The first thing to do is NOT to think what method you need but to start by turning your business objectives into research objectives.

 Watch video 2 in the series or Learn how to do that here.

The main options for qualitative methods are: to discuss, observe, collaborate, or even by-pass talk completely. There are online options for each of these too. Every method has its own advantages and disadvantages. As they are different, a a mix of methods is often useful. For example, interviews and discussions can be very insightful, but rely on accurate memory and awareness of behaviour. And because so much behaviour is habitual,  many people can’t describe what they do very well, or under or over-estimate how often they do it. So groups and depths can benefit from some form of observation.  And if you want creativity and engagement from the participants, choosing a collaborative approach will generate more insights than simply treating them as a form of data input.

Case study from the Times top 100: How market research enabled Barclays to improve its student account offer

Case study from the Market Research Society showing how the Money Advice service integrated a range of methods to overcome its research challenges: MA Mixed methods case study MRS



  • Title How to choose the right qualitative method
  • Length 7.09