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Introduction to Qualitative Market and Social Research

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Project case studies

Below are three research case studies to show the different methodologies researchers may use and how the timings are allocated for each stage.

Case Study 1

This illustrates how a UK national public awareness campaign on behalf of a government department would be organised. For instance it could be to raise awareness of the dangers of texting during driving. A series of focus groups are commissioned in which a range of messages and storylines are explored to discover which approach, via which media channel, will prove most powerful in changing perceptions and behaviour.

This is how the project would be broken down week-by-week in agreement between the researchers and their clients.

Timings

Week 1	A briefing meeting between the researchers and the end client to discuss the project scope, the timings and the sample of the population to be recruited. The researchers prepare a participant screener and a schedule which will be submitted to the end client for approval and sign off. The researcher may alternatively decide to commission a fieldwork supplier to draft the participant screener, organise venues for the qualitative groups and undertake the recruitment.
Week 2-3	The researchers or fieldwork agency will appoint a recruiter(s) and brief them on the aims of the project, the demographics of the sample and the timescales for recruitment. Recruiters will recruit participants for the project and liaise with the researchers and/or fieldwork supplier if they encounter any problems. The researchers will draft a Discussion Guide which would be used to structure discussions with participants during the focus groups. The Discussion Guide will not be finalised until the end client has agreed and signed off the document.
Week 4-5	Fieldwork will be undertaken. The researchers will conduct the focus groups.
Week 5-6	The researchers will analyse the findings from the fieldwork and prepare their report for the end client.
Week 7	The researchers will present their findings to the end client in a face-to-face de-brief.

Case Study 2

An internet provider wishes to understand attitudes and behaviours related to the internet, gaming and social media consumption amongst family members. Analysis of the research findings will allow the provider to run a sales and sign-up campaign using the most appropriate and persuasive ‘hooks’. A series of in-home family ethnographic observations and interviews are commissioned.

The timings of the research would be very similar to Case Study 1 but with a longer period of fieldwork due to the in depth nature of the ethnographies.

Timings

Week 1	A briefing meeting between the researchers and the end client to discuss the project scope, the timings and the sample of the population to be recruited. The researchers prepare a participant screener to recruit participants for the ethnographic research and a schedule will be submitted to the end client for approval and sign off. The researcher may alternatively decide to commission a fieldwork supplier to draft the participant screener and undertake the recruitment.
Week 2-3	The researchers or fieldwork agency will appoint a recruiter(s) and brief them on the aims of the project, the demographics of the sample and the timescales for recruitment. Recruiters will recruit participants for the ethnographic project and liaise with the researchers and/or fieldwork supplier if they encounter any problems.
Week 4-5-6	The researchers will conduct the ethnographic research.
Week 7-8	The researchers will analyse the findings from the ethnographic exercises and prepare their report for the end client.
Week 9	The researchers will present their findings to the end client in a face-to-face de-brief.

Case Study 3

A leading insurance and pension provider and its advertising agency want to maximise their messaging and media spend. Focus groups, depth interviews and co-creation with older mid-level wealth customers are commissioned. The analysis of the material, especially the exercises in the workshop (drawing ‘dream goals’ and ‘what security means to me’) will help position a range of financial products in the ‘approaching retirement’ sector.

The timings for this project are much longer owing to the various methodologies used and the complex analysis required before the final presentation to the client.

Timings

Week 1	A briefing meeting between the researchers and the end client to discuss the project scope, the timings and the sample of the population to be recruited. The researchers prepare a participant screener and a schedule which will be submitted to the end client for approval and sign off. The researcher may alternatively decide to commission a fieldwork supplier to draft the participant screener, organise venues for the qualitative groups and undertake the recruitment.
Week 2-3	The researchers or fieldwork agency will appoint a recruiter(s) and brief them on the aims of the project, the demographics of the sample and the timescales for recruitment. Recruiters will recruit participants for the project and liaise with the researchers and/or fieldwork supplier if they encounter any problems. The researchers will draft a Discussion Guide which would be used to structure discussions with participants during the focus groups. The Discussion Guide will not be finalised until the end client has agreed and signed off the document.
Weeks 4-5	Fieldwork will be undertaken. The researchers will conduct the focus groups and depth interviews.
Week 6	The researchers will have an internal analysis session to discuss the key findings from the focus groups and depth interviews. The researchers would have a meeting or call with the end client to discuss the key findings and confirm the structures and any stimulus materials for the co-creation.
Week 7	The co-creation will be conducted by the researchers with participants and end clients in attendance.
Week 8-9	Video editing from the video recordings of the research sessions will be undertaken either by the researcher or a specialist sub-contractor. These will usually be included in the final presentation to the end client.
Week 9-10	The researchers will analyse the findings from all stages of the fieldwork (focus groups, depths and co-creation) and prepare their report for the end client.