragnsurvey.com\/blog\/en\/?p=1066"},"modified":"2025-11-14T10:32:26","modified_gmt":"2025-11-14T10:32:26","slug":"qualitative-research","status":"publish","type":"post","link":"https:\/\/www.dragnsurvey.com\/blog\/en\/qualitative-research\/","title":{"rendered":"
How to conduct<\/span> a qualitative research?<\/div>"},"content":{"rendered":"\n
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\ud83d\udcca Qualitative Research: Key Essentials in 30 Seconds<\/h2>\n \n

Definition:<\/strong> A research method that analyzes the “why” behind behaviors through descriptive data (testimonies, opinions, verbatim) rather than numbers.<\/p>\n \n

Average duration:<\/strong> 3 to 8 weeks (from research question to final analysis)<\/p>\n \n

Typical sample size:<\/strong> 10-30 people (interviews) | 6-10 (focus group) | 50-500+ (online survey)<\/p>\n \n

Main methods:<\/strong> Individual interviews \u2022 Focus groups \u2022 Open-ended surveys \u2022 Field observation<\/p>\n \n

2025 Tools:<\/strong> Online surveys with AI (automatic verbatim analysis, sentiment detection, word clouds)<\/p>\n
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\ud83d\udca1 Combine with quantitative research to statistically validate your qualitative insights.<\/p>\n<\/div>\n\n\n\n

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A qualitative research study<\/strong> enables you to collect non-numerical data to answer the fundamental question: why do your customers, employees, or prospects behave this way? This approach explores deep motivations, psychological barriers, and perceptions that influence decisions\u2014areas where statistics alone cannot fully explain observed behaviors.<\/p>\n\n\n\n

To conduct effective qualitative research, follow these five structured steps: formulate a precise research question that frames your study, develop open-ended questions that encourage free expression, select your data collection method from individual interviews, focus groups, or online surveys, analyze verbatim responses to identify recurring themes, then present your findings in an actionable format for decision-making.<\/p>\n\n\n\n

This method proves essential when launching an innovative product without market references, seeking to understand shopping cart abandonment on your e-commerce site, wanting to improve customer satisfaction beyond NPS scores, or needing to supplement your quantitative data with actionable insights. Modern tools integrating artificial intelligence now transform comment analysis into an automated process, generating word clouds and sentiment indices in real time.<\/p>\n\n\n\n

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>> To group quantitative<\/strong> and qualitative<\/strong> research in one survey, click here<\/a><\/strong><\/em><\/p>\n\n\n\n

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Method<\/th>\n Format<\/th>\n Participants<\/th>\n Advantages<\/th>\n Ideal for<\/th>\n <\/tr>\n <\/thead>\n
Individual interview<\/strong><\/td>\n Structured, semi-structured, or unstructured<\/td>\n 1 person<\/td>\n In-depth responses, no group influence, maximum confidentiality<\/td>\n Sensitive topics, in-depth exploration, individual journeys<\/td>\n <\/tr>\n
Focus group<\/strong><\/td>\n Moderated discussion with observer<\/td>\n 6 to 10 people<\/td>\n Rich interactions, collective creativity, diversity of perspectives<\/td>\n Concept testing, brainstorming, product\/service reactions<\/td>\n <\/tr>\n
Online survey<\/strong><\/td>\n Open-ended questions remotely<\/td>\n Flexible (10 to 500+)<\/td>\n Scalability, reduced cost, automated AI analysis, complete anonymity<\/td>\n Large samples, international surveys, rapid and massive data collection<\/td>\n <\/tr>\n <\/tbody>\n<\/table>\n\n\n\n
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Conduct a qualitative research in 5 steps<\/span><\/h2>\n\n\n\n

The qualitative research<\/strong> makes it possible to obtain in-depth data to understand a phenomenon or confirm a hypothesis.<\/p>\n\n\n\n

To conduct it successfully, it is important to respect certain steps.<\/p>\n\n\n\n

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1. Define the issue<\/h3>\n\n\n\n

The first step of a qualitative research is to define the issue. Other sub-questions related to the subject studied may stem from this initial question.<\/p>\n\n\n\n

The issue allows to contextualize and frame the research<\/strong>. It gives a precise objective and avoids any waste of time during the survey.<\/p>\n\n\n\n

In the case of a research concerning a potential clientele, this step guarantees an accurate targeting of the market segment.<\/p>\n\n\n\n

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2. Write the questions<\/h3>\n\n\n\n

The issue should allow to identify questions or sub-questions related to the object of the research. These questions will be used to determine the outlines of the research but also the methods to be used to collect the data.<\/p>\n\n\n\n

The questions used will be open-ended. Respondents will therefore be able to express themselves freely by arguing their answers. This type of question differs from closed-ended questions where respondents must check their answers.<\/p>\n\n\n\n

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3. Collect the data<\/h3>\n\n\n\n

To collect data as part of a qualitative research<\/strong>, it is possible to rely on 3 of the following techniques: interviews, observation and group discussions.<\/p>\n\n\n\n

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The interview<\/span><\/h4>\n\n\n\n

The interview consists of addressing respondents directly to gather information. In this context, this exercise can be non-directive in order to allow the respondent to speak freely. The interview can also be semi-directive when an interview guide is set up to frame the exchange. The interview is directive when the respondent answers questions in writing.<\/p>\n\n\n\n

In the case of a directive interview, the use of an online survey allows respondents to express themselves without being in contact with the interviewer<\/strong>. The comments can then be processed directly by the online survey software using Artificial Intelligence.<\/p>\n\n\n\n

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The group interview<\/span><\/h4>\n\n\n\n

The group interview can take the form of an observation group discussion.<\/p>\n\n\n\n

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Group discussions<\/span><\/h4>\n\n\n\n

The focus group is a group discussion framed by a moderator and an observer. It is particularly suitable for gauging future customers’ reactions regarding a company’s new service or product offering.<\/p>\n\n\n\n

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4. Analyze the data<\/h3>\n\n\n\n

The data analysis aims to research the words and expressions used to describe the product or service concerned by the research.<\/p>\n\n\n\n

With online survey software, comments are analyzed directly through Artificial Intelligence<\/strong>. Across all texts, a word cloud is returned. In addition, if the comments are intended to collect feelings, the AI will return a satisfaction index and word clouds for positive and negative feelings.<\/p>\n\n\n\n

The use of online survey software offers the possibility of processing the results computationally and not manually. The risk of error is eliminated and allows to quickly produce reliable results.<\/p>\n\n\n\n

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5. Share the results<\/h3>\n\n\n\n

Sharing the results is the last step of the qualitative research. It makes it possible to evaluate their relevance with the issue defined<\/strong> at the beginning of the research and thus demonstrate how much the information collected responds to the questions asked.<\/p>\n\n\n\n

The most important thing during this phase is to ensure that an overly theoretical report is not produced. The report should not contain numerical data and statistics in order to facilitate understanding.<\/p>\n\n\n\n

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Example of qualitative questions<\/span><\/h2>\n\n\n\n

Open questions<\/strong> are used to obtain the most informative possible answers. The results are more difficult to analyze compared to closed questions, but have the advantage of being more substantial. Here are two examples of open questions:<\/p>\n\n\n\n