Qualitative Research

Qualitative research is a fundamental tool in understanding background and context. Teleconomy are highly experienced with a number of qualitative research techniques:

Ethnographic and in-home research
Ethnographic and in-home qualitative research is key to getting a truly objective view of the customers actual use of a particular service, seeing the service used in context and understanding the background of the customer’s own purpose and needs. This enables Teleconomy to get a vital understanding of how people are wanting and using interactive media so that any developments can be designed in light of actual use and interpreted in the contextual and background influences that affect behaviour.

Focus / Discussion groups
Focus groups are a vital part of qualitative research and provide a valuable discussion forum to explore specific issues in detail. Whilst often giving a ‘post rationalisation’ of topics, they are best used for looking at specific issues such as design issues, exploring usage and also prompting debate about future services. They are a good forum for trialling prototypes and for feedback on new developments. When combined with individual interviews, they develop a very strong and rich understanding of what is used, how it is used and whether it will be used.

Telephone depth interviews
Telephone depth interviews combines some of the strengths of the previous techniques but on a cost-effective and individual basis. They are a good ‘bridge’ between carrying out qualitative and quantitative research. All interviews are digitally recorded, transcribed and used for later analysis. Combined viewing using conference facilities can also be carried out, giving paired surfing a new and more cost-effective solution.

Online survey collation
This is a very simple, cost-effective research method that can provide an immediate snapshot of quantitative data. Periodic targeting can give key measures on certain performance issues, offering regular ‘tracking’ techniques. Our research capability is prinarily in-house, allowing greater project control, flexible project development and shorter project time-scales. Click here to read a related case study.

Return to our overview of research methods.