From Data to Decisions: Your Guide to Effective Quantitative Research

TLDR:?Gathering feedback is a critical part of a company’s research activities.? Facilitating effective qualitative research helps supplement quantitative data being captured to answer the “why” of received scores.

The Problem:?

Understanding the scores received from feedback surveys such as NPS, CSAT and CES is a challenge for many companies.? Uncovering why people scored their experiences a certain way is not easy to identify from these scores.? The ability to facilitate effective qualitative research to answer these questions required a specific set of skills and can require much more effort and resources than traditional surveying.

Our Perspective:

We believe that qualitative research activities are a mandatory requirement for effective research programs.? The ability to capture contextual insights surrounding scores received from surveys will enable companies to better action the feedback and use it in decision making and planning moving forward.? These qualitative insights allow leaders to make actionable steps in closing gaps and improving their relationships with customers and/or employees moving forward.

Your Actions:

To plan, design and deploy effective qualitative research, there are key considerations that all researchers must consider.

• Clearly Identify Research Goals: Articulating and documenting the research questions and objectives is an important first step to help guide the study. This helps ensure the research is focused and relevant.

• Define Research Priorities: Qualitative research will undoubtedly evolve as you are conducting activities based on new learnings and the characteristics of groups of participants. Therefore, it is important to prioritize your desired insights to be captured.

• Design Multi-faceted Methodologies: Select qualitative methods that align with the research objectives, the capabilities of the researchers, and the appropriateness for the participants involved.? Key methods include interviews, focus groups, ethnography, or case studies.

• Conduct Rigorous Sampling: Use purposeful sampling to select participants who can provide rich, relevant data. Ensure the sample is diverse enough to capture a range of perspectives.

• Develop a Robust Data Collection Plan: Create detailed protocols for data collection to ensure consistency and reliability. This includes developing interview guides or observation checklists.

• Build Rapport with Participants: Establish trust and a comfortable environment to encourage participants to share openly and honestly.

• Facilitate Various Activities: Triangulate insights by using various sources and methods to enhance the validity of the findings.? Sessions with participants should involve various individual and group activities to promote sharing and open dialogue within groups.

• Analyze Data Systematically: Employ systematic and transparent methods for data analysis, such as coding, thematic analysis, or narrative analysis. Use software tools if necessary to manage and analyze large datasets.

• Reflect Throughout: Continuously reflect on your own biases and how they may affect the research. Maintain a reflective journal to document your thoughts and potential biases throughout the research process.

• Check-In with Research Participants: Validate findings by sharing them with participants to ensure accuracy and resonance with their experiences.

?

Use these to help plan, design and deploy effective qualitative research practices that truly uncover the “why” behind customer / employee sentiment and setup you for success in making improvements moving forward.

If you’re interested to learn more on how to implement effective quantitative research initiatives please reach out to The Experience Advisors here.