qualitative user research methods

A Beginner’s Guide to Qualitative UX Research

The ability to empathize with the user is at the heart of UX design. One of the most effective ways to understand what your user is experiencing is by conducting UX research .

Qualitative user research is particularly useful for getting into the mind of your users and obtaining anecdotal evidence of how your product can be improved.

Unlike its counterpart, quantitative research, qualitative research is all about collecting and analyzing subjective information that helps designers make formative decisions about their product designs. There are many ways to utilize qualitative user research and many instances during the design process when it can be especially beneficial.

We’ve created this comprehensive guide to help you better understand qualitative user research and how to use it. Here’s what we’ll cover:

• What is qualitative UX research?
• When do you use qualitative UX research?
• Qualitative UX research methods
• Understanding mixed methods in UX research
• Key takeaways

Let’s get started!

1. What is qualitative UX research?

The goal of qualitative user research is to obtain and analyze non-numerical, subjective information from various kinds of user testing.

Data from qualitative user research usually takes the form of quotes, anecdotes, observations, or narrative descriptions and is used to assess how usable a product is.

Qualitative user research helps explain numerical or quantitative data. For instance, if your quantitative research shows that 30% of users are deleting your app after one month of use, qualitative data can help uncover why and give clues about how to remedy this drop-off.

Check out the video below from CareerFoundry graduate and UX designer Maureen Herben for an end-to-end guide to qualitative user research.

2. When do you use qualitative UX research?

Qualitative user research is both formative and summative, meaning it can help inform design choices while a product is being created as well as analyze how effective the final design is.

Because of this, qualitative user research is often conducted at many points in the design process, during redesign, and when you have a final working product. Here’s an overview of the benefits of qualitative research, some potential downsides, and situations when you should apply qualitative methods in your user research.

Benefits of qualitative UX research

• Easy to organize as you only need 5-8 participants and study conditions can be flexible and less controlled
• Participants are encouraged to think aloud during usability testing so researchers can see inside the minds and emotions of their users when interacting with a product
• Reveals information that quantitative data cannot, and explains why numerical or statistical trends are occurring
• Data obtained from qualitative user research is emotionally-driven and may be more convincing for stakeholders to invest in design choices
• Users may find it easier to give feedback in their own words rather than assigning a numerical value to their feelings.

Potential downsides to qualitative UX research

• Analysis can be more time-consuming and complex and difficult to present in graphs or visual form
• Smaller number of participants may mean that you’re missing out on crucial information from other users, leading to the need for repeat testing
• Researchers must be adept at reading emotional and non-verbal cues
• Certain investors or stakeholders may prefer numerical or statistical data as opposed to anecdotal, qualitative research
• More subject to human bias or researcher influence, and results are difficult to replicate

When to use qualitative UX research

• When you’re making formative decisions about design choices, early in the process
• To identify usability issues within a prototype (toward the “end” of the design process) or a final product
• As a means of discovering solutions to usability issues
• During a product redesign, when there are typically more resources available and more capacity to consider a broader range of possibilities

3. Qualitative UX research methods

There are many ways to conduct qualitative user research. We’ll cover four primary methods here: user interviews, focus groups, shadow sessions, and diary studies.

User interviews

User interviews are a great source of qualitative user data and help researchers and designs gain a greater understanding of their user’s motivations, needs, and behaviors.

It’s important to ask quality open-ended questions in order to gain relevant and useful information about the user’s actions and frustrations.

User interviews are one of the most frequently used qualitative UX research methods. If you’d like to learn more about how to conduct a user interview, check out this recording of a live workshop, hosted by CareerFoundry graduate and Senior UX Designer, Maureen Herben.

For more free, live and on-demand workshops just like this, take a look at our events listings .

Focus groups

Focus groups are just like interviews but with multiple users participating at once. These are great for getting lots of qualitative data at once from various user viewpoints.

These sessions are likely to feel more conversational and generative since participants may feel more at ease with other test subjects around them—and therefore more willing to express concerns, thoughts, and emotions.

Shadow sessions

Sometimes called immersive or observational research, shadow sessions allow designers and researchers to observe a user interacting with a product in real time and in the user’s own environment.

This is one of the most accurate ways to assess usage and usability but also requires a high level of observational skills and empathy in order to analyze verbal and non-verbal cues without interrupting the user’s natural process.

Diary studies

In diary studies (sometimes referred to as diary records), researchers ask a user to keep a diary record of their usability patterns with a certain product over a given time period (usually a day or week, but sometimes more).

Users take note of how they use a product, when they use it, and how they feel when interacting with it. Diary studies are a great way to see what patterns emerge over time—patterns in user needs and feelings, as well as any usability problems or other pain points.

4. Understanding mixed methods in UX research

The UX research methods we’ve just outlined are solely qualitative in nature. But there are loads of research methods that yield both qualitative and quantitative user data within the same testing parameters. Paper prototyping, card sorting, and visual affordance testing are a few examples.

Utilizing user research methods that offer both qualitative and  quantitative UX research is referred to as mixed methods research . Mixed methods research is key to obtaining a complete picture of the usability of a product and is best practice when it comes to conducting accurate user research.

Combining qualitative and quantitative user research methods helps designers dig deeper in answering the questions of “What? How much? How many? And why?”

Relying too heavily on either qualitative or quantitative user research can prevent you from gaining key insights about your users and possible pitfalls in your product. Taking advantage of mixed methods research is a more holistic approach to user research, and often lends more accurate and complete information about a product’s overall usability and effectiveness.

5. Key takeaways

Now you’re better equipped for your next UX research project !

Qualitative user research can take on many forms, yet each method can offer invaluable insights about the usability of a product.

The subjective and non-numerical data obtained from qualitative testing helps designers and researchers see into the minds of their users when interacting with a product.

Through quotes, descriptions, and observations, qualitative research aims to further explain statistical or quantitative results by looking at why those trends may be occurring, and gives a more in-depth interpretation of the usability and success of a product.

If you’d like to learn more about UX research, check out these articles:

• What is user research, and what’s its purpose?
• Qualitative vs. quantitative UX research—what’s the difference?
• How to conduct inclusive user research
• 5 Mistakes to avoid in your UX research portfolio

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What is UX Research: The Ultimate Guide for UX Researchers

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Quantitative vs. qualitative UX research: An overview of UX research methods

UX research is a multi-dimensional process that includes different user research methods and techniques. In this chapter, we provide an overview of the quantitative and qualitative research methods and explain why the best solution uses a mix of both methods.

What are quantitative UX research methods?

Quantitative research is used to collect and analyze numerical data, identify patterns, make predictions, and generalize findings about a target audience or topic. The data is collected indirectly, either through a UX research tool that automatically records it, such as Google Analytics or Maze, or manually by measuring and analyzing UX metrics.

Qualitative UX research made easy

Explore the powers of both quantitative and qualitative research to discover new insights and test final solutions.

Here are some of the most popular quantitative research methods you can use to collect valuable quantitative data:

• Quantitative usability testing collects usability metrics like time on task, error rate, or success rate. You can use this information to keep an eye on your product's UX and make sure it improves over time.
• Web analytics (or app analytics) provides insights into what people actually do in your product. Analytics data can help you monitor your product's performance and identify problems.
• Card sorting is used to discover how people understand and categorize information. Analyzing the percentage of participants who grouped cards in a similar way can help you determine which categories would be understandable to most users.
• Surveys are a great way to gather information about your users' attitudes and behaviors. You can get qualitative data through open-ended feedback or quantitative data by tapping into a larger volume of responses.

Importance of quantitative research methods

Quantitative data provides a foundation for benchmarking and ROI calculations and can help you decide the best performing version of a design or product.

Quantitative UX researchers collect information by measuring actions, thoughts, or attitudes in different ways, such as conducting voluntary surveys and online polls or analyzing log data.

Duyen Mary Nguyen , Quantitative UX Researcher

Quantitative data aims to answer research questions such as ‘what,’ ‘where,’ or ‘when.’ For example, when collecting usability metrics such as task success rates, time on task, completion rates, clicks, conversion rates, and heatmaps, you can measure how well a design performs and spot issues on a page or in the user flow.

One of the advantages of quantitative research is the ability to run studies with large sample sizes and collect statistically relevant data. As opposed to qualitative feedback, which is interpretable by the researcher and subjective, quantitative research is more objective and representative of a broader audience.

I choose quantitative methods if I need to prioritize one solution over the possible alternatives or to validate an idea, wireframe, prototype or even MVP.

Yuliya Martinavichene , User Experience Researcher at Zinio

What are qualitative UX research methods?

Qualitative user research includes research methods like user interviews and field studies and helps you collect qualitative data through the direct observation and study of participants. Qualitative data yields an understanding of the motivations, thoughts, and attitudes of people. This type of research is key to uncovering the ‘why’ behind actions and develop a deep understanding of a topic or problem.

Yuliya Martinavichene , User Experience Researcher at Zinio, highlights: “Since researchers are curious folks, we prefer not only to observe what people are doing by looking at analytics but also to understand the “why” behind the user behavior.”

She compares the process of running a qualitative study to casting a wide lens to identify user behavioral patterns:

Qualitative research methods come into play when you need to discover, understand and empathize with users, and are not conducted only in the exploratory research phase, but iteratively, throughout the whole development process.

There are different qualitative research methods you can employ for your studies, such as user interviews, diary studies , focus groups, card sorting , usability testing , and more. We explore the most common UX research methods in the next chapter.

Choosing the right user research techniques depends on the project and your research goals. Yuliya explains:

In real-life, there is no “Oscar-winning” scenario and the best answer for the eternal question “What user experience research method should you use? is simply an unsatisfactory “It depends!” Different research pain points call for specific methods and approaches.

Yuliya collects qualitative feedback through different methods depending on the goals of the projects. For example, she might conduct walk-throughs with users and asks them to show her around the software she is researching to understand how they currently use the product. Or she may ask research participants to perform everyday tasks to observe their behavior in real-time, such as logging in or out of the platform.

To gather more qualitative insights, Yuliya also checks social media mentions, analyzes blog posts, and reads app store reviews to collect information about the experience users have with the product.

Qualitative research gives you rich insights about the people, product, and the problem you’re researching, and helps you inform decision-making throughout the design and product development process.

Quantitative vs. qualitative research methods

The key differences between quantitative and qualitative research are in the data they deal with and the questions they answer–where quantitative research focuses on numbers and statistics to answer ‘what’, ‘where’ and ‘when’, qualitative research broadly looks to words and meaning for the ‘why’.

Both methods have their merits, and likewise their drawbacks. As we go on to explore, for the most robust and meaningful research, it’s best to use a combination of quantitative and qualitative, but in certain situations, such as challenges due to time or resource constraints, you may decide to use one or the other.

Quantitative research:

• Answers the questions ‘what’, ‘where’ and ‘when’
• Provides a foundation for benchmarking and ROI calculations
• Allows for large sample sizes
• Analyzes numerical data, identifies patterns, makes predictions
• Collected indirectly through UX research tools or metrics

Qualitative research:

• Answers the question ‘why’
• Provides rich insights about the people, the product and the problem
• Allows tight focus on small sample sizes
• Develops a deep understanding of the topic or problem
• Collected through direct observation or study

Balancing qualitative and quantitative UX research

Employ qualitative research to explore ideas and discover new insights, and then tap into quantitative research methods to test a hypothesis or final solution.

While qualitative and quantitative research yields different data types, they are both essential for conducting effective research and getting actionable insights. Not one method can give you a complete picture, so using both in combination is often the best way to ensure you’re making the right product decisions that fit with your business goals.

Qualitative and quantitative research reinforce each other and help to triangulate the research results. You can be surer of the validity of your findings if both qualitative and quantitative approaches produce convergent results.

Usually, the best solution is built using a combination of insight sources. For example, you can kick-off the discovery phase of a project with qualitative research, and run user interviews to understand people’s needs, preferences, and opinions.

After this initial batch of research studies, the product and design team can start building an incipient solution, usually in the form of a low-fidelity prototype or mockups. The initial solution is then tested through interviews and surveys, and the feedback gathered can help you iterate on the solution until final.

Sometimes you want to start with a round of qualitative methods such as interviews, fly-on-the-wall observations, and diary studies to explore the field and follow up with a quantitative study on a larger sample to generalize the results.

Lastly, when you’ve arrived at a final product, doing user testing quantitatively will help you ensure your solution is easy to use, usable, and intuitive for the end-users—and there are no significant issues with the design before going into the development phase. This mix and match of methods is the best way to research and test during the entire design process until arriving at a solution.

Very often, the solution is built on mixed methods–less quantitative versus qualitative–and more somewhere in-between the two.

In the next chapter, we will dive deeper into common types of research you can use such as tree testing, card sorting, and usability studies, and help you choose the right one for you.

Frequently asked questions

What is quantitative UX research?

Quantitative research is a research methodology used to collect and analyze numerical data, identify patterns, make predictions, and generalize findings about a target audience.

What is qualitative UX research?

Qualitative UX research is a research methodology used to answer questions and understand the motivations, thoughts, and attitudes of a target audience.

What are examples of quantitative research methods?

Quantitative user research methods include usability testing, web analytics (or app analytics), card sorting, and surveys.

What are examples of qualitative research methods?

Qualitative user research methods include user interviews, diary studies, focus groups, card sorting, and usability testing.

UX Research Methods

5 Qualitative Research Methods Every UX Researcher Should Know [+ Examples]

Published: April 11, 2023

Have you ever heard the phrase, "the numbers don't lie?" Well, they don't lie per se , but qualitative research methods show that numbers don't always tell the full story.

Understanding how customers feel, think and criticize your company is crucial to improving your products and services. That's why it's important to include qualitative research during your feedback collection process.

In this article, we'll take a look at qualitative research methods in more detail.

Continue reading or jump ahead:

What is qualitative research?

Qualitative research approaches, 5 types of qualitative research methods, qualitative research method examples, qualitative research questions, qualitative research.

Qualitative research is a form of exploratory research that's designed to uncover the perceptions, motivations, and attitudes that drive consumer habits. Different types of qualitative research methods, like focus groups and in-depth interviews, help you make educated assumptions about your audience.

Qualitative research ultimately guides the creation of hypotheses, which can then be proved or disproved through quantitative research.

In other words, it compliments quantitative research when analyzing customer behavior , and the two give you a complete picture of your customer base .

The image below outlines the differences between qualitative and quantitative research, and how they meet in the middle to create a mixed methods strategy.

We'll explore this in more detail next.

Qualitative vs. Quantitative Research

While qualitative research describes consumer perceptions, attitudes, and trends, quantitative research records empirical data that confirms or rejects subjective findings. Qualitative data is descriptive and relays what customers are saying or thinking about your business. Quantitative data is numerical and represents undisputable events that occurred with the organization.

Quantitative research also generalizes data from large sample populations, while qualitative research typically uses smaller ones. That's because numerical findings are stronger when tested on a larger sample size.

Check out the video below from Nielsen Norman Group to learn more about the distinction between qualitative and quantitative research.

In general, quantitative research gathers and measures numerical data to offer narrow, focused results, while qualitative research gathers verbal and open-ended data to offer broader, big-picture results.

Mixed Methods Research

Mixed methods research is exactly what it sounds like. With this concept, researchers combine both qualitative and quantitative methodologies to gather data.

Here's an example of when both types of research are used together.

Mixed Methods: Quantitative vs. Qualitative Research Example

In the early 2000's, Samsung wanted to redesign its televisions . So, the company turned to ethnography reports to see how its consumers were currently using its products and similar ones made by Samsung's competitors.

Samsung found through this research that the majority of its TVs were turned off throughout the day, so they were viewed more like pieces of furniture for customers rather than electronics.

With that in mind, Samsung decided its next TVs would be visually stunning, with speakers that were hidden below the TV to give the product a sleeker, more modern design.

Here's where quantitative research came in. Researchers used feedback tools like CSAT and Likert scales to obtain quantitative feedback which showed empirical evidence supporting their new TV design.

Although all qualitative research shares a common goal, there are several types of research approaches you can use, as shown in the image below.

Let's break each one down.

Ethnographic Research

Ethnographic researchers enter the participants' natural environment to understand how they use a product. This provides context and cultural insights into the everyday lives of customers.

How It's Used

Similar to the Samsung example explained above, businesses typically use ethnographic research when trying to understand customer behavior .

If a company wants to create a new product or feature, researchers can observe how customers are currently using their products and record any points of friction found within the experience.

Narrative Research

Narrative research involves in-depth interviews and document analysis. Typically, one or two participants are interviewed over a long period of time — from weeks to months to years.

This creates a conclusive, individualized story that offers clear themes and insights into how personal goals influence customers.

Narrative research is particularly helpful when creating buyer personas and a customer journey map .

Since you're following the customer experience from start to finish, you can use this information to resolve pain points and optimize interactions for customer delight .

Case Study Research

During case study research, employees read several case studies to gain a deep understanding of a topic or theme. Since these are real examples, researchers can find similarities between their business and the case study.

Case studies are a useful tool for customer advocacy . If you conduct a case study on a customer who has succeeded using your product, you can publish that story to your website for other visitors to see.

That way, potential leads can read about another person or business who has faced a problem like theirs and use that information to find a solution.

Phenomenological Research

Phenomenological research combines a variety of research methods — interviews, observation, reading, and more — to help you describe a place, action, or process.

This description is based entirely on the perspectives of participants as it analyzes people who have first-hand experience with the activity.

One area where this type of research is useful is exploring how employees or customers feel about a particular company policy.

For example: Let's say your employees ask you to remove a "pointless" safety rule because they think it slows down their productivity when it's really in their best interest to keep it.

You can use your phenomenological research to educate employees on why that policy is important.

Grounded Theory Research

Grounded theory research goes a step beyond phenomenological research by uncovering explanations behind certain activities.

To develop a theory, this method involves interviewing large samples of customers and performing in-depth document research to better comprehend how consumers use products.

Grounded theory research is typically a long-term play. As your business gathers more information over time, you start to recognize unique trends regarding customer needs and goals.

Once you know why people are choosing your products, you can confidently create new products and features that encapsulate the core values that your customers are looking for.

Now, let's move on to the qualitative research methods you can use based on your approach.

Before we dive into the different types, let's back up to discuss what a qualitative research method is.

What is a qualitative research method?

Your qualitative research method will be informed by the qualitative research approach you're using.

The approaches we explored above outline how you can frame your qualitative research. Qualitative research methods highlight the specific activities you can implement to collect information.

For example: If you're conducting narrative research as your exploratory approach, you may use in-depth interviews and observations as your methods for data collection.

As shown in the image below, these are the five most common types of qualitative research methods.

We'll explore each below.

1. In-Depth Interviews

In-depth interviews allow you to ask people questions on a more personal level, one-on-one and typically face-to-face or over the phone. Interviews typically last anywhere from one to two hours and are meant to be conversational in nature.

Why This Works

The major advantage of this method is that it gives you the opportunity to dig deeper into your respondents thoughts, attitudes, and behaviors because of the level of intimacy it creates.

2. Focus Groups

A focus group is similar to an in-depth interview, but it includes more participants at one time — typically six to ten people. Everyone in a focus group is demographically similar in some capacity (e.g., by age, education level, etc.).

The major advantage of this method is that it allows you to create a forum for discussion among a group of people to learn more about how participants in your target audience feel about and interact with your products and services.

Survey methodology can be used in lieu of interviews and focus groups to gather information from customers.

Surveys are typically distributed in the form of questionnaires with a combination of close-ended, demographic questions and open-ended research questions on a particular topic.

The major advantage of this method is that it's less time-consuming than others. Plus, surveys allow you to gather information from a large population of customers quickly and effectively.

4. Observations

Observation research creates a detailed recording of your participants' actions. Through observation, researchers are paying careful attention to how people behave in a particular environment.

The major advantage of this method is that it facilitates a more natural and realistic data collection experience. Customers won't feel the pressures of a formal study and can instead simply behave as they normally would.

