qualitative research sample topics

Tips on how to choose good qualitative research topics

Writing a research paper or a college assignment with success solely depends on your ability to choose suitable qualitative research topics. It’s essential to carefully examine and explore the field with all the challenges before you start writing to identify the key factors and aspects of your assignment. Here are a few tips on how to do that to get good research paper ideas.

Align your research topic with your field of interest

Your assignment topic should be something that interests you deeply so that you can completely get into it and make the most out of your efforts. More importantly, your topic should allow you to develop your personal skills and learn new things.

Make sure you have all the right research on the topic

If you choose a topic that has little to no supporting research available, you’ll end up getting stuck. You must properly research the topic before you start writing. This research will also help you shortlist unrelated topics and narrow down your scope so that you can focus on the information that matches your exact needs.

Follow your university guidelines!

Consulting with your professors and going through the assessment guidelines is paramount to writing a top-class paper. Follow your university guidelines to make sure your efforts get approved by your supervisor.

List of qualitative research topics examples

Long-term planning methods for better project management
How to deal with issues during a project implementation program
The best practices for dealing with tight project deadlines
Why time management is essential for goal setting
Flexibility in management: How to improve decision-making as a manager
Top professional techniques for developing management skills
Healthcare in low-income societies: How to achieve affordable medical care
Dealing with a loss and the process of recovery
How to make eco-friendly facemasks
Preventing flu during cold seasons: The most effective preventative methods
The importance of developing community-based sanitization programs
The best practices for quitting alcohol and cigarettes
Helping the young manage their obesity: The most effective obesity management strategies
Promoting healthcare during COVID-19: Strategies for expanding the health sector
Guide to collecting resources for building a centralized community
How academic and social practices can help uplift a society
Professional practices for building a one-on-one relationship between teachers and students
The science behind consumer motivations and appraisals
Reshaping the traditional form of virtual ethnography
Are homeschooling programs as efficient as they should be?
The importance of developing healthy eating habits
The best strategies for getting ahead of the prospective market
How to track the dynamics of real estate investments
How effective are modern newsgathering technologies?
Developing introvert behavior and its key effects
Can sharing help an individual overcome addictions?
Guide to creating a one-people community
The most effective methods for dealing with cyberbullying
The best way to bringing social equity to patriarchal societies
How quarantine prevents the spread of infectious diseases
The aging populations and the trends they follow
The latest digital media trends
Methods for mitigating communicable diseases
How governments work on protocol observance
Practices for preventing the spread of the coronavirus in crowded places
Alleviating pain during childbirth
Maternal healthcare in developing countries
Can pop music change erratic youth behavior?
The best therapies for recovering from brain surgery
How alcohol changes normal behavior
Depression management among school-going children
Strategies for avoiding a viral disease
Ways to influence the eating habits of children
How and when to engage in sporting activities
How low socioeconomic background impacts self-esteem
The importance of parenting for shaping children’s morals
The impact of poor market completion on supply and demand
Do children under four years need preschool education?
Single-gender schools vs. mixed schools
How the world would benefit from the same education system
How virtual reality helps reshape the world
The hottest destinations for traveling at the moment
How fast does the ozone layer deplete?
Is it possible to predict natural disasters before they occur?
The effects of digital marketing on modern businesses
Physical learning vs. online learning
How related are Windows and Apple products?
Study cases of bullying in schools
The effect of stress on human behavior
Patient behavior and the influence of social processes

If you’re looking for the best way to choose some of the most suitable qualitative research paper topics for your college assignment, these 60 topics should help you get ahead of your task and write an engaging paper. All topics above are for your personal education and motivation. If you still need help with your assignment, our professional paper writing services are available 24/7.

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Qualitative Research Topics & Ideas For Students

The Best Qualitative Research Topics For Students

Do you have difficulty finding a qualitative research title for your project? If you are, you need not worry because you are not alone. However, there are many unique qualitative titles you can explore for your research. You just need a few qualitative research title examples to get you started. Qualitative research is focused on data obtained through a researcher’s first-hand observations, natural setting recording, artifacts, case studies, documents, questionnaires, and interviews. The findings in qualitative research are usually non-numerical. Also, it is common in humanities and social sciences. This post provides over 100 qualitative research topics you can consider.

The Best Qualitative Research Topics That Impress the Teacher

Exceptional Qualitative Research Topics In Social Science

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An excellent research topic will help you earn a good grade. Consider any example of a qualitative research title from the following options:

The impacts of social media on physical social engagement in society
The benefits of treating mental disorders with medication
The effects of Gender-Based Violence on women’s social lives in rural areas
The decline of academic pursuit in third-world countries
Sexual workers: the stigma they experience
How has the promotion of feminist values influenced workplaces?
Free education: its impact in third-world countries
What is the correlation between education and success?
Ableism: its effects on disabled people in society
Food insecurity in third-world nations

The topic of your research paper can influence how easily you can conduct your study and draw conclusions.

Here are fantastic examples of qualitative research titles:

Female harm: how it is influenced by culture
The socioeconomic impacts of free education
The link between food insecurity and poor performance in schools
Alcoholism among college students: a critical study
How to mitigate child labor in our society
The root causes of child labor in Latin America
The stigma of living with transmissive medical conditions
The root cause of the stigma of people living with disabilities
How to identify depression in small children
Signs of autism in kids below two years old

Choosing a qualitative research topic is not a task you should take lightly because it can influence your performance. Here are some noteworthy qualitative research titles examples:

Basic patient care policies in developing nations
The impacts of alcoholism on education
Adult learning: what does it entail?
Homeschooling: Is it the latest trend after the pandemic?
Does computer literacy influence the quality of education kids enjoy?
How to effectively teach students with learning disabilities
The relationship between poor education systems and crime rates in third-world countries
Student bullying: the psychological impacts
Should high school students go through university preparedness programs?
research writing in high schools: its significance

Are you looking for qualitative research topic examples to start your study? Below are some creative examples to consider:

Remote tests: are they as effective as in-class tests?
The value of social activities in academic institutions
Why should healthcare be free in all countries?
The implications of racist laws on society
The reception of COVID-19 vaccines and treatments
What is the difference between foreign policies in first-world and third-world nations?
Racism and Colorism: what is the difference?
Dissecting the causes of low voter turnouts in the 21 st century
The challenges of social media on kid’s brain development
The inclusion of black women in American politics and its impacts

When competing with several brilliant minds, a good research topic can do you greatly. The following qualitative research examples titles are a great place to start:

Should school uniforms be discarded for high schoolers?
The need for equal representation in global politics
The implications of police brutality on politics
The role of parental care in foster kids
The distinction between Islamic values and Christian values
The correlation between political instability and migration
Sex trafficking and violence against women: what is the link?
How can global governments eradicate homelessness?
Fraternities and sororities: are they still relevant?
The role of literature in promoting societal changes

Qualitative research is popular in the education field and other social sciences. Choose a qualitative research title example on the subject of education from the following list:

Effectively introducing foreign languages in the high school curriculum
How can teachers help students with disabilities improve their learning?
The link between social activities and comprehension among students
Research writing in high schools: is it necessary?
How has virtual learning influenced teacher-student relationships?
The implications of allowing smartphones in classes
Should all schools introduce sign language lessons in their curriculum?
Student loans: their impacts on black students
The impacts of race on college acceptance rates
Poverty and education: what is the link?
Ethnic and socioeconomic causes of poor school attendance in developing worlds
Various teaching methods and their efficiency
Efficient teaching methods for children below two years
Why do students perform better in humanities than in sciences?
The difference between college acceptance and completion in most nations
Remote learning in developing countries
What are the best ways of approaching bullying in schools?
How do teachers promote inequality among students?
Does social class influence academic performance negatively or positively?
How do teachers shape their students’ personalities?

Coming up with a qualitative research title can be hard because of the numerous subject areas and the issue of uniqueness. Therefore, we have prepared the following qualitative title examples for you:

How to promote oral learning in classrooms
Political instability in developing countries: its economic impacts
The impacts of weather on social activities
Boredom and poor-decision making: the connection
Exploring the connection between attachment types and love languages
Socioeconomic impacts of instability on a country
How does social media impact the perception of reality
Reality TV shows: are they a true reflection of reality?
How culture applies to different age groups
Is social media influencing the loss of cultural values?

You can base your research topic on a specific region or nation, like the Philippines. A sample qualitative research title can get you started. You can pick a sample qualitative research title from the ideas below:

Why are so many Philippines residents migrating to America?
The impact of politics on migration in the Philippines
How has violence led to food insecurity in rural areas in the Philippines?
The Philippine education system: an overview
How cultural norms influence social activities in the Philippines
Gender roles in the Philippines society
How popular Filipino cultures have served as agents of social change in the nation
The link between male dominance and GBV in the Philippines
Barriers to clean hygiene in health centers in the Philippines
The spread of COVID in rural areas in the Philippines

Most top performers in research subjects attribute their success to choosing the best title for qualitative research. Here are some qualitative research topics about humanities and social science to promote good performance:

The impact of poor market rivalry on supply and demand
The role of parents in shaping kids’ morals
Is social media the root cause of poor societal morals?
How does alcohol impact a person’s normal behavior?
How often should adults engage in sporting activities?
Children’s eating habits and their influences
Low socioeconomic backgrounds and their impacts on self-esteem
The effect of the COVID-19 pandemic on the world’s views on viral diseases
How can school-going kids manage depression
Causes of mental challenges among school-going kids

Finding a good topic for qualitative research is a critical task that requires a lot of thought and research. However, we have simplified the process with the following qualitative topic ideas:

Pop music and erratic youth behavior: is there a link?
How do public figures influence cultures?
Ideas for improving healthcare in developing nations
Possible solutions for alleviating the food crisis in developing nations
New ways of mitigating viral diseases
Social media trends among the elderly
Quarantine as a mitigation approach for infectious diseases
Promoting social justice in patriarchal societies
Worrying trends among the young population
Emerging marketing trends in 2023

Qualitative research for college and high school students helps improve reading, writing, and intellectual skills. Here are some qualitative research examples and topic ideas for students :

How to detect and prevent natural disasters beforehand
Can the whole world have the same education system?
What is the most effective therapy for patients recuperating from brain surgery?
Possible solutions for promoting ethical practices in telehealth
Can addicts overcome addiction without therapy?
The latest technology trends and their impacts?
How can global governments promote mental health awareness?
Have smartphones caused reduced attention spans among users?
Sexual violence in rural areas
The introduction of Islam in African nations

We Are Here for You

Qualitative research is an investigative analysis of intangible or inexact data, mostly non-numerical. The title of qualitative research you choose will guide your entire research process and influence its conclusions. Do you need a paper or an example of a research title qualitative topic? Our expert team is ready to write it for you.

189+ Most Exciting Qualitative Research Topics For Students

Researchers conduct qualitative studies to gain a holistic understanding of the topic under investigation. Analyzing qualitative? Looking for the best qualitative research topics?

If yes, you are here at the right place. We are discussing here all the topics in every field. Basically, qualitative research is the most valuable approach within the fields of social sciences, humanities, and various other fields.

Qualitative research uses a wide array of methods such as interviews, focus groups, participant observation, content analysis, and case studies. Even among others, to gather and analyze non-numerical data.

In this blog, we will explore the diverse, most interesting qualitative research topics, highlighting their importance. Whether you are a student, a scholar, or a practitioner in your field, these best qualitative research ideas are most helpful for you.

Must Read: 21 Ways To Get Good Grades In College

What Is Qualitative Research?

Table of Contents

Qualitative research is a systematic and exploratory approach to research that focuses on understanding and interpreting the complexities of human experiences, behaviors, and phenomena. It aims to provide in-depth insights into the “how” and “why” of various issues by examining them in their natural settings and contexts. Unlike quantitative research, which primarily deals with numerical data and statistical analysis, qualitative research relies on non-numerical data such as interviews, observations, textual analysis, and participant narratives to uncover deeper meanings and patterns.

