Market Researchers Resources Researcher's Guide to Using Mobile Qualitative

Improve Your Qualitative Performance with Homework

Would you like to add depth to your qualitative research projects?

Bring an ethnographic component to traditional research without the time or expense?

Doyle Research has found that assigning respondents homework prior to their participation in qualitative research benefits the project in a number of ways:

  • It allows time for respondents to think through the issues independently, prior to the group, making their responses during the group more thoughtful and insightful.
  • It increases respondent commitment to your project, moving them beyond the financial incentive for participation.

It adds depth to the project, by capturing information about behaviors, attitudes and lifestyles that there wouldn’t be time to capture during a typical group session.

For example, when asked to compile a “day-in- the-life” photo journal of the family pet, Linda’s initial reaction was, “they gotta be kidding.” But two days later this 38-year-old woman had everyone in the house, and a group of friends, helping her author and compile an incredibly detailed and insightful look into her pet’s life.

“It became an obsession. I can’t believe how much fun this has been for everyone in the house.  It’s brought us all together,” she says.

Not to mention the insight the client gained about the bond that exists between pets and their owners.

Depending on the objectives and scope of the research, assignments can be as simple as bringing in a favorite product or photo; or as complex as asking respondents to document their experiences during a competitive shopping trip or complete a detailed photo journal of their life.

“I have used Doyle Research on numerous occasions, and have found the team to be knowledgeable, creative in recommending solutions for qualitative that works, able to turn on a dime when we needed it. We’ve had solid results and some highly insightful analysis that opened business partner eyes to some things they didn’t know but needed to.”

Consumer Insights | DeVry University

Qualitative Online Research