5. Secondary Research

Companies can draw relevant conclusions from secondary research data — like case studies, previous research findings, and other reference documents — to supplement a new or existing research study.

The major advantage of this method is that, well, you're letting someone else do the work for you. Instead of recreating the wheel, you're tapping into existing research to help analyze your target consumers.

Let's take a look at some of these qualitative research approaches and methods in action.

Here are a few examples of how business may use the qualitative approaches and methods that we discussed above.

Using Ethnography to Understand Your Target Audience

A clothing store wants to understand why its customer base is mostly men when it markets its products as unisex.

After performing an ethnographic study using the observation method, researchers discovered that unisex products aren't as appealing to women due to the shapeless fit and duller colors.

Now, the store can rebrand itself as a men's and women's clothing store and produce offers that better align with women's tastes.

Building Buyer Personas from Narrative Research

A start-up company selling baby products wants to build a buyer persona to better understand its target audience.

To do this, the company decides to record the lives of two individuals who fit into its market: a woman, 32, married with a newborn baby and a man, 36, married with three young children.

After conducting in-depth interviews with these participants for over two years, the company has a complete picture of every roadblock their customers face when raising a child.

Analyzing Customer Needs Based on the Grounded Theory Framework

A government agency wants to better support communities that have survived natural disasters.

After holding focus groups with several survivors, watching videos, and reading case studies on the topic, the agency realizes that these communities require more emotional support than physical support.

While donations are extremely beneficial, many of these families are traumatized by the experience and aren't sure how to restart their lives.

Now, the agency can put into place emotional support options for these people, such as free counseling and hotline services designed specifically for natural disaster survivors.

After understanding the benefits of qualitative research, you can start building questions to guide your team's research.

When asking qualitative research questions, it's important to ask effective questions that keep participants focused on the topic.

Below are the two types of questions you can ask when obtaining qualitative data: central questions and sub-questions.

Central Questions

This is the overarching question that guides your research. It identifies the main theme you're researching, the target audience, and any other information relative to the study.

Example: "How do you feel about our rewards program?"

Sub-Questions

Sub-questions complement the central question and focus on specific aspects of the overarching topic. These questions direct the participant to an individual detail that your team wants to know more about.

Example: "What type of rewards would you like to see in our loyalty program?"

While combining these two types of questions will give you an organized structure for obtaining data, your research will be useless if your questions are ineffective.

If you're not sure where to start, take a look at the next section to review the universal qualities found in excellent qualitative research questions.

Qualities of Good Qualitative Research Questions

Here are some best practices you should keep in mind when creating qualitative research questions.

The questions should be open-ended as this leaves more opportunity for participants to offer their own opinions rather than being constrained by preset answers.

Simply-Worded

Participants shouldn't have to work to understand what researchers are looking for. Make sure that the question is phrased simply and excludes any confusing jargon.

Offers Necessary Insights

As obvious as it might seem, the questions should bring in answers that will help you gain more information about the overarching topic. If a question is supplemental and not beneficial to your research, it's best to nix it.

Leveraging Qualitative Research Methods at Your Company

Qualitative research can offer a wealth of customer knowledge for your business. And it helps that qualitative research methods give customers the opportunity to express their motivations, perceptions, and attitudes about your products and services to you directly.

After all, the more you know about your customers, the easier it becomes to provide delightful experiences at every stage of the buyer's journey.

Editor's note: This post was originally published in August 2020 and has been updated for comprehensiveness.

Don't forget to share this post!

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The Complete Guide to UX Research Methods

UX research provides invaluable insight into product users and what they need and value. Not only will research reduce the risk of a miscalculated guess, it will uncover new opportunities for innovation.

By Miklos Philips

Miklos is a UX designer, product design strategist, author, and speaker with more than 18 years of experience in the design field.

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“Empathy is at the heart of design. Without the understanding of what others see, feel, and experience, design is a pointless task.” —Tim Brown, CEO of the innovation and design firm IDEO

User experience (UX) design is the process of designing products that are useful, easy to use, and a pleasure to engage. It’s about enhancing the entire experience people have while interacting with a product and making sure they find value, satisfaction, and delight. If a mountain peak represents that goal, employing various types of UX research is the path UX designers use to get to the top of the mountain.

User experience research is one of the most misunderstood yet critical steps in UX design. Sometimes treated as an afterthought or an unaffordable luxury, UX research, and user testing should inform every design decision.

Every product, service, or user interface designers create in the safety and comfort of their workplaces has to survive and prosper in the real world. Countless people will engage our creations in an unpredictable environment over which designers have no control. UX research is the key to grounding ideas in reality and improving the odds of success, but research can be a scary word. It may sound like money we don’t have, time we can’t spare, and expertise we have to seek.

In order to do UX research effectively—to get a clear picture of what users think and why they do what they do—e.g., to “walk a mile in the user’s shoes” as a favorite UX maxim goes, it is essential that user experience designers and product teams conduct user research often and regularly. Contingent upon time, resources, and budget, the deeper they can dive the better.

What Is UX Research?

There is a long, comprehensive list of UX design research methods employed by user researchers , but at its center is the user and how they think and behave —their needs and motivations. Typically, UX research does this through observation techniques, task analysis, and other feedback methodologies.

There are two main types of user research: quantitative (statistics: can be calculated and computed; focuses on numbers and mathematical calculations) and qualitative (insights: concerned with descriptions, which can be observed but cannot be computed).

Quantitative research is primarily exploratory research and is used to quantify the problem by way of generating numerical data or data that can be transformed into usable statistics. Some common data collection methods include various forms of surveys – online surveys , paper surveys , mobile surveys and kiosk surveys , longitudinal studies, website interceptors, online polls, and systematic observations.

This user research method may also include analytics, such as Google Analytics .

Google Analytics is part of a suite of interconnected tools that help interpret data on your site’s visitors including Data Studio , a powerful data-visualization tool, and Google Optimize, for running and analyzing dynamic A/B testing.

Quantitative data from analytics platforms should ideally be balanced with qualitative insights gathered from other UX testing methods , such as focus groups or usability testing. The analytical data will show patterns that may be useful for deciding what assumptions to test further.

Qualitative user research is a direct assessment of behavior based on observation. It’s about understanding people’s beliefs and practices on their terms. It can involve several different methods including contextual observation, ethnographic studies, interviews, field studies, and moderated usability tests.

Jakob Nielsen of the Nielsen Norman Group feels that in the case of UX research, it is better to emphasize insights (qualitative research) and that although quant has some advantages, qualitative research breaks down complicated information so it’s easy to understand, and overall delivers better results more cost effectively—in other words, it is much cheaper to find and fix problems during the design phase before you start to build. Often the most important information is not quantifiable, and he goes on to suggest that “quantitative studies are often too narrow to be useful and are sometimes directly misleading.”

Not everything that can be counted counts, and not everything that counts can be counted. William Bruce Cameron

Design research is not typical of traditional science with ethnography being its closest equivalent—effective usability is contextual and depends on a broad understanding of human behavior if it is going to work.

Nevertheless, the types of user research you can or should perform will depend on the type of site, system or app you are developing, your timeline, and your environment.

Top UX Research Methods and When to Use Them

Here are some examples of the types of user research performed at each phase of a project.

Card Sorting : Allows users to group and sort a site’s information into a logical structure that will typically drive navigation and the site’s information architecture. This helps ensure that the site structure matches the way users think.

Contextual Interviews : Enables the observation of users in their natural environment, giving you a better understanding of the way users work.

First Click Testing : A testing method focused on navigation, which can be performed on a functioning website, a prototype, or a wireframe.

Focus Groups : Moderated discussion with a group of users, allowing insight into user attitudes, ideas, and desires.

Heuristic Evaluation/Expert Review : A group of usability experts evaluating a website against a list of established guidelines .

Interviews : One-on-one discussions with users show how a particular user works. They enable you to get detailed information about a user’s attitudes, desires, and experiences.

Parallel Design : A design methodology that involves several designers pursuing the same effort simultaneously but independently, with the intention to combine the best aspects of each for the ultimate solution.

Personas : The creation of a representative user based on available data and user interviews. Though the personal details of the persona may be fictional, the information used to create the user type is not.

Prototyping : Allows the design team to explore ideas before implementing them by creating a mock-up of the site. A prototype can range from a paper mock-up to interactive HTML pages.

Surveys : A series of questions asked to multiple users of your website that help you learn about the people who visit your site.

System Usability Scale (SUS) : SUS is a technology-independent ten-item scale for subjective evaluation of the usability.

Task Analysis : Involves learning about user goals, including what users want to do on your website, and helps you understand the tasks that users will perform on your site.

Usability Testing : Identifies user frustrations and problems with a site through one-on-one sessions where a “real-life” user performs tasks on the site being studied.

Use Cases : Provide a description of how users use a particular feature of your website. They provide a detailed look at how users interact with the site, including the steps users take to accomplish each task.

You can do user research at all stages or whatever stage you are in currently. However, the Nielsen Norman Group advises that most of it be done during the earlier phases when it will have the biggest impact. They also suggest it’s a good idea to save some of your budget for additional research that may become necessary (or helpful) later in the project.

Here is a diagram listing recommended options that can be done as a project moves through the design stages. The process will vary, and may only include a few things on the list during each phase. The most frequently used methods are shown in bold.

Reasons for Doing UX Research

Here are three great reasons for doing user research :

To create a product that is truly relevant to users

• If you don’t have a clear understanding of your users and their mental models, you have no way of knowing whether your design will be relevant. A design that is not relevant to its target audience will never be a success.

To create a product that is easy and pleasurable to use

• A favorite quote from Steve Jobs: “ If the user is having a problem, it’s our problem .” If your user experience is not optimal, chances are that people will move on to another product.

To have the return on investment (ROI) of user experience design validated and be able to show:

• An improvement in performance and credibility
• Increased exposure and sales—growth in customer base
• A reduced burden on resources—more efficient work processes

Aside from the reasons mentioned above, doing user research gives insight into which features to prioritize, and in general, helps develop clarity around a project.

What Results Can I Expect from UX Research?

In the words of Mike Kuniaysky, user research is “ the process of understanding the impact of design on an audience. ”

User research has been essential to the success of behemoths like USAA and Amazon ; Joe Gebbia, CEO of Airbnb is an enthusiastic proponent, testifying that its implementation helped turn things around for the company when it was floundering as an early startup.

Some of the results generated through UX research confirm that improving the usability of a site or app will:

• Increase conversion rates
• Increase sign-ups
• Increase NPS (net promoter score)
• Increase customer satisfaction
• Increase purchase rates
• Boost loyalty to the brand
• Reduce customer service calls

Additionally, and aside from benefiting the overall user experience, the integration of UX research into the development process can:

• Minimize development time
• Reduce production costs
• Uncover valuable insights about your audience
• Give an in-depth view into users’ mental models, pain points, and goals

User research is at the core of every exceptional user experience. As the name suggests, UX is subjective—the experience that a person goes through while using a product. Therefore, it is necessary to understand the needs and goals of potential users, the context, and their tasks which are unique for each product. By selecting appropriate UX research methods and applying them rigorously, designers can shape a product’s design and can come up with products that serve both customers and businesses more effectively.

Further Reading on the Toptal Blog:

• How to Conduct Effective UX Research: A Guide
• The Value of User Research
• UX Research Methods and the Path to User Empathy
• Design Talks: Research in Action with UX Researcher Caitria O'Neill
• Swipe Right: 3 Ways to Boost Safety in Dating App Design
• How to Avoid 5 Types of Cognitive Bias in User Research

Understanding the basics

How do you do user research in ux.

UX research includes two main types: quantitative (statistical data) and qualitative (insights that can be observed but not computed), done through observation techniques, task analysis, and other feedback methodologies. The UX research methods used depend on the type of site, system, or app being developed.

What are UX methods?

There is a long list of methods employed by user research, but at its center is the user and how they think, behave—their needs and motivations. Typically, UX research does this through observation techniques, task analysis, and other UX methodologies.

What is the best research methodology for user experience design?

The type of UX methodology depends on the type of site, system or app being developed, its timeline, and environment. There are 2 main types: quantitative (statistics) and qualitative (insights).

What does a UX researcher do?

A user researcher removes the need for false assumptions and guesswork by using observation techniques, task analysis, and other feedback methodologies to understand a user’s motivation, behavior, and needs.

Why is UX research important?

UX research will help create a product that is relevant to users and is easy and pleasurable to use while boosting a product’s ROI. Aside from these reasons, user research gives insight into which features to prioritize, and in general, helps develop clarity around a project.

• UserResearch

Miklos Philips

London, United Kingdom

Member since May 20, 2016

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User Research

What is user research.

User research is the methodic study of target users—including their needs and pain points—so designers have the sharpest possible insights to make the best designs. User researchers use various methods to expose problems and design opportunities and find crucial information to use in their design process.

Discover why user research is a crucial part of the design process.

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User Research – Get to know your Users, and What They want

To call user research a crucial part of an interaction design process might seem overly obvious. Indeed, it’s the only way to discover exactly what these users need, having first found out precisely who they are. To set out to generate these facts, you must gather data from your users through a structured approach . First, you must choose methods that 1) suit your research’s purpose and 2) will yield the clearest information. Afterwards—to get the insights you want—you’ll need to interpret your findings from all that data, which can be tricky . You can apply user research anytime during the design process. Typically, researchers begin with qualitative measures, to discover users’ needs and motivations . They might later test their results by using quantitative measures .

“Research is creating new knowledge.” – Neil Armstrong, the First person to walk on the Moon

User research essentially splits into two subsets:

Qualitative research – Ethnographic field studies and interviews are examples of methods that can help you build a deep understanding of why users behave the way they do (e.g., why they leave a website so quickly). For instance, you can interview a small number of users and get sharp insights into their shopping habits by asking them open-ended questions. Usability testing is another dimension of this type of research (e.g., examining users’ stress levels when they use a certain design). Qualitative research requires great care. As it involves collecting non-numerical data (e.g., opinions), your own opinions might influence findings.

Quantitative research – With more-structured methods such as surveys, you gather measurable data about what users do and test assumptions you developed from qualitative research. An example is to use an online survey to ask users questions about their shopping habits (e.g., “Approximately how many items of clothing do you buy online per year?”). You can use this data to find patterns within a large user group. In fact, the larger the sample of representative test users is, the more likely you’ll have a statistically reliable way of assessing the target user population. Regardless of the method, with careful research you can gather objective and unbiased data. Nevertheless, quantitative data alone cannot expose deeper human insights.

We can also split user research into two approaches:

Attitudinal – you listen to users’ words (e.g., in interviews).

Behavioral – you watch their actions through observational studies.

Usually, you can get the sharpest view of a design problem when you apply a mixture of both quantitative and qualitative research as well as a mixture of attitudinal and behavioral approaches.

© Interaction Design Foundation, CC BY-SA 4.0

Leverage User Research Methods throughout Development

Industry-leading user experience consulting organization the Nielsen Norman Group names appropriate user research methods for you to use during your project’s four stages . Here are key methods:

Discover – Determine what’s relevant for users.

Diary studies – Have users log their performance of activities or record their daily interactions with a design.

Contextual inquiries – Interview suitable users in their own environment to find out how they perform the task/s in question.

Explore – See how to address all users’ needs.

Card sorting – On cards, write words and phrases and then let participants organize these in the most meaningful way and label categories to ensure your design is logically structured.

Customer journey maps – Create user journeys to reveal potential pitfalls and crucial moments.

Test – Evaluate your designs.

Usability testing – Make sure your design is easy to use.

Accessibility evaluations – Test your design to ensure everyone can use it.

Listen – Put issues in perspective, uncover any new problems and spot trends.

Analytics – Gather analytics/metrics to chart (e.g.) website traffic and generate reports.

Surveys/Questionnaires – Track how users’ feel about your product/design via these.

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However you approach user research, always consider the pros and cons of each technique . Card sorting is cheap and easy, for example, but may prove time-consuming when you proceed to analysis. Moreover, it might not provide in-depth contextual meaning. The resources available to you are another constraint. These will decide when, how much and which type of user research you can actually do. Therefore, carefully choose only the most relevant method/s for your research . Also, get stakeholders from your organization involved early on . They can reveal precious insights and help keep your research on track regarding business goals. Overall, user research is a valuable way to validate the assumptions the design team makes concerning users in the field , cut the expense of the best deliverables and keep your product’s demand high and ahead of competitors’ in the marketplace.

User research methods have various pros and cons and involve activities ranging from observations of users in context to controlled experiments in lab settings.

Learn More about User Research

For a fuller grasp of user research, take our course here .

See the Nielsen Norman Group’s list of user research tips .

Find an extensive range of user research considerations , discussed in Smashing Magazine.

Here’s a convenient and example-rich catalogue of user research tools.

Questions related to User Research

User Research is a fulfilling career for individuals driven to comprehend user behaviors and work collaboratively with teams. As a User Researcher, you're instrumental in steering teams towards crafting user-centric solutions. If you're intrigued by a career that combines both analytical and creative insights, consider delving into this field. For a comprehensive understanding, explore the User Researcher Learning Path on our platform.

User Researchers are seeing competitive pay in the industry. On average, they can earn from $92,000 to $146,000 annually. In some smaller firms, user research duties might be combined with a broader UX role. To understand how salaries can differ by region or delve into a broader perspective on UX-related pay, check out this detailed guide on UI UX Designer Salaries for 2023 or Glassdoor's breakdown of User Experience Researcher salaries .

While both are integral to the user experience, User Research and UX Design serve different purposes. User Research delves deep into understanding user preferences and needs, paving the way for informed design strategies. In contrast, UX Design is about sculpting a product based on that insight, ensuring it's both user-centric and aesthetically pleasing. 

Sometimes, especially in compact teams, the roles might blur with a designer handling research. Want a comprehensive insight? Dive into User Experience: The Beginner's Guide to explore their interconnected dynamics.

Yes, there is! Think of UX research as a subset of user research. While both focus on understanding users, user research casts a broader net, examining topics like pricing or delivery preferences. UX research, meanwhile, zeroes in on how users interact with a product and their experience doing so. In short, user research looks at broader interactions, while UX research specifically studies product use. To dive deeper, check out our course on User Research Methods and Best Practices .

User research utilizes varied techniques such as usability testing, A/B tests, surveys, card sorting, interviews, analytics analysis, and ethnographic studies. Every approach brings unique insights and is ideal for specific situations. It's essential to choose the proper technique based on your research goals and your audience. Discover these techniques further in 7 Great, Tried and Tested UX Research Techniques . 

For a comprehensive understanding of usability testing, a popular user research method, check out our course on User Research Methods and Best Practices .

While a related degree can be beneficial, it's not strictly required to become a user researcher. Many successful user researchers have degrees in diverse fields like psychology, design, anthropology, statistics, or human-computer interaction. What's crucial is a mix of relevant education, hands-on experience, and continuous learning. Even if some employers might favor candidates with a bachelor's degree, it can be in something other than a UX-focused area. Only some degrees specifically target user research. To strengthen your knowledge, consider courses like Data-Driven Design: Quantitative Research for UX or User Research Methods and Best Practices .

While each user research project is unique, some standard steps guide most endeavors:

Determine the research question.

Choose the proper research technique.

Find participants.

Execute the research.

Evaluate the gathered data.

Share the results.

For a thorough understanding of these steps and more, check out User Research – Methods and Best Practices .

There's a wide array of user research tools to pick from, tailored to your research goals, organizational size, and project specifics. Some popular choices include:

For surveys: Typeform or Google Forms.

Card sorting: Tools like Optimal Workshop, Maze or Trello.

Analyzing user activity: HotJar or CrazyEgg for heatmaps.

Usability evaluations: Platforms like Userlytics or Lookback.

Analyzing qualitative data: Miro or Lucidchart for affinity diagramming.

Crunching numbers: Google Sheets or Microsoft Excel for quantitative insights.