Key Characteristics of Qualitative Research

Purpose : Qualitative research is used to delve into new or less understood areas, aiming to generate new hypotheses and theories.
Example : Investigating the coping mechanisms of natural disaster survivors in regions where little prior research exists.
Purpose : It seeks to understand and interpret participants’ perspectives, emotions, and experiences.
Example : Examining how individuals with chronic pain perceive their condition and the medical care they receive.
Purpose : Highlights the importance of context and situational factors in shaping human behavior and experiences.
Example : Exploring how cultural backgrounds influence parenting styles in different communities.
Purpose : Employs adaptable and open-ended data collection methods that evolve as new insights are gained.
Example : Conducting semi-structured interviews where the researcher can ask follow-up questions based on participants’ answers.
Purpose : Generates detailed, narrative data that offer deep insights into the studied topic, capturing the complexity of human experiences.
Example : Collecting and analyzing detailed personal stories to understand career development and personal growth.

These characteristics enable qualitative research to provide a comprehensive, nuanced understanding of complex issues, often revealing insights that quantitative approaches might miss.

8 Great Tips On How To Choose Good Qualitative Research Topics

Here are some tips to help you select strong qualitative research topics:

1. Personal Interest and Passion: Start by considering what genuinely interests and excites you. Your enthusiasm for the topic will sustain your motivation throughout the research process.

2. Relevance: Ensure that your chosen topic is relevant to your field of study or the discipline you are working within. It should contribute to existing knowledge or address a meaningful research gap.

3. Research Gap Identification: Review relevant literature and research to identify gaps or areas where there is limited qualitative research. Look for unanswered questions or underexplored aspects of a particular subject.

4. Feasibility: Assess whether the topic is feasible within the scope of your research project. Consider factors like available time, resources, and access to potential participants or data sources.

5. Clarity and Specificity: Your research topic should be clear, specific, and well-defined. Avoid overly broad topics that are difficult to explore in depth. Narrow it down to a manageable focus.

6. Significance: Ask yourself why your research topic matters. Consider the potential implications and applications of your findings. How might your research contribute to understanding, policy, or practice?

7. Originality: Aim for a unique angle or perspective on the topic. While you can build on existing research, strive to offer a fresh viewpoint or new insights.

8. Researchable : Ensure that your topic is researchable using qualitative methods. It should allow you to collect relevant data and answer research questions effectively.

137+ Most Exciting Qualitative Research Topics For All Students

Qualitative research topics in health and medicine.

Experiences of healthcare workers during the COVID-19 pandemic.
Perceptions of alternative medicine among cancer patients.
Coping mechanisms of individuals with chronic illnesses.
The impact of telemedicine on patient-doctor relationships.
Barriers to mental health treatment-seeking among minority populations.
Qualitative analysis of patient experiences with organ transplantation.
Decision-making processes of families regarding end-of-life care.

Qualitative Research Topics In Education

The role of parental involvement in student academic achievement.
Teacher perceptions of remote learning during a pandemic.
Peer influence on academic motivation and performance.
Exploring the experiences of homeschooling families.
The impact of technology on the classroom environment.
Factors influencing student dropout rates in higher education.

Qualitative Research Topics In Psychology and Mental Health

Understanding the stigma associated with seeking therapy.
Experiences of individuals living with anxiety disorders.
Perceptions of body image among adolescents.
Coping strategies of survivors of traumatic events.
The impact of social support on mental health recovery.
Narratives of individuals with eating disorders.

Qualitative Research Topics In Sociology and Culture

Experiences of immigrants in adapting to a new culture.
The role of social media in shaping cultural identities.
Perceptions of police-community relations in marginalized communities.
Gender dynamics in the workplace and career progression.
Qualitative analysis of online dating experiences.
Narratives of LGBTQ+ individuals coming out to their families.

Qualitative Research Topics In Technology and Society

User experiences with augmented reality applications.
Perceptions of online privacy and data security.
The impact of social media on political activism.
Ethical considerations in artificial intelligence development.
Qualitative analysis of online gaming communities.
Experiences of individuals participating in virtual reality environments.

Qualitative Research Topics In Environmental Studies

Public perceptions of climate change and environmental policies.
Experiences of individuals involved in sustainable living practices.
Qualitative analysis of environmental activism movements.
Community responses to natural disasters and climate change.
Perspectives on wildlife conservation efforts.

Qualitative Research Topics In Business and Economics

Qualitative analysis of consumer behavior and brand loyalty.
Entrepreneurial experiences of women in male-dominated industries.
Factors influencing small business success or failure.
Corporate social responsibility and its impact on consumer trust.
Experiences of employees in remote work settings.

Qualitative Research Topics In Politics and Governance

Perceptions of voter suppression and electoral integrity.
Experiences of political activists in grassroots movements.
The role of social media in shaping political discourse.
Narratives of individuals involved in civil rights movements.
Qualitative analysis of government responses to crises.

Qualitative Research Topics In Family and Relationships

Experiences of couples in long-distance relationships.
Parenting styles and their impact on child development.
Sibling dynamics and their influence on individual development.
Narratives of individuals in arranged marriages.
Experiences of single parents in raising their children.

Qualitative Research Topics In Art and Culture

Qualitative analysis of the impact of art therapy on mental health.
Experiences of artists in exploring social and political themes.
Perceptions of cultural appropriation in the arts.
Narratives of individuals involved in the hip-hop culture.
The role of art in preserving cultural heritage.

Qualitative Research Topics In Crime and Justice

Experiences of formerly incarcerated individuals reentering society.
Perceptions of racial profiling and police violence.
Qualitative analysis of restorative justice programs.
Narratives of victims of cyberbullying.
Perspectives on juvenile justice reform.

Qualitative Research Topics In Sports and Recreation

Experiences of athletes in overcoming career-threatening injuries.
The role of sports in building resilience among youth.
Perceptions of performance-enhancing drugs in professional sports.
Qualitative analysis of sports fandom and its impact on identity.
Narratives of individuals involved in adaptive sports.

Qualitative Research Topics In History and Heritage

Experiences of descendants of historical events or figures.
Perceptions of cultural preservation and heritage conservation.
Narratives of individuals connected to indigenous cultures.
The impact of oral history on preserving traditions.
Qualitative analysis of historical reenactment communities.

Qualitative Research Topics In Religion and Spirituality

Experiences of individuals who have undergone religious conversion.
Perceptions of spirituality and well-being.
The role of religion in shaping moral values and ethics.
Narratives of individuals who have left religious communities.
Qualitative analysis of interfaith dialogue and cooperation.

Qualitative Research Topics In Travel and Tourism

Experiences of solo travelers in foreign countries.
Perceptions of sustainable tourism practices.
Qualitative analysis of cultural immersion through travel.
Narratives of individuals on pilgrimages or spiritual journeys.
Experiences of individuals living in tourist destinations.

Qualitative Research Topics In Human Rights and Social Justice

Narratives of human rights activists in advocating for change.
Experiences of refugees and asylum seekers.
Perceptions of income inequality and wealth distribution.
Qualitative analysis of anti-discrimination campaigns.
Perspectives on global efforts to combat human trafficking.

Qualitative Research Topics In Aging and Gerontology

Experiences of individuals in assisted living facilities.
Perceptions of aging and quality of life in older adults.
Narratives of caregivers for elderly family members.
The impact of intergenerational relationships on well-being.
Qualitative analysis of end-of-life decisions and hospice care.

Qualitative Research Topics In Language and Communication

Experiences of individuals learning a second language.
Perceptions of non-verbal communication in cross-cultural interactions.
Narratives of people who communicate primarily through sign language.
The role of language in shaping identity and belonging.
Qualitative analysis of online communication in virtual communities.

Qualitative Research Topics In Media and Entertainment

Experiences of content creators in the digital media industry.
Perceptions of representation in the film and television industry.
The impact of music on emotional well-being and identity.
Narratives of individuals involved in fan communities.
Qualitative analysis of the effects of binge-watching on mental health.

Qualitative Research Topics In Ethics and Morality

Experiences of individuals faced with ethical dilemmas.
Perceptions of moral relativism and cultural differences.
Narratives of whistleblowers in exposing corporate misconduct.
The role of empathy in ethical decision-making.
Qualitative analysis of the ethics of artificial intelligence.

Qualitative Research Topics In Technology and Education

Experiences of teachers integrating technology in the classroom.
Perceptions of online learning and its effectiveness.
The impact of educational apps on student engagement.
Narratives of students with disabilities using assistive technology.
Qualitative analysis of the digital divide in education.

Qualitative Research Topics In Gender and Sexuality

Experiences of transgender individuals in transitioning.
Perceptions of gender roles and expectations.
Narratives of individuals in same-sex relationships.
The impact of intersectionality on experiences of gender and sexuality.
Qualitative analysis of gender-based violence and advocacy.

Qualitative Research Topics In Migration and Diaspora

Experiences of immigrants in maintaining cultural ties to their home country.
Perceptions of identity among second-generation immigrants.
Narratives of refugees resettling in new countries.
The role of diaspora communities in supporting homeland causes.
Qualitative analysis of immigration policies and their impact on families.

Qualitative Research Topics In Food and Nutrition

Experiences of individuals with specific dietary restrictions.
Perceptions of food sustainability and ethical consumption.
Narratives of people with eating disorders seeking recovery.
The role of food in cultural identity and traditions.
Qualitative analysis of food insecurity and hunger relief efforts.

Qualitative Research Topics In Urban Studies and Community Development

Experiences of residents in gentrifying neighborhoods.
Perceptions of community engagement and empowerment.
Narratives of individuals involved in urban farming initiatives.
The impact of housing policies on homelessness.
Qualitative analysis of neighborhood safety and crime prevention.

Qualitative Research Topics In Science and Technology Ethics

Experiences of scientists in navigating ethical dilemmas.
Perceptions of scientific responsibility in climate change research.
Narratives of whistleblowers in scientific misconduct cases.
The role of ethics in emerging technology development.
Qualitative analysis of the ethics of genetic engineering.

Qualitative Research Topics In Social Media and Online Communities

Experiences of individuals in online support groups.
Perceptions of social media’s influence on self-esteem.
Narratives of social media influencers and their impact.
The role of online communities in social and political movements.
Qualitative analysis of cyberbullying and online harassment.

Qualitative Research Topics in Daily Life

The Impact of Social Media on Personal Relationships and Well-being.
Exploring the Experience of Remote Work during the COVID-19 Pandemic.
Perceptions of Sustainable Living Practices Among Urban Dwellers.
Qualitative Analysis of Food Choices and Eating Habits in a Fast-paced Society.
Understanding the Motivations and Barriers to Physical Activity Among Adults.

Qualitative Research Topics for Students

Student Perceptions of Online Learning: Challenges and Opportunities.
Peer Pressure and Decision-making Among Adolescents.
Exploring the Transition from High School to College: Student Experiences.
The Role of Extracurricular Activities in Student Development.
Motivations and Challenges of Student Entrepreneurs in Starting Their Businesses.

Qualitative Research Topics for STEM Students

Here are some original qualitative research topic ideas for STEM students:

Exploring the Ethical Implications of AI in Healthcare Decision-Making : Investigate healthcare professionals’ ethical perspectives and decision-making processes regarding the use of AI technologies in clinical settings.
Gender Dynamics in STEM Education and Career Aspirations : Analyze how gender influences students’ educational experiences and career choices in STEM fields at the university level.
Public Perception and Acceptance of Genome Editing Technologies : Conduct interviews and surveys to understand public attitudes and concerns about genome editing technologies such as CRISPR.
Effectiveness of Online Interactive Tools in Teaching Middle School Mathematics : Explore how digital tools impact student learning and engagement in middle school mathematics education.
Community Engagement and Impact of Renewable Energy Projects : Investigate community perceptions, concerns, and benefits related to local renewable energy initiatives like wind farms or solar installations.
Challenges and Opportunities in Adopting Blockchain Technology in Supply Chain Management : Interview industry professionals to identify barriers and opportunities for integrating blockchain into supply chain operations.
Decision-Making Processes in Software Development Methodologies : Explore how software engineers and development teams choose between different methodologies (e.g., Agile, Waterfall) and the factors influencing these decisions.
Cross-Cultural Perspectives on Space Exploration : Analyze interviews with stakeholders from different cultural backgrounds to understand diverse perspectives on space exploration missions and collaborations.
User Experience and Usability of Wearable Health Monitoring Devices : Conduct qualitative usability studies and interviews to evaluate user experiences with wearable health monitoring technologies.
Impact of Virtual Reality on Engineering Design Processes : Study how virtual reality tools influence the design process, collaboration among engineering teams, and project outcomes.

