QUALITATIVE RESEARCH
As a qualitative researcher, I have a deep comprehension of the research process & I am knowledgeable about different research methods & techniques. I analyse the data by identifying patterns, themes, & relationships; I use my findings to develop theories or insights into the phenomenon being investigated.
Qualitative research is a research approach that aims to explore, observe & decipher human behaviour, experiences, & attitudes by gathering data through non-numerical methods such as focus groups, interviews, observations, & document/language analysis.
"The focus is on gaining an in-depth understanding of the meanings people attribute to their experiences & how they make sense of the world around them."
Qualitative research often involves collecting data from a small sample of participants, which allows for a more detailed analysis of their experiences & perspectives. It is particularly useful in exploring complex & sensitive topics, as it allows for a deeper understanding of the perspectives of those being studied.
Fields of Expertise
Market Research
Qualitative research is used in market research to decode consumer behaviour, preferences, & opinions. Focus groups, in-depth interviews, & observation methods are commonly used in this field to gain insights into the attitudes & motivations of consumers.
Business & Organisations
Used to explore organisational culture, leadership, & employee experiences. In-depth interviews & focus groups can be used to explore employee perceptions of organisational culture or the factors that contribute to employee satisfaction & motivation.
Health Care
Understanding physician attitudes & patient experiences & perspectives on health & illness. Exploring the experiences of patients with chronic conditions or factors influencing decision-making in treatment options.
Documentaries & Visual Narrative
Ensuring project accuracy and compelling storytelling. Gathering rich, nuanced data to create captivating concepts & powerful visual narratives.
Social Issues
Comprehending social phenomena, culture, & human behaviour in sociology, anthropology, & psychology. Utilizing methods like ethnography to explore cultural practices and beliefs.
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