Usability testing on prototypes: Tools like Adobe XD or Figma.

Presenting findings: Use Google Slides, PowerPoint, or Prezi.

These tools often boast extra features to amplify your research.

Dive deeper into their applications with User Research – Methods and Best Practices .

User research is paramount in creating products that align with users' genuine needs and preferences. Instead of basing designs on assumptions, it provides factual insights into how users feel and interact with products. By engaging in user research, designers can spot usability challenges, collect feedback on design ideas, and validate their design decisions. For businesses, this not only refines product offerings but also strengthens brand loyalty and reputation. A standout user experience gives a company a competitive edge and lowers the chances of product setbacks. Dive deeper into the significance of user research in design with Data-Driven Design: Quantitative Research for UX and User Experience: The Beginner’s Guide .

Literature on User Research

Here’s the entire UX literature on User Research by the Interaction Design Foundation, collated in one place:

Learn more about User Research

Take a deep dive into User Research with our course User Research – Methods and Best Practices .

How do you plan to design a product or service that your users will love , if you don't know what they want in the first place? As a user experience designer, you shouldn't leave it to chance to design something outstanding; you should make the effort to understand your users and build on that knowledge from the outset. User research is the way to do this, and it can therefore be thought of as the largest part of user experience design .

In fact, user research is often the first step of a UX design process—after all, you cannot begin to design a product or service without first understanding what your users want! As you gain the skills required, and learn about the best practices in user research, you’ll get first-hand knowledge of your users and be able to design the optimal product—one that’s truly relevant for your users and, subsequently, outperforms your competitors’ .

This course will give you insights into the most essential qualitative research methods around and will teach you how to put them into practice in your design work. You’ll also have the opportunity to embark on three practical projects where you can apply what you’ve learned to carry out user research in the real world . You’ll learn details about how to plan user research projects and fit them into your own work processes in a way that maximizes the impact your research can have on your designs. On top of that, you’ll gain practice with different methods that will help you analyze the results of your research and communicate your findings to your clients and stakeholders—workshops, user journeys and personas, just to name a few!

By the end of the course, you’ll have not only a Course Certificate but also three case studies to add to your portfolio. And remember, a portfolio with engaging case studies is invaluable if you are looking to break into a career in UX design or user research!

We believe you should learn from the best, so we’ve gathered a team of experts to help teach this course alongside our own course instructors. That means you’ll meet a new instructor in each of the lessons on research methods who is an expert in their field—we hope you enjoy what they have in store for you!

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Qualitative Research in UX: 7 Methods & Benefits

• February 22, 2023

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Quantitative research gets a lot of hype, often leaving poor old qualitative research looking on from the sidelines. It may be because it’s often easier to conduct quantitative studies. There’s no human connection involved, and there’s usually less complex and nuanced data to sift through afterwards.

But if you’re in the camp that finds the prospect of qualitative research in UX daunting, then you’ve come to the right place. Below, we’ll outline 7 qualitative user research methods that’ll make your life easier, as well as tools that you can use to make it a breeze.

Firstly, let’s clear up the difference between qualitative and quantitative.

What’s the Difference Between Qualitative and Quantitative Research?

To put it simply, you’ll use quantitative research to gather data that’s numerical and measurable. Qualitative research, however, relies on the power of observation and subjective factors such as opinions and motivations.

With qualitative research in UX, results are more open to interpretation. This can make it trickier to interpret as it’s more time-consuming to conduct. Having said that, qualitative research must go hand-in-hand with quantitative research. Relying only on quantitative research methods will fail to uncover the entire story. Mere numbers lack context and, more importantly, emotion.

When to Use One Over the Other

If you’re tracking how many users click on a button, that’s quantitative research. While it might be important for tracking conversions, for example, it doesn’t uncover the whole story. What about all those people that aren’t clicking on the button? You know they’re not doing it, but quantitative research will never reveal why.  For that, you’ll need qualitative research.

You could conduct a survey or ask open-ended questions in a user interview. You can also use usability testing software like Maze to uncover why users do what they do. After all, it’s not always a conscious decision to avoid clicking a button. Some users may not have even seen the button!

Quantitative research can never reveal these kinds of insights, but you still need it to inform your qualitative research focus. Leaving one out over in favor of the other is like trying to bake bread but deciding to skip on the flour. When the two are combined and given equal weight, that’s when the magic happens.

The Evolution of Qualitative Research in UX

For a long period of time, qualitative research was limited to surveys…and more surveys. But surveys aren’t super effective because they’re often limited to a pre-defined set of questions, which may overlook aspects the survey creator hadn’t even thought to ask about. Also, surveys remove the ability to ask follow-up questions if the customer has something interesting to say. With the rise of the user interview tools , and advances in AI, qualitative research is now far more feasible, accurate, and accessible. Collecting emotional insights is easier than ever.

"The worst thing that contemporary qualitative research can imply is that, in this post-modern age, anything goes. The trick is to produce intelligent, disciplined work on the very edge of the abyss." David Silverman, Interpreting Qualitative Data Tweet

While it’s evolved in many incalculable ways, here are four solid improvements that today’s UX qualitative research methods have adopted.

• More user-centered. Over the years, qualitative research in UX has become more user-centered. It holds a greater value in understanding users’ perspectives and experiences. This enhanced focus can be found in qualitative user research methods like user interviews, usability testing, and in focus groups.
• More diverse methods. There are far more methods to conduct quality qualitative research than there were previously. In addition to the traditional methods outlined above (user interviews and focus groups), researchers are now using methods such as diary studies, participatory design, and contextual inquiry to gather data on users’ experiences.
• More empathetic. Empathy is crucial to qualitative research in UX. If you don’t connect with the user, you don’t build for the user. By having a deeper understanding of the users’ needs and wants, techniques like empathy mapping and persona creation have blossomed.
• More collaborative research. Qualitative research in UX has become more collaborative, with a greater emphasis on involving stakeholders in the research process.

Unfortunately, not all stakeholders can easily access specialized user research repositories as the learning curve is too high for what they need it for. If you or your team are facing a similar problem, you might want to try out a free solution: tl;dv.

tl;dv is a remote UX research tool that enables you to record, transcribe, and create timestamps so that you can share the most important parts of your user interviews (or any other call) with ease! Gone are the days of stakeholders struggling to access the voice of the customer . Now they can open a hyperlink in Slack, Notion, or their work chat of choice, and immediately watch the most crucial parts of the recorded user research.

On top of this, if a stakeholder, or anyone else, wants to find a meeting where a specific topic was talked about, they can use the powerful search function by typing in a keyword and it will automatically generate a list of all the videos in which the transcript mentions that keyword.

That’s not all. tl;dv empowers you to take your user research to the next level. Its automated note taking feature encourages you to be fully present in the conversation so that you don’t miss a beat, meanwhile, you’re able to manually add notes where you see fit in a smooth and seamless manner so that you get the best of both worlds. At the end of each meeting, you’ll also receive an AI-generated summary of action points. 

Your qualitative research for UX has never been easier.

7 UX Research Qualitative Methods That’ll Make Your Life Easier

1. usability testing.

While usability testing can be performed one-on-one in a lab, virtual products or online services like websites or apps can be tested effectively and remotely through modern tools and software. 

For usability testing, you essentially observe the user with your product. You’ll watch how they interact with it to help identify pain points, areas for improvement, and potential usability issues.

Some tools and software that product teams can use for usability testing include UserTesting, Maze, Lookback, UserZoom, and Optimal Workshop.

2. User Interviews

User interviews are one of the most reliable ways of arriving at qualitative-derived insights. Essentially, it’s when researchers conduct one-on-one interviews with users to gather data on their goals, behavior, attitudes, and needs. Regardless of whether the interviews take place in person or remotely, this style of research is typically time-consuming, exhausting, complex, and difficult to document.

Until now…

As mentioned above, tl;dv makes the perfect sidekick for user interviews . It’s the best way to accurately capture the users’ needs , wants, and pain points, as well as document them in an effective and easily accessible manner. It’s the quintessential tool for any qualitative user researcher.

It works with both Zoom and Google Meet so you won’t have to switch up your interview style. This actually unbalances the decision making in regards to whether to conduct an interview in person or online. Online meetings can be recorded, transcribed, automatically summarized, and include speaker recognition . The juiciest insights need to be rewatched and shared. It’s impossible to effectively share what a user said and felt in an in-person interview.

3. Heat Mapping

Heat mapping is one of the best UX research qualitative methods because it allows researchers to track and analyze user behavior on a website or app. Heat maps can provide insights into where users are clicking, scrolling, and spending time, which provides a massive boost when it comes to making informed design decisions. 

The most popular heat mapping tool is Hotjar , which offers to let you know everything you ever wanted to know about your website that analytics never told you. Other options for heat mapping tools include Crazy Egg, Mouseflow, and ClickTale.

4. Participatory Design

Participatory design is a qualitative UX research method that involves users in the design process in order to understand their perspectives and ensure that their needs are met.

It can take many forms, such as co-design workshops or user testing with prototypes. At its most basic, users are given creative materials in order to construct their ideal experience. This allows researchers to uncover what matters most to them and why.

Product teams can make use of these excellent tools for participatory design: Miro, Figma, InVision, and Sketch.

5. Focus Groups

Focus groups consist of group discussions about a product or a service to explore new perspectives and identify common themes. It’s a tried and tested method of qualitative user research that can provide insights into user behavior, attitudes, and preferences. 

Often, focus groups are conducted in person, but times are changing. A single Google Meet can hold 100 participants, while a Zoom call can have as many as 300! With tl;dv in the meeting, its powerful AI speaker recognition feature will generate an accurate transcript even with dozens of speakers . Oh, and it’s FREE !

6. Journey Mapping

Journey mapping does exactly what it says on the tin: it maps the customer’s journey and interactions with a product or service. It’s a visual representation which is best used to unearth pain points and opportunities for improvement.

Journey maps are actually a qualitative UX research method that includes some of the others. Interviews, surveys, and user testing all collide to create the customer journey map. This is a way of planning a broader user experience design strategy, which may include plans to redesign specific touchpoints, implement new technologies, or even improve customer support.

Some tools and software that product teams can use for journey mapping include Smaply, Canvanizer, UXPressia, and Lucidchart.

7. Diary Studies

Diary studies are a longitudinal way of measuring the qualitative user experience. Basically, it’s a research method in which data is collected from the same participants over an extended period of time. It typically lasts months.

This research method involves asking participants to record their experiences, behaviors, and thoughts over time, usually in a type of diary, hence the name.

In diary studies, the participants are all recording their personal experiences, but they may use different devices depending on the vision of your research. Whether they write a diary on paper, or keep a digital diary with a camera or smartphone app will depend on your research objectives and how you want to collate the data at the end. 

One of the drawbacks of diary studies is that it can only be done for data that is easily recorded by the participants. This completely rules out any subconscious decisions, which are said to influence 90-95% of human behavior .

If your product team wants to include diary studies into their qualitative user research, then tools like Dscout, Moment Diary, ExperienceFellow, and Qualtrics will be helpful.

Take Your Research Game to the Next Level

With these 7 tips for qualitative research in UX, and a clear understanding of the differences between quantitative and qualitative research, your research game is ready to rocket to the next level. 

Don’t forget to invite tl;dv to your user interviews and focus groups. Your future you will thank you for all the time, energy, and effort saved when using this tool to share actionable insights.

Subscribe and stay up to date with the latest tips and news on Meetings, Sales, Customer Success, Productivity, and Work Culture.

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Qualitative vs. quantitative user research: the answers you will (and won’t) get from each

How much research did you conduct before launching your last marketing campaign? Or running your last A/B test? Who had the final say on your website redesign?

If you want to make better—more profitable—marketing decisions, you need research to back them. Qualitative and quantitative research both have a role to play: together, they give you a rich portrait of what your customers want and need.

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Table of contents

The difference between qualitative and quantitative research

3+ use cases for quantitative and qualitative user research

4 quantitative methods for research & what you’ll learn

3 qualitative research methods & what you’ll learn from them, how to get buy-in for user research—no matter what kind you need to do, the difference between quantitative and qualitative research.

Quantitative research is designed to gather data points in measurable, numerical form. Qualitative research relies on the observation and collection of non-numerical insights such as opinions and motivations. Essentially, quantitative research gives you hard data, while qualitative helps you explore more in-depth ideas.

For digital marketers, a common quantitative source is Google Analytics. Using GA and other traditional  web analytics tools , you can see the raw number of visitors who came to your site, or the percentage of visitors who converted into leads or sales.

Qualitative sources include research methods like  open-ended customer surveys . You can learn about common pain points of your buyers or which product features are most interesting to them. The answers describe the frustrations and desires of your target audience.

Not every source of research is quantitative  or  qualitative. For example, you may send out a standard  Net Promoter Score survey  to customers that includes both quantitative questions (e.g., how likely are they to recommend your product on a 0 to 10 scale) and qualitative questions (e.g., what is the reason for their score).

Using qualitative and quantitative sources together

Why is it useful to ask  both types of questions ? Because quantitative data usually answers the  what  but not the  why :

Google Analytics tells you how many organic visitors came to your site but not why they clicked on your search result

Mailchimp delivers stats on clicks and open-rates but tells you nothing about the particular word or phrase in your subject line (or something else) that inspired the open.

Without qualitative research, you risk creating narrative fallacies that try to explain the  why  when there’s no data to support it.

'Huh', you may think. 'The  bounce rate  is really high for this service page. I bet it’s because the image we’re using isn’t very interesting. We should get new hero images.' That’s a narrative fallacy: a conclusion drawn without data. The bounce rate could be high because your tracking isn’t working well, the page has fewer internal links, the headline is confusing, or a hundred other reasons.

When you want to improve and optimize your website, narrative fallacies undermine your work. Instead of making changes or focusing tests on what the quantitative  and  qualitative data insights suggest, you test ideas based on intuition—and when you do so, fewer tests will generate a ‘lift’, wasting time and money.

Why quantitative and qualitative user research is important: 3 use cases

Research is the backbone of testing. That backbone supports six- and seven-figure business decisions like UX choices for major site relaunches and copy choices for million-dollar ad campaigns. There are three primary use cases:

1. Conversion optimization

On the surface,  conversion optimization  may seem simple: tweak a button color, change a call-to-action, and reap profits. But that’s not how it works, and why lists of  conversion optimization ‘best practices’  are pretty useless.

As my boss Peep Laja likes to say,

“Reduce your prices to 99 cents for every product, and your conversion rates will go up immediately. But you’ll also probably go out of business.”

Conversion optimization is about much more than random site changes. It’s about doing the research to understand what your customers need, what makes them hesitate, and what they think about your product and site experience.

Once you know those answers, you’ll have a better idea of what to test and what to test  first.  It means more tests will deliver money-making improvements, and you’ll make the highest value changes first.

Editor’s note : at Hotjar, we use this  Conversion Optimization Action Plan  that you can copy and re-use as a template to give your optimization efforts more structure. Take a look at the full guide on how to fill it in and  increase conversion rate  using qualitative and quantitative sources.

Learn why your visitors aren’t converting

Hotjar shows you what keeps your visitors from buying, so you can make website changes based on real insights, not assumptions, and watch your conversion rate grow.

2. Site redesigns

Site redesigns are a huge risk. Too often, the decisions around a redesign are made by the highest paid person. If you’ve spent years making minor, data-backed changes to your site, you can quickly throw them away with a big redesign.

The difference between a major redesign and those small changes is known as a ‘radical’ versus ‘iterative’ redesign. If you can stick to iterative redesigns, you’re less likely to spend hundreds of thousands of dollars on a website that performs worse— maybe way worse .

Still, there are some situations when a major redesign is necessary:

Your company makes a major shift in product or brand

You hit the 'local maxima' for your site—the point at which you’ve exhausted all iterative opportunities

You don’t have enough traffic to get the data necessary to run A/B tests

Research is essential to both approaches. It’s also the best way to protect your site during a radical redesign. Quantitative and qualitative data can help justify the design and copy choices that are most likely to make users happy (and make your company more money).

3. Everything else

Great user research does more than just organize your tests or guide a site redesign. That same research can help you understand how to segment your email subscribers, which blog topics you should write about, which product features to highlight, or the copy that’s most likely to earn clicks on Google Ads.

So how do you gather all this data?

Method 1: technical analysis

If you’re an SEO person, you may be most familiar with the technical analysis of a site. Most of this data lives in Google Analytics. The goal of technical analysis is to  identify behind-the-scenes site issues that negatively impact the user experience.

For example, during a technical analysis, you may notice that product pages are exceptionally slow because the image sizes are too large. (You can check page speed  directly in Google Analytics  or in tools like  Google PageSpeed Insights .) Or you may see that users of Android devices have a much higher bounce rate than users of Apple products.

IN THIS EXAMPLE, IT’S EASY TO SEE THAT OLDER VERSIONS OF INTERNET EXPLORER HAVE FAR WORSE CONVERSION RATES—AN ISSUE THAT’S COSTING THIS COMPANY THOUSANDS IN REVENUE

For each component of technical analysis, you’ll come away with hard numbers—pages with load times above 10 seconds, devices with above-average  bounce rates , browsers with below-average conversion rates, etc.

Method 2: digital analytics

The second component of quantitative research, digital analytics, also takes place (mainly) in Google Analytics. There are two goals:

Identify the most important parts of the site

Ignore the metrics that don’t matter

Before you dive into the data, make sure  your tracking is set up properly . Is the tracking code on every page? Are there multiple tracking codes? Is Goal Tracking recording conversions correctly? Analyzing bad data is a waste of time.

(So is analyzing data that doesn’t matter. Metrics like 'Time on Page' are generally useless because they require a second interaction to record the time—the last page every user visits will likely record a Time on Page of 0 seconds.)

What is the most important action someone can take on your site?  For  B2B companies , it may be filling out a lead form. For e-commerce companies, it’s almost certainly completing a purchase. A review of your analytics can show you which pages are valuable and which ones ‘leak’ money.

For example, does a sticky bar on the homepage generate tons of leads? It may be worth testing on other pages. Does a particular product line have a high  cart abandonment  rate? You need to find out what’s causing uncertainty for buyers.

Ultimately, digital analytics should give you a good idea of what people do on your site, and how that compares to what you’d like them to do.

Method 3: mouse tracking

'HOVER MAPS' SHOW MOUSE MOVEMENTS AND 'CLICK MAPS' SHOW ATTEMPTED MOUSE CLICKS

Mouse tracking traces user movements on a website. Often, movements and interactions are layered on top of one another to  create a heat map —red parts represent places with lots of activity; blue sections show areas that get ignored (by the mouse, at least). There are different types of  heat map  reports you can use:

Reports that show where the mouse moved are known as 'hover’ or ‘ move maps '

‘ Click maps ', that highlight hotspots based on clicks

‘ Scroll maps’ which use scroll tracking to record how far down the page users went

A fourth type of report is  session replays , which log the ways individual users interact with and browse through different pages.

There are two common learnings from this type of analysis:

Identifying elements that visitors think are links but cannot be clicked. This is usually an easy issue to solve—simply expand or add a clickable area.

Seeing how far users make it 'below the fold', if at all. On many websites, users never scroll below the fold. Understanding if they scroll (and how far) can help you figure out where to put important content. You don’t want to leave critical information where no one sees it.

Method 4. user testing (quantitative feedback)

User testing  allows real people to use and give feedback about your website, which in turn helps you collect quantitative and qualitative data (the latter is discussed in the next section).

Typically, you provide the user with a task and record their screen movements and narration as they complete the task. There are three types of tasks:

Broad: 'find a chef’s knife'

Specific: 'find a 10-inch Wusthof chef’s knife'

Funnel completion: 'find a chef’s knife and complete the purchase'

The quantitative feedback is usually the amount of time it takes a user to complete a task. For example, if you’re revamping your checkout process, you can time users on the old site and the new. If the new version reduces the checkout time by 30%, you know you’ve made progress.