These research topics for stem students qualitative to explore a wide range of social, ethical, cultural, and practical dimensions within their fields of study, providing opportunities for meaningful qualitative research.

Qualitative Research Titles Examples

“Voices of Resilience: Narratives of Cancer Survivors.”
“Exploring Cultural Identity Among Immigrant Communities.”
“From Addiction to Recovery: Life Stories of Former Substance Abusers.”
“Inside the Classroom: Student and Teacher Perspectives on Inclusive Education.”
“Navigating Caregiving: Experiences of Family Members Caring for Alzheimer’s Patients.”

Qualitative Research Topics in Education

Teacher Beliefs and Practices in Culturally Responsive Pedagogy.
Qualitative Study of Bullying Incidents in Elementary Schools.
Homeschooling: Parent and Student Perspectives on Alternative Education.
Evaluating the Impact of Technology Integration in Classroom Learning.
Parental Involvement in Early Childhood Education: A Qualitative Analysis.

Qualitative Research Topics for Nursing Students

Patient Experiences of Chronic Illness Management.
The Role of Empathy in Nursing Practice: A Qualitative Study.
Qualitative Exploration of End-of-Life Care Decision-making.
Perceptions of Nurse-Patient Communication in Intensive Care Units.
Nursing Burnout: Causes, Consequences, and Coping Strategies.

Qualitative Research Topics for Human Studies

Understanding the Impact of Climate Change on Vulnerable Communities.
The Role of Social Support in Mental Health Recovery.
Experiences of First-time Homebuyers in the Real Estate Market.
Exploring the Motivations and Challenges of Volunteering.
Narratives of Trauma Survivors: Coping and Resilience.

Qualitative Research Topics 2023

Emerging Trends in Remote Work: Employee Perspectives.
The Influence of Social Media on Political Engagement in the Post-COVID-19 Era.
Qualitative Study of Mental Health Stigma Reduction Campaigns.
Sustainability Practices in Business: Stakeholder Perceptions and Implementation.
Narratives of Long COVID: The Lived Experience of Survivors.

Qualitative research methods such as interviews, focus groups, participant observation, and content analysis allow researchers to delve deeply into these topics, capturing rich and detailed data that can illuminate complexities, contradictions, and underlying meanings. These methods emphasize understanding context, exploring subjective experiences, and generating nuanced insights that can inform theory-building and contribute to addressing real-world challenges.

10 Major Differences Between Qualitative And Quantitative Research

Here are the 10 best differences between qualitative and quantitative research:


Focuses on understanding the meaning of people’s experiences	Focuses on measuring and quantifying data
Uses open-ended questions and interviews	Use closed-ended questions and surveys
Data is analyzed through interpretation and coding	Data is analyzed through statistical methods
Is more subjective	Is more objective
Is better suited for exploring new ideas and concepts	Is better suited for testing hypotheses and making predictions
Produces rich, detailed data	Produces more generalizable data
Is often used in the social sciences	Is often used in the natural sciences
Can be used to answer questions about why and how	Can be used to answer questions about who, what, when, and where
Is more time-consuming and labor-intensive	Is less time-consuming and labor-intensive
Is more expensive	Is less expensive

Consequently, the selection of qualitative research topics is a critical phase in the journey of any researcher or student pursuing qualitative inquiry. The process of choosing the right topic involves a delicate balance of personal passion, research significance, feasibility, and ethical considerations.

As we’ve discussed, it’s essential to choose a topic that not only resonates with your interests but also contributes to the broader academic or practical discourse. Qualitative research offers a unique lens through which to examine the complexities of human experiences, behaviors, and phenomena.

It provides the opportunity to delve deep into the “how” and “why” of various subjects, offering nuanced insights that quantitative methods may not capture. Whether you are investigating personal narratives, cultural dynamics, educational practices, or social phenomena, qualitative research allows you to uncover the rich tapestry of human existence.

What is a good topic for qualitative research?

Self-esteem among people from low socioeconomic backgrounds. The advantages of online learning over physical learning.

What are the five topics of qualitative research?

These are biography, ethnography, phenomenology, grounded theory, and case study.

What is the easiest type of qualitative research?

Content analysis is possibly the most common and straightforward QDA method. At the simplest level, content analysis.

What are the 4 R’s of qualitative research?

Qualitative social research, whether conducted as ethnography, participant observation, or in situ interviewing, fares poorly when examined by the criteria of representativeness, reactivity, reliability, and replicability.

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131 Interesting Qualitative Research Topics For High Scoring Thesis

Qualitative research topics are undoubtedly not easy. While statistics enthralls some students, others don’t like the subject. That’s because qualitative assignments entail cognitive analysis, which complicates them. But apart from the hardships of completing the projects, selecting topics for qualitative research papers is also a challenge.

This article presents a list of 130-plus qualitative research topic ideas to help learners that struggle to get titles for their papers. It is helpful because many learners have difficulties picking titles that will make their essays impressive to educators. But before presenting the topics, this article defines qualitative research.

What Is Qualitative Research?

Qualitative research is an investigative and innovative abstract data analysis. When writing a qualitative research paper, a learner analyzes intangible data. Qualitative researchers code the data after or during collection. Therefore, having top-notch research topics is necessary for a first-class essay.

Knowing how to write a qualitative research paper is vital because it helps the student deliver a copy that provides a clear picture of an event or situation. A researcher can achieve this via practical experience, reliable reporting, and conversations. Gathering raw data is the initial step in qualitative research. A researcher can gather raw data by conducting reviews, observations, and surveys. Also, researchers can use creative methods to collect data.

Best Examples Of Qualitative Research Topics

Qualitative research covers many things. Here are examples of topics that learners can explore in their qualitative study.

What causes stigma around some health challenges?
Stigma facing the people living with disabilities- What is the cause?
Can Pro Bono legal assistance improve the criminal justice system?
How the less privileged can benefit from Pro Bono services
The educational challenges facing rural children- Are there ways to help them?
Child labor causes- How to mitigate the practice
Substance and drugs- What are young people abusing more?
How alcohol affects college students
Can food insecurity interfere with children’s performance in school?
Food banks intricacies- Understanding the challenge in low-income areas
Free education- Does it have socioeconomic benefits?
Culture and female harm- What’s the connection?
The impact of social media on physical and social engagement among teens in urban areas
Using medication to treat depression- What are the health benefits?
Investigating peer educators’ efficiency in creating awareness of health and social issues
Gender-based violence- What causes it in rural areas, and how does it affect victims?
Sexual reproductive health challenges of child brides- Are there ways to control it?
Investigating the causes of school dropout among teenagers
How to address school dropout among young adults
Investigating the deteriorating academic pursuit in Third-World countries
Social activities- Do they have benefits for depressed people?
Investigating cerebral palsy and the stigma that people associate with it.
Living with disabilities- Are there social implications?
The impact of ableism on disabled people
Exploring the promotion and benefits of feminist values
Why should society promote free education in all learning environments?
What causes food insecurities among low-income earners?
Food and housing insecurity- What are the root causes?
What are the effects of displacement- Investigating the homeless people’s mental health

These are good examples of qualitative research topics. However, a student that picks a title in this category should research it extensively to impress the educator with their work.

Qualitative Nursing Research Topics

Professors ask students to write about qualitative topics when pursuing nursing studies. Here are issues to consider in this category.

How does the nurse-patient relationship affect health outcomes?
How can nurses deal with complex patients?
How can nurses provide culturally competent care?
How do personal beliefs affect nursing practice?
What is the impact of spirituality on nursing care?
How does the nurse’s role change when working with terminally ill patients?
What challenges do nurses face when providing end-of-life care?
How can nurses best support families whose members have serious illnesses?
What are the unique challenges of caring for elderly patients?
How does the nurse’s role change when working in a hospice setting?
Health outreach programs- What are the most effective ways to execute them?
Effective methods of curbing drug abuse
Effective ways to help rape survivors
How can nurses administer care to female genital mutilation victims?
How to care for special needs individuals
Anxiety and depression symptoms
Methods of administering care to Dyslexia patients
How to help individuals dealing with mental disorders
Signs of Alzheimer’s disease in older people
How to provide primary patient care

These are good qualitative research topics for students pursuing nursing studies. Nevertheless, learners must research any of these titles before writing their papers.

Qualitative Research Topics In Education

Most topics spring up from the education niche despite fitting other specifications. Here are examples of qualitative research topics that include the education niche.

Are guidance and counseling essential in schools?
How computer literacy affects education
Why governments in developing schools should encourage adult education
Autistic children’s education- Which learning style suits them?
Is mental health education relevant in the modern school curriculum?
Exploring the learning conditions for kids in third world countries
Child education and food insecurity- What is the connection?
The impact of virtual learning on high school students
How does alcoholism affect a student and their education?
Homeschooling- What are its advantages and disadvantages?
How do teachers’ beliefs about intelligence affect their teaching?
What is the teacher’s role in developing a student’s self-concept?
Does race or ethnicity play a role in how teachers treat their students?
What are the teachers’ experiences with teaching students with special needs?
What methods do effective teachers use to motivate their students?
What are the most effective ways to teach reading and writing?
How does technology use affect how teachers teach, and students learn?
What are the challenges faced by teachers in rural areas?
What are the challenges faced by teachers in urban areas?
How do charter schools differ from traditional public schools?

Many topics and issues in the education system allow learners to find subjects to investigate and cover in their papers quickly. And this is not an exhaustive qualitative research topic list in this field. Nevertheless, it covers the most exciting ideas to explore.

Qualitative Research Topics In Public Health

Educators ask students to write academic papers while studying the public health sector. And this provides insights into crucial and relevant aspects of this sector. Here are qualitative research topics examples in this category.

How does the public health sector manage epidemics?
The role of public health in disaster management
Evaluating the effectiveness of public health campaigns
An analysis of the factors that hinder effective public health delivery
Access to healthcare: A study of rural and urban populations
Health needs assessment of refugees
Mental health support within the public health sector
The role of technology in public health
Understanding and addressing health disparities
Sexual and reproductive health rights in the public health discourse
How immunization benefits people in rural areas
What causes water-borne diseases, and how can society mitigate them?
Symptoms of high blood pressure among young people
How antenatal care helps pregnant women
How to boost breast cancer awareness

These are excellent qualitative research paper topics in the public health sector. Nevertheless, learners need sufficient time and resources to investigate their preferred titles in this category to write winning papers.

Qualitative Research Topics In Project Management

Project management writing focuses on ways to achieve results and goals while basing the achievement on the process. This subject covers planning, structuring, proffering, and controlling ways to execute plans to accomplish desired goals. Here are research topics for qualitative research in project management.

How effective communication strategies can impact the outcome of a project
How different leadership styles affect team productivity during a project
The role of conflict management in ensuring successful project outcomes
Gender differences in the perception and understanding of project risk
The impact of organizational culture on a project’s likelihood of success
How different project management methodologies affect its outcome
The effect of stakeholder involvement on project success
How to manage virtual teams effectively to ensure successful project outcomes
What motivates project managers to achieve successful results?
How can project managers create a positive work environment that leads to successful outcomes?
What challenges do project managers face when trying to achieve successful outcomes?
How can project management be used to achieve social change?
What are the ethical implications of project management?
What are the global impacts of project management?
Ways to achieve sustainable development through project management

These are topics to explore in project management. Nevertheless, learners need adequate time to investigate their chosen titles and write winning essays.

Qualitative Research Topics In Political Science

Qualitative research can also cover political science. Investigating this field enables people to understand it better and can be broad. Here are sample titles to consider in for your scientific thesis .

How do social media affect the way people engage with politics?
What motivates people to vote?
How does voting behavior change over time?
What are the consequences of gerrymandering?
How does campaign finance influence elections?
Interest groups- What is their role in politics?
How do the media cover politics?
What are the effects of political scandals?
How does public opinion influence policymakers?
How feminism enhanced the American politics
The adverse effects of misrepresentation
The American democracy- A look into its dimensions
Colorism, racism, and classism- How the American ideologies differ
What causes an election crisis?
Two-party system- What challenges does it face in America?
Black women’s inclusion in the American politics
Should America have a multi-party system?
Why mass media matters in politics’ scrutiny and promotion

While political science is a broad field, these narrow topics help learners handle their research effectively. Pick any of these ideas to write a winning essay.

