A focus-group discussion is a moderated qualitative conversation in which interaction among participants is used to surface shared language, disagreement, social norms and the reasons behind attitudes or behaviour.
Read the full entry →Research Wiki · Topic cluster
Qualitative research
Qualitative designs, elicitation techniques and analytical approaches for understanding meaning, context, experience and decision processes.
Cluster overview
Qualitative designs, elicitation techniques and analytical approaches for understanding meaning, context, experience and decision processes.
What is happening beneath the stated answer? Which context shapes behaviour? When has the study reached sufficient conceptual depth?
Mini-groups is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Friendship groups is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Triads and dyads is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →In-depth interviews are one-to-one qualitative conversations designed to explore experience, decision processes, sensitive topics or specialist knowledge in detail without group influence.
Read the full entry →Expert interviews is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Elite interviews is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Key-informant interviews is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Ethnographic research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Read the full entry →Participant observation is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Non-participant observation is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Contextual inquiry is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Home visits is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Workplace ethnography is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Retail ethnography is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Digital ethnography is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Mobile ethnography is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Online focus groups is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Online research communities is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Bulletin-board groups is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Video diaries is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Audio diaries is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Written diaries is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Photo elicitation is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Collage exercises is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Projective techniques is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Sentence completion is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Word association is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Personification is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Brand obituary is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Brand party is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Bubble drawing is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Laddering interviews is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Means-end chain analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
ZMET is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Repertory grid technique is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Storytelling research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Narrative analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Discourse analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Conversation analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Thematic analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Grounded theory is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Phenomenological research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Case-study research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Semiotic analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Cultural analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Anthropological research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Co-creation workshops is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Design-thinking workshops is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Ideation sessions is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Deliberative research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Citizen juries is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Qualitative sample size is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Saturation in qualitative research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Moderator bias is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Groupthink in focus groups is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Dominant respondents is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Social desirability in qualitative research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Online versus in-person qualitative research is a decision comparison between Online and in-person qualitative research. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
AI-assisted qualitative analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Human versus AI coding is a decision comparison between Human and AI coding. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
Using LLMs for verbatim analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Risks of automated qualitative interpretation is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Browse linked entries
Focus-group discussions
A focus-group discussion is a moderated qualitative conversation in which interaction among participants is used to surface shared language, disagreement, social norms and the reasons behind attitudes or behaviour.
Open entryMini-groups
Mini-groups is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryFriendship groups
Friendship groups is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryTriads and dyads
Triads and dyads is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryIn-depth interviews
In-depth interviews are one-to-one qualitative conversations designed to explore experience, decision processes, sensitive topics or specialist knowledge in detail without group influence.
Open entryExpert interviews
Expert interviews is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryElite interviews
Elite interviews is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryKey-informant interviews
Key-informant interviews is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryEthnographic research
Ethnographic research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Open entryParticipant observation
Participant observation is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryNon-participant observation
Non-participant observation is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryContextual inquiry
Contextual inquiry is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryHome visits
Home visits is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryWorkplace ethnography
Workplace ethnography is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryRetail ethnography
Retail ethnography is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryDigital ethnography
Digital ethnography is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryMobile ethnography
Mobile ethnography is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryOnline focus groups
Online focus groups is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryOnline research communities
Online research communities is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Open entryBulletin-board groups
Bulletin-board groups is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryVideo diaries
Video diaries is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryAudio diaries
Audio diaries is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryWritten diaries
Written diaries is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryPhoto elicitation
Photo elicitation is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCollage exercises
Collage exercises is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryProjective techniques
Projective techniques is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySentence completion
Sentence completion is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryWord association
Word association is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryPersonification
Personification is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryBrand obituary
Brand obituary is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryBrand party
Brand party is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryBubble drawing
Bubble drawing is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryLaddering interviews
Laddering interviews is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryMeans-end chain analysis
Means-end chain analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryZMET
ZMET is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryRepertory grid technique
Repertory grid technique is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryStorytelling research
Storytelling research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Open entryNarrative analysis
Narrative analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryDiscourse analysis
Discourse analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryConversation analysis
Conversation analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryThematic analysis
Thematic analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryGrounded theory
Grounded theory is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryPhenomenological research
Phenomenological research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Open entryCase-study research
Case-study research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Open entrySemiotic analysis
Semiotic analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCultural analysis
Cultural analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryAnthropological research
Anthropological research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Open entryCo-creation workshops
Co-creation workshops is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryDesign-thinking workshops
Design-thinking workshops is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryIdeation sessions
Ideation sessions is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryDeliberative research
Deliberative research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Open entryCitizen juries
Citizen juries is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryQualitative sample size
Qualitative sample size is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySaturation in qualitative research
Saturation in qualitative research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Open entryModerator bias
Moderator bias is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryGroupthink in focus groups
Groupthink in focus groups is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryDominant respondents
Dominant respondents is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySocial desirability in qualitative research
Social desirability in qualitative research is a research approach within qualitative research used to reduce uncertainty around what is happening beneath the stated answer? The design should connect the business question, target population, evidence source, analysis and decision rule.
Open entryOnline versus in-person qualitative research
Online versus in-person qualitative research is a decision comparison between Online and in-person qualitative research. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
Open entryAI-assisted qualitative analysis
AI-assisted qualitative analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryHuman versus AI coding
Human versus AI coding is a decision comparison between Human and AI coding. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
Open entryUsing LLMs for verbatim analysis
Using LLMs for verbatim analysis is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
Open entryRisks of automated qualitative interpretation
Risks of automated qualitative interpretation is a concept within qualitative research that helps organise evidence around what is happening beneath the stated answer? It should be defined operationally so different teams measure and interpret it consistently.
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