If it takes longer than the previous version, the 'intuitive' design changes may not be so intuitive after all. The good news is that you have a chance to fix those issues now before pushing the new site live: you don’t want to realize your mistake only after revenue begins to decline.

Too often, marketers ignore qualitative research. It’s messier, and it can be expensive. But it’s also vital—you learn what your customers think and, critically, the words they use to describe their thoughts. Often, that information translates directly into high-converting copy.

These are the three primary qualitative methods of research:

Method 1: heuristic analysis

At the beginning of this article, I mentioned the danger of relying on opinion instead of research. While that’s true, an expert’s opinion still has value. That’s what a heuristic analysis is: an experience-based assessment of your website run by an expert,  based on an evaluation framework.  For example, here’s the one we use at CXL:

Relevancy : Does the page meet user expectations?

Clarity : Is the content/offer on the page as clear as possible?

Value : Is the page communicating value to the user? Can it do better?

Friction : What on the page is causing doubts, hesitations, or uncertainties?

Distraction : What on the page does not help the user take action?

The takeaways from a heuristic analysis are not absolutes. Instead, like other research components, they’re pieces of the puzzle.

Once you’ve conducted all your research, you’ll be able to see which other data points reinforce your heuristic takeaways.

Method 2: online surveys

OPEN-ENDED EXIT SURVEYS CAN PROVIDE BITS OF INFORMATION ABOUT WHAT CAUSES FRICTION FOR USERS ON YOUR WEBSITE.

Surveys are a huge topic —enough to deserve way more than a section of a blog post. That said, here are a few guidelines.

If you want to survey site users, you can run on-page surveys or exit surveys:

On-page surveys typically target a subset of pages. For example, you could ask blog visitors which topics they’d like to learn more about.

Exit surveys prompt users to finish a survey just before they leave your site.

On-site surveys are best to gather smaller bits of qualitative research. If you want deeper feedback, you’ll need to conduct user interviews (by phone or focus group), send out a survey to email subscribers/customers, or pay for a research panel to push a survey to your target audience.

To make qualitative surveys successful:

Ask open-ended questions : you’ll learn more from open-ended research questions than you will from yes/no or multiple-choice questions. When it comes to qualitative feedback, you want to learn what customers really think—and to hear them explain it in their own words.

Avoid leading questions : it’s easy to guide customers toward an answer. For example, if you’re redesigning your website and ask, '”How easy was the checkout process?” you’ve already planted the word 'easy' in their head. It would be better to ask, “Describe your experience during checkout” or “How easy or hard was it to check out?”

Code your answers properly : coding is a manual process to group answers thematically and analyze them . Coding will help you spot the patterns in responses and, as a result, see how those patterns align with other data points.

Method 3: user testing (qualitative feedback)

The qualitative component of user testing is two-fold:

First, you can listen to users narrate their experience. User testing subjects are asked to 'think out loud' as they move through your website. By getting access to their thoughts, you learn how they feel about particular elements and more about why something is easy or hard.

Additionally, you can give user testing subjects a post-task survey. It’s best to deliver the survey as quickly as possible before memory fades.

It’s not easy to get buy-in for UX research: it can slow down a site relaunch and require a decent chunk of change. That doesn’t make it less essential.

One of the strongest cases you can make for user research is how much money it  saves :

Development resources are expensive. Conducting research before coding a site design makes it more likely that early decisions will be the right ones. Recoding large sections of the site is more expensive than upfront research.

You’re already spending money on CRO and ads. If you’re already spending thousands or millions to optimize or promote a site, shouldn’t you invest a few thousand dollars to give CRO and ad teams the research they need to spend those resources wisely?

Building a culture of research

If you’re just getting started with user experience research, here’s an outline of the five-step process to make it part of your company’s culture:

Build an internal team of advocates. Almost every marketing team will use research—SEO, PPC, CRO, content, etc. Find members of other teams to support the cause and help make the case.

Create a framework/outline of the process. You’ll struggle to earn buy-in if you just ask for funds for 'research’. The methods outlined above will help you make more specific requests, including the tools you may need.

Make user research visible in your company. The benefits of research aren’t always visible—they may result in better test prioritization or blog topic selection. Posting outcomes of research (like user personas ) around the office can help remind colleagues about the value of the effort.

MAILCHIMP DECORATES ITS WALLS WITH USER PERSONAS TO SHOWCASE THE VALUE OF RESEARCH ( IMAGE SOURCE )

4.  Prototype changes.  This is 'iterative' redesign. Test potential site changes to see which features improve key outcomes. Just make sure you have enough traffic to get a  valid sample size .

5.  Build a proof of concept.  A proof of concept connects your prototype to revenue. So, for example, if you want to redesign  every  product page, a test on a percentage of product pages can help estimate the potential revenue from a larger overhaul.

Once you’ve conducted your research, you can sift through all the data—quantitative and qualitative—to organize your findings. Those with the highest potential value should be tested or implemented first.

And just as you never stop testing, research doesn’t stop either. With every analytics check-up, session recording, or open-ended survey, you’ll learn something new.

If you use that information wisely, you’ll translate more knowledge into more revenue.

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Home » Qualitative Research – Methods, Analysis Types and Guide

Qualitative Research – Methods, Analysis Types and Guide

Table of Contents

Qualitative Research

Qualitative research is a type of research methodology that focuses on exploring and understanding people’s beliefs, attitudes, behaviors, and experiences through the collection and analysis of non-numerical data. It seeks to answer research questions through the examination of subjective data, such as interviews, focus groups, observations, and textual analysis.

Qualitative research aims to uncover the meaning and significance of social phenomena, and it typically involves a more flexible and iterative approach to data collection and analysis compared to quantitative research. Qualitative research is often used in fields such as sociology, anthropology, psychology, and education.

Qualitative Research Methods

Qualitative Research Methods are as follows:

One-to-One Interview

This method involves conducting an interview with a single participant to gain a detailed understanding of their experiences, attitudes, and beliefs. One-to-one interviews can be conducted in-person, over the phone, or through video conferencing. The interviewer typically uses open-ended questions to encourage the participant to share their thoughts and feelings. One-to-one interviews are useful for gaining detailed insights into individual experiences.

Focus Groups

This method involves bringing together a group of people to discuss a specific topic in a structured setting. The focus group is led by a moderator who guides the discussion and encourages participants to share their thoughts and opinions. Focus groups are useful for generating ideas and insights, exploring social norms and attitudes, and understanding group dynamics.

Ethnographic Studies

This method involves immersing oneself in a culture or community to gain a deep understanding of its norms, beliefs, and practices. Ethnographic studies typically involve long-term fieldwork and observation, as well as interviews and document analysis. Ethnographic studies are useful for understanding the cultural context of social phenomena and for gaining a holistic understanding of complex social processes.

Text Analysis

This method involves analyzing written or spoken language to identify patterns and themes. Text analysis can be quantitative or qualitative. Qualitative text analysis involves close reading and interpretation of texts to identify recurring themes, concepts, and patterns. Text analysis is useful for understanding media messages, public discourse, and cultural trends.

This method involves an in-depth examination of a single person, group, or event to gain an understanding of complex phenomena. Case studies typically involve a combination of data collection methods, such as interviews, observations, and document analysis, to provide a comprehensive understanding of the case. Case studies are useful for exploring unique or rare cases, and for generating hypotheses for further research.

Process of Observation

This method involves systematically observing and recording behaviors and interactions in natural settings. The observer may take notes, use audio or video recordings, or use other methods to document what they see. Process of observation is useful for understanding social interactions, cultural practices, and the context in which behaviors occur.

Record Keeping

This method involves keeping detailed records of observations, interviews, and other data collected during the research process. Record keeping is essential for ensuring the accuracy and reliability of the data, and for providing a basis for analysis and interpretation.

This method involves collecting data from a large sample of participants through a structured questionnaire. Surveys can be conducted in person, over the phone, through mail, or online. Surveys are useful for collecting data on attitudes, beliefs, and behaviors, and for identifying patterns and trends in a population.

Qualitative data analysis is a process of turning unstructured data into meaningful insights. It involves extracting and organizing information from sources like interviews, focus groups, and surveys. The goal is to understand people’s attitudes, behaviors, and motivations

Qualitative Research Analysis Methods

Qualitative Research analysis methods involve a systematic approach to interpreting and making sense of the data collected in qualitative research. Here are some common qualitative data analysis methods:

Thematic Analysis

This method involves identifying patterns or themes in the data that are relevant to the research question. The researcher reviews the data, identifies keywords or phrases, and groups them into categories or themes. Thematic analysis is useful for identifying patterns across multiple data sources and for generating new insights into the research topic.

Content Analysis

This method involves analyzing the content of written or spoken language to identify key themes or concepts. Content analysis can be quantitative or qualitative. Qualitative content analysis involves close reading and interpretation of texts to identify recurring themes, concepts, and patterns. Content analysis is useful for identifying patterns in media messages, public discourse, and cultural trends.

Discourse Analysis

This method involves analyzing language to understand how it constructs meaning and shapes social interactions. Discourse analysis can involve a variety of methods, such as conversation analysis, critical discourse analysis, and narrative analysis. Discourse analysis is useful for understanding how language shapes social interactions, cultural norms, and power relationships.

Grounded Theory Analysis

This method involves developing a theory or explanation based on the data collected. Grounded theory analysis starts with the data and uses an iterative process of coding and analysis to identify patterns and themes in the data. The theory or explanation that emerges is grounded in the data, rather than preconceived hypotheses. Grounded theory analysis is useful for understanding complex social phenomena and for generating new theoretical insights.

Narrative Analysis

This method involves analyzing the stories or narratives that participants share to gain insights into their experiences, attitudes, and beliefs. Narrative analysis can involve a variety of methods, such as structural analysis, thematic analysis, and discourse analysis. Narrative analysis is useful for understanding how individuals construct their identities, make sense of their experiences, and communicate their values and beliefs.

Phenomenological Analysis

This method involves analyzing how individuals make sense of their experiences and the meanings they attach to them. Phenomenological analysis typically involves in-depth interviews with participants to explore their experiences in detail. Phenomenological analysis is useful for understanding subjective experiences and for developing a rich understanding of human consciousness.

Comparative Analysis

This method involves comparing and contrasting data across different cases or groups to identify similarities and differences. Comparative analysis can be used to identify patterns or themes that are common across multiple cases, as well as to identify unique or distinctive features of individual cases. Comparative analysis is useful for understanding how social phenomena vary across different contexts and groups.

Applications of Qualitative Research

Qualitative research has many applications across different fields and industries. Here are some examples of how qualitative research is used:

• Market Research: Qualitative research is often used in market research to understand consumer attitudes, behaviors, and preferences. Researchers conduct focus groups and one-on-one interviews with consumers to gather insights into their experiences and perceptions of products and services.
• Health Care: Qualitative research is used in health care to explore patient experiences and perspectives on health and illness. Researchers conduct in-depth interviews with patients and their families to gather information on their experiences with different health care providers and treatments.
• Education: Qualitative research is used in education to understand student experiences and to develop effective teaching strategies. Researchers conduct classroom observations and interviews with students and teachers to gather insights into classroom dynamics and instructional practices.
• Social Work : Qualitative research is used in social work to explore social problems and to develop interventions to address them. Researchers conduct in-depth interviews with individuals and families to understand their experiences with poverty, discrimination, and other social problems.
• Anthropology : Qualitative research is used in anthropology to understand different cultures and societies. Researchers conduct ethnographic studies and observe and interview members of different cultural groups to gain insights into their beliefs, practices, and social structures.
• Psychology : Qualitative research is used in psychology to understand human behavior and mental processes. Researchers conduct in-depth interviews with individuals to explore their thoughts, feelings, and experiences.
• Public Policy : Qualitative research is used in public policy to explore public attitudes and to inform policy decisions. Researchers conduct focus groups and one-on-one interviews with members of the public to gather insights into their perspectives on different policy issues.

How to Conduct Qualitative Research

Here are some general steps for conducting qualitative research:

• Identify your research question: Qualitative research starts with a research question or set of questions that you want to explore. This question should be focused and specific, but also broad enough to allow for exploration and discovery.
• Select your research design: There are different types of qualitative research designs, including ethnography, case study, grounded theory, and phenomenology. You should select a design that aligns with your research question and that will allow you to gather the data you need to answer your research question.
• Recruit participants: Once you have your research question and design, you need to recruit participants. The number of participants you need will depend on your research design and the scope of your research. You can recruit participants through advertisements, social media, or through personal networks.
• Collect data: There are different methods for collecting qualitative data, including interviews, focus groups, observation, and document analysis. You should select the method or methods that align with your research design and that will allow you to gather the data you need to answer your research question.
• Analyze data: Once you have collected your data, you need to analyze it. This involves reviewing your data, identifying patterns and themes, and developing codes to organize your data. You can use different software programs to help you analyze your data, or you can do it manually.
• Interpret data: Once you have analyzed your data, you need to interpret it. This involves making sense of the patterns and themes you have identified, and developing insights and conclusions that answer your research question. You should be guided by your research question and use your data to support your conclusions.
• Communicate results: Once you have interpreted your data, you need to communicate your results. This can be done through academic papers, presentations, or reports. You should be clear and concise in your communication, and use examples and quotes from your data to support your findings.

Examples of Qualitative Research

Here are some real-time examples of qualitative research:

• Customer Feedback: A company may conduct qualitative research to understand the feedback and experiences of its customers. This may involve conducting focus groups or one-on-one interviews with customers to gather insights into their attitudes, behaviors, and preferences.
• Healthcare : A healthcare provider may conduct qualitative research to explore patient experiences and perspectives on health and illness. This may involve conducting in-depth interviews with patients and their families to gather information on their experiences with different health care providers and treatments.
• Education : An educational institution may conduct qualitative research to understand student experiences and to develop effective teaching strategies. This may involve conducting classroom observations and interviews with students and teachers to gather insights into classroom dynamics and instructional practices.
• Social Work: A social worker may conduct qualitative research to explore social problems and to develop interventions to address them. This may involve conducting in-depth interviews with individuals and families to understand their experiences with poverty, discrimination, and other social problems.
• Anthropology : An anthropologist may conduct qualitative research to understand different cultures and societies. This may involve conducting ethnographic studies and observing and interviewing members of different cultural groups to gain insights into their beliefs, practices, and social structures.
• Psychology : A psychologist may conduct qualitative research to understand human behavior and mental processes. This may involve conducting in-depth interviews with individuals to explore their thoughts, feelings, and experiences.
• Public Policy: A government agency or non-profit organization may conduct qualitative research to explore public attitudes and to inform policy decisions. This may involve conducting focus groups and one-on-one interviews with members of the public to gather insights into their perspectives on different policy issues.

Purpose of Qualitative Research

The purpose of qualitative research is to explore and understand the subjective experiences, behaviors, and perspectives of individuals or groups in a particular context. Unlike quantitative research, which focuses on numerical data and statistical analysis, qualitative research aims to provide in-depth, descriptive information that can help researchers develop insights and theories about complex social phenomena.

Qualitative research can serve multiple purposes, including:

• Exploring new or emerging phenomena : Qualitative research can be useful for exploring new or emerging phenomena, such as new technologies or social trends. This type of research can help researchers develop a deeper understanding of these phenomena and identify potential areas for further study.
• Understanding complex social phenomena : Qualitative research can be useful for exploring complex social phenomena, such as cultural beliefs, social norms, or political processes. This type of research can help researchers develop a more nuanced understanding of these phenomena and identify factors that may influence them.
• Generating new theories or hypotheses: Qualitative research can be useful for generating new theories or hypotheses about social phenomena. By gathering rich, detailed data about individuals’ experiences and perspectives, researchers can develop insights that may challenge existing theories or lead to new lines of inquiry.
• Providing context for quantitative data: Qualitative research can be useful for providing context for quantitative data. By gathering qualitative data alongside quantitative data, researchers can develop a more complete understanding of complex social phenomena and identify potential explanations for quantitative findings.

When to use Qualitative Research

Here are some situations where qualitative research may be appropriate:

• Exploring a new area: If little is known about a particular topic, qualitative research can help to identify key issues, generate hypotheses, and develop new theories.
• Understanding complex phenomena: Qualitative research can be used to investigate complex social, cultural, or organizational phenomena that are difficult to measure quantitatively.
• Investigating subjective experiences: Qualitative research is particularly useful for investigating the subjective experiences of individuals or groups, such as their attitudes, beliefs, values, or emotions.
• Conducting formative research: Qualitative research can be used in the early stages of a research project to develop research questions, identify potential research participants, and refine research methods.
• Evaluating interventions or programs: Qualitative research can be used to evaluate the effectiveness of interventions or programs by collecting data on participants’ experiences, attitudes, and behaviors.

Characteristics of Qualitative Research

Qualitative research is characterized by several key features, including:

• Focus on subjective experience: Qualitative research is concerned with understanding the subjective experiences, beliefs, and perspectives of individuals or groups in a particular context. Researchers aim to explore the meanings that people attach to their experiences and to understand the social and cultural factors that shape these meanings.
• Use of open-ended questions: Qualitative research relies on open-ended questions that allow participants to provide detailed, in-depth responses. Researchers seek to elicit rich, descriptive data that can provide insights into participants’ experiences and perspectives.
• Sampling-based on purpose and diversity: Qualitative research often involves purposive sampling, in which participants are selected based on specific criteria related to the research question. Researchers may also seek to include participants with diverse experiences and perspectives to capture a range of viewpoints.
• Data collection through multiple methods: Qualitative research typically involves the use of multiple data collection methods, such as in-depth interviews, focus groups, and observation. This allows researchers to gather rich, detailed data from multiple sources, which can provide a more complete picture of participants’ experiences and perspectives.
• Inductive data analysis: Qualitative research relies on inductive data analysis, in which researchers develop theories and insights based on the data rather than testing pre-existing hypotheses. Researchers use coding and thematic analysis to identify patterns and themes in the data and to develop theories and explanations based on these patterns.
• Emphasis on researcher reflexivity: Qualitative research recognizes the importance of the researcher’s role in shaping the research process and outcomes. Researchers are encouraged to reflect on their own biases and assumptions and to be transparent about their role in the research process.

Advantages of Qualitative Research

Qualitative research offers several advantages over other research methods, including:

• Depth and detail: Qualitative research allows researchers to gather rich, detailed data that provides a deeper understanding of complex social phenomena. Through in-depth interviews, focus groups, and observation, researchers can gather detailed information about participants’ experiences and perspectives that may be missed by other research methods.
• Flexibility : Qualitative research is a flexible approach that allows researchers to adapt their methods to the research question and context. Researchers can adjust their research methods in real-time to gather more information or explore unexpected findings.
• Contextual understanding: Qualitative research is well-suited to exploring the social and cultural context in which individuals or groups are situated. Researchers can gather information about cultural norms, social structures, and historical events that may influence participants’ experiences and perspectives.
• Participant perspective : Qualitative research prioritizes the perspective of participants, allowing researchers to explore subjective experiences and understand the meanings that participants attach to their experiences.
• Theory development: Qualitative research can contribute to the development of new theories and insights about complex social phenomena. By gathering rich, detailed data and using inductive data analysis, researchers can develop new theories and explanations that may challenge existing understandings.
• Validity : Qualitative research can offer high validity by using multiple data collection methods, purposive and diverse sampling, and researcher reflexivity. This can help ensure that findings are credible and trustworthy.

