Qualitative Research

Ever heard of the saying “quality over quantity”? Well, some researchers feel the same way!

Imagine you are conducting a study looking at consumer behavior for buying potato chips. You’re interested in seeing which factors influence a customer’s choice between purchasing Doritos and Pringles. While you could conduct quantitative research and measure the number of bags purchased, this data alone wouldn’t explain why consumers choose one chip brand over the other; it would just tell you what they are purchasing. To gather more meaningful data, you may conduct interviews or surveys, asking people about their chip preferences and what draws them to one brand over another. Is it the taste of the chips? The font or color of the bag? This qualitative approach dives deeper to uncover why one potato chip is more popular than the other and can help companies make the adjustments that count.

Qualitative research, as seen in the example above, can provide greater insight into behavior, going beyond numbers to understand people’s experiences, attitudes, and perceptions. It helps us to grasp the meaning behind decisions, rather than just describing them. As human behavior is often difficult to qualify, qualitative research is a useful tool for solving complex problems or as a starting point to generate new ideas for research. Qualitative methods are used across all types of research—from consumer behavior to education, healthcare, behavioral science, and everywhere in between!

At its core, qualitative research is exploratory—rather than coming up with a hypothesis and gathering numerical data to support it, qualitative research begins with open-ended questions. Instead of asking “Which chip brand do consumers buy more frequently?”, qualitative research asks “Why do consumers choose one chip brand over another?”. Common methods to obtain qualitative data include focus groups, unstructured interviews, and surveys. From the data gathered, researchers then can make hypotheses and move on to investigating them. 

It’s important to note that qualitative and quantitative research are not two opposing methods, but rather two halves of a whole. Most of the best studies leverage both kinds of research by collecting objective, quantitative data, and using qualitative research to gain greater insight into what the numbers reveal.

Quantitative Research: A research method that involves collecting and analyzing numerical data to test hypotheses, identify patterns, and predict outcomes.

Exploratory Research: An initial study used to investigate a problem that is not clearly defined, helping to clarify concepts and improve research design.

Positivism: A scientific approach that emphasizes empirical evidence and objectivity, often involving the testing of hypotheses based on observable data.² 

Phenomenology: A research approach that emphasizes the first-person point of view, placing importance on how people perceive, experience, and interpret the world around them.³

Social Interaction Theory: A theoretical perspective that people make sense of their social worlds by the exchange of meaning through language and symbols.⁴

Critical Theory: A worldview that there is no unitary or objective “truth” about people that can be discovered, as human experience is shaped by social, cultural, and historical contexts that influences reality and society.⁵

Empirical research: A method of gaining knowledge through direct observation and experimentation, relying on real-world data to test theories. 

Paradigm shift: A fundamental change in the basic assumptions and methodologies of a scientific discipline, leading to the adoption of a new framework.²

Interpretive/descriptive approach: A methodology that focuses on understanding the meanings people assign to their experiences, often using qualitative methods.

Unstructured interviews: A free-flowing conversation between researcher and participant without predetermined questions that must be asked to all participants. Instead, the researcher poses questions depending on the flow of the interview.⁶

Focus Group: Group interviews where a researcher asks questions to guide a conversation between participants who are encouraged to share their ideas and information, leading to detailed insights and diverse perspectives on a specific topic.

Grounded theory: A qualitative methodology that generates a theory directly from data collected through iterative analysis.

When social sciences started to emerge in the 17th and 18th centuries, researchers wanted to apply the same quantitative approach that was used in the natural sciences. At this time, there was a predominant belief that human behavior could be numerically analyzed to find objective patterns and would be generalizable to similar people and situations. Using scientific means to understand society is known as a positivist approach. However, in the early 20th century, both natural and social scientists started to criticize this traditional view of research as being too reductive.² 

In his book, The Structure of Scientific Revolutions, American philosopher Thomas Kuhn identified that a major paradigm shift was starting to occur. Earlier methods of science were being questioned and replaced with new ways of approaching research which suggested that true objectivity was not possible when studying human behavior. Rather, the importance of context meant research on one group could not be generalized to all groups.² Numbers alone were deemed insufficient for understanding the environment surrounding human behavior which was now seen as a crucial piece of the puzzle. Along with this paradigm shift, Western scholars began to take an interest in ethnography, wanting to understand the customs, practices, and behaviors of other cultures. 

Qualitative research became more prominent throughout the 20th century, expanding beyond anthropology and ethnography to being applied across all forms of research; in science, psychology, marketing—the list goes on. Paul Felix Lazarsfield, Austrian-American sociologist and mathematician often known as the father of qualitative research, popularized new methods such as unstructured interviews and group discussions.⁷ During the 1940s, Lazarfield brought attention to the fact that humans are not always rational decision-makers, making them difficult to understand through numerical data alone.

