Post on 12-Aug-2015
A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event
28 March 2012
Qualita've Analysis : An Introduc'on and Overview Ray Poynter, Vision Cri'cal
Event sponsored by EthOS All copyright owned by The Future Place and the presenters of the material
For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Qualita*ve Analysis : An Introduc*on and Overview 28 March 2012
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Agenda
1. What is qualita>ve data? 2. What is qualita>ve analysis? 3. Strategies for qualita>ve analysis 4. Further reading 5. Closing thoughts
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
What is qual data? Verba>ms in surveys Forums/discussions What people say in focus groups What people ‘do’ in focus groups
– Body language – Collages – Projec>ve tasks
Videos of people doing things Photos Art Artefacts Discourses Films, books, magazines
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Qualita>ve Analysis?
1. Convert to numbers – Coding verba>ms – Word clouds – Automated sen>ment analysis
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Annotate Annotate
Actors Objects Ac>ons Emo>ons Foo>ng Ideas
Codes Memos
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Interpret
* From Hy Mariampolksi, Qualita>ve Market Research: A comprehensive guide
I’ll use it on vaca>on Can’t think of a reason to use it my everyday life?
I’d give it as a gi[ It’s not for me?
Two par>cipants felt the brand was like a BMW and three like a Mercedes. The brand is perceived as premium and European.
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Trustworthiness of Qual?
1. Is your narra>ve coherent, comprehensive, and believable?
2. Is your narra>ve useful? 3. Does your story triangulate?
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Further Reading
Grounded Theory Indicator-‐concept model
Content analysis Discourse analysis
Semio>cs
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
4 Thoughts
1. Create a compelling narra>ve that illuminates the client’s business problem
2. Don’t just say what the par>cipants said, interpret
3. Ensure your findings are grounded in the data
4. The client should already know the answer Or at least, should think a[erwards they already knew it
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Thank You
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Q & A
Sue York NewMR
Ray Poynter Vision Critical
Speaker: Ray Poynter, Vision Critical, UK NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 1
Ray Poynter and Vision Cri>cal
1-‐7 Boundary Row London, SE1 8HP United Kingdom Phone: +44 (0) 20 7633 2900 T: @RayPoynter L: hmp://www.linkedin.com/in/raypoynter
A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event
28 March 2012
Qualita've Analysis : An Introduc'on and Overview Ray Poynter, Vision Cri'cal
Event sponsored by EthOS All copyright owned by The Future Place and the presenters of the material
For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org