Limitations of Qualitative Research

Qualitative research also has some limitations, including:

• Subjectivity : Qualitative research relies on the subjective interpretation of researchers, which can introduce bias into the research process. The researcher’s perspective, beliefs, and experiences can influence the way data is collected, analyzed, and interpreted.
• Limited generalizability: Qualitative research typically involves small, purposive samples that may not be representative of larger populations. This limits the generalizability of findings to other contexts or populations.
• Time-consuming: Qualitative research can be a time-consuming process, requiring significant resources for data collection, analysis, and interpretation.
• Resource-intensive: Qualitative research may require more resources than other research methods, including specialized training for researchers, specialized software for data analysis, and transcription services.
• Limited reliability: Qualitative research may be less reliable than quantitative research, as it relies on the subjective interpretation of researchers. This can make it difficult to replicate findings or compare results across different studies.
• Ethics and confidentiality: Qualitative research involves collecting sensitive information from participants, which raises ethical concerns about confidentiality and informed consent. Researchers must take care to protect the privacy and confidentiality of participants and obtain informed consent.

Also see Research Methods

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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How to use and assess qualitative research methods

Loraine busetto.

1 Department of Neurology, Heidelberg University Hospital, Im Neuenheimer Feld 400, 69120 Heidelberg, Germany

Wolfgang Wick

2 Clinical Cooperation Unit Neuro-Oncology, German Cancer Research Center, Heidelberg, Germany

Christoph Gumbinger

Associated data.

Not applicable.

This paper aims to provide an overview of the use and assessment of qualitative research methods in the health sciences. Qualitative research can be defined as the study of the nature of phenomena and is especially appropriate for answering questions of why something is (not) observed, assessing complex multi-component interventions, and focussing on intervention improvement. The most common methods of data collection are document study, (non-) participant observations, semi-structured interviews and focus groups. For data analysis, field-notes and audio-recordings are transcribed into protocols and transcripts, and coded using qualitative data management software. Criteria such as checklists, reflexivity, sampling strategies, piloting, co-coding, member-checking and stakeholder involvement can be used to enhance and assess the quality of the research conducted. Using qualitative in addition to quantitative designs will equip us with better tools to address a greater range of research problems, and to fill in blind spots in current neurological research and practice.

The aim of this paper is to provide an overview of qualitative research methods, including hands-on information on how they can be used, reported and assessed. This article is intended for beginning qualitative researchers in the health sciences as well as experienced quantitative researchers who wish to broaden their understanding of qualitative research.

What is qualitative research?

Qualitative research is defined as “the study of the nature of phenomena”, including “their quality, different manifestations, the context in which they appear or the perspectives from which they can be perceived” , but excluding “their range, frequency and place in an objectively determined chain of cause and effect” [ 1 ]. This formal definition can be complemented with a more pragmatic rule of thumb: qualitative research generally includes data in form of words rather than numbers [ 2 ].

Why conduct qualitative research?

Because some research questions cannot be answered using (only) quantitative methods. For example, one Australian study addressed the issue of why patients from Aboriginal communities often present late or not at all to specialist services offered by tertiary care hospitals. Using qualitative interviews with patients and staff, it found one of the most significant access barriers to be transportation problems, including some towns and communities simply not having a bus service to the hospital [ 3 ]. A quantitative study could have measured the number of patients over time or even looked at possible explanatory factors – but only those previously known or suspected to be of relevance. To discover reasons for observed patterns, especially the invisible or surprising ones, qualitative designs are needed.

While qualitative research is common in other fields, it is still relatively underrepresented in health services research. The latter field is more traditionally rooted in the evidence-based-medicine paradigm, as seen in " research that involves testing the effectiveness of various strategies to achieve changes in clinical practice, preferably applying randomised controlled trial study designs (...) " [ 4 ]. This focus on quantitative research and specifically randomised controlled trials (RCT) is visible in the idea of a hierarchy of research evidence which assumes that some research designs are objectively better than others, and that choosing a "lesser" design is only acceptable when the better ones are not practically or ethically feasible [ 5 , 6 ]. Others, however, argue that an objective hierarchy does not exist, and that, instead, the research design and methods should be chosen to fit the specific research question at hand – "questions before methods" [ 2 , 7 – 9 ]. This means that even when an RCT is possible, some research problems require a different design that is better suited to addressing them. Arguing in JAMA, Berwick uses the example of rapid response teams in hospitals, which he describes as " a complex, multicomponent intervention – essentially a process of social change" susceptible to a range of different context factors including leadership or organisation history. According to him, "[in] such complex terrain, the RCT is an impoverished way to learn. Critics who use it as a truth standard in this context are incorrect" [ 8 ] . Instead of limiting oneself to RCTs, Berwick recommends embracing a wider range of methods , including qualitative ones, which for "these specific applications, (...) are not compromises in learning how to improve; they are superior" [ 8 ].

Research problems that can be approached particularly well using qualitative methods include assessing complex multi-component interventions or systems (of change), addressing questions beyond “what works”, towards “what works for whom when, how and why”, and focussing on intervention improvement rather than accreditation [ 7 , 9 – 12 ]. Using qualitative methods can also help shed light on the “softer” side of medical treatment. For example, while quantitative trials can measure the costs and benefits of neuro-oncological treatment in terms of survival rates or adverse effects, qualitative research can help provide a better understanding of patient or caregiver stress, visibility of illness or out-of-pocket expenses.

How to conduct qualitative research?

Given that qualitative research is characterised by flexibility, openness and responsivity to context, the steps of data collection and analysis are not as separate and consecutive as they tend to be in quantitative research [ 13 , 14 ]. As Fossey puts it : “sampling, data collection, analysis and interpretation are related to each other in a cyclical (iterative) manner, rather than following one after another in a stepwise approach” [ 15 ]. The researcher can make educated decisions with regard to the choice of method, how they are implemented, and to which and how many units they are applied [ 13 ]. As shown in Fig.  1 , this can involve several back-and-forth steps between data collection and analysis where new insights and experiences can lead to adaption and expansion of the original plan. Some insights may also necessitate a revision of the research question and/or the research design as a whole. The process ends when saturation is achieved, i.e. when no relevant new information can be found (see also below: sampling and saturation). For reasons of transparency, it is essential for all decisions as well as the underlying reasoning to be well-documented.

Iterative research process

While it is not always explicitly addressed, qualitative methods reflect a different underlying research paradigm than quantitative research (e.g. constructivism or interpretivism as opposed to positivism). The choice of methods can be based on the respective underlying substantive theory or theoretical framework used by the researcher [ 2 ].

Data collection

The methods of qualitative data collection most commonly used in health research are document study, observations, semi-structured interviews and focus groups [ 1 , 14 , 16 , 17 ].

Document study

Document study (also called document analysis) refers to the review by the researcher of written materials [ 14 ]. These can include personal and non-personal documents such as archives, annual reports, guidelines, policy documents, diaries or letters.

Observations

Observations are particularly useful to gain insights into a certain setting and actual behaviour – as opposed to reported behaviour or opinions [ 13 ]. Qualitative observations can be either participant or non-participant in nature. In participant observations, the observer is part of the observed setting, for example a nurse working in an intensive care unit [ 18 ]. In non-participant observations, the observer is “on the outside looking in”, i.e. present in but not part of the situation, trying not to influence the setting by their presence. Observations can be planned (e.g. for 3 h during the day or night shift) or ad hoc (e.g. as soon as a stroke patient arrives at the emergency room). During the observation, the observer takes notes on everything or certain pre-determined parts of what is happening around them, for example focusing on physician-patient interactions or communication between different professional groups. Written notes can be taken during or after the observations, depending on feasibility (which is usually lower during participant observations) and acceptability (e.g. when the observer is perceived to be judging the observed). Afterwards, these field notes are transcribed into observation protocols. If more than one observer was involved, field notes are taken independently, but notes can be consolidated into one protocol after discussions. Advantages of conducting observations include minimising the distance between the researcher and the researched, the potential discovery of topics that the researcher did not realise were relevant and gaining deeper insights into the real-world dimensions of the research problem at hand [ 18 ].

Semi-structured interviews

Hijmans & Kuyper describe qualitative interviews as “an exchange with an informal character, a conversation with a goal” [ 19 ]. Interviews are used to gain insights into a person’s subjective experiences, opinions and motivations – as opposed to facts or behaviours [ 13 ]. Interviews can be distinguished by the degree to which they are structured (i.e. a questionnaire), open (e.g. free conversation or autobiographical interviews) or semi-structured [ 2 , 13 ]. Semi-structured interviews are characterized by open-ended questions and the use of an interview guide (or topic guide/list) in which the broad areas of interest, sometimes including sub-questions, are defined [ 19 ]. The pre-defined topics in the interview guide can be derived from the literature, previous research or a preliminary method of data collection, e.g. document study or observations. The topic list is usually adapted and improved at the start of the data collection process as the interviewer learns more about the field [ 20 ]. Across interviews the focus on the different (blocks of) questions may differ and some questions may be skipped altogether (e.g. if the interviewee is not able or willing to answer the questions or for concerns about the total length of the interview) [ 20 ]. Qualitative interviews are usually not conducted in written format as it impedes on the interactive component of the method [ 20 ]. In comparison to written surveys, qualitative interviews have the advantage of being interactive and allowing for unexpected topics to emerge and to be taken up by the researcher. This can also help overcome a provider or researcher-centred bias often found in written surveys, which by nature, can only measure what is already known or expected to be of relevance to the researcher. Interviews can be audio- or video-taped; but sometimes it is only feasible or acceptable for the interviewer to take written notes [ 14 , 16 , 20 ].

Focus groups

Focus groups are group interviews to explore participants’ expertise and experiences, including explorations of how and why people behave in certain ways [ 1 ]. Focus groups usually consist of 6–8 people and are led by an experienced moderator following a topic guide or “script” [ 21 ]. They can involve an observer who takes note of the non-verbal aspects of the situation, possibly using an observation guide [ 21 ]. Depending on researchers’ and participants’ preferences, the discussions can be audio- or video-taped and transcribed afterwards [ 21 ]. Focus groups are useful for bringing together homogeneous (to a lesser extent heterogeneous) groups of participants with relevant expertise and experience on a given topic on which they can share detailed information [ 21 ]. Focus groups are a relatively easy, fast and inexpensive method to gain access to information on interactions in a given group, i.e. “the sharing and comparing” among participants [ 21 ]. Disadvantages include less control over the process and a lesser extent to which each individual may participate. Moreover, focus group moderators need experience, as do those tasked with the analysis of the resulting data. Focus groups can be less appropriate for discussing sensitive topics that participants might be reluctant to disclose in a group setting [ 13 ]. Moreover, attention must be paid to the emergence of “groupthink” as well as possible power dynamics within the group, e.g. when patients are awed or intimidated by health professionals.

Choosing the “right” method

As explained above, the school of thought underlying qualitative research assumes no objective hierarchy of evidence and methods. This means that each choice of single or combined methods has to be based on the research question that needs to be answered and a critical assessment with regard to whether or to what extent the chosen method can accomplish this – i.e. the “fit” between question and method [ 14 ]. It is necessary for these decisions to be documented when they are being made, and to be critically discussed when reporting methods and results.

Let us assume that our research aim is to examine the (clinical) processes around acute endovascular treatment (EVT), from the patient’s arrival at the emergency room to recanalization, with the aim to identify possible causes for delay and/or other causes for sub-optimal treatment outcome. As a first step, we could conduct a document study of the relevant standard operating procedures (SOPs) for this phase of care – are they up-to-date and in line with current guidelines? Do they contain any mistakes, irregularities or uncertainties that could cause delays or other problems? Regardless of the answers to these questions, the results have to be interpreted based on what they are: a written outline of what care processes in this hospital should look like. If we want to know what they actually look like in practice, we can conduct observations of the processes described in the SOPs. These results can (and should) be analysed in themselves, but also in comparison to the results of the document analysis, especially as regards relevant discrepancies. Do the SOPs outline specific tests for which no equipment can be observed or tasks to be performed by specialized nurses who are not present during the observation? It might also be possible that the written SOP is outdated, but the actual care provided is in line with current best practice. In order to find out why these discrepancies exist, it can be useful to conduct interviews. Are the physicians simply not aware of the SOPs (because their existence is limited to the hospital’s intranet) or do they actively disagree with them or does the infrastructure make it impossible to provide the care as described? Another rationale for adding interviews is that some situations (or all of their possible variations for different patient groups or the day, night or weekend shift) cannot practically or ethically be observed. In this case, it is possible to ask those involved to report on their actions – being aware that this is not the same as the actual observation. A senior physician’s or hospital manager’s description of certain situations might differ from a nurse’s or junior physician’s one, maybe because they intentionally misrepresent facts or maybe because different aspects of the process are visible or important to them. In some cases, it can also be relevant to consider to whom the interviewee is disclosing this information – someone they trust, someone they are otherwise not connected to, or someone they suspect or are aware of being in a potentially “dangerous” power relationship to them. Lastly, a focus group could be conducted with representatives of the relevant professional groups to explore how and why exactly they provide care around EVT. The discussion might reveal discrepancies (between SOPs and actual care or between different physicians) and motivations to the researchers as well as to the focus group members that they might not have been aware of themselves. For the focus group to deliver relevant information, attention has to be paid to its composition and conduct, for example, to make sure that all participants feel safe to disclose sensitive or potentially problematic information or that the discussion is not dominated by (senior) physicians only. The resulting combination of data collection methods is shown in Fig.  2 .

Possible combination of data collection methods

Attributions for icons: “Book” by Serhii Smirnov, “Interview” by Adrien Coquet, FR, “Magnifying Glass” by anggun, ID, “Business communication” by Vectors Market; all from the Noun Project

The combination of multiple data source as described for this example can be referred to as “triangulation”, in which multiple measurements are carried out from different angles to achieve a more comprehensive understanding of the phenomenon under study [ 22 , 23 ].

Data analysis

To analyse the data collected through observations, interviews and focus groups these need to be transcribed into protocols and transcripts (see Fig.  3 ). Interviews and focus groups can be transcribed verbatim , with or without annotations for behaviour (e.g. laughing, crying, pausing) and with or without phonetic transcription of dialects and filler words, depending on what is expected or known to be relevant for the analysis. In the next step, the protocols and transcripts are coded , that is, marked (or tagged, labelled) with one or more short descriptors of the content of a sentence or paragraph [ 2 , 15 , 23 ]. Jansen describes coding as “connecting the raw data with “theoretical” terms” [ 20 ]. In a more practical sense, coding makes raw data sortable. This makes it possible to extract and examine all segments describing, say, a tele-neurology consultation from multiple data sources (e.g. SOPs, emergency room observations, staff and patient interview). In a process of synthesis and abstraction, the codes are then grouped, summarised and/or categorised [ 15 , 20 ]. The end product of the coding or analysis process is a descriptive theory of the behavioural pattern under investigation [ 20 ]. The coding process is performed using qualitative data management software, the most common ones being InVivo, MaxQDA and Atlas.ti. It should be noted that these are data management tools which support the analysis performed by the researcher(s) [ 14 ].

From data collection to data analysis

Attributions for icons: see Fig. ​ Fig.2, 2 , also “Speech to text” by Trevor Dsouza, “Field Notes” by Mike O’Brien, US, “Voice Record” by ProSymbols, US, “Inspection” by Made, AU, and “Cloud” by Graphic Tigers; all from the Noun Project

How to report qualitative research?

Protocols of qualitative research can be published separately and in advance of the study results. However, the aim is not the same as in RCT protocols, i.e. to pre-define and set in stone the research questions and primary or secondary endpoints. Rather, it is a way to describe the research methods in detail, which might not be possible in the results paper given journals’ word limits. Qualitative research papers are usually longer than their quantitative counterparts to allow for deep understanding and so-called “thick description”. In the methods section, the focus is on transparency of the methods used, including why, how and by whom they were implemented in the specific study setting, so as to enable a discussion of whether and how this may have influenced data collection, analysis and interpretation. The results section usually starts with a paragraph outlining the main findings, followed by more detailed descriptions of, for example, the commonalities, discrepancies or exceptions per category [ 20 ]. Here it is important to support main findings by relevant quotations, which may add information, context, emphasis or real-life examples [ 20 , 23 ]. It is subject to debate in the field whether it is relevant to state the exact number or percentage of respondents supporting a certain statement (e.g. “Five interviewees expressed negative feelings towards XYZ”) [ 21 ].

How to combine qualitative with quantitative research?

Qualitative methods can be combined with other methods in multi- or mixed methods designs, which “[employ] two or more different methods [ …] within the same study or research program rather than confining the research to one single method” [ 24 ]. Reasons for combining methods can be diverse, including triangulation for corroboration of findings, complementarity for illustration and clarification of results, expansion to extend the breadth and range of the study, explanation of (unexpected) results generated with one method with the help of another, or offsetting the weakness of one method with the strength of another [ 1 , 17 , 24 – 26 ]. The resulting designs can be classified according to when, why and how the different quantitative and/or qualitative data strands are combined. The three most common types of mixed method designs are the convergent parallel design , the explanatory sequential design and the exploratory sequential design. The designs with examples are shown in Fig.  4 .

Three common mixed methods designs

In the convergent parallel design, a qualitative study is conducted in parallel to and independently of a quantitative study, and the results of both studies are compared and combined at the stage of interpretation of results. Using the above example of EVT provision, this could entail setting up a quantitative EVT registry to measure process times and patient outcomes in parallel to conducting the qualitative research outlined above, and then comparing results. Amongst other things, this would make it possible to assess whether interview respondents’ subjective impressions of patients receiving good care match modified Rankin Scores at follow-up, or whether observed delays in care provision are exceptions or the rule when compared to door-to-needle times as documented in the registry. In the explanatory sequential design, a quantitative study is carried out first, followed by a qualitative study to help explain the results from the quantitative study. This would be an appropriate design if the registry alone had revealed relevant delays in door-to-needle times and the qualitative study would be used to understand where and why these occurred, and how they could be improved. In the exploratory design, the qualitative study is carried out first and its results help informing and building the quantitative study in the next step [ 26 ]. If the qualitative study around EVT provision had shown a high level of dissatisfaction among the staff members involved, a quantitative questionnaire investigating staff satisfaction could be set up in the next step, informed by the qualitative study on which topics dissatisfaction had been expressed. Amongst other things, the questionnaire design would make it possible to widen the reach of the research to more respondents from different (types of) hospitals, regions, countries or settings, and to conduct sub-group analyses for different professional groups.

How to assess qualitative research?

A variety of assessment criteria and lists have been developed for qualitative research, ranging in their focus and comprehensiveness [ 14 , 17 , 27 ]. However, none of these has been elevated to the “gold standard” in the field. In the following, we therefore focus on a set of commonly used assessment criteria that, from a practical standpoint, a researcher can look for when assessing a qualitative research report or paper.

Assessors should check the authors’ use of and adherence to the relevant reporting checklists (e.g. Standards for Reporting Qualitative Research (SRQR)) to make sure all items that are relevant for this type of research are addressed [ 23 , 28 ]. Discussions of quantitative measures in addition to or instead of these qualitative measures can be a sign of lower quality of the research (paper). Providing and adhering to a checklist for qualitative research contributes to an important quality criterion for qualitative research, namely transparency [ 15 , 17 , 23 ].

Reflexivity

While methodological transparency and complete reporting is relevant for all types of research, some additional criteria must be taken into account for qualitative research. This includes what is called reflexivity, i.e. sensitivity to the relationship between the researcher and the researched, including how contact was established and maintained, or the background and experience of the researcher(s) involved in data collection and analysis. Depending on the research question and population to be researched this can be limited to professional experience, but it may also include gender, age or ethnicity [ 17 , 27 ]. These details are relevant because in qualitative research, as opposed to quantitative research, the researcher as a person cannot be isolated from the research process [ 23 ]. It may influence the conversation when an interviewed patient speaks to an interviewer who is a physician, or when an interviewee is asked to discuss a gynaecological procedure with a male interviewer, and therefore the reader must be made aware of these details [ 19 ].

