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| User research |
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| Market research |
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| Market research |
| Types of qualitative research: |
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Individual interview
Individual interview is particularly useful when we require the opinion of one person unaffected by others. Interview can be conducted in-person, by telephone, using online methods such as chat or web-meeting technology. Research shows that in many cases remote interview can provide the same quality of information as face-to-face interview. |
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Ethnographic research
Ethnographic research is conducted to support anthropologic design research. In ethnographic research, familiar symbols and structures of society are deconstructed to form an understanding of a group or sub-group. Ethnographic research provides useful information for design localisation. It helps in understanding people’s specific needs and behaviours related to the social structure they belong to. Many methodologies are used to effectuate an ethnographic research. These methodologies differ and are either applicable for a developed or emerging market. It is commonly accepted that ethnographic research provides design inputs that cannot be found using another method. |
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Focus group
Focus group is a qualitative method which involves discussion among 6 to 12 individuals. It is often believed than no experts should take part in the focus group since they may restrict the exploration to their domain of expertise. Depending upon the goals of the project, many techniques can be used by the conductor of the focus group. Audio and video tape may be used to document the discussion. A focus group helps the researcher to understand what people say to each other and the impact of the group on one’s opinions. |
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On-site observation
This involves being present on-site to observe people doing their task. This could mean accompanying someone working at the booking counter, spending time in a workplace with the people who effectuate financial transactions online. The researcher takes note and asks questions about the work flow. Pictures and videos are often used to illustrate findings. |
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Online research
Online chat is often used to gather top-of-mind information regarding a particular subject. It is also done through web-meeting. However, written information is often preferred since it is faster to screen than voice record. Participants communicate by typing their responses to the moderator's questions. It is possible to show participants images, videos and web sites and have their comments on it. Dedicated discussion forums are very much used these days by corporate companies to gather information from their worldwide collaborators. Blogs and Internet browsing is another variant of online research. |
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