The 1920s saw the invention of symbolic interaction theory, developed by George Herbert Mead. Symbolic interaction theory posits society as the product of shared symbols such as language. People attach meanings to these symbols which impacts the way they understand and communicate with the world around them, helping to create and maintain a society.⁴ Critical theory was also developed in the 1920s at the University of Frankfurt Institute for Social Research. Following the challenge of positivism, critical theory is a worldview that there is no unitary or objective “truth” about people that can be discovered, as human experience is shaped by social, cultural, and historical contexts. By shedding light on the human experience, it hopes to highlight the role of power, ideology, and social structures in shaping humans, and using this knowledge to create change.⁵

Other formalized theories were proposed during the 20th century, such as grounded theory, where researchers started gathering data to form a hypothesis, rather than the other way around. This represented a stark contrast to positivist approaches that had dominated the 17th and 18th centuries.

The 1950s marked a shift toward a more interpretive and descriptive approach which factored in how people make sense of their subjective reality and attach meaning to it.² Researchers began to recognize that the why of human behavior was just as important as the what. Max Weber, a German sociologist, laid the foundation of the interpretive approach through the concept of Verstehen (which in English translates to understanding), emphasizing the importance of interpreting the significance people attach to their behavior.⁸ With the shift to an interpretive and descriptive approach came the rise of phenomenology, which emphasizes first-person experiences by studying how individuals perceive, experience, and interpret the world around them. 

Today, in the age of big data, qualitative research has boomed, as advancements in digital tools allow researchers to gather vast amounts of data (both qualitative and quantitative), helping us better understand complex social phenomena. Social media patterns can be analyzed to understand public sentiment, consumer behavior, and cultural trends to grasp how people attach subjective meaning to their reality. There is even an emerging field of digital ethnography which is entirely focused on how humans interact and communicate in virtual environments!

Thomas Kuhn

American philosopher who suggested that science does not evolve through merely an addition of knowledge by compiling new learnings onto existing theories, but instead undergoes paradigm shifts where new theories and methodologies replace old ones. In this way, Kuhn suggested that science is a reflection of a community at a particular point in time.⁹

Paul Felix Lazarsfeld

Often referred to as the father of qualitative research, Austrian-American sociologist and mathematician Paul Lazarsfield helped to develop modern empirical methods of conducting research in the social sciences such as surveys, opinion polling, and panel studies. Lazarsfeld was best known for combining qualitative and quantitative research to explore America's voting habits and behaviors related to mass communication, such as newspapers, magazines, and radios.¹⁰ 

Max Weber

German sociologist and political economist known for his sociological approach of “Verstehen” which emphasized the need to understand individuals or groups by exploring the meanings that people attach to their decisions. While previously, qualitative researchers in ethnography acted like an outside observer to explain behavior from their point of view, Weber believed that an empathetic understanding of behavior, that explored both intent and context, was crucial to truly understanding behavior.¹¹ 

George Herbert Mead

Widely recognized as the father of symbolic interaction theory, Mead was an American philosopher and sociologist who took an interest in how spoken language and symbols contribute to one’s idea of self, and to society at large.⁴

Humans are incredibly complex beings, whose behaviors cannot always be reduced to mere numbers and statistics. Qualitative research acknowledges this inherent complexity and can be used to better capture the diversity of human and social realities. 

Qualitative research is also more flexible—it allows researchers to pivot as they uncover new insights. Instead of approaching the study with predetermined hypotheses, oftentimes, researchers let the data speak for itself and are not limited by a set of predefined questions. It can highlight new areas that a researcher hadn’t even thought of exploring. 

By providing a deeper explanation of not only what we do, but why we do it, qualitative research can be used to inform policy-making, educational practices, healthcare approaches, and marketing tactics. For instance, while quantitative research tells us how many people are smokers, qualitative research explores what, exactly, is driving them to smoke in the first place. If the research reveals that it is because they are unaware of the gravity of the consequences, efforts can be made to emphasize the risks, such as by placing warnings on cigarette cartons. 

Finally, qualitative research helps to amplify the voices of marginalized or underrepresented groups. Researchers who embrace a true “Verstehen” mentality resist applying their own worldview to the subjects they study, but instead seek to understand the meaning people attach to their own behaviors. In bringing forward other worldviews, qualitative research can help to shift perceptions and increase awareness of social issues. For example, while quantitative research may show that mental health conditions are more prevalent for a certain group, along with the access they have to mental health resources, qualitative research is able to explain the lived experiences of these individuals and uncover what barriers they are facing to getting help. This qualitative approach can support governments and health organizations to better design mental health services tailored to the communities they exist in.