Sampling and saturation

The aim of qualitative sampling is for all variants of the objects of observation that are deemed relevant for the study to be present in the sample “ to see the issue and its meanings from as many angles as possible” [ 1 , 16 , 19 , 20 , 27 ] , and to ensure “information-richness [ 15 ]. An iterative sampling approach is advised, in which data collection (e.g. five interviews) is followed by data analysis, followed by more data collection to find variants that are lacking in the current sample. This process continues until no new (relevant) information can be found and further sampling becomes redundant – which is called saturation [ 1 , 15 ] . In other words: qualitative data collection finds its end point not a priori , but when the research team determines that saturation has been reached [ 29 , 30 ].

This is also the reason why most qualitative studies use deliberate instead of random sampling strategies. This is generally referred to as “ purposive sampling” , in which researchers pre-define which types of participants or cases they need to include so as to cover all variations that are expected to be of relevance, based on the literature, previous experience or theory (i.e. theoretical sampling) [ 14 , 20 ]. Other types of purposive sampling include (but are not limited to) maximum variation sampling, critical case sampling or extreme or deviant case sampling [ 2 ]. In the above EVT example, a purposive sample could include all relevant professional groups and/or all relevant stakeholders (patients, relatives) and/or all relevant times of observation (day, night and weekend shift).

Assessors of qualitative research should check whether the considerations underlying the sampling strategy were sound and whether or how researchers tried to adapt and improve their strategies in stepwise or cyclical approaches between data collection and analysis to achieve saturation [ 14 ].

Good qualitative research is iterative in nature, i.e. it goes back and forth between data collection and analysis, revising and improving the approach where necessary. One example of this are pilot interviews, where different aspects of the interview (especially the interview guide, but also, for example, the site of the interview or whether the interview can be audio-recorded) are tested with a small number of respondents, evaluated and revised [ 19 ]. In doing so, the interviewer learns which wording or types of questions work best, or which is the best length of an interview with patients who have trouble concentrating for an extended time. Of course, the same reasoning applies to observations or focus groups which can also be piloted.

Ideally, coding should be performed by at least two researchers, especially at the beginning of the coding process when a common approach must be defined, including the establishment of a useful coding list (or tree), and when a common meaning of individual codes must be established [ 23 ]. An initial sub-set or all transcripts can be coded independently by the coders and then compared and consolidated after regular discussions in the research team. This is to make sure that codes are applied consistently to the research data.

Member checking

Member checking, also called respondent validation , refers to the practice of checking back with study respondents to see if the research is in line with their views [ 14 , 27 ]. This can happen after data collection or analysis or when first results are available [ 23 ]. For example, interviewees can be provided with (summaries of) their transcripts and asked whether they believe this to be a complete representation of their views or whether they would like to clarify or elaborate on their responses [ 17 ]. Respondents’ feedback on these issues then becomes part of the data collection and analysis [ 27 ].

Stakeholder involvement

In those niches where qualitative approaches have been able to evolve and grow, a new trend has seen the inclusion of patients and their representatives not only as study participants (i.e. “members”, see above) but as consultants to and active participants in the broader research process [ 31 – 33 ]. The underlying assumption is that patients and other stakeholders hold unique perspectives and experiences that add value beyond their own single story, making the research more relevant and beneficial to researchers, study participants and (future) patients alike [ 34 , 35 ]. Using the example of patients on or nearing dialysis, a recent scoping review found that 80% of clinical research did not address the top 10 research priorities identified by patients and caregivers [ 32 , 36 ]. In this sense, the involvement of the relevant stakeholders, especially patients and relatives, is increasingly being seen as a quality indicator in and of itself.

How not to assess qualitative research

The above overview does not include certain items that are routine in assessments of quantitative research. What follows is a non-exhaustive, non-representative, experience-based list of the quantitative criteria often applied to the assessment of qualitative research, as well as an explanation of the limited usefulness of these endeavours.

Protocol adherence

Given the openness and flexibility of qualitative research, it should not be assessed by how well it adheres to pre-determined and fixed strategies – in other words: its rigidity. Instead, the assessor should look for signs of adaptation and refinement based on lessons learned from earlier steps in the research process.

Sample size

For the reasons explained above, qualitative research does not require specific sample sizes, nor does it require that the sample size be determined a priori [ 1 , 14 , 27 , 37 – 39 ]. Sample size can only be a useful quality indicator when related to the research purpose, the chosen methodology and the composition of the sample, i.e. who was included and why.

Randomisation

While some authors argue that randomisation can be used in qualitative research, this is not commonly the case, as neither its feasibility nor its necessity or usefulness has been convincingly established for qualitative research [ 13 , 27 ]. Relevant disadvantages include the negative impact of a too large sample size as well as the possibility (or probability) of selecting “ quiet, uncooperative or inarticulate individuals ” [ 17 ]. Qualitative studies do not use control groups, either.

Interrater reliability, variability and other “objectivity checks”

The concept of “interrater reliability” is sometimes used in qualitative research to assess to which extent the coding approach overlaps between the two co-coders. However, it is not clear what this measure tells us about the quality of the analysis [ 23 ]. This means that these scores can be included in qualitative research reports, preferably with some additional information on what the score means for the analysis, but it is not a requirement. Relatedly, it is not relevant for the quality or “objectivity” of qualitative research to separate those who recruited the study participants and collected and analysed the data. Experiences even show that it might be better to have the same person or team perform all of these tasks [ 20 ]. First, when researchers introduce themselves during recruitment this can enhance trust when the interview takes place days or weeks later with the same researcher. Second, when the audio-recording is transcribed for analysis, the researcher conducting the interviews will usually remember the interviewee and the specific interview situation during data analysis. This might be helpful in providing additional context information for interpretation of data, e.g. on whether something might have been meant as a joke [ 18 ].

Not being quantitative research

Being qualitative research instead of quantitative research should not be used as an assessment criterion if it is used irrespectively of the research problem at hand. Similarly, qualitative research should not be required to be combined with quantitative research per se – unless mixed methods research is judged as inherently better than single-method research. In this case, the same criterion should be applied for quantitative studies without a qualitative component.

The main take-away points of this paper are summarised in Table ​ Table1. 1 . We aimed to show that, if conducted well, qualitative research can answer specific research questions that cannot to be adequately answered using (only) quantitative designs. Seeing qualitative and quantitative methods as equal will help us become more aware and critical of the “fit” between the research problem and our chosen methods: I can conduct an RCT to determine the reasons for transportation delays of acute stroke patients – but should I? It also provides us with a greater range of tools to tackle a greater range of research problems more appropriately and successfully, filling in the blind spots on one half of the methodological spectrum to better address the whole complexity of neurological research and practice.

Take-away-points

Acknowledgements

Abbreviations, authors’ contributions.

LB drafted the manuscript; WW and CG revised the manuscript; all authors approved the final versions.

no external funding.

Availability of data and materials

Ethics approval and consent to participate, consent for publication, competing interests.

The authors declare no competing interests.

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23 Best User Experience Research Tools of 2024

14 min read

What if you could get into your user’s brain? Would you have a better understanding of how they interact with your product? You bet!

Unfortunately, that technology isn’t here yet, so UX research tools are the next best thing.

These tools can provide you with the qualitative and quantitative data you need to understand how your customer behaves in your product, so you can make the necessary changes to improve their experience.

This article will highlight 23 of the best UX research tools available in 2024.

• UX research tools help collect and analyze data on user interactions to improve product usability and satisfaction.
• Choose UX research tools with essential features , collaboration, reliable support , user-friendliness, scalability , integrations , and strong security.
• Userpilot enhances user experience through in-depth UX research, offering features to gather, analyze, and act on customer feedback.
• Typeform offers engaging, interactive survey tools that make collecting user feedback conversational and enjoyable.
• Qualtrics is known for its robust and versatile capabilities in collecting and analyzing feedback.
• Hotjar helps understand customer behavior and gather qualitative research to improve website user experience.
• Mixpanel is a top analytics platform known for powerful user analytics and detailed reporting on product usage.
• User Interviews simplifies recruiting participants and streamlines conducting user interviews and gathering user feedback .
• Sketch is a widely recognized design tool for creating wireframes and prototypes, known for its simplicity and efficiency.
• InVision is a powerful design platform known for robust wireframing and prototyping, enabling interactive and collaborative prototypes.
• Figma is a cloud-based design tool for collaborative features, real-time wireframing, and prototyping capabilities.
• UXPin is a comprehensive design tool for creating interactive wireframes and prototypes, offering a seamless design-to-development workflow.
• Mockflow is a versatile design tool for wireframing and prototyping, offering an intuitive platform for designing user interfaces.
• UIzard is an innovative design tool that enhances wireframing and prototyping with AI-powered features for accessibility and efficiency.
• Maze is a customer testing platform that gathers actionable insights by rapidly tree-testing designs and prototypes with real users.
• Userlytics is a user testing platform offering deep insights into customer behavior through usability testing with global participants.
• Lyssna is a customer testing platform providing in-depth insights through comprehensive feedback to understand customer behavior and improve usability.
• Lookback is a user research platform capturing in-depth insights through real-time and recorded sessions, enhancing understanding of user interactions and usability issues.
• UserTesting is a leading platform for on-demand user insights . It enables quick, actionable feedback on real user experiences via tactics like tree testing.
• Useberry is a customer testing platform offering intuitive insights through prototype testing and feedback, helping teams quickly validate ideas .
• Notion combines note-taking, project management, and collaboration features to unify your team’s work.
• Airtable is a collaboration platform merging database features with spreadsheets for powerful team collaboration and project management.
• Miro is an online collaborative whiteboard platform that enables teams to brainstorm, plan, and work visually.
• Slack is a leading communication platform that facilitates team collaboration through real-time messaging, file sharing, and integrations to enhance productivity.
• Asana is a project management tool known for its user-friendly interface and robust features. It helps teams organize, track, and manage work.
• If you want to find out more about how Userpilot can help you with your UX research, book a demo now !

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What is a user research tool?

A user research tool is a platform that helps you understand how users interact with your product.

These tools allow you to collect data, analyze behaviors , and gather insights to improve the user experience.

By using UX tools and conducting thorough user research , you can make informed decisions that enhance usability and satisfaction.

How to choose the right user experience research tools?

Choosing the right UX research method and tools is crucial for improving your product. Here are some factors to consider:

• Necessary features : Look for tools that offer essential features like user testing, heatmaps, and surveys. These features help you gather valuable insights and improve the user experience effectively.
• Collaboration : Your tool should support collaboration among team members. This ensures everyone can share insights and contribute to the UX research process , making it more efficient and comprehensive.
• Ease of use : A user-friendly tool is vital for smooth operation. It should be intuitive , so all team members can use it without extensive training.
• Customer support : Good customer support is crucial. Ensure the tool offers reliable end-user support to assist with any issues or questions.
• Scalability : Choose a tool that can grow with your business. It should be able to handle increased data and user load as your needs expand.
• Integrations : Ensure the tool integrates well with other software you use. This helps streamline your workflow and improves efficiency.
• Security : Security is essential for protecting user data. Look for tools with strong security measures, such as SOC 2 Type 2 certification, to protect data.

23 best UX research tools of 2024

To help you choose the right tools for improving your user experience, we’ve compiled a list of the 23 best UX research tools of 2024. These tools offer various features to help you understand and enhance how users interact with your product.

Tools for user research

Such tools help you gather user research on how your users interact with your product. This stage involves various user research methods, such as in-app surveys and user interviews, to understand user needs, preferences, and behaviors.

1. Userpilot

Userpilot is a powerful tool designed to enhance user experience through in-depth UX research. It offers a range of features that make gathering, analyzing, and acting on customer feedback easier.

• User feedback surveys for quantitative and qualitative research : Conduct surveys that can be localized for global segments to get relevant insights from different regions.
• Recruiting participants for interviews : Userpilot allows you to segment the right users and invite them to participate in interviews through modals or surveys. One UX researcher witnessed 4X more response rates than email invites when inviting users in-app through Userpilot .
• Measuring user behavior data to identify patterns and trends : Userpilot lets you analyze user behavior data using funnel, path, retention, trend , and heat map analyses. These tools help you identify patterns and trends to improve the user experience.

• Visualizing quantitative data through dashboards : Userpilot offers premade dashboards and the ability to create custom ones, making it easy to visualize quantitative data. These dashboards can be easily shared with stakeholders to keep everyone informed and aligned.

2. Typeform

Typeform is a UX research company known for its engaging and interactive survey tools that transform how you collect customer feedback. Their platform is designed to make surveys conversational and enjoyable for users.

Here are its top features:

• User surveys : Create interactive surveys that feel like conversations. Hence, improving response rates and data quality.
• Customizable templates : Use various templates to quickly design surveys tailored to your needs.
• Analytics and reporting : Access detailed analytics to understand user responses and gather insights.

3. Qualtrics

Qualtrics is a leading provider of advanced survey and UX research features. These tools are widely used for collecting and analyzing customer feedback. Their platform is known for its robust and versatile research methods.

• Customer feedback surveys : Conduct detailed surveys to gather valuable customer insights and improve user experience.
• Concept testing : Test new product ideas and concepts to understand user preferences and potential success.
• Advanced survey logic : Design complex surveys with branching logic and conditional questions.

Hotjar is a popular UX research tool for understanding customer behavior and gathering qualitative research. It provides insights into how users interact with your website, helping you improve the overall user experience .

• Heatmap analysis : Visualize user interactions on your site to see where they click, scroll, and spend the most time.
• Session recordings : Watch recordings of real user sessions to understand their navigation patterns and identify pain points .
• Feedback polls : Collect instant feedback from users directly on your website.

5. Mixpanel

Mixpanel is a leading analytics platform that helps you understand customer behavior and measure product usage. It is renowned for its powerful user analytics and detailed reporting capabilities.

• User analytics : Track and analyze user interactions in real time to gain insights into customer behavior.
• Custom reports : Create detailed reports to visualize user data and identify trends and patterns.
• Integrations : Easily integrate with other tools and platforms to streamline data collection and analysis.

6. User Interviews

User Interviews is a platform that simplifies the research process of recruiting participants. It streamlines how you conduct interviews and online surveys and gather user feedback .

• Participant recruiting : Easily recruit the right research participants for your UX research studies.
• Automated scheduling : Simplify the research process of scheduling interviews with automated tools.
• Surveys : Create and distribute surveys to collect detailed user research and feedback.

Tools for wireframing and prototyping

Wireframing and prototyping tools are essential for designing the structure and functionality of your product before development begins.

This stage involves creating visual blueprints (wireframes) and interactive models (prototypes) to test and refine ideas . These tools help you visualize the user interface, test user flows, and gather feedback early in the design process, ensuring a more user-friendly final product.

Sketch is a popular design tool for creating wireframes and prototypes . It is widely recognized for its simplicity and efficiency in the design process and for its usefulness in UX research.

• Vector editing : Easily create and edit vector graphics, perfect for detailed wireframes.
• Symbols and reusability : Create reusable design elements (symbols) to maintain consistency across your designs.
• Prototyping : Build interactive product prototypes to test user flows and interactions.
• Collaboration : Share designs and prototypes with team members for feedback and reviews.

8. InVision

InVision is a powerful design UX research tool known for its robust wireframing and prototyping capabilities. It helps designers create interactive and collaborative prototypes.

• Interactive prototypes : Create clickable and interactive prototypes to simulate user experiences.
• Wireframing : Design detailed wireframes to outline the structure of your product.
• Collaboration tools : Share prototypes with team members and stakeholders for real-time feedback and collaboration.
• Version control : Keep track of design changes and maintain version control throughout the design process.

Figma is a cloud-based design tool that excels in wireframing and prototyping . It’s known for its collaborative features and real-time design capabilities.

• Real-time collaboration : Work simultaneously with team members on the same design, perfect for remote teams.
• Wireframing : Create detailed and interactive wireframes to visualize the structure of your product.
• Prototyping : Build interactive prototypes to test user flows and gather feedback.
• Design systems : Maintain consistency with reusable components and design systems.

UXPin is a comprehensive UX research tool that creates interactive wireframes and prototypes, offering a seamless design-to-development workflow.

• Interactive prototypes : Build high-fidelity prototypes with advanced interactions and animations.
• Wireframing : Design detailed wireframes to map out the structure and flow of your product.
• Design systems : Create and manage design systems to ensure consistency across projects.
• Code components : Integrate live code components into your designs for more realistic prototypes.

11. Mockflow

Mockflow is a versatile design UX research tool that specializes in wireframing and prototyping. It provides an intuitive platform for designing user interfaces.

• Wireframing : Create detailed wireframes to visualize the layout and structure of your product.
• Prototyping : Build interactive prototypes to test user flows and gather feedback .
• Component libraries : Access a vast library of pre-built components to speed up your design process.
• Collaboration : Share designs with team members for real-time collaboration and feedback.

UIzard is an innovative UX research tool that makes wireframing and prototyping accessible and efficient through AI-powered features.

• AI-generated wireframes : Quickly convert sketches into editable wireframes using AI technology.
• Prototyping : Create interactive prototypes to test and refine user flows.
• Design templates : Utilize pre-made templates to jumpstart your design process.
• Collaboration : Share projects with team members for real-time feedback and collaboration.

Tools for user testing

User testing tools are essential for evaluating how real users interact with your product . This stage involves observing and analyzing customer behavior to identify usability issues and areas for improvement.

Using the research methods these tools offer, you can gather direct feedback, conduct A/B testing , and run usability tests to ensure your product meets user needs and expectations.

Maze is a customer testing platform that helps you gather actionable insights by tree testing with real users. It simplifies the process of validating designs and prototypes through rapid testing.

• Rapid testing : Set up and conduct user tests to gather feedback quickly.
• Usability testing : Evaluate how users interact with your product to identify usability issues via tree testing.
• A/B testing : Compare different versions of your designs to see which performs better.
• In-depth analytics : Access detailed reports and analytics to understand user behavior and test results.

14. Userlytics

Userlytics is a customer testing platform that provides deep insights into customer behavior through usability testing. It enables you to conduct tests with users worldwide.

• Remote usability testing : Conduct usability tests with participants globally, observing their real-time interactions.
• Multi-device testing : Test on various devices, including desktop, mobile, and tablet, to ensure a consistent user experience.
• Advanced targeting : Recruit specific user demographics to get relevant and accurate feedback.
• In-depth analytics : Access detailed metrics and video recordings to analyze customer behavior and identify usability issues.

Lyssna is a customer testing platform that focuses on providing in-depth insights through comprehensive customer feedback. It helps you understand customer behavior and improve product usability.

• Remote usability testing : Conduct user tests remotely to gather feedback from diverse user groups.
• Session recordings : Record user sessions to observe interactions and identify usability issues.
• Surveys and feedback forms : Collect detailed customer feedback through customized surveys and forms.
• Behavior analytics : Analyze user behavior with advanced analytics to gain insights into user experience .

16. Lookback

Lookback is a UX research and testing platform that captures in-depth insights through real-time and recorded user sessions. It facilitates a better understanding of user interactions and usability issues.

• Live user testing : Conduct live user tests with real-time observation and interaction.
• Session recordings : Record and replay user sessions to analyze behaviors and identify usability problems.
• Remote testing : Perform usability testing with participants from anywhere in the world.
• Collaborative features : Invite team members to observe and collaborate during live sessions.
• In-session note-taking : Take notes and timestamp observations during live sessions for easy reference.

17. UserTesting

UserTesting is a leading platform for on-demand user insights , enabling companies to understand how real users experience their products. It helps you gather actionable feedback quickly.

• Live conversations : Engage with users in real-time to observe their interactions and gather immediate feedback.
• Video feedback : Receive video recordings of users navigating your product, providing valuable insights into their behavior.
• Targeted demographics : Recruit users based on specific criteria to ensure relevant and accurate feedback.
• Usability testing : Conduct comprehensive usability tests to identify pain points and improve the user experience via tree testing.
• Customizable tests : Design and deploy tests tailored to your research needs and objectives.

18. Useberry

Useberry is a customer testing platform that provides intuitive and actionable insights through prototype testing and customer feedback. It helps designers and product teams validate their ideas quickly.