Topics For Ethnography Qualitative Research

Ethnographic research entails studying and paying attention to society and describing it. Here are topics to consider for a research paper in this field.

Studying a subculture: Reasons people join and stay in gangs
How does social media use vary by culture?
An ethnographic study of a homeless shelter or soup kitchen
Understanding the lives of sex workers through ethnography
The impact of religion on family life
How does parenting vary between cultures?
How do children learn and socialize in different cultures?
What is the effect of migration on family life?
What are the experiences of refugees?- An explorative case study
What is the impact of poverty on family life?
How do people in different cultures understand and experience mental illness?
What is the role of the family in other cultures?
What are the end-of-life experiences and beliefs around death in different cultures?

This article has presented easy qualitative research topics. However, some need time and resources to investigate and write quality papers. Therefore, pick your paper title carefully to write an essay that will earn you an excellent grade.

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150+ Qualitative Research Topics

Even the most successful students sometimes have no clue what topic to choose for their qualitative research or how to organize the process correctly. If you’re facing this problem, our writing ideas generator and post is just what you need. Our qualitative research ideas will be useful to you if you’re searching for something to knock your teacher’s socks off. But before we proceed to the topics themselves, let’s figure out what “qualitative research projects” are.

What are qualitative research projects?

Qualitative research projects are projects that are based on research that involves the collection and analysis of data collected from primary sources. The most common qualitative research methods are focus groups and in-depth interviews. They are aimed at identifying the qualitative, rather than the quantitative, characteristics of people’s behavior. If quantitative research answers the question “How much?”, then using qualitative research we are able to answer the question “Why?” Qualitative research allows you to collect different opinions related to the issue that you’re studying, whether it’s an eating disorder essay , an essay about basketball , or an essay about soccer .

Qualitative research is considered well done when the researchers manage to collect a broad range of existing opinions, even uncommon ones.

Ideas for qualitative research in psychology

What life values do young people pursue in modern society?
Dreams and their meanings.
Eating disorders and anorexia.
The influence of colors on the human brain.
The psychological characteristics of adolescence.
Anxiety problem. How does anxiety affect a person’s life?
The influence of color on a person’s mood.
The effect of noise on the human body.
Bullying and its impact on the socialization of students.
The influence of temperament on the choice of profession in high school.
Teenage delinquency.
Conflict. Types and methods of conflict resolution.
Optics and fine arts.
Personality types.
Causes of stress and their impact on students’ lives.
The meaning of deviant behavior in young children.
Education based around sensory perception.
Enneagram – the path to personality knowledge.
Formation of communication skills in adolescents through sports.
Collective creative activity as a form of organizing leisure activities for middle-aged people.
The causes of smiling.
Interpersonal conflicts among schoolchildren: methods of resolution.
Causes and forms of deviant behavior among adolescents.
High school students’ perception of love.
Flexibility of thinking and ways to develop it.
What does handwriting say about a person?
Experience of loneliness in adolescence.
The influence of the family on the formation of the child’s personality.
The manifestation of aggressiveness in adolescence.
Exams as a stress factor for students.
Anthropomorphism of domestic animals.
Psychogeometry at school.
Twins: the likelihood of commonalities and differences.
Television advertising and children.
The influence of color on the performance of schoolchildren.

Examples of qualitative research topics in social science

Personalized learning: new technologies for individual development of students.
Nations and how they arose.
The influence of social networks on teenagers.
Problems of the modern family and ways to overcome them.
The influence of advertising on consumer preferences of television viewers.
Bank cards in modern society.
Internet in the life of a high school student: pros and cons.
Problems and prospects of youth in the modern world.
Is it possible to accurately predict developments in international relations?
Juvenile crime.
Children’s bank cards.
What will help young people overcome bad habits?
The current most in-demand professions.
Problems of modern families in the USA.
Internet in the life of a teenager: pros and cons.
The influence of a computer on child development.
Subcultures in modern society.
Education in the 21 st century.

How advertising influences people. (You might also want to investigate some finance research topics to get deeper into the issue.)

The role of patriotic education in the formation of the values system of youth.

The meaning of life – how does it vary based on socioeconomic status?
The “punk” subculture.
Intergenerational conflicts and ways to resolve them.
Family closeness compared in urban and rural environments.
Moral foundations of family life.
Political activity of French citizens.
Internet bullying.
Causes of juvenile delinquency.
The threat of terrorism in the 21st century.
Is an army necessary in the modern world?
Demographic situation in modern China.
Values of modern teenagers.
The role and place of the middle child.
The usefulness of social advertising in school.
Rights of a teenager in modern society.
The influence of the media on teenagers.
The influence of audiovisual media on the formation of public opinion of middle-aged and older people.
Women in government.
The problem of choosing a profession.
Current problems of economic security of the USA.
Paying taxes – oppression or citizen duty?
The problem of homeless animals in the USA.
The power of habit.
Past and present: Olympic Games.
The role of diasporas in the political, economic and cultural life of the state.
Nanotechnology – a springboard into the great future of humanity.
Historical literacy of youth.
Is the modern teenager a savvy consumer?

If wondering how to write and structure an essay on education topics, please check a cheerleading research paper sample from our authors.

Qualitative research topics in educatio n

The inner world of a modern schoolchild.
Educational potential of epic texts in developing interest in the history of the motherland.
Educational functions of the media.
Educational potential of folk tales.
Self-knowledge and self-education.
Games’ power in childhood.
The art of living with dignity: the life path and pedagogical creativity of a teacher.
The importance of books in the self-education of an individual.
Family history’s role in the formation of cultural identity.
History of my school: events, teachers, pupils.
My ideal teacher.
Youth and the city.
My school: reality and dream.
On the waves of childhood memories.
Folk traditions in education.
Moral ideals of a modern school graduate.
The lifestyle of a modern high school student.
The image of American teachers in fiction.
The image of a teacher in the history of American education.
The image of a teacher through the eyes of modern students.
Social activities of high school students as a path to profession.
Features of the image of a “good” and “difficult”.
Features of creative imagination in primary schoolchildren.
Features of artistic creativity in the modern teenager.
Pedagogy around us: the civic formation of a growing person in the space of family and school.
Problems of national education in the domestic historical and pedagogical heritage.
The path to yourself: self-knowledge is the key to self-education.
A heart given to children: teachers’ destinies.
Values systems of students and their role in openness to new ideas.
Modern childhood and how it differs from our ancestors’ childhood.
Socialization of children outside the family home.
Social and psychological portrait of a young writer.
The theme of home in the memory of older generations.
Cultural traditions in the family (based on fiction and autobiographical literature).
My first teacher.
Teacher dynasties are a way of interconnecting generations.
Formation of cultural identity and tolerance based on the traditions of the region.
The values of childhood in fiction and poetry (classic and modern).
Values of family and childhood in folk pedagogy.
School is a warm and bright second home.
School of the future.
School brotherhood in memoirs.
“School years”: nostalgia vs reality.
Aesthetic education and how it influences career opportunities.
Ethical code of a teacher: based on the example of the personality of outstanding teachers.

Qualitative research topics examples in English and Literature

Nickname as a special type of modern anthroponyms.
Secrets of global communication.
Abbreviation as a linguistic feature of on-line communication.
Abbreviation in e-mail and on-line games.
Abbreviation in English computer slang.
Alfred the Great and his contribution to the development of the English language.
American English – new trends.
Analysis of print media headlines.
English vocabulary related to church and religion.
English as a global language of communication.
English language as a reflection of the history and identity of the English people.
Biography and creativity of A. Milne.
Biography and work of William Shakespeare.
Biography and work of Lewis Carroll.
Letters of the English alphabet.
The influence of J. Byron’s work on classical literature.
Globalization of the English language and its influence on other languages.

How to choose a qualitative research topic

Student life is a time of discovery and experimentation. This also applies to academic tasks, in particular choosing topics for qualitative research. Who said that all research papers should be tied to familiar and standard qualitative research topic examples? When you address research papers for sale , you can see the unique approach to choosing a topic. Reputable research paper writing services don’t limit themselves to standard subjects and issues to cover in essays they craft for students. Choosing an unusual topic can be your chance to stand out from the rest and show your ability to think outside the box.

Unusual and good qualitative research topics are an opportunity not only to demonstrate originality of thinking, but also to attract the attention of the teacher, and perhaps the entire academic community. They can stimulate your intellectual abilities and make you more interested in research work because you won’t feel limited by traditional approaches.

However, choosing such a topic can be challenging, especially if you collaborate with a research proposal writing service on it and need to decide whether their proposed topic is relevant enough to fit your needs. How does one find a balance between originality and scientific relevance? What qualitative research problems would be interesting but not too difficult to research? In this article, we tried to answer these questions by providing you with a list of unusual topics in various fields.

Once you decide to buy research paper online , you can offer any of them to your assigned writer and ask them to cover it inside and out in the final draft.

Tips for choosing an unusual topic

Choosing an unusual topic among qualitative research titles is a great way to stand out and add a fresh touch to your studies. However, before you dive headfirst, it is important to make sure that the chosen topic is acceptable and feasible. Here are some tips to help you with this:

Assess your interests and knowledge. Remember that the most important thing in working on a paper is your personal interest in the topic. If the topic does not appeal to you, the process will be difficult and tedious. Choose a topic that piques your curiosity and desire to study it.
Check your access to sources. Before you finalize your topic, make sure you have access to enough information. Conduct a preliminary search of sources: books, scientific articles, expert interviews, and so on. Also, you might want to review it via an AI essay checker to ensure it doesn’t sound too superficial and artificial.
Consult with your instructor. Before you begin work on your paper, discuss your chosen topic with your instructor. They can give you valuable advice and help you evaluate the feasibility of your topic
Break your topic down into subtopics. This will help you organize your research better and make it easier to deal with large amounts of work. Each subtopic can become a separate section in your paper.

Choosing an unusual topic can be a great experience that will expand your knowledge and help develop your research skills. Don’t be afraid to experiment and look for new approaches to learning the material!

If writing your paper doesn’t bring you joy, get help on EssayShark. Here, you can pay for a research paper anytime as our writers are able to write the best qualitative research papers fast. Prior to writing, they will conduct thorough research on your topic. Our writers demonstrate that it is possible to write high-quality papers by deadline. They never refuse to help students with whatever writing problems they have.

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100 Qualitative Research topics to impress your teacher

Updated 30 Aug 2024

Qualitative research is a method of inquiry employed in various academic disciplines, traditionally in the social sciences, but also in market research and further contexts. This type of research is designed to provide a deep understanding of human behavior and the reasons that govern such behavior. Unlike quantitative research which focuses on numbers and statistical analysis, qualitative research delves into the experiences, perspectives, and narratives of individuals, aiming to comprehend the ‘why’ and ‘how’ of decision making. Examples of qualitative research topics can be found across different fields such as nursing and education, emphasizing the importance of selecting a well-researched topic to achieve academic success in a research paper.

The core of qualitative research lies in its ability to explore complex phenomena from a subjective angle. Researchers gather non-numerical data through methods such as interviews, focus groups, observations, and content analysis. This approach allows for a more detailed and rich exploration of issues, providing insights that are often missed by quantitative approaches. The aim is not to generalize the findings to the entire population, but to gain a more nuanced understanding of a particular group or issue.

Qualitative research is inherently adaptive, with study designs that are often flexible and evolving. Researchers in this field are not just passive collectors of information, but active participants in the construction of knowledge. They interpret the data through a process of coding and thematic analysis, often resulting in the identification of patterns or themes that provide a foundation for further research or action. This interpretive aspect of qualitative research underscores its unique contribution to evidence-based practice and policy-making, where the depth of understanding can lead to more effective interventions and strategies.

How to choose good qualitative research topics

Choosing a good qualitative research topic is a critical step in the research process, as it sets the direction for the entire project. A well-chosen topic not only sparks the researcher’s passion but also meets the criteria of academic rigor and contributes new insights to the field. The first step in selecting a qualitative research topic is to identify an area of interest that is both significant and under-explored. This often involves extensive literature reviews to understand what has already been studied and where gaps in knowledge exist. The ideal topic should be one that can provide a fresh perspective or challenge existing assumptions within a specific domain.

