What is ‘real’ qualitative research? It is done by humans
An interview with Craig Griffin on his Campaign For Real Qual podcast
I was delighted to be invited to join Craig Griffin on his Campaign For Real Qual podcast to talk about what to expect from qualitative research in 2025 and beyond.
Quick summary: real qualitative research exists to help businesses and governments do something new
- At its very core, real qualitative research exists to help businesses and governments do something new:
- Enter a new market
- Develop a new policy or strategy
- Gain new customers
- as just a few examples
2. That is why qualitative research is in essence all about exploration and discovery. It is a type of detective work.
2. Qualitative research is done by humans not machines
3. The ONE thing that is needed for any exploration, discovery or detection is a person. As I say in the podcast, if you take the researcher out of qualitative research you are left with nothing.
4. At Susan Bell Research, we are proud knowledge seekers, who bring our social science (linguistics, psychology, sociology and anthropology) training to our work.
5. We want our clients to know that we conduct our research with living breathing people who tell us about their lives.
6. We only use AI for brainstorming, deep internal research, and transcripts.
How we can help
Susan Bell Research is a specialist in using qualitative research methods to discover, explore and detect.
Contact Sue Bell for an obligation-free conversation about how our research can help you.
Image source: Fuel Asia
We would love to hear from you, and are always happy to talk through research methods and options with you, if you are not sure what you need. Why not get in touch for a free, obligation-free, and confidential conversation.
Find out more about Susan Bell Research.
