Qualitative Research: Fast, Flexible, and Full of Truths

by Zach Mullen

Today’s consumer is far less predictable, and organizations are exerting more and more effort to keep up. In a landscape full of unknowns, qualitative research is an invaluable resource when looking to extract hard-to-find insights from the even harder-to-access recesses of the consumer psyche.

So, what makes qualitative research worth considering? At Burke, it’s our intersection of speed, flexibility, and rigor.

Qual is agile.

Agility is more than just speed – it’s the ability to adapt to dynamic environments in real time. Need to gut-check something? Want to quickly narrow ten concepts down to five? Digital options like online bulletin boards, mobile ethnographies, and digital diaries offer in-moment probing and real-time observation so clients can be at the forefront of their research. And with the results exported same day, organizations have immediate access to the information they need.

Qual is malleable.

Frequent reassessment and adaptation is critical to unlocking new solutions. Did a respondent just say something that sparked an idea? Unstructured data collection via free-flowing conversation allows for digging in. By its very nature, qualitative research grants organizations permission to ‘read the room’ and follow a nugget down paths that may lead to an entirely new idea, product, market, or approach. It lends itself to giving the proper depth of insights so organizations can hit the ground running.

Qual is reliable.

Above all else, quality and rigor are top priorities. By utilizing a network of vetted moderators, in-house experts, and trusted partners, qualitative research offers a fully-customized solution for every project. And with right-sized findings, it provides an on-target deliverable ready to make an impact. Finally, qualitative offers a direct line to consumers. Unfiltered thoughts and actions are on full display, resulting in a reliable illumination of truths.

For today’s business challenges, qualitative research — whether conducted in-person or virtually — offers the agility, flexibility, and rigor organizations need to uncover more meaningful insights to confidently shape what’s next.

Zach Mullen is Manager of Qualitative Operations, overseeing the strategy and direction for Burke’s qualitative research offerings. His experience spans across an array of methodologies — both digital and in-person — and sectors, including B2B, healthcare, CPG, restaurants, and many more.

Interested in reading more? Check out Zach’s other articles:

IIEX 2024: Sharing What’s New in Insights

Breaking the Fourth Wall of Research

Leveraging Technology to Keep In-Person Research Moving Forward

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