When narrowing down potential topics, it’s important to consider the feasibility of the research paper. This includes thinking about the accessibility of participants, the ethical implications of the study, and the resources available, such as time and funding. A good qualitative research topic should be specific enough to be manageable, yet broad enough to allow for the exploratory nature of qualitative inquiry. It should also be complex enough to warrant in-depth investigation, providing a rich field for data collection. For example, instead of a broad topic like “health,” a more focused question could be “the experiences of community health workers in urban slums.”

Additionally, a good qualitative research topic should align with the researcher’s expertise and interests, as this will sustain motivation over the course of the study. It should also have a clear purpose, whether it’s to inform policy, improve practice, contribute to theory, or address a social issue. The topic should lend itself to the development of research questions that are open-ended and flexible, allowing the researcher to explore the depth and complexity of the subject matter. Ultimately, the chosen topic should aim to add value to the field, whether by filling knowledge gaps, offering new theoretical insights, or providing practical solutions to real-world problems. Finding unique qualitative research titles can be challenging, but if you need assistance, there are professionals who write essays for money that can help you develop and refine your ideas.

List of qualitative research topics examples

Social and cultural issues:.

The role of social media in shaping body image perceptions among teenagers.
The impact of gentrification on long-term residents in urban neighborhoods.
Cultural adaptation processes among immigrants in a new country.
The influence of language on identity within bilingual communities.
The social effects of income inequality in urban settings.
The role of community organizations in fostering urban resilience.
The cultural significance of traditional festivals in modern society.
The impact of globalization on indigenous practices and rituals.
The role of public art in community identity and cohesion.
The effects of social policies on homeless populations.
The changing dynamics of family structures in the 21st century.
The role of religious institutions in contemporary social life.
The impact of digital nomad lifestyles on local communities.
The influence of pop culture on youth political engagement.
The role of social movements in shaping policy change.
The experiences of refugees integrating into different cultural contexts.
The impact of eco-tourism on local cultural practices.
The role of social entrepreneurship in addressing community issues.
The cultural implications of language extinction.
The social integration challenges faced by the LGBTQ+ community.

Health and Well-being:

The lived experiences of patients with chronic pain.
The role of peer support in addiction recovery.
Mental health challenges among university students.
The impact of telemedicine on patient-doctor relationships.
The experiences of families with children having rare diseases.
The role of cultural beliefs in health-seeking behaviors.
The impact of diet culture on eating habits and self-esteem.
The experiences of healthcare workers during a public health crisis.
The role of community health initiatives in improving urban health.
The impact of social stigma on mental health treatment.
The coping strategies of parents with children on the autism spectrum.
The role of spirituality in end-of-life care.
The experiences of women undergoing postpartum depression.
The impact of workplace wellness programs on employee health.
The challenges of implementing mental health programs in rural areas.
The role of traditional medicine in contemporary healthcare.
The experiences of transgender individuals in the healthcare system.
The impact of health insurance policies on patient care.
The role of art therapy in mental health rehabilitation.
The experiences of veterans with PTSD in accessing healthcare services.

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The impact of remote learning on student engagement.
The experiences of first-generation college students.
The role of technology in personalized learning.
The impact of standardized testing on teaching practices.
The experiences of minority students in predominantly white institutions.
The role of extracurricular activities in student development.
The challenges of bilingual education in public schools.
The impact of teacher-student relationships on learning outcomes.
The role of parental involvement in early childhood education.
The experiences of students with disabilities in inclusive classrooms.
The impact of school culture on bullying behaviors.
The role of mentorship programs in professional development for teachers.
The experiences of international students adapting to new educational systems.
The impact of socio-economic status on educational attainment.
The role of educational policies in addressing the achievement gap.
The experiences of educators in high-needs schools.
The impact of arts education on academic performance.
The role of school leadership in fostering innovation.
The experiences of LGBTQ+ students in school environments.
The impact of community involvement in school governance.

Organizational and Work:

The role of organizational culture in employee satisfaction.
The impact of leadership styles on team performance.
The experiences of women in male-dominated industries.
The role of communication in organizational change.
The impact of remote work on work-life balance.
The experiences of employees during corporate restructuring.
The role of employee engagement in retention rates.
The impact of diversity and inclusion initiatives on company culture.
The experiences of gig economy workers.
The role of corporate social responsibility in consumer perception.
The impact of workplace design on productivity.
The role of feedback culture in employee development.
The experiences of minority employees in career advancement.
The impact of technology on job roles and skills.
The role of work autonomy in job satisfaction.
The experiences of returning to work after parental leave.
The impact of job insecurity on mental health.
The role of interdepartmental collaboration in project success.
The experiences of whistleblowers in organizations.
The impact of organizational ethics on employee behavior.

Media and Communication:

The role of social media in shaping political discourse.
The impact of digital advertising on consumer behavior.
The experiences of journalists in conflict zones.
The role of public relations in crisis management.
The impact of streaming services on traditional television.
The experiences of influencers on social media platforms.
The role of media literacy in combating misinformation.
The impact of communication technology on family relationships.
The role of podcasts in contemporary media consumption.
The experiences of consumers with targeted advertising.
The role of media representation in shaping cultural identities.
The impact of mobile technology on news consumption.
The role of citizen journalism in social activism.
The experiences of censorship among content creators.
The impact of virtual reality on media experiences.
The role of language in cross-cultural communication.
The experiences of minority groups in media portrayals.
The impact of social media on celebrity culture.
The role of communication strategies in non-profit organizations.
The experiences of disconnecting from social media.

Wrapping up

In conclusion, the breadth and depth of qualitative research topics across various thematic categories showcase the versatility and profound potential of qualitative inquiry. Whether it's exploring the intricate dynamics of social and cultural issues, delving into the personal narratives within health and well-being, understanding the evolving landscapes of education, examining the complexities of organizational structures, or decoding the influential power of media and communication, qualitative research offers a rich tapestry of perspectives that quantitative methods alone cannot provide. Each topic presents an opportunity to uncover new insights, challenge conventional wisdom, and contribute to a more nuanced understanding of the world around us.

For researchers, students, academics, or professionals looking to embark on a qualitative research journey, the topics listed above serve as a springboard for inquiry. They are invitations to engage with the world in a meaningful way, to listen to stories yet untold, and to give voice to those often unheard. If any of these topics resonate with you, or if you're inspired to craft a research question that could illuminate the corners of human experience, we encourage you to take the next step. Dive into the literature, formulate your questions, and begin the fascinating process of qualitative exploration. Should you need guidance, support, or resources to embark on this journey, do not hesitate to reach out to academic mentors or professional services that can assist in shaping and refining your research endeavors. Your unique perspective is invaluable, and your contribution to the field awaits. Take that step, and let the journey of discovery begin.

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Knowledge Base

Methodology

What Is Qualitative Research? | Methods & Examples

What Is Qualitative Research? | Methods & Examples

Published on June 19, 2020 by Pritha Bhandari . Revised on September 5, 2024.

Qualitative research involves collecting and analyzing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research.

Qualitative research is the opposite of quantitative research , which involves collecting and analyzing numerical data for statistical analysis.

Qualitative research is commonly used in the humanities and social sciences, in subjects such as anthropology, sociology, education, health sciences, history, etc.

How does social media shape body image in teenagers?
How do children and adults interpret healthy eating in the UK?
What factors influence employee retention in a large organization?
How is anxiety experienced around the world?
How can teachers integrate social issues into science curriculums?

Approaches to qualitative research, qualitative research methods, qualitative data analysis, advantages of qualitative research, disadvantages of qualitative research, other interesting articles, frequently asked questions about qualitative research.

Qualitative research is used to understand how people experience the world. While there are many approaches to qualitative research, they tend to be flexible and focus on retaining rich meaning when interpreting data.

Common approaches include grounded theory, ethnography , action research , phenomenological research, and narrative research. They share some similarities, but emphasize different aims and perspectives.

Qualitative research approaches
Approach	What does it involve?
Grounded theory	Researchers collect rich data on a topic of interest and develop theories .
	Researchers immerse themselves in groups or organizations to understand their cultures.
Action research	Researchers and participants collaboratively link theory to practice to drive social change.
Phenomenological research	Researchers investigate a phenomenon or event by describing and interpreting participants’ lived experiences.
Narrative research	Researchers examine how stories are told to understand how participants perceive and make sense of their experiences.

Note that qualitative research is at risk for certain research biases including the Hawthorne effect , observer bias , recall bias , and social desirability bias . While not always totally avoidable, awareness of potential biases as you collect and analyze your data can prevent them from impacting your work too much.

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Each of the research approaches involve using one or more data collection methods . These are some of the most common qualitative methods:

Observations: recording what you have seen, heard, or encountered in detailed field notes.
Interviews: personally asking people questions in one-on-one conversations.
Focus groups: asking questions and generating discussion among a group of people.
Surveys : distributing questionnaires with open-ended questions.
Secondary research: collecting existing data in the form of texts, images, audio or video recordings, etc.
You take field notes with observations and reflect on your own experiences of the company culture.
You distribute open-ended surveys to employees across all the company’s offices by email to find out if the culture varies across locations.
You conduct in-depth interviews with employees in your office to learn about their experiences and perspectives in greater detail.

Qualitative researchers often consider themselves “instruments” in research because all observations, interpretations and analyses are filtered through their own personal lens.

For this reason, when writing up your methodology for qualitative research, it’s important to reflect on your approach and to thoroughly explain the choices you made in collecting and analyzing the data.

Qualitative data can take the form of texts, photos, videos and audio. For example, you might be working with interview transcripts, survey responses, fieldnotes, or recordings from natural settings.

Most types of qualitative data analysis share the same five steps:

Prepare and organize your data. This may mean transcribing interviews or typing up fieldnotes.
Review and explore your data. Examine the data for patterns or repeated ideas that emerge.
Develop a data coding system. Based on your initial ideas, establish a set of codes that you can apply to categorize your data.
Assign codes to the data. For example, in qualitative survey analysis, this may mean going through each participant’s responses and tagging them with codes in a spreadsheet. As you go through your data, you can create new codes to add to your system if necessary.
Identify recurring themes. Link codes together into cohesive, overarching themes.

There are several specific approaches to analyzing qualitative data. Although these methods share similar processes, they emphasize different concepts.

Qualitative data analysis
Approach	When to use	Example
	To describe and categorize common words, phrases, and ideas in qualitative data.	A market researcher could perform content analysis to find out what kind of language is used in descriptions of therapeutic apps.
	To identify and interpret patterns and themes in qualitative data.	A psychologist could apply thematic analysis to travel blogs to explore how tourism shapes self-identity.
	To examine the content, structure, and design of texts.	A media researcher could use textual analysis to understand how news coverage of celebrities has changed in the past decade.
	To study communication and how language is used to achieve effects in specific contexts.	A political scientist could use discourse analysis to study how politicians generate trust in election campaigns.

Qualitative research often tries to preserve the voice and perspective of participants and can be adjusted as new research questions arise. Qualitative research is good for:

Flexibility

The data collection and analysis process can be adapted as new ideas or patterns emerge. They are not rigidly decided beforehand.

Natural settings

Data collection occurs in real-world contexts or in naturalistic ways.

Meaningful insights

Detailed descriptions of people’s experiences, feelings and perceptions can be used in designing, testing or improving systems or products.

Generation of new ideas

Open-ended responses mean that researchers can uncover novel problems or opportunities that they wouldn’t have thought of otherwise.

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Researchers must consider practical and theoretical limitations in analyzing and interpreting their data. Qualitative research suffers from:

Unreliability

The real-world setting often makes qualitative research unreliable because of uncontrolled factors that affect the data.

Subjectivity

Due to the researcher’s primary role in analyzing and interpreting data, qualitative research cannot be replicated . The researcher decides what is important and what is irrelevant in data analysis, so interpretations of the same data can vary greatly.

Limited generalizability

Small samples are often used to gather detailed data about specific contexts. Despite rigorous analysis procedures, it is difficult to draw generalizable conclusions because the data may be biased and unrepresentative of the wider population .

