Focus
Groups and In-depth Interviews
Surely the most tried and true method to obtain
qualitative research data is through the traditional in-person focus group (FG)
and its close cousin, the in-depth interview (IDI). Assuming a focus group facility as the
standard venue for these types of studies, simple things like reminder calls,
directions to the facility, parking availability, and other logistical details
that are essential for the participant, may be overlooked by the facility. Other essential aspects of the production
that may be taken for granted include equipment and supplies. Audio and video recording, live streaming,
and other technology-related requirements must always be checked in advance
prior to scheduled interview sessions.
Ample supplies must always be on hand, whether it is a simple matter of
colored pens, easel pads, or post-it notes.
There is nothing more stressful to a moderator than to have these sorts
of things breakdown after an interview has begun. In light of these realities, flawless
execution must be the rule of the day for every single project.
In-home
Ethnographies
What if the study is ethnographic in nature and requires
the researcher to conduct interviews in participants’ home? This methodology is fraught with disastrous
potentialities, to say the least, and only a kid gloves treatment of the
recruiting activities will make study success more likely. The fact is, both the participant and the
researcher must be made comfortable in advance in order for the in-person
exchange to be fruitful. For
participants, they need to feel safe enough to invite a complete stranger into
their homes, and not feel threatened in any way. Likewise, researchers need to feel safe and
welcome as they are being (considerably) paid to conduct the research. Researchers will have concerns about whether
the residence is home to any weapons, illegal drugs, or even pets that may or
may not be under sufficient control by the participant. Steps taken in advance in the recruiting
process in ascertaining the status of these and other issues, and exchanged
between the two parties, is absolutely crucial in setting positive conditions
for in-home ethnographies.
Online
Qualitative Research
Another popular venue for qualitative research is online. Whether the particular methodology is webcam
FGs, asynchronous bulletin board, or some other medium within which moderators
and participants interact in a computer-mediated environment, there are several
“deal breaker” factors that loom large in the potential outcome of an online
qualitative study. For example, certain
basic computing necessities exist such as a webcam that works, one which the
participant knows how to use. Other
times, it is something like ownership of a smart phone that can snap photos,
take video, add text, and perhaps email the whole set of data with
attachments. Does it exist and does the
participant know how to do that? Even
other times, especially with bulletin boards, participants can drift into
“screensaver mode” as participants fall off schedules and fail to respond to
probing questions from the moderator.
Simply put, recruiters must keep tab on these conditions to ensure the
moderator gets his or her money’s worth in the quality and quantity of participants’
responses who are otherwise being provided an incentive for their effort.
At Accelerant Research, we appreciate all that goes into
planning and executing qualitative research.
But even with the most highly skilled moderator, in the most
state-of-the-art facility, offering a handsome incentive, if recruitment fails
to deliver “real participants” that show up and are candid, the study will
fail.
From the recruiting team at Accelerant Research…best
regards and safe travels.
