Analysing Qualitative Research

Qualitative research is best analysed together by the researchers involved with the project, based on the transcripts from the audio tapes, the notes made during and after the interviews and/or focus groups, and the results from any of the exercises conducted, e.g. photosorts, collages, projections, obituaries etc. 

This process is best conducted in a semi-ordered fashion, to allow for researcher brain-storming whilst also ensuring all hypotheses or ideas are investigated. Useful techniques often employed by Synovate researchers include mind-mapping and the application of conceptual models such as the Emotive Needs Model.  However it is important to note that such models have near infinite variations, and the strict application of just one model for all qualitative research is not recommended.

Good qualitative researchers will also have an appreciation of the wider social contexts influencing the subjects they are studying, so as not to treat the research subject as an artificially isolated event.

A report based on qualitative research is generally a discussion document, which addresses the issues covered in the discussion, and uses verbatim quotations taken from the transcripts to illustrate the key points, as well as copies or examples of the projective techniques used.

• Qualitative research overview
• Focus group discussions
• In-depth interviews
• Participant Observation
• Chatroom Discussions