Labor-intensive

Although software can be used to manage and record large amounts of text, data analysis often has to be checked or performed manually.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

Chi square goodness of fit test
Degrees of freedom
Null hypothesis
Discourse analysis
Control groups
Mixed methods research
Non-probability sampling
Quantitative research
Inclusion and exclusion criteria

Research bias

Rosenthal effect
Implicit bias
Cognitive bias
Selection bias
Negativity bias
Status quo bias

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

There are five common approaches to qualitative research :

Grounded theory involves collecting data in order to develop new theories.
Ethnography involves immersing yourself in a group or organization to understand its culture.
Narrative research involves interpreting stories to understand how people make sense of their experiences and perceptions.
Phenomenological research involves investigating phenomena through people’s lived experiences.
Action research links theory and practice in several cycles to drive innovative changes.

Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organizations.

There are various approaches to qualitative data analysis , but they all share five steps in common:

Prepare and organize your data.
Review and explore your data.
Develop a data coding system.
Assign codes to the data.
Identify recurring themes.

The specifics of each step depend on the focus of the analysis. Some common approaches include textual analysis , thematic analysis , and discourse analysis .

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What Is Qualitative Research? | Methods & Examples

What Is Qualitative Research? | Methods & Examples

Published on 4 April 2022 by Pritha Bhandari . Revised on 30 January 2023.

Qualitative research involves collecting and analysing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research.

Qualitative research is the opposite of quantitative research , which involves collecting and analysing numerical data for statistical analysis.

Qualitative research is commonly used in the humanities and social sciences, in subjects such as anthropology, sociology, education, health sciences, and history.

How does social media shape body image in teenagers?
How do children and adults interpret healthy eating in the UK?
What factors influence employee retention in a large organisation?
How is anxiety experienced around the world?
How can teachers integrate social issues into science curriculums?

Approaches to qualitative research, qualitative research methods, qualitative data analysis, advantages of qualitative research, disadvantages of qualitative research, frequently asked questions about qualitative research.

Common approaches include grounded theory, ethnography, action research, phenomenological research, and narrative research. They share some similarities, but emphasise different aims and perspectives.

Qualitative research approaches
Approach	What does it involve?
Grounded theory	Researchers collect rich data on a topic of interest and develop theories .
	Researchers immerse themselves in groups or organisations to understand their cultures.
	Researchers and participants collaboratively link theory to practice to drive social change.
Phenomenological research	Researchers investigate a phenomenon or event by describing and interpreting participants’ lived experiences.
Narrative research	Researchers examine how stories are told to understand how participants perceive and make sense of their experiences.

Prevent plagiarism, run a free check.

Each of the research approaches involve using one or more data collection methods . These are some of the most common qualitative methods:

Observations: recording what you have seen, heard, or encountered in detailed field notes.
Interviews: personally asking people questions in one-on-one conversations.
Focus groups: asking questions and generating discussion among a group of people.
Surveys : distributing questionnaires with open-ended questions.
Secondary research: collecting existing data in the form of texts, images, audio or video recordings, etc.
You take field notes with observations and reflect on your own experiences of the company culture.
You distribute open-ended surveys to employees across all the company’s offices by email to find out if the culture varies across locations.
You conduct in-depth interviews with employees in your office to learn about their experiences and perspectives in greater detail.

Qualitative researchers often consider themselves ‘instruments’ in research because all observations, interpretations and analyses are filtered through their own personal lens.

Qualitative data can take the form of texts, photos, videos and audio. For example, you might be working with interview transcripts, survey responses, fieldnotes, or recordings from natural settings.

Most types of qualitative data analysis share the same five steps:

Prepare and organise your data. This may mean transcribing interviews or typing up fieldnotes.
Review and explore your data. Examine the data for patterns or repeated ideas that emerge.
Develop a data coding system. Based on your initial ideas, establish a set of codes that you can apply to categorise your data.
Assign codes to the data. For example, in qualitative survey analysis, this may mean going through each participant’s responses and tagging them with codes in a spreadsheet. As you go through your data, you can create new codes to add to your system if necessary.
Identify recurring themes. Link codes together into cohesive, overarching themes.

There are several specific approaches to analysing qualitative data. Although these methods share similar processes, they emphasise different concepts.

Qualitative data analysis
Approach	When to use	Example
	To describe and categorise common words, phrases, and ideas in qualitative data.	A market researcher could perform content analysis to find out what kind of language is used in descriptions of therapeutic apps.
	To identify and interpret patterns and themes in qualitative data.	A psychologist could apply thematic analysis to travel blogs to explore how tourism shapes self-identity.
	To examine the content, structure, and design of texts.	A media researcher could use textual analysis to understand how news coverage of celebrities has changed in the past decade.
	To study communication and how language is used to achieve effects in specific contexts.	A political scientist could use discourse analysis to study how politicians generate trust in election campaigns.

Qualitative research often tries to preserve the voice and perspective of participants and can be adjusted as new research questions arise. Qualitative research is good for:

Flexibility

The data collection and analysis process can be adapted as new ideas or patterns emerge. They are not rigidly decided beforehand.

Natural settings

Data collection occurs in real-world contexts or in naturalistic ways.

Meaningful insights

Detailed descriptions of people’s experiences, feelings and perceptions can be used in designing, testing or improving systems or products.

Generation of new ideas

Open-ended responses mean that researchers can uncover novel problems or opportunities that they wouldn’t have thought of otherwise.

Researchers must consider practical and theoretical limitations in analysing and interpreting their data. Qualitative research suffers from:

Unreliability

The real-world setting often makes qualitative research unreliable because of uncontrolled factors that affect the data.

Subjectivity

Due to the researcher’s primary role in analysing and interpreting data, qualitative research cannot be replicated . The researcher decides what is important and what is irrelevant in data analysis, so interpretations of the same data can vary greatly.

Limited generalisability

Small samples are often used to gather detailed data about specific contexts. Despite rigorous analysis procedures, it is difficult to draw generalisable conclusions because the data may be biased and unrepresentative of the wider population .

Labour-intensive

Although software can be used to manage and record large amounts of text, data analysis often has to be checked or performed manually.

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to test a hypothesis by systematically collecting and analysing data, while qualitative methods allow you to explore ideas and experiences in depth.

There are five common approaches to qualitative research :

Grounded theory involves collecting data in order to develop new theories.
Ethnography involves immersing yourself in a group or organisation to understand its culture.
Narrative research involves interpreting stories to understand how people make sense of their experiences and perceptions.
Phenomenological research involves investigating phenomena through people’s lived experiences.
Action research links theory and practice in several cycles to drive innovative changes.

There are various approaches to qualitative data analysis , but they all share five steps in common:

Prepare and organise your data.
Review and explore your data.
Develop a data coding system.
Assign codes to the data.
Identify recurring themes.

The specifics of each step depend on the focus of the analysis. Some common approaches include textual analysis , thematic analysis , and discourse analysis .

Cite this Scribbr article

If you want to cite this source, you can copy and paste the citation or click the ‘Cite this Scribbr article’ button to automatically add the citation to our free Reference Generator.

Bhandari, P. (2023, January 30). What Is Qualitative Research? | Methods & Examples. Scribbr. Retrieved 18 September 2024, from https://www.scribbr.co.uk/research-methods/introduction-to-qualitative-research/

Is this article helpful?

Pritha Bhandari

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Qualitative research examples: How to unlock, rich, descriptive insights

User Research

Aug 19, 2024 • 17 minutes read

Qualitative research examples: How to unlock, rich, descriptive insights

Qualitative research uncovers in-depth user insights, but what does it look like? Here are seven methods and examples to help you get the data you need.

Armin Tanovic

Behind every what, there’s a why . Qualitative research is how you uncover that why. It enables you to connect with users and understand their thoughts, feelings, wants, needs, and pain points.

There’s many methods for conducting qualitative research, and many objectives it can help you pursue—you might want to explore ways to improve NPS scores, combat reduced customer retention, or understand (and recreate) the success behind a well-received product. The common thread? All these metrics impact your business, and qualitative research can help investigate and improve that impact.

In this article, we’ll take you through seven methods and examples of qualitative research, including when and how to use them.

Qualitative UX research made easy

Conduct qualitative research with Maze, analyze data instantly, and get rich, descriptive insights that drive decision-making.

7 Qualitative research methods: An overview

There are various qualitative UX research methods that can help you get in-depth, descriptive insights. Some are suited to specific phases of the design and development process, while others are more task-oriented.

Here’s our overview of the most common qualitative research methods. Keep reading for their use cases, and detailed examples of how to conduct them.

Method
User interviews
Focus groups
Ethnographic research
Qualitative observation
Case study research
Secondary research
Open-ended surveys			to extract descriptive insights.

1. User interviews

A user interview is a one-on-one conversation between a UX researcher, designer or Product Manager and a target user to understand their thoughts, perspectives, and feelings on a product or service. User interviews are a great way to get non-numerical data on individual experiences with your product, to gain a deeper understanding of user perspectives.

Interviews can be structured, semi-structured, or unstructured . Structured interviews follow a strict interview script and can help you get answers to your planned questions, while semi and unstructured interviews are less rigid in their approach and typically lead to more spontaneous, user-centered insights.

When to use user interviews

Interviews are ideal when you want to gain an in-depth understanding of your users’ perspectives on your product or service, and why they feel a certain way.

Interviews can be used at any stage in the product design and development process, being particularly helpful during:

The discovery phase: To better understand user needs, problems, and the context in which they use your product—revealing the best potential solutions
The design phase: To get contextual feedback on mockups, wireframes, and prototypes, helping you pinpoint issues and the reasons behind them
Post-launch: To assess if your product continues to meet users’ shifting expectations and understand why or why not

How to conduct user interviews: The basics

Draft questions based on your research objectives
Recruit relevant research participants and schedule interviews
Conduct the interview and transcribe responses
Analyze the interview responses to extract insights
Use your findings to inform design, product, and business decisions

💡 A specialized user interview tool makes interviewing easier. With Maze Interview Studies , you can recruit, host, and analyze interviews all on one platform.

User interviews: A qualitative research example

Let’s say you’ve designed a recruitment platform, called Tech2Talent , that connects employers with tech talent. Before starting the design process, you want to clearly understand the pain points employers experience with existing recruitment tools'.

You draft a list of ten questions for a semi-structured interview for 15 different one-on-one interviews. As it’s semi-structured, you don’t expect to ask all the questions—the script serves as more of a guide.

One key question in your script is: “Have tech recruitment platforms helped you find the talent you need in the past?”

Most respondents answer with a resounding and passionate ‘no’ with one of them expanding:

“For our company, it’s been pretty hit or miss honestly. They let just about anyone make a profile and call themselves tech talent. It’s so hard sifting through serious candidates. I can’t see any of their achievements until I invest time setting up an interview.”

You begin to notice a pattern in your responses: recruitment tools often lack easily accessible details on talent profiles.

You’ve gained contextual feedback on why other recruitment platforms fail to solve user needs.

2. Focus groups

A focus group is a research method that involves gathering a small group of people—around five to ten users—to discuss a specific topic, such as their’ experience with your new product feature. Unlike user interviews, focus groups aim to capture the collective opinion of a wider market segment and encourage discussion among the group.

When to use focus groups

You should use focus groups when you need a deeper understanding of your users’ collective opinions. The dynamic discussion among participants can spark in-depth insights that might not emerge from regular interviews.

Focus groups can be used before, during, and after a product launch. They’re ideal:

Throughout the problem discovery phase: To understand your user segment’s pain points and expectations, and generate product ideas
Post-launch: To evaluate and understand the collective opinion of your product’s user experience
When conducting market research: To grasp usage patterns, consumer perceptions, and market opportunities for your product

How to conduct focus group studies: The basics

Draft prompts to spark conversation, or a series of questions based on your UX research objectives
Find a group of five to ten users who are representative of your target audience (or a specific user segment) and schedule your focus group session
Conduct the focus group by talking and listening to users, then transcribe responses
Analyze focus group responses and extract insights
Use your findings to inform design decisions

The number of participants can make it difficult to take notes or do manual transcriptions. We recommend using a transcription or a specialized UX research tool , such as Maze, that can automatically create ready-to-share reports and highlight key user insights.

Focus groups: A qualitative research example

You’re a UX researcher at FitMe , a fitness app that creates customized daily workouts for gym-goers. Unlike many other apps, FitMe takes into account the previous day’s workout and aims to create one that allows users to effectively rest different muscles.

However, FitMe has an issue. Users are generating workouts but not completing them. They’re accessing the app, taking the necessary steps to get a workout for the day, but quitting at the last hurdle.

Time to talk to users.