• Prototype testing : Test interactive prototypes to gather customer feedback before development.
• Task scenarios : Create specific tasks for users to complete, helping you identify usability issues.
• Heatmaps : Visualize user interactions with heatmaps to see where users click, scroll, and spend the most time.
• Analytics and reports : Access detailed analytics and reports to understand customer behavior and test results.
• Remote testing : Conduct user tests remotely to reach a diverse user base.

Tools for collaboration

Collaboration tools are essential for teams to work together efficiently and effectively, especially in design and development projects. These tools facilitate communication, project management , and file sharing among team members, regardless of location.

This section includes platforms for team communication, project tracking, and document collaboration, and each contains a great user research method.

Notion is a versatile collaboration tool designed to organize your team’s work in one place. It combines note-taking, project management, and collaboration features into a single platform.

• Workspace collaboration : Share documents, notes, and projects with your team in real-time.
• Task management : Organize tasks and projects with to-do lists, kanban boards, and calendars.
• Document collaboration : Create and edit documents together with real-time updates and comments.
• Integrations : Connect with other tools like Slack , Google Drive, and Trello to streamline your workflow.
• Customizable templates : Use and create templates to standardize processes and save time.

20. Airtable

Airtable is a collaboration platform that combines a database’s features with a spreadsheet’s simplicity, making it a powerful tool for team collaboration and project management.

• Customizable workspaces : Create tailored workspaces to organize and manage projects according to your team’s needs.
• Real-time collaboration : Share and edit databases with team members in real-time, ensuring everyone stays updated.
• Views and filtering : Use grid, calendar, kanban, and gallery views to visualize your data in various ways.
• Integrations : Seamlessly integrate with popular tools like Slack, Google Drive, and Zapier to enhance your workflow.
• Templates : Access a wide range of templates to quickly set up projects and processes.

Miro is an online collaborative whiteboard platform designed to help teams brainstorm, plan, and work together visually. It is widely used for its interactive and engaging collaboration features.

• Real-time collaboration : Progress on work simultaneously with team members on a shared canvas, providing instant feedback and updates.
• Visual brainstorming : Use digital sticky notes, diagrams, and drawing tools to brainstorm and organize ideas .
• Templates : To get started quickly, access a variety of pre-built templates for workflows, mind maps, and project planning.
• Integrations : Connect with tools like Slack, Trello, and Google Drive to streamline your collaboration processes.
• Interactive workshops : Conduct engaging virtual workshops and meetings with built-in facilitation tools.

Slack is a leading communication platform that facilitates team collaboration through real-time messaging, file sharing, and integrations. It streamlines communication and enhances team productivity.

• Channels : Create dedicated channels for different projects, teams, or topics to keep conversations organized.
• Direct messaging : Communicate instantly with team members through private messages.
• File sharing : Easily share documents, images, and other files within conversations.
• Integrations : Connect with numerous apps and services like Google Drive, Trello, and Asana to centralize your workflow.
• Searchable history : Search past conversations and files to find important information quickly.

Asana is a project management and collaboration SaaS tool designed to help teams organize, track, and manage their work. It is known for its user-friendly interface and robust feature set.

• Task management : Create, assign, and track tasks to ensure everyone knows their responsibilities and deadlines.
• Project timelines : Visualize project timelines with Gantt charts to keep track of progress and dependencies.
• Team collaboration : Collaborate with team members by sharing updates, attaching files, and commenting on tasks.
• Custom workflows : Customize workflows to fit your team’s needs and processes.
• Integrations : Integrate with tools like Slack, Google Drive, and Microsoft Teams to streamline your workflow.

Even using a handful of these tools will provide you with UX research insights like getting inside your customer’s head. These tools are essential if you want to improve your product and craft the best possible experience so your customers have the best experience, ultimately leading to retaining more customers.

If you want help getting started with your UX research, Userpilot can help. It lets you collect customer feedback, assist you in gathering customers for interviews, and analyze customer behavior to identify patterns and trends. Find out more by booking a Userpilot demo now .

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CRO Guide   >  Chapter 3.1

Qualitative Research: Definition, Methodology, Limitation & Examples

Qualitative research is a method focused on understanding human behavior and experiences through non-numerical data. Examples of qualitative research include:

• One-on-one interviews,
• Focus groups, Ethnographic research,
• Case studies,
• Record keeping,
• Qualitative observations

In this article, we’ll provide tips and tricks on how to use qualitative research to better understand your audience through real world examples and improve your ROI. We’ll also learn the difference between qualitative and quantitative data.

Table of Contents

Marketers often seek to understand their customers deeply. Qualitative research methods such as face-to-face interviews, focus groups, and qualitative observations can provide valuable insights into your products, your market, and your customers’ opinions and motivations. Understanding these nuances can significantly enhance marketing strategies and overall customer satisfaction.

What is Qualitative Research

Qualitative research is a market research method that focuses on obtaining data through open-ended and conversational communication. This method focuses on the “why” rather than the “what” people think about you. Thus, qualitative research seeks to uncover the underlying motivations, attitudes, and beliefs that drive people’s actions. 

Let’s say you have an online shop catering to a general audience. You do a demographic analysis and you find out that most of your customers are male. Naturally, you will want to find out why women are not buying from you. And that’s what qualitative research will help you find out.

In the case of your online shop, qualitative research would involve reaching out to female non-customers through methods such as in-depth interviews or focus groups. These interactions provide a platform for women to express their thoughts, feelings, and concerns regarding your products or brand. Through qualitative analysis, you can uncover valuable insights into factors such as product preferences, user experience, brand perception, and barriers to purchase.

Types of Qualitative Research Methods

Qualitative research methods are designed in a manner that helps reveal the behavior and perception of a target audience regarding a particular topic.

The most frequently used qualitative analysis methods are one-on-one interviews, focus groups, ethnographic research, case study research, record keeping, and qualitative observation.

1. One-on-one interviews

Conducting one-on-one interviews is one of the most common qualitative research methods. One of the advantages of this method is that it provides a great opportunity to gather precise data about what people think and their motivations.

Spending time talking to customers not only helps marketers understand who their clients are, but also helps with customer care: clients love hearing from brands. This strengthens the relationship between a brand and its clients and paves the way for customer testimonials.

• A company might conduct interviews to understand why a product failed to meet sales expectations.
• A researcher might use interviews to gather personal stories about experiences with healthcare.

These interviews can be performed face-to-face or on the phone and usually last between half an hour to over two hours. 

When a one-on-one interview is conducted face-to-face, it also gives the marketer the opportunity to read the body language of the respondent and match the responses.

2. Focus groups

Focus groups gather a small number of people to discuss and provide feedback on a particular subject. The ideal size of a focus group is usually between five and eight participants. The size of focus groups should reflect the participants’ familiarity with the topic. For less important topics or when participants have little experience, a group of 10 can be effective. For more critical topics or when participants are more knowledgeable, a smaller group of five to six is preferable for deeper discussions.

The main goal of a focus group is to find answers to the “why”, “what”, and “how” questions. This method is highly effective in exploring people’s feelings and ideas in a social setting, where group dynamics can bring out insights that might not emerge in one-on-one situations.

• A focus group could be used to test reactions to a new product concept.
• Marketers might use focus groups to see how different demographic groups react to an advertising campaign.

One advantage that focus groups have is that the marketer doesn’t necessarily have to interact with the group in person. Nowadays focus groups can be sent as online qualitative surveys on various devices.

Focus groups are an expensive option compared to the other qualitative research methods, which is why they are typically used to explain complex processes.

3. Ethnographic research

Ethnographic research is the most in-depth observational method that studies individuals in their naturally occurring environment.

This method aims at understanding the cultures, challenges, motivations, and settings that occur.

• A study of workplace culture within a tech startup.
• Observational research in a remote village to understand local traditions.

Ethnographic research requires the marketer to adapt to the target audiences’ environments (a different organization, a different city, or even a remote location), which is why geographical constraints can be an issue while collecting data.

This type of research can last from a few days to a few years. It’s challenging and time-consuming and solely depends on the expertise of the marketer to be able to analyze, observe, and infer the data.

4. Case study research

The case study method has grown into a valuable qualitative research method. This type of research method is usually used in education or social sciences. It involves a comprehensive examination of a single instance or event, providing detailed insights into complex issues in real-life contexts.  

• Analyzing a single school’s innovative teaching method.
• A detailed study of a patient’s medical treatment over several years.

Case study research may seem difficult to operate, but it’s actually one of the simplest ways of conducting research as it involves a deep dive and thorough understanding of the data collection methods and inferring the data.

5. Record keeping

Record keeping is similar to going to the library: you go over books or any other reference material to collect relevant data. This method uses already existing reliable documents and similar sources of information as a data source.

• Historical research using old newspapers and letters.
• A study on policy changes over the years by examining government records.

This method is useful for constructing a historical context around a research topic or verifying other findings with documented evidence.

6. Qualitative observation

Qualitative observation is a method that uses subjective methodologies to gather systematic information or data. This method deals with the five major sensory organs and their functioning, sight, smell, touch, taste, and hearing.

• Sight : Observing the way customers visually interact with product displays in a store to understand their browsing behaviors and preferences.
• Smell : Noting reactions of consumers to different scents in a fragrance shop to study the impact of olfactory elements on product preference.
• Touch : Watching how individuals interact with different materials in a clothing store to assess the importance of texture in fabric selection.
• Taste : Evaluating reactions of participants in a taste test to identify flavor profiles that appeal to different demographic groups.
• Hearing : Documenting responses to changes in background music within a retail environment to determine its effect on shopping behavior and mood.

Below we are also providing real-life examples of qualitative research that demonstrate practical applications across various contexts:

Qualitative Research Real World Examples

Let’s explore some examples of how qualitative research can be applied in different contexts.

1. Online grocery shop with a predominantly male audience

Method used: one-on-one interviews.

Let’s go back to one of the previous examples. You have an online grocery shop. By nature, it addresses a general audience, but after you do a demographic analysis you find out that most of your customers are male.

One good method to determine why women are not buying from you is to hold one-on-one interviews with potential customers in the category.

Interviewing a sample of potential female customers should reveal why they don’t find your store appealing. The reasons could range from not stocking enough products for women to perhaps the store’s emphasis on heavy-duty tools and automotive products, for example. These insights can guide adjustments in inventory and marketing strategies.

2. Software company launching a new product

Method used: focus groups.

Focus groups are great for establishing product-market fit.

Let’s assume you are a software company that wants to launch a new product and you hold a focus group with 12 people. Although getting their feedback regarding users’ experience with the product is a good thing, this sample is too small to define how the entire market will react to your product.

So what you can do instead is holding multiple focus groups in 20 different geographic regions. Each region should be hosting a group of 12 for each market segment; you can even segment your audience based on age. This would be a better way to establish credibility in the feedback you receive.

3. Alan Pushkin’s “God’s Choice: The Total World of a Fundamentalist Christian School”

Method used: ethnographic research.

Moving from a fictional example to a real-life one, let’s analyze Alan Peshkin’s 1986 book “God’s Choice: The Total World of a Fundamentalist Christian School”.

Peshkin studied the culture of Bethany Baptist Academy by interviewing the students, parents, teachers, and members of the community alike, and spending eighteen months observing them to provide a comprehensive and in-depth analysis of Christian schooling as an alternative to public education.

The study highlights the school’s unified purpose, rigorous academic environment, and strong community support while also pointing out its lack of cultural diversity and openness to differing viewpoints. These insights are crucial for understanding how such educational settings operate and what they offer to students.

Even after discovering all this, Peshkin still presented the school in a positive light and stated that public schools have much to learn from such schools.

Peshkin’s in-depth research represents a qualitative study that uses observations and unstructured interviews, without any assumptions or hypotheses. He utilizes descriptive or non-quantifiable data on Bethany Baptist Academy specifically, without attempting to generalize the findings to other Christian schools.

4. Understanding buyers’ trends

Method used: record keeping.

Another way marketers can use quality research is to understand buyers’ trends. To do this, marketers need to look at historical data for both their company and their industry and identify where buyers are purchasing items in higher volumes.

For example, electronics distributors know that the holiday season is a peak market for sales while life insurance agents find that spring and summer wedding months are good seasons for targeting new clients.

5. Determining products/services missing from the market

Conducting your own research isn’t always necessary. If there are significant breakthroughs in your industry, you can use industry data and adapt it to your marketing needs.

The influx of hacking and hijacking of cloud-based information has made Internet security a topic of many industry reports lately. A software company could use these reports to better understand the problems its clients are facing.

As a result, the company can provide solutions prospects already know they need.

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Qualitative Research Approaches

Once the marketer has decided that their research questions will provide data that is qualitative in nature, the next step is to choose the appropriate qualitative approach.

The approach chosen will take into account the purpose of the research, the role of the researcher, the data collected, the method of data analysis , and how the results will be presented. The most common approaches include:

• Narrative : This method focuses on individual life stories to understand personal experiences and journeys. It examines how people structure their stories and the themes within them to explore human existence. For example, a narrative study might look at cancer survivors to understand their resilience and coping strategies.
• Phenomenology : attempts to understand or explain life experiences or phenomena; It aims to reveal the depth of human consciousness and perception, such as by studying the daily lives of those with chronic illnesses.
• Grounded theory : investigates the process, action, or interaction with the goal of developing a theory “grounded” in observations and empirical data. 
• Ethnography : describes and interprets an ethnic, cultural, or social group;
• Case study : examines episodic events in a definable framework, develops in-depth analyses of single or multiple cases, and generally explains “how”. An example might be studying a community health program to evaluate its success and impact.

How to Analyze Qualitative Data

Analyzing qualitative data involves interpreting non-numerical data to uncover patterns, themes, and deeper insights. This process is typically more subjective and requires a systematic approach to ensure reliability and validity. 

1. Data Collection

Ensure that your data collection methods (e.g., interviews, focus groups, observations) are well-documented and comprehensive. This step is crucial because the quality and depth of the data collected will significantly influence the analysis.

2. Data Preparation

Once collected, the data needs to be organized. Transcribe audio and video recordings, and gather all notes and documents. Ensure that all data is anonymized to protect participant confidentiality where necessary.

3. Familiarization

Immerse yourself in the data by reading through the materials multiple times. This helps you get a general sense of the information and begin identifying patterns or recurring themes.

Develop a coding system to tag data with labels that summarize and account for each piece of information. Codes can be words, phrases, or acronyms that represent how these segments relate to your research questions.

• Descriptive Coding : Summarize the primary topic of the data.
• In Vivo Coding : Use language and terms used by the participants themselves.
• Process Coding : Use gerunds (“-ing” words) to label the processes at play.
• Emotion Coding : Identify and record the emotions conveyed or experienced.

5. Thematic Development

Group codes into themes that represent larger patterns in the data. These themes should relate directly to the research questions and form a coherent narrative about the findings.

6. Interpreting the Data

Interpret the data by constructing a logical narrative. This involves piecing together the themes to explain larger insights about the data. Link the results back to your research objectives and existing literature to bolster your interpretations.

7. Validation

Check the reliability and validity of your findings by reviewing if the interpretations are supported by the data. This may involve revisiting the data multiple times or discussing the findings with colleagues or participants for validation.

8. Reporting

Finally, present the findings in a clear and organized manner. Use direct quotes and detailed descriptions to illustrate the themes and insights. The report should communicate the narrative you’ve built from your data, clearly linking your findings to your research questions.

Limitations of qualitative research

The disadvantages of qualitative research are quite unique. The techniques of the data collector and their own unique observations can alter the information in subtle ways. That being said, these are the qualitative research’s limitations:

1. It’s a time-consuming process

The main drawback of qualitative study is that the process is time-consuming. Another problem is that the interpretations are limited. Personal experience and knowledge influence observations and conclusions.

Thus, qualitative research might take several weeks or months. Also, since this process delves into personal interaction for data collection, discussions often tend to deviate from the main issue to be studied.

2. You can’t verify the results of qualitative research

Because qualitative research is open-ended, participants have more control over the content of the data collected. So the marketer is not able to verify the results objectively against the scenarios stated by the respondents. For example, in a focus group discussing a new product, participants might express their feelings about the design and functionality. However, these opinions are influenced by individual tastes and experiences, making it difficult to ascertain a universally applicable conclusion from these discussions.

3. It’s a labor-intensive approach

Qualitative research requires a labor-intensive analysis process such as categorization, recording, etc. Similarly, qualitative research requires well-experienced marketers to obtain the needed data from a group of respondents.

4. It’s difficult to investigate causality

Qualitative research requires thoughtful planning to ensure the obtained results are accurate. There is no way to analyze qualitative data mathematically. This type of research is based more on opinion and judgment rather than results. Because all qualitative studies are unique they are difficult to replicate.

5. Qualitative research is not statistically representative

Because qualitative research is a perspective-based method of research, the responses given are not measured.

Comparisons can be made and this can lead toward duplication, but for the most part, quantitative data is required for circumstances that need statistical representation and that is not part of the qualitative research process.

While doing a qualitative study, it’s important to cross-reference the data obtained with the quantitative data. By continuously surveying prospects and customers marketers can build a stronger database of useful information.

Quantitative vs. Qualitative Research

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Quantitative and qualitative research are two distinct methodologies used in the field of market research, each offering unique insights and approaches to understanding consumer behavior and preferences.

As we already defined, qualitative analysis seeks to explore the deeper meanings, perceptions, and motivations behind human behavior through non-numerical data. On the other hand, quantitative research focuses on collecting and analyzing numerical data to identify patterns, trends, and statistical relationships.  

Let’s explore their key differences: 

Nature of Data:

• Quantitative research : Involves numerical data that can be measured and analyzed statistically.
• Qualitative research : Focuses on non-numerical data, such as words, images, and observations, to capture subjective experiences and meanings.

Research Questions:

• Quantitative research : Typically addresses questions related to “how many,” “how much,” or “to what extent,” aiming to quantify relationships and patterns.
• Qualitative research: Explores questions related to “why” and “how,” aiming to understand the underlying motivations, beliefs, and perceptions of individuals.

Data Collection Methods:

• Quantitative research : Relies on structured surveys, experiments, or observations with predefined variables and measures.
• Qualitative research : Utilizes open-ended interviews, focus groups, participant observations, and textual analysis to gather rich, contextually nuanced data.

Analysis Techniques:

• Quantitative research: Involves statistical analysis to identify correlations, associations, or differences between variables.
• Qualitative research: Employs thematic analysis, coding, and interpretation to uncover patterns, themes, and insights within qualitative data.

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• Volume 29, Issue 3
• Rapid reviews methods series: guidance on rapid qualitative evidence synthesis
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• http://orcid.org/0000-0003-4808-3880 Andrew Booth 1 , 2 ,
• Isolde Sommer 3 , 4 ,
• http://orcid.org/0000-0003-4238-5984 Jane Noyes 2 , 5 ,
• Catherine Houghton 2 , 6 ,
• Fiona Campbell 1 , 7
• The Cochrane Rapid Reviews Methods Group and Cochrane Qualitative and Implementation Methods Group (CQIMG)
• 1 EnSyGN Sheffield Evidence Synthesis Group , University of Sheffield , Sheffield , UK
• 2 Cochrane Qualitative and Implementation Methods Group (CQIMG) , London , UK
• 3 Department for Evidence-based Medicine and Evaluation , University for Continuing Education Krems , Krems , Austria
• 4 Cochrane Rapid Reviews Group & Cochrane Austria , Krems , Austria
• 5 Bangor University , Bangor , UK
• 6 University of Galway , Galway , Ireland
• 7 University of Newcastle upon Tyne , Newcastle upon Tyne , UK
• Correspondence to Professor Andrew Booth, Univ Sheffield, Sheffield, UK; a.booth{at}sheffield.ac.uk

This paper forms part of a series of methodological guidance from the Cochrane Rapid Reviews Methods Group and addresses rapid qualitative evidence syntheses (QESs), which use modified systematic, transparent and reproducible methodsu to accelerate the synthesis of qualitative evidence when faced with resource constraints. This guidance covers the review process as it relates to synthesis of qualitative research. ‘Rapid’ or ‘resource-constrained’ QES require use of templates and targeted knowledge user involvement. Clear definition of perspectives and decisions on indirect evidence, sampling and use of existing QES help in targeting eligibility criteria. Involvement of an information specialist, especially in prioritising databases, targeting grey literature and planning supplemental searches, can prove invaluable. Use of templates and frameworks in study selection and data extraction can be accompanied by quality assurance procedures targeting areas of likely weakness. Current Cochrane guidance informs selection of tools for quality assessment and of synthesis method. Thematic and framework synthesis facilitate efficient synthesis of large numbers of studies or plentiful data. Finally, judicious use of Grading of Recommendations Assessment, Development and Evaluation approach for assessing the Confidence of Evidence from Reviews of Qualitative research assessments and of software as appropriate help to achieve a timely and useful review product.