Qualitative research aims to understand an individual’s lived experience, which although provides deeper insights, can make it hard to generalize to a larger population. While someone in a focus group could say they pick Doritos over Pringles because they prefer the packaging, it’s difficult for a researcher to know if this is universally applicable, or just one person’s preference.¹² This challenge makes it difficult to replicate qualitative research because it involves context-specific findings and subjective interpretation. 

Moreover, there can be bias in sample selection when conducting qualitative research. Individuals who put themselves forward to be part of a focus group or interview may hold strong opinions they want to share, making the insights gathered from their answers not necessarily reflective of the general population.¹³ People may also give answers that they think researchers are looking for leading to skewed results, which is a common example of the observer expectancy effect. 

However, the bias in this interaction can go both ways. While researchers are encouraged to embrace “Verstehen,” there is a possibility that they project their own views onto their participants. For example, if an American researcher is studying eating habits in China and observes someone burping, they may attribute this behavior to rudeness—when in fact, burping can be a sign that you have enjoyed your meal and it is a compliment to the chef. One way to mitigate this risk is through thick description, noting a great amount of contextual detail in their observations. Another way to minimize the researcher’s bias on their observations is through member checking, returning results to participants to check if they feel they accurately capture their experience.

Another drawback of qualitative research is that it is time-consuming. Focus groups and unstructured interviews take longer and are more difficult to logistically arrange, and the data gathered is harder to analyze as it goes beyond numerical data. While advances in technology alleviate some of these labor-intensive processes, they still require more resources. 

Many of these drawbacks can be mitigated through a mixed-method approach, combining both qualitative and quantitative research. Qualitative research can be a good starting point, giving depth and contextual understanding to a behavior, before turning to quantitative data to see if the results are generalizable. Or, the opposite direction can be used—quantitative research can show us the “what,” identifying patterns and correlations, and researchers can then better understand the “why” behind behavior by leveraging qualitative methods. Triangulation—using multiple datasets, methods, or theories—is another way to help researchers avoid bias. 

Linking Adult Behaviors to Childhood Experiences

In the mid-1980s, an obesity program at the KP San Diego Department of Preventive Medicine had a high dropout rate. What was interesting is that a majority of the dropouts were successfully losing weight, posing the question of why they were leaving the program in the first place. In this instance, greater investigation was required to understand the why behind their behaviors.

Researchers conducted in-depth interviews with almost 200 dropouts, finding that many of them had experienced childhood abuse that had led to obesity. In this unfortunate scenario, obesity was a consequence of another problem, rather than the root problem itself. This led Dr. Vincent J. Felitti, who was working for the department, to launch the Adverse Childhood Experiences (ACE) Study, aimed at exploring how childhood experiences impact adult health status. 

Felitti and the Department of Preventive Medicine studied over 17,000 adults with health plans that revealed a strong relationship between emotional experiences as children and negative health behaviors as adults, such as obesity, smoking, and intravenous drug use. This study demonstrates the importance of qualitative research to uncover correlations that would not be discovered by merely looking at numerical data.¹⁴ 

Understanding Voter Turnout

Voting is usually considered an important part of political participation in a democracy. However, voter turnout is an issue in many countries, including the US. While quantitative research can tell us how many people vote, it does not provide insights into why people choose to vote or not.

With this in mind, Dawn Merdelin Johnson, a PhD student in philosophy at Walden University, explored how public corruption has impacted voter turnout in Cook County, Illinois. Johnson conducted semi-structured telephone interviews to understand factors that contribute to low voter turnout and the impact of public corruption on voting behaviors. Johnson found that public corruption leads to voters believing public officials prioritize their own well-being over the good of the people, leading to distrust in candidates and the overall political system, and thus making people less likely to vote. Other themes revealed that to increase voter turnout, voting should be more convenient and supply more information about the candidates to help people make more informed decisions.

From these findings, Johnson suggested that the County could experience greater voter turnout through the development of an anti-corruption agency, improved voter registration and maintenance, and enhanced voting accessibility. These initiatives would boost voting engagement and positively impact democratic participation.¹⁵

Applying Behavioral Science in an Organization

At its core, behavioral science is about uncovering the reasons behind why people do what they do. That means that the role of a behavioral scientist can be quite broad, but has many important applications. In this article, Preeti Kotamarthi explains how behavioral science supports different facets of the organization, providing valuable insights for user design, data science, and product marketing. 

Increasing HPV Vaccination in Rural Kenya

While HPV vaccines are an effective method of preventing cervical cancer, there is low intake in low and middle-income countries worldwide. Qualitative research can uncover the social and behavioral barriers to increasing HPV vaccination, revealing that misinformation, skepticism, and fear prevent people from getting the vaccine. In this article, our writer Annika Steele explores how qualitative insights can inform a two-part intervention strategy to increase HPV vaccination rates.

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