You organize a focus group to get to the root of the drop-off issue. You invite five existing users, all of whom have dropped off at the exact point you’re investigating, and ask them questions to uncover why.

A dialog develops:

Participant 1: “Sometimes I’ll get a workout that I just don’t want to do. Sure, it’s a good workout—but I just don’t want to physically do it. I just do my own thing when that happens.”

Participant 2: “Same here, some of them are so boring. I go to the gym because I love it. It’s an escape.”

Participant 3: “Right?! I get that the app generates the best one for me on that specific day, but I wish I could get a couple of options.”

Participant 4: “I’m the same, there are some exercises I just refuse to do. I’m not coming to the gym to do things I dislike.”

Conducting the focus groups and reviewing the transcripts, you realize that users want options. A workout that works for one gym-goer doesn’t necessarily work for the next.

A possible solution? Adding the option to generate a new workout (that still considers previous workouts)and the ability to blacklist certain exercises, like burpees.

3. Ethnographic research

Ethnographic research is a research method that involves observing and interacting with users in a real-life environment. By studying users in their natural habitat, you can understand how your product fits into their daily lives.

Ethnographic research can be active or passive. Active ethnographic research entails engaging with users in their natural environment and then following up with methods like interviews. Passive ethnographic research involves letting the user interact with the product while you note your observations.

When to use ethnographic research

Ethnographic research is best suited when you want rich insights into the context and environment in which users interact with your product. Keep in mind that you can conduct ethnographic research throughout the entire product design and development process —from problem discovery to post-launch. However, it’s mostly done early in the process:

Early concept development: To gain an understanding of your user's day-to-day environment. Observe how they complete tasks and the pain points they encounter. The unique demands of their everyday lives will inform how to design your product.
Initial design phase: Even if you have a firm grasp of the user’s environment, you still need to put your solution to the test. Conducting ethnographic research with your users interacting with your prototype puts theory into practice.

How to conduct ethnographic research:

Recruit users who are reflective of your audience
Meet with them in their natural environment, and tell them to behave as they usually would
Take down field notes as they interact with your product
Engage with your users, ask questions, or host an in-depth interview if you’re doing an active ethnographic study
Collect all your data and analyze it for insights

While ethnographic studies provide a comprehensive view of what potential users actually do, they are resource-intensive and logistically difficult. A common alternative is diary studies. Like ethnographic research, diary studies examine how users interact with your product in their day-to-day, but the data is self-reported by participants.

⚙️ Recruiting participants proving tough and time-consuming? Maze Panel makes it easy, with 400+ filters to find your ideal participants from a pool of 3 million participants.

Ethnographic research: A qualitative research example

You're a UX researcher for a project management platform called ProFlow , and you’re conducting an ethnographic study of the project creation process with key users, including a startup’s COO.

The first thing you notice is that the COO is rushing while navigating the platform. You also take note of the 46 tabs and Zoom calls opened on their monitor. Their attention is divided, and they let out an exasperated sigh as they repeatedly hit “refresh” on your website’s onboarding interface.

You conclude the session with an interview and ask, “How easy or difficult did you find using ProFlow to coordinate a project?”

The COO answers: “Look, the whole reason we turn to project platforms is because we need to be quick on our feet. I’m doing a million things so I need the process to be fast and simple. The actual project management is good, but creating projects and setting up tables is way too complicated.”

You realize that ProFlow ’s project creation process takes way too much time for professionals working in fast-paced, dynamic environments. To solve the issue, propose a quick-create option that enables them to move ahead with the basics instead of requiring in-depth project details.

4. Qualitative observation

Qualitative observation is a similar method to ethnographic research, though not as deep. It involves observing your users in a natural or controlled environment and taking notes as they interact with a product. However, be sure not to interrupt them, as this compromises the integrity of the study and turns it into active ethnographic research.

When to qualitative observation

Qualitative observation is best when you want to record how users interact with your product without anyone interfering. Much like ethnographic research, observation is best done during:

Early concept development: To help you understand your users' daily lives, how they complete tasks, and the problems they deal with. The observations you collect in these instances will help you define a concept for your product.
Initial design phase: Observing how users deal with your prototype helps you test if they can easily interact with it in their daily environments

How to conduct qualitative observation:

Recruit users who regularly use your product
Meet with users in either their natural environment, such as their office, or within a controlled environment, such as a lab
Observe them and take down field notes based on what you notice

Qualitative observation: An qualitative research example

You’re conducting UX research for Stackbuilder , an app that connects businesses with tools ideal for their needs and budgets. To determine if your app is easy to use for industry professionals, you decide to conduct an observation study.

Sitting in with the participant, you notice they breeze past the onboarding process, quickly creating an account for their company. Yet, after specifying their company’s budget, they suddenly slow down. They open links to each tool’s individual page, confusingly switching from one tab to another. They let out a sigh as they read through each website.

Conducting your observation study, you realize that users find it difficult to extract information from each tool’s website. Based on your field notes, you suggest including a bullet-point summary of each tool directly on your platform.

5. Case study research

Case studies are a UX research method that provides comprehensive and contextual insights into a real-world case over a long period of time. They typically include a range of other qualitative research methods, like interviews, observations, and ethnographic research. A case study allows you to form an in-depth analysis of how people use your product, helping you uncover nuanced differences between your users.

When to use case studies

Case studies are best when your product involves complex interactions that need to be tracked over a longer period or through in-depth analysis. You can also use case studies when your product is innovative, and there’s little existing data on how users interact with it.

As for specific phases in the product design and development process:

Initial design phase: Case studies can help you rigorously test for product issues and the reasons behind them, giving you in-depth feedback on everything between user motivations, friction points, and usability issues
Post-launch phase: Continuing with case studies after launch can give you ongoing feedback on how users interact with the product in their day-to-day lives. These insights ensure you can meet shifting user expectations with product updates and future iterations

How to conduct case studies:

Outline an objective for your case study such as examining specific user tasks or the overall user journey
Select qualitative research methods such as interviews, ethnographic studies, or observations
Collect and analyze your data for comprehensive insights
Include your findings in a report with proposed solutions

Case study research: A qualitative research example

Your team has recently launched Pulse , a platform that analyzes social media posts to identify rising digital marketing trends. Pulse has been on the market for a year, and you want to better understand how it helps small businesses create successful campaigns.

To conduct your case study, you begin with a series of interviews to understand user expectations, ethnographic research sessions, and focus groups. After sorting responses and observations into common themes you notice a main recurring pattern. Users have trouble interpreting the data from their dashboards, making it difficult to identify which trends to follow.

With your synthesized insights, you create a report with detailed narratives of individual user experiences, common themes and issues, and recommendations for addressing user friction points.

Some of your proposed solutions include creating intuitive graphs and summaries for each trend study. This makes it easier for users to understand trends and implement strategic changes in their campaigns.

6. Secondary research

Secondary research is a research method that involves collecting and analyzing documents, records, and reviews that provide you with contextual data on your topic. You’re not connecting with participants directly, but rather accessing pre-existing available data. For example, you can pull out insights from your UX research repository to reexamine how they apply to your new UX research objective.

Strictly speaking, it can be both qualitative and quantitative—but today we focus on its qualitative application.

When to use secondary research

Record keeping is particularly useful when you need supplemental insights to complement, validate, or compare current research findings. It helps you analyze shifting trends amongst your users across a specific period. Some other scenarios where you need record keeping include:

Initial discovery or exploration phase: Secondary research can help you quickly gather background information and data to understand the broader context of a market
Design and development phase: See what solutions are working in other contexts for an idea of how to build yours

Secondary research is especially valuable when your team faces budget constraints, tight deadlines, or limited resources. Through review mining and collecting older findings, you can uncover useful insights that drive decision-making throughout the product design and development process.

How to conduct secondary research:

Outline your UX research objective
Identify potential data sources for information on your product, market, or target audience. Some of these sources can include: a. Review websites like Capterra and G2 b. Social media channels c. Customer service logs and disputes d. Website reviews e. Reports and insights from previous research studies f. Industry trends g. Information on competitors
Analyze your data by identifying recurring patterns and themes for insights

Secondary research: A qualitative research example

SafeSurf is a cybersecurity platform that offers threat detection, security audits, and real-time reports. After conducting multiple rounds of testing, you need a quick and easy way to identify remaining usability issues. Instead of conducting another resource-intensive method, you opt for social listening and data mining for your secondary research.

Browsing through your company’s X, you identify a recurring theme: many users without a background in tech find SafeSurf ’s reports too technical and difficult to read. Users struggle with understanding what to do if their networks are breached.

After checking your other social media channels and review sites, the issue pops up again.

With your gathered insights, your team settles on introducing a simplified version of reports, including clear summaries, takeaways, and step-by-step protocols for ensuring security.

By conducting secondary research, you’ve uncovered a major usability issue—all without spending large amounts of time and resources to connect with your users.

7. Open-ended surveys

Open-ended surveys are a type of unmoderated UX research method that involves asking users to answer a list of qualitative research questions designed to uncover their attitudes, expectations, and needs regarding your service or product. Open-ended surveys allow users to give in-depth, nuanced, and contextual responses.

When to use open-ended surveys

User surveys are an effective qualitative research method for reaching a large number of users. You can use them at any stage of the design and product development process, but they’re particularly useful:

When you’re conducting generative research : Open-ended surveys allow you to reach a wide range of users, making them especially useful during initial research phases when you need broad insights into user experiences
When you need to understand customer satisfaction: Open-ended customer satisfaction surveys help you uncover why your users might be dissatisfied with your product, helping you find the root cause of their negative experiences
In combination with close-ended surveys: Get a combination of numerical, statistical insights and rich descriptive feedback. You’ll know what a specific percentage of your users think and why they think it.

How to conduct open-ended surveys:

Design your survey and draft out a list of survey questions
Distribute your surveys to respondents
Analyze survey participant responses for key themes and patterns
Use your findings to inform your design process

Open-ended surveys: A qualitative research example

You're a UX researcher for RouteReader , a comprehensive logistics platform that allows users to conduct shipment tracking and route planning. Recently, you’ve launched a new predictive analytics feature that allows users to quickly identify and prepare for supply chain disruptions.

To better understand if users find the new feature helpful, you create an open-ended, in-app survey.

The questions you ask your users:

“What has been your experience with our new predictive analytics feature?"
“Do you find it easy or difficult to rework your routes based on our predictive suggestions?”
“Does the predictive analytics feature make planning routes easier? Why or why not?”

Most of the responses are positive. Users report using the predictive analytics feature to make last-minute adjustments to their route plans, and some even rely on it regularly. However, a few users find the feature hard to notice, making it difficult to adjust their routes on time.

To ensure users have supply chain insights on time, you integrate the new feature into each interface so users can easily spot important information and adjust their routes accordingly.

💡 Surveys are a lot easier with a quality survey tool. Maze’s Feedback Surveys solution has all you need to ensure your surveys get the insights you need—including AI-powered follow-up and automated reports.

Qualitative research vs. quantitative research: What’s the difference?

Alongside qualitative research approaches, UX teams also use quantitative research methods. Despite the similar names, the two are very different.

Here are some of the key differences between qualitative research and quantitative research .

Research type
Qualitative research			.
Quantitative research

Before selecting either qualitative or quantitative methods, first identify what you want to achieve with your UX research project. As a general rule of thumb, think qualitative data collection for in-depth understanding and quantitative studies for measurement and validation.

Conduct qualitative research with Maze

You’ll often find that knowing the what is pointless without understanding the accompanying why . Qualitative research helps you uncover your why.

So, what about how —how do you identify your 'what' and your 'why'?

The answer is with a user research tool like Maze.

Maze is the leading user research platform that lets you organize, conduct, and analyze both qualitative and quantitative research studies—all from one place. Its wide variety of UX research methods and advanced AI capabilities help you get the insights you need to build the right products and experiences faster.

Frequently asked questions about qualitative research examples

What is qualitative research?

Qualitative research is a research method that aims to provide contextual, descriptive, and non-numerical insights on a specific issue. Qualitative research methods like interviews, case studies, and ethnographic studies allow you to uncover the reasoning behind your user’s attitudes and opinions.

Can a study be both qualitative and quantitative?

Absolutely! You can use mixed methods in your research design, which combines qualitative and quantitative approaches to gain both descriptive and statistical insights.

