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HELPFUL HINTS TO ENSURE YOUR QUALITATIVE RESEARCH PROJECT IS SUCCESSFUL

RESEARCH 101

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The best time to conduct in-person research is when the research will benefit from...
  • Respondent conversations that build off of each other
  • Observing body language and facial expressions
  • In-depth conversations
  • Conversations and topics that need to pivot quickly

When to conduct in-person research...

The best time to conduct ethnographic research is when the research will benefit from...
  • Observing the research participants in their own real-life socio-cultural context 
  • Observing how and when the respondents behave in their own environments
  • Asking probing questions directly in the moment when the behaviors are observed

When to conduct ethnographic research...

The best time to conduct online or mobile research is when the research will benefit from...
  • Research participants thinking deeply about a particular topic
  • Unmoderated, unbiased subjective reactions and opinions
  • The research taking place in situ
  • Reduced or no client/moderator travel expenses

When to conduct online or mobile research...

The best time to conduct UX / Usability Testing research is when the research will benefit from...
  • Understanding how people actually use your products and services
  • Determining how to optimize your products and services before spending capital to produce them

When to conduct UX / Usability Testing research...

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