What method of qualitative research is appropriate for your study?
1. Ethnography. Ethnographic research is probably the most familiar and applicable type of qualitative method to UX professionals. In ethnography, you immerse yourself in the target participants’ environment to understand the goals, cultures, challenges, motivations, and themes that emerge.
When should we use qualitative research?
Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research.
What is qualitative research best used for?
Situations where qualitative research is often used: Understanding dynamics of purchase decision dynamics. Studying reactions to advertising and public relations campaigns, other marketing communications, graphic identity/branding, package design, etc. Exploring market segments, such as demographic and customer groups.