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Qualitative Research: Use of Projective Techniques Depends on Objectives
A qualitative research study whose primary goal is to generate as many ideas as possible – e.g., to help launch a new product, service, or name – is different than a qualitative study that sets out to...
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Four Components of the Quality Framework for Qualitative Research Design
Qualitative research designs can benefit from being grounded in a quality framework. Such a framework enables researchers to judge the efficacy of their research designs and build in design features...
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Focus Group Research: Thinking About Reasons May Hamper New Insights
A focus group discussion is nothing if not a venue for researchers to probe more deeply on any given issue. Focus groups by definition target a particular topic and envelop group participants with...
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Insights vs. Metrics: Finding Meaning in Online Qualitative Research
The use of projective techniques in qualitative marketing research has become an accepted as well as expected practice in the industry. Focus group discussions and in-depth interviews (whether...
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Projective Techniques: Do We Know What They Are Projecting?
A focus group moderator’s guide will often include group exercises or facilitation techniques as alternative approaches to direct questioning. While many of these alternative tactics are not unique to...
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