• Systematic Reviews as Topic
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No data are available. Not applicable. All data is from published articles.

This is an open access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited, appropriate credit is given, any changes made indicated, and the use is non-commercial. See:  http://creativecommons.org/licenses/by-nc/4.0/ .

https://doi.org/10.1136/bmjebm-2023-112620

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WHAT IS ALREADY KNOWN ON THIS TOPIC

Rapid Qualitative Evidence Synthesis (QES) is a relatively recent innovation in evidence synthesis and few published examples currently exists.

Guidance for authoring a rapid QES is scattered and requires compilation and summary.

WHAT THIS STUDY ADDS

This paper represents the first attempt to compile current guidance, illustrated by the experience of several international review teams.

We identify features of rapid QES methods that could be accelerated or abbreviated and where methods resemble those for conventional QESs.

HOW THIS STUDY MIGHT AFFECT RESEARCH, PRACTICE OR POLICY

This paper offers guidance for researchers when conducting a rapid QES and informs commissioners of research and policy-makers what to expect when commissioning such a review.

Introduction

This paper forms part of a series from the Cochrane Rapid Reviews Methods Group providing methodological guidance for rapid reviews. While other papers in the series 1–4 focus on generic considerations, we aim to provide in-depth recommendations specific to a resource-constrained (or rapid) qualitative evidence synthesis (rQES). 5 This paper is accompanied by recommended resources ( online supplemental appendix A ) and an elaboration with practical considerations ( online supplemental appendix B ).

Supplemental material

The role of qualitative evidence in decision-making is increasingly recognised. 6 This, in turn, has led to appreciation of the value of qualitative evidence syntheses (QESs) that summarise findings across multiple contexts. 7 Recognition of the need for such syntheses to be available at the time most useful to decision-making has, in turn, driven demand for rapid qualitative evidence syntheses. 8 The breadth of potential rQES mirrors the versatility of QES in general (from focused questions to broad overviews) and outputs range from descriptive thematic maps through to theory-informed syntheses (see table 1 ).

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Glossary of important terms (alphabetically)

As with other resource-constrained reviews, no one size fits all. A team should start by specifying the phenomenon of interest, the review question, 9 the perspectives to be included 9 and the sample to be determined and selected. 10 Subsequently, the team must finalise the appropriate choice of synthesis. 11 Above all, the review team should consider the intended knowledge users, 3 including requirements of the funder.

An rQES team, in particular, cannot afford any extra time or resource requirements that might arise from either a misunderstanding of the review question, an unclear picture of user requirements or an inappropriate choice of methods. The team seeks to align the review question and the requirements of the knowledge user with available time and resources. They also need to ensure that the choice of data and choice of synthesis are appropriate to the intended ‘knowledge claims’ (epistemology) made by the rQES. 11 This involves the team asking ‘what types of data are meaningful for this review question?’, ‘what types of data are trustworthy?’ and ‘is the favoured synthesis method appropriate for this type of data?’. 12 This paper aims to help rQES teams to choose methods that best fit their project while understanding the limitations of those choices. Our recommendations derive from current QES guidance, 5 evidence on modified QES methods, 8 13 and practical experience. 14 15

This paper presents an overview of considerations and recommendations as described in table 2 . Supplemental materials including additional resources details of our recommendations and practical examples are provided in online supplemental appendices A and B .

Recommendations for resource-constrained qualitative evidence synthesis (rQES)

Setting the review question and topic refinement

Rapid reviews summarise information from multiple research studies to produce evidence for ‘the public, researchers, policymakers and funders in a systematic, resource-efficient manner’. 16 Involvement of knowledge users is critical. 3 Given time constraints, individual knowledge users could be asked only to feedback on very specific decisions and tasks or on selective sections of the protocol. Specifically, whenever a QES is abbreviated or accelerated, a team should ensure that the review question is agreed by a minimum number of knowledge users with expertise or experience that reflects all the important review perspectives and with authority to approve the final version 2 5 11 ( table 2 , item R1).

Involvement of topic experts can ensure that the rQES is responsive to need. 14 17 One Cochrane rQES saved considerable time by agreeing the review topic within a single meeting and one-phase iteration. 9 Decisions on topics to be omitted are also informed by a knowledge of existing QESs. 17

An information specialist can help to manage the quantity and quality of available evidence by setting conceptual boundaries and logistic limits. A structured question format, such as Setting-Perspective-Interest, phenomenon of-Comparison-Evaluation or Population-Interest, phenomenon of-Context helps in communicating the scope and, subsequently, in operationalising study selection. 9 18

Scoping (of review parameters) and mapping (of key types of evidence and likely richness of data) helps when planning the review. 5 19 The option to choose purposive sampling over comprehensive sampling approaches, as offered by standard QES, may be particularly helpful in the context of a rapid QES. 8 Once a team knows the approximate number and distribution of studies, perhaps mapping them against country, age, ethnicity, etc), they can decide whether or not to use purposive sampling. 12 An rQES for the WHO combined purposive with variation sampling. Sampling in two stages started by reducing the initial number of studies to a more manageable sampling frame and then sampling approximately a third of the remaining studies from within the sampling frame. 20

Sampling may target richer studies and/or privilege diversity. 8 21 A rich qualitative study typically illustrates findings with verbatim extracts from transcripts from interviews or textual responses from questionnaires. Rich studies are often found in specialist qualitative research or social science journals. In contrast, less rich studies may itemise themes with an occasional indicative text extract and tend to summarise findings. In clinical or biomedical journals less rich findings may be placed within a single table or box.

No rule exists on an optimal number of studies; too many studies makes it challenging to ‘maintain insight’, 22 too few does not sustain rigorous analysis. 23 Guidance on sampling is available from the forthcoming Cochrane-Campbell QES Handbook.

A review team can use templates to fast-track writing of a protocol. The protocol should always be publicly available ( table 2 , item R2). 24 25 Formal registration may require that the team has not commenced data extraction but should be considered if it does not compromise the rQES timeframe. Time pressures may require that methods are left suitably flexible to allow well-justified changes to be made as a detailed picture of the studies and data emerge. 26 The first Cochrane rQES drew heavily on text from a joint protocol/review template previously produced within Cochrane. 24

Setting eligibility criteria

An rQES team may need to limit the number of perspectives, focusing on those most important for decision-making 5 9 27 ( table 2 , item R3). Beyond the patients/clients each additional perspective (eg, family members, health professionals, other professionals, etc) multiplies the additional effort involved.

A rapid QES may require strict date and setting restrictions 17 and language restrictions that accommodate the specific requirements of the review. Specifically, the team should consider whether changes in context over time or substantive differences between geographical regions could be used to justify a narrower date range or a limited coverage of countries and/or languages. The team should also decide if ‘indirect evidence’ is to substitute for the absence of direct evidence. An rQES typically focuses on direct evidence, except when only indirect evidence is available 28 ( table 2 , item R4). Decisions on relevance are challenging—precautions for swine influenza may inform precautions for bird influenza. 28 A smoking ban may operate similarly to seat belt legislation, etc. A review team should identify where such shared mechanisms might operate. 28 An rQES team must also decide whether to use frameworks or models to focus the review. Theories may be unearthed within the topic search or be already known to team members, fro example, Theory of Planned Behaviour. 29

Options for managing the quantity and quality of studies and data emerge during the scoping (see above). In summary, the review team should consider privileging rich qualitative studies 2 ; consider a stepwise approach to inclusion of qualitative data and explore the possibility of sampling ( table 2 , item R5). For example, where data is plentiful an rQES may be limited to qualitative research and/or to mixed methods studies. Where data is less plentiful then surveys or other qualitative data sources may need to be included. Where plentiful reviews already exist, a team may decide to conduct a review of reviews 5 by including multiple QES within a mega-synthesis 28 29 ( table 2 , item R6).

Searching for QES merits its own guidance, 21–23 30 this section reinforces important considerations from guidance specific to qualitative research. Generic guidance for rapid reviews in this series broadly applies to rapid QESs. 1

In addition to journal articles, by far the most plentiful source, qualitative research is found in book chapters, theses and in published and unpublished reports. 21 Searches to support an rQES can (a) limit the number of databases searched, deliberately selecting databases from diverse disciplines, (b) use abbreviated study filters to retrieve qualitative designs and (c) employ high yield complementary methods (eg, reference checking, citation searching and Related Articles features). An information specialist (eg, librarian) should be involved in prioritising sources and search methods ( table 2 , item R7). 11 14

According to empirical evidence optimal database combinations include Scopus plus CINAHL or Scopus plus ProQuest Dissertations and Theses Global (two-database combinations) and Scopus plus CINAHL plus ProQuest Dissertations and Theses Global (three-database combination) with both choices retrieving between 89% and 92% of relevant studies. 30

If resources allow, searches should include one or two specialised databases ( table 2 , item R8) from different disciplines or contexts 21 (eg, social science databases, specialist discipline databases or regional or institutional repositories). Even when resources are limited, the information specialist should factor in time for peer review of at least one search strategy ( table 2 , item R9). 31 Searches for ‘grey literature’ should selectively target appropriate types of grey literature (such as theses or process evaluations) and supplemental searches, including citation chaining or Related Articles features ( table 2 , item R10). 32 The first Cochrane rQES reported that searching reference lists of key papers yielded an extra 30 candidate papers for review. However, the team documented exclusion of grey literature as a limitation of their review. 15

Study selection

Consistency in study selection is achieved by using templates, by gaining a shared team understanding of the audience and purpose, and by ongoing communication within, and beyond, the team. 2 33 Individuals may work in parallel on the same task, as in the first Cochrane rQES, or follow a ‘segmented’ approach where each reviewer is allocated a different task. 14 The use of machine learning in the specific context of rQES remains experimental. However, the possibility of developing qualitative study classifiers comparable to those for randomised controlled trials offers an achievable aspiration. 34

Title and abstract screening

The entire screening team should use pre-prepared, pretested title and abstract templates to limit the scale of piloting, calibration and testing ( table 2 , item R11). 1 14 The first Cochrane rQES team double-screened titles and abstracts within Covidence review software. 14 Disagreements were resolved with reference to a third reviewer achieving a shared understanding of the eligibility criteria and enhancing familiarity with target studies and insight from data. 14 The team should target and prioritise identified risks of either over-zealous inclusion or over-exclusion specific to each rQES ( table 2 , item R12). 14 The team should maximise opportunities to capture divergent views and perspectives within study findings. 35

Full-text screening

Full-text screening similarly benefits from using a pre-prepared pretested standardised template where possible 1 14 ( table 2 , item R11). If a single reviewer undertakes full-text screening, 8 the team should identify likely risks to trustworthiness of findings and focus quality control procedures (eg, use of additional reviewers and percentages for double screening) on specific threats 14 ( table 2 , item R13). The Cochrane rQES team opted for double screening to assist their immersion within the topic. 14

Data extraction

Data extraction of descriptive/contextual data may be facilitated by review management software (eg, EPPI-Reviewer) or home-made approaches using Google Forms, or other survey software. 36 Where extraction of qualitative findings requires line-by-line coding with multiple iterations of the data then a qualitative data management analysis package, such as QSR NVivo, reaps dividends. 36 The team must decide if, collectively, they favour extracting data to a template or coding direct within an electronic version of an article.

Quality control must be fit for purpose but not excessive. Published examples typically use a single reviewer for data extraction 8 with use of two independent reviewers being the exception. The team could limit data extraction to minimal essential items. They may also consider re-using descriptive details and findings previously extracted within previous well-conducted QES ( table 2 , item R14). A pre-existing framework, where readily identified, may help to structure the data extraction template. 15 37 The same framework may be used to present the findings. Some organisations may specify a preferred framework, such as an evidence-to-decision-making framework. 38

Assessment of methodological limitations

The QES community assess ‘methodological limitations’ rather than use ‘risk of bias’ terminology. An rQES team should pick an approach appropriate to their specific review. For example, a thematic map may not require assessment of individual studies—a brief statement of the generic limitations of the set of studies may be sufficient. However, for any synthesis that underpins practice recommendations 39 assessment of included studies is integral to the credibility of findings. In any decision-making context that involves recommendations or guidelines, an assessment of methodological limitations is mandatory. 40 41

Each review team should work with knowledge users to determine a review-specific approach to quality assessment. 27 While ‘traffic lights’, similar to the outputs from the Cochrane Risk of Bias tool, may facilitate rapid interpretation, accompanying textual notes are invaluable in highlighting specific areas for concern. In particular, the rQES team should demonstrate that they are aware (a) that research designs for qualitative research seek to elicit divergent views, rather than control for variation; (b) that, for qualitative research, the selection of the sample is far more informative than the size of the sample; and (c) that researchers from primary research, and equally reviewers for the qualitative synthesis, need to be thoughtful and reflexive about their possible influences on interpretation of either the primary data or the synthesised findings.

Selection of checklist

Numerous scales and checklists exist for assessing the quality of qualitative studies. In the absence of validated risk of bias tools for qualitative studies, the team should choose a tool according to Cochrane Qualitative and Implementation Methods Group (CQIMG) guidance together with expediency (according to ease of use, prior familiarity, etc) ( table 2 , item R15). 41 In comparison to the Critical Appraisal Skills Programme checklist which was never designed for use in synthesis, 42 the Cochrane qualitative tool is similarly easy to use and was designed for QES use. Work is underway to identify an assessment process that is compatible with QESs that support decision-making. 41 For now the choice of a checklist remains determined by interim Cochrane guidance and, beyond this, by personal preference and experience. For an rQES a team could use a single reviewer to assess methodological limitations, with verification of judgements (and support statements) by a second reviewer ( table 2 , item R16).

The CQIMG endorses three types of synthesis; thematic synthesis, framework synthesis and meta-ethnography ( box 1 ). 43 44 Rapid QES favour descriptive thematic synthesis 45 or framework synthesis, 46 47 except when theory generation (meta-ethnography 48 49 or analytical thematic synthesis) is a priority ( table 2 , item R17).

Choosing a method for rapid qualitative synthesis

Thematic synthesis: first choice method for rQES. 45 For example, in their rapid QES Crooks and colleagues 44 used a thematic synthesis to understand the experiences of both academic and lived experience coresearchers within palliative and end of life research. 45

Framework synthesis: alternative where a suitable framework can be speedily identified. 46 For example, Bright and colleagues 46 considered ‘best-fit framework synthesis’ as appropriate for mapping study findings to an ‘a priori framework of dimensions measured by prenatal maternal anxiety tools’ within their ‘streamlined and time-limited evidence review’. 47

Less commonly, an adapted meta-ethnographical approach was used for an implementation model of social distancing where supportive data (29 studies) was plentiful. 48 However, this QES demonstrates several features that subsequently challenge its original identification as ‘rapid’. 49

Abbrevations: QES, qualitative evidence synthesis; rQES, resource-constrained qualitative evidence synthesis.

The team should consider whether a conceptual model, theory or framework offers a rapid way for organising, coding, interpreting and presenting findings ( table 2 , item R18). If the extracted data appears rich enough to sustain further interpretation, data from a thematic or framework synthesis can subsequently be explored within a subsequent meta-ethnography. 43 However, this requires a team with substantial interpretative expertise. 11

Assessments of confidence in the evidence 4 are central to any rQES that seeks to support decision-making and the QES-specific Grading of Recommendations Assessment, Development and Evaluation approach for assessing the Confidence of Evidence from Reviews of Qualitative research (GRADE-CERQual) approach is designed to assess confidence in qualitative evidence. 50 This can be performed by a single reviewer, confirmed by a second reviewer. 26 Additional reviewers could verify all, or a sample of, assessments. For a rapid assessment a team must prioritise findings, using objective criteria; a WHO rQES focused only on the three ‘highly synthesised findings’. 20 The team could consider reusing GRADE-CERQual assessments from published QESs if findings are relevant and of demonstrable high quality ( table 2 , item R19). 50 No rapid approach to full application of GRADE-CERQual currently exists.

Reporting and record management

Little is written on optimal use of technology. 8 A rapid review is not a good time to learn review management software or qualitative analysis management software. Using such software for all general QES processes ( table 2 , item R20), and then harnessing these skills and tools when specifically under resource pressures, is a sounder strategy. Good file labelling and folder management and a ‘develop once, re-use multi-times’ approach facilitates resource savings.

Reporting requirements include the meta-ethnography reporting guidance (eMERGe) 51 and the Enhancing transparency in reporting the synthesis of qualitative research (ENTREQ) statement. 52 An rQES should describe limitations and their implications for confidence in the evidence even more thoroughly than a regular QES; detailing the consequences of fast-tracking, streamlining or of omitting processes all together. 8 Time spent documenting reflexivity is similarly important. 27 If QES methodology is to remain credible rapid approaches must be applied with insight and documented with circumspection. 53 54 (56)

Ethics statements

Patient consent for publication.

Not applicable.

Ethics approval

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Supplementary materials

Supplementary data.

This web only file has been produced by the BMJ Publishing Group from an electronic file supplied by the author(s) and has not been edited for content.

• Data supplement 1

Correction notice Since this paper first published, updates have been made to the left hand column of table 2.

Contributors All authors (AB, IS, JN, CH, FC) have made substantial contributions to the conception and design of the guidance document. AB led on drafting the work and revising it critically for important intellectual content. All other authors (IS, JN, CH, FC) contributed to revisions of the document. All authors (AB, IS, JN, CH, FC) have given final approval of the version to be published. As members of the Cochrane Qualitative and Implementation Methods Group and/or the Cochrane Rapid Reviews Methods Group all authors (AB, IS, JN, CH, FC) agree to be accountable for all aspects of the work in ensuring that questions related to the accuracy or integrity of any part of the work are appropriately investigated and resolved.

Funding The authors have not declared a specific grant for this research from any funding agency in the public, commercial or not-for-profit sectors.

Competing interests AB is co-convenor of the Cochrane Qualitative and Implementation Methods Group. In the last 36 months, he received royalties from Systematic Approaches To a Successful Literature Review (Sage 3rd edition), honoraria from the Agency for Healthcare Research and Quality, and travel support from the WHO. JN is lead convenor of the Cochrane Qualitative and Implementation Methods Group. In the last 36 months, she has received honoraria from the Agency for Healthcare Research and Quality and travel support from the WHO. CH is co-convenor of the Cochrane Qualitative and Implementation Methods Group.

Patient and public involvement Patients and/or the public were not involved in the design, or conduct, or reporting, or dissemination plans of this research.

Provenance and peer review Not commissioned; internally peer reviewed.

Supplemental material This content has been supplied by the author(s). It has not been vetted by BMJ Publishing Group Limited (BMJ) and may not have been peer-reviewed. Any opinions or recommendations discussed are solely those of the author(s) and are not endorsed by BMJ. BMJ disclaims all liability and responsibility arising from any reliance placed on the content. Where the content includes any translated material, BMJ does not warrant the accuracy and reliability of the translations (including but not limited to local regulations, clinical guidelines, terminology, drug names and drug dosages), and is not responsible for any error and/or omissions arising from translation and adaptation or otherwise.

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