For example, user surveys can have both close-ended and open-ended questions, providing comprehensive data like percentages of user views and descriptive reasoning behind their answers.

Is qualitative or quantitative research better?

The choice between qualitative and quantitative research depends upon your research goals and objectives.

Qualitative research methods are better suited when you want to understand the complexities of your user’s problems and uncover the underlying motives beneath their thoughts, feelings, and behaviors. Quantitative research excels in giving you numerical data, helping you gain a statistical view of your user's attitudes, identifying trends, and making predictions.

What are some approaches to qualitative research?

There are many approaches to qualitative studies. An approach is the underlying theory behind a method, and a method is a way of implementing the approach. Here are some approaches to qualitative research:

Grounded theory: Researchers study a topic and develop theories inductively
Phenomenological research: Researchers study a phenomenon through the lived experiences of those involved
Ethnography: Researchers immerse themselves in organizations to understand how they operate

Qualitative research examples

UserTesting

Qualitative research is a powerful tool that helps you unlock insights into the user experience—quintessential to building effective products and services. It provides a deeper understanding of complex behaviors, needs, and motivations. But what is qualitative research, and when is it ideal to use it? Let’s explore its methodologies and implementation with a few qualitative research examples.

What is qualitative research?

Qualitative research is a behavioral research method that seeks to understand the undertones, motivations, and subjective interpretations inherent in human behavior. It involves gathering nonnumerical data, such as text, audio, and video, allowing you to explore nuances and patterns that quantitative data can’t capture.

Instead of focusing on how many or how much, qualitative research questions delve into the why and how. This approach is instrumental in gaining a comprehensive understanding of a particular context, issue, or phenomenon from the perspective of those experiencing it. Examples of qualitative research questions include “How did you feel when you first used our product?” and “Could you describe your experience when you purchased a product from our website?”

Qualitative research methodology

Qualitative research design employs a variety of methodologies to collect and analyze data. The primary objective is to gather detailed and nuanced insights rather than generalizable findings. Steps include the following:

Formulating research questions: Qualitative research begins by identifying specific research questions to guide the study. These questions should align with the research objectives and provide a clear focus for data collection and analysis.
Selection of participants: Participant selection is a critical step in qualitative research. You must recruit participants who provide relevant and diverse perspectives on the research topic. It involves purposive sampling, where participants are chosen based on their knowledge or experiences related to the research questions.
Data collection: Qualitative research uses various methods to collect data, such as interviews, focus groups, observation, and document analysis. You often employ multiple methods to comprehensively understand the research topic.
Data analysis: Once the data is collected, it’s analyzed to identify recurring themes, patterns, and meanings. This analysis uses coding, thematic analysis, and constant comparison. The goal is to uncover the underlying perspectives of the participant.
Interpretation and reporting: This is the final step in which findings are synthesized and interpreted, revealing their significance to the research questions. You can present your findings through descriptive narratives, quotes, and illustrative examples to provide a rich understanding of the research topic.

Types of qualitative research methods

The best qualitative research method primarily depends on your research questions and objectives. Different methods uncover different discernments.

One-on-one interviews

You often use one-on-one interviews to delve deep into a topic or understand individual experiences or perspectives. An interviewer asks a participant open-ended questions to understand their perspective, thoughts, feelings, and experiences regarding a specific topic, product, or service. Read about open ended vs closed ended questions to learn which questions will be most effective in an interview.

Say you’re developing a new electric vehicle mode. You can conduct one-on-one interviews to understand user experiences, probing into aspects such as comfort, design, driving experience, and more.

Focus groups

In-person or remote focus groups involve a small group of people (usually 6–10) discussing a given topic or question under the guidance of a moderator. This method is beneficial when you want to understand group dynamics or collective views. The interaction among group members can disclose awarenesses that may not arise in one-on-one interviews.

In the gaming industry, for example, you can use focus groups to explore player reactions to a new game design. You can encourage group interaction to spark discussions about usability, game mechanics, graphics, storyline, and other aspects.

Case study research

Case study research provides an in-depth analysis of a particular case (an individual, group, organization, event, etc.) within its real-life context. It’s a valuable method for exploring something in-depth and in its natural setting.

For instance, a healthcare case study could explore implementing a new electronic health record system in a hospital, focusing on challenges, successes, and lessons learned.

Ethnographic research

Ethnographic research (or an ethnographic stud y) involves an immersive investigation into a group’s behaviors, culture, and practices. It requires you to engage directly with the participants over a prolonged period in their natural environment. It can help uncover how people interact with products or services in natural settings.

A gaming organization may choose to study players in their natural gaming environments (such as home, game cafes, or e-sport tournaments) to understand their gaming habits, social interactions, and responses to specific features. These insights can inform the development of more engaging and user-friendly games.

Process of observation

The process of observation typically doesn’t involve the same level of immersion as ethnographic research. You observe and record behavior related to a specific context or activity. It can be in natural settings (naturalistic observation) or a controlled environment. It’s more about observing and recording specific behaviors or situations rather than cultural norms or dynamics.

For example, a consumer technology organization could observe how users interact with a new software interface, noting challenges, efficiencies, and overall user experience.

Record keeping

Record keeping refers to collecting and analyzing documents, records, and artifacts that provide an understanding of the study area. Record keeping allows you to access historical and contextual data that can be examined and reexamined. It’s a nonobtrusive method, meaning it doesn’t involve direct contact with the participants, nor does it affect or alter the situation you’re studying.

An online retailer might examine shopping cart abandonment records to identify at what point in the buying process customers tend to drop off. This information can help streamline the checkout process and improve conversion rates.

Qualitative research: Data collection and analysis

Data collection and analysis in qualitative research are closely linked processes that help generate meaningful and useful results.

Data collection

Data collection involves gathering rich, detailed materials to explain and understand the subject. These include interview transcripts, meeting notes, personal diaries, and photographs.

There are various qualitative data collection methods to consider depending on your research questions and the context of your study. For example, you could use one-on-one interviews to understand personal user experiences with a financial services app. A moderated focus group may be more appropriate to discuss user preferences in a new media and entertainment platform.

Data analysis

Once data are collected, the analysis process begins. It’s where you extract patterns, themes, and insights from the collected data. It’s one of the most critical aspects of qualitative research, turning raw, unstructured data into valuable insights.

Qualitative data analysis usually takes place with several steps, such as:

Organizing and preparing the data for analysis
Reading through the data
Coding the data
Generating themes or categories
Interpreting the findings and
Representing the data

Your choice of qualitative data analysis method depends on your research questions and the data type you collected. Common analysis methods include thematic, content, discourse, and narrative analysis. Some research platforms provide AI features that can do much of this analysis for researchers to speed up insight gathering.

When to use qualitative research

Qualitative techniques are ideal for understanding human experiences and perspectives. Here are common situations where qualitative research is invaluable:

Exploring customer motivations, needs, behaviors, and pain points
Gathering in-depth user feedback on products and services
Understanding decision-making and buyer journeys
Discovering barriers to adoption and satisfaction
Developing hypotheses for future quantitative research
Testing concepts , interfaces, or designs
Identifying problems and improvement opportunities
Learning about group norms, cultures, and social interactions
Collecting evidence to develop theories and models
Capturing complex, nuanced insights beyond numbers

Qualitative research methods vs. quantitative research methods

Qualitative and quantitative research differ in their approach to data collection, analysis, and the nature of the findings. Here are some key differences:

Data collection: Qualitative research uses in-depth interviews , focus groups, observations, and analysis of documents to gather data. In contrast, quantitative research relies on structured surveys, experiments, and standard measurements.
Analysis: Qualitative research involves analyzing textual or visual data through coding, categorization, and theme identification techniques. Quantitative research uses statistical analysis to examine numerical data for patterns, correlations, and trends.
Sample size: Qualitative research typically involves smaller sample sizes, often selected through purposive sampling to ensure diversity and relevance. Quantitative research uses larger sample sizes to ensure statistical power and generalizability.
Generalizability: Qualitative research seeks in-depth insight into specific contexts or groups and does not prioritize generalizability. On the other hand, quantitative research seeks to draw conclusions that apply to a broader context.
Findings: Qualitative research generates descriptive and explanatory results that provide a deeper understanding of phenomena. Quantitative research produces numerical data that allows for statistical inferences and comparisons.
Theory development: Qualitative research often contributes to theory development by generating new concepts, theories, or frameworks based on the rich and context-specific data collected. However, quantitative research tests preexisting theories and hypotheses using statistical models.

Advantages and strengths of qualitative research

Qualitative research enriches your research process and outcomes, making it an invaluable tool in many fields, including UX research, marketing, and digital product development.

In-depth understanding

Qualitative research provides a rich, detailed, in-depth understanding of the research subject. Proactive qualitative research takes this further with ongoing data collection, allowing organizations to continuously capture insights and adapt strategies based on evolving user needs.

Contextual data

Qualitative research collects contextually relevant data. It captures nuances that might be missed in numerically-based quantitative data, allowing you to understand the contexts in which behaviors and interactions occur.

Flexibility

The methods used in qualitative research, like interviews and focus groups, enable you to explore different topics in depth and adapt your approach based on the participants’ responses.

Human perspective

Qualitative research lets you capture human experiences and thoughts. It’s advantageous in fields such as UX research, where the human perspective is critical.

Hypothesis generation

The exploratory nature of qualitative research helps you identify new areas for exploration or generate hypotheses you can test using quantitative methods.

Trendspotting

Qualitative research reveals trends in thought and opinions, diving deeper into the problem. This is helpful when trying to understand behaviors, culture, and user interactions.

Disadvantages and limitations of qualitative research

While qualitative research offers many advantages, it’s essential to acknowledge its limitations.

Time-consuming

Collecting and analyzing qualitative data, particularly from in-depth interviews or focus groups, requires significant time investment.

Qualitative research relies on the skills and judgment of the researcher, introducing potential bias into the research process. The researcher may actively shape the research by posing questions, interpreting data, and influencing the findings.

Requires skilled researchers

The quality of qualitative research heavily depends on the researcher’s skills, experience, and perspective. A less experienced researcher may overlook important nuances, potentially affecting the depth and accuracy of the findings.

Lacks generalizability

Qualitative research often involves a smaller, nonrepresentative sample size than quantitative research. Therefore, the findings may not be generalizable to a larger context.

Limited numeric representation

Qualitative research usually focuses on words, observations, or experiences, so it doesn’t provide the numeric estimates often desired in research studies.

Challenging to replicate and standardize

Qualitative research’s inherent flexibility and context dependence make it challenging to repeat the study under the same conditions. This flexibility can often make it hard to standardize. Researchers approach and conduct the study in various ways, leading to inconsistent results and interpretations.

Difficult to measure reliability and validity

Assessing reliability and validity is more difficult with qualitative research since it relies on subjective human interpretation and has few established metrics and statistical tools compared to quantitative research. Triangulation and member checking add credibility but lack the discreteness of quantitative measures. However, there have been advancement s in the measurement of qualitative research that help to quantify its impact.

Qualitative research gives you the opportunity to dive deep into human behavior, experiences, and perceptions. It offers a prolific, intricate perspective that quantifiable data alone can’t provide. Combine qualitative research methodologies with techniques like A/B testing to gain a more holistic understanding of user experiences and preferences.

Despite its limitations, the depth and richness of data procured through qualitative research are undeniable assets. By understanding and utilizing its diverse methods, you will uncover detailed insights from your target audience and enhance your products or services to meet their needs.

The UX research methodology guidebook

Learn how to gather the user feedback you need to build best-in-class products.

Why is qualitative research important?

Qualitative research delves into subjective experiences and social contexts, providing in-depth insights and understanding. It provides a deep understanding of individuals’ needs, motivations, and preferences, allowing organizations to develop products and services that meet customer expectations.

What’s the difference between quantitative and qualitative methods?

Quantitative methods focus on numerical data and statistical analysis, aiming for generalizability and objectivity. Qualitative methods explore meanings, experiences, and behaviors, seeking in-depth understanding and detailed descriptions.

What are the main qualitative research approaches?

The main qualitative research approaches include one-on-one interviews, focus groups, case study research, ethnographic research, observation, and record-keeping. Each approach offers unique benefits and applications.

What is data collection?

Data collection in qualitative research involves gathering information through various methods such as interviews, focus groups, observations, and document