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Marketing Research Qualitatively Speaking Articles

Qualitatively Speaking articles are a forum for focus group moderators and other qualitative researchers to sound off on issues related to qualitative research. View, sort, and refine more than 25 years of Quirk's Qualitatively Speaking articles.

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Qualitative research panels: a new spin on traditional focus groups

Published
May 2010
Author
Sharon Seidler
Abstract
Engaging the same group of respondents for an ongoing set of interviews can save money, help foster camaraderie among participants and impose discipline on internal client-company teams.

Qualitatively Speaking: A little homework can work wonders

Published
December 2005
Author
Barbara Champion
Abstract
Respondent homework assignments, such as collage-building, audio recording of spontaneous impressions or “thought log” diaries, can improve respondent bonding and increase productivity.

Qualitatively Speaking: A little unease can do wonders

Published
April 2013
Author
Jennifer Larsen
Abstract
Sometimes it pays to keep respondents a bit off-kilter during focus groups.

Qualitatively Speaking: A moderator's guide to working with the creative department

Published
July 2009
Author
Michael Carlon
Abstract
Evaluating creative elements in the focus group setting need not be fraught with tension. The author offers five tips for making things go as smoothly as possible, including starting on a high note, providing context and showing solidarity with the creative team.

Qualitatively Speaking: A practical approach to identifying professional respondents

Published
March 2003
Author
Thomas Greenbaum
Abstract
One of the most troubling issues facing the focus group industry in recent years has been the increasing presence of the professional respondent. This article suggests a new approach to dealing with the issue.

Qualitatively Speaking: A quantifiable difference

Published
December 2012
Author
Michael Carlon
Abstract
A moving personal experience further convinced the author of the impact that qualitative research can have.

Qualitatively Speaking: A wasted opportunity

Published
November 2007
Author
Stephen J. Hellebusch
Abstract
After witnessing too many focus groups in which no one from the client company bothered to attend in the back room, the author felt compelled to ask why marketers would waste a valuable opportunity to connect with their consumers.

Qualitatively Speaking: Add a bit of quant to your qual

Published
January 2006
Author
Linda Stegeman
Abstract
Qualitative projects can benefit from adding a supplementary quantitative portion, facilitating market segmentation, for example, and other types of data analysis.

Qualitatively Speaking: Appearances can be deceiving

Published
April 2006
Author
Trudy Ann Brandenburg
Abstract
A moderator shares her thoughts on the highs and lows of focus groups.

Qualitatively Speaking: Are the days getting shorter or are the discussion guides getting longer?

Published
June 2003
Author
Murray Simon
Abstract
There is a trend in pharmaceutical qualitative market research that seems to have evolved over the years - a trend toward the lengthy, all-inclusive discussion guide. This article highlights discussion guides, providing guidelines to consider in discussion guide development.

Qualitatively Speaking: Are you leveraging the expertise of your focus group moderator?

Published
January 2002
Author
Thomas Greenbaum
Abstract
Many companies ignore the professional recommendations of moderators when working with them in planning qualitative research projects. This article discusses what client organizations can do to avoid compromising their needs and giving in to recommendations of the research professional that are not in the best interest of the project.

Qualitatively Speaking: Are you spending too much time on your focus groups?

Published
November 2003
Author
Sharon Seidler
Abstract
Qualitative research studies should not have to consume your time in order to produce useful outcomes. This article offers guidelines to make better use of time allocated to qualitative research.

Qualitatively Speaking: Bring a can-do attitude to recruiting out-of-facility focus groups

Published
December 2004
Author
Rhoda Schild
Abstract
A veteran recruiter explores what it takes to secure respondents for focus groups in non-standard settings.

Qualitatively Speaking: Bringing clients and consumers together

Published
July 2004
Author
Linda Binder
Abstract
Immersing clients with consumers can increase client focus and make them more involved in and stimulated by the qualitative research process.

Qualitatively Speaking: Building relationships with consumers in today's social world

Published
October 2013
Author
Jennifer Holt
Abstract
The author outlines the FRIEND approach, which brands can use to help establish bonds with consumers via social media.

Qualitatively Speaking: Business ethnography and the discipline of anthropology

Published
February 2009
Author
Robert Morais
Abstract
Adding some procedural rigor can transform ethnography-lite into true ethnography and produce more valuable marketing insights.

Qualitatively Speaking: Communication keeps focus groups divine not dreadful

Published
May 2009
Author
Rhoda Schild
Abstract
Disasters of all kinds can befall a focus group but many mishaps can be avoided, the author argues, when everyone involved functions like a team, with the same goal in mind, and engages in honest, effective communication.

Qualitatively Speaking: Conducting qualitative research on a global scale

Published
December 2003
Author
Sharon Seidler
Abstract
The globalization of brands is now a fixture in many companies’ marketing plans. This often involves implementation of global research. This article provides guidelines regarding global research for qualitative studies.

Qualitatively Speaking: Cross-cultural insights enrich the researcher as much as the research

Published
November 2010
Author
Bryan Urbick
Abstract
Qualitative projects in disparate cultures can often inform unrelated projects, the author explains, by bringing contrasts into sharp relief and enhancing a researcher’s global awareness.

Qualitatively Speaking: Don't say the f-word

Published
July 2001
Author
Carey Rellis
Abstract
Focus groups have been a staple method of conducting qualitative research. This article discusses marketing trends and the recent shunning of focus groups - at least in name.

 

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