Always fascinating. The researcher accompanies someone around a store and carries on a conversation with them about their choices and motivations for what they are buying, opinions about store layout, presentation, packaging etc.
Family Interviews
The researcher spends time with a family in their home observing their environment, behaviour and interactions. Particularly useful for observing media habits, or the real (vs claimed) contents of the average fridge.
Online Interviews
Internet technology has enabled a truly exciting new method of conducting qualitative research. Unique to Mindspace, respondents can hear, see and speak together just as they would in a face-to-face situation from the comfort and convenience of their own home or office.
qualitative research methods
Focus Groups 6-8 people are invited to attend an informal discussion about a particular issue. The researcher's role is to generate a lively debate and encourage everyone to give their opinions, and may well include examination of creative materials for packaging, advertising, products, services or other concepts being developed.
Mini-Groups
As above, but with only 3-4 respondents and may last a shorter time than the standard 90 minute group.
Depth Interviews
One-to-one interviews are frequently used for business-to-business work because professionals can be hard to bring together into a group due to time pressures, or the issues to be discussed are confidential. Depths are also used when a group approach is not appropriate, for example when interviewing on particularly personal or sensitive issues; or where the researcher requires to see the respondent in their particular environment and makes a personal visit in situ.
Family Interviews
Mini-Groups