Concept Testing through Qualitative Research

We’ve covered the overall benefits of concept testing and how quantitative research research, such as surveys and conjoint, can be utilized in a concept test study. But what about qualitative research like focus groups and in-depth interviews? Qualitative research allows for a personalized, comprehensive conversation that can provide deep, meaningful answers to your concept testing questions.

Focus Groups

Focus Groups involve gathering a group of participants that represent your target audience. These groups can take place all over the world, but often centralize in larger cities like Chicago, Philadelphia and Los Angeles.

When the focus group meets, a moderator presents the concept testing stimulus and then guides discussion about the concept. The conversation is recorded, transcribed, and then analyzed for patterns, which Actionable uses to form and present recommendations.

One benefit of utilizing focus groups is the natural flow of human conversation. With the guidance of the moderator, participants converse with each other. This method also allows for deeper thinking and insights because hearing others answer may spark an idea or opinion in another participant.

This flow may also be considered a potential shortcoming of focus groups. Without a skilled, experienced moderator, the flow of conversation leads participants away from the topic at hand, or a more outspoken participant may influence others in the group, risking the validity of the results. A strong moderator is essential, guiding and leading the conversation, making sure to address the questions you are seeking answers to.

In-Depth Interviews

In-depth interviews (or IDIs) are generally a one-on-one conversation between a moderator and a participant that represents your target audience, most often conducted by telephone. Just like focus groups, the conversation is recorded and transcribed. Transcripts from all interviews are analyzed together to find patterns, allowing for the gleaning of key answers and takeaways, pointing towards recommendations.

A major benefit of IDIs vs. focus group is the cost. With focus groups, higher incentives and travel costs must be taken into consideration, but because IDIs take place via phone call, incentives may be lower and travel costs aren’t applicable. While price is an added benefit, you do lose the ability to read body language the way you can in an in-person focus group.

When compared to focus groups, IDIs can provide more detailed information. With only one participant, the moderator can probe more deeply than is possible in a focus group setting; there isn’t the worry of having to hear from every participant in a pre-defined conversation. The benefit of the flow of conversation focus groups have, however, is lessened in a IDI as there is only one participant.

Actionable Qualitative Research

The major benefit of utilizing qualitative research is the ability to ask open-ended questions helping you to develop an understanding of the logic behind a participants’ responses. Unlike a survey, focus groups and in-depth interviews are built on discussion and give you the opportunity to ask ‘Why?’. Moderators will have the flexibility to redirect conversation, expand in certain areas, probe the conversation for more details, or skip sections that are irrelevant to a specific participant or group.

Another characteristic to consider is that qualitative research, for obvious reasons, requires fewer participants than quantitative studies. The flip-side, of course, is that you’re obtaining a smaller representation of your overall audience than survey respondents allow. It’s important to determine which is more valuable to you. Depth or breadth. In working with Actionable, you’ll find we address this catch-22 by customizing our methods and approach to your specific project.

Keep in mind, it does not have to be one or the other, qualitative and quantitative research can, and often are, used in combination. In some cases, the use of qualitative research can confirm a hypothesis in advance of writing a quantitative survey, crafting questions that may be most relevant to the bulk of your respondents. Much like concept testing in general, it can give you the opportunity to redirect your efforts or provide data to support them.

The Next Steps

To learn more about the ways qualitative and quantitative research efforts, and which may be right for you, you can take this quiz. You can also contact us to discuss your research needs. Actionable is here to assist you in making the best decision about whether developing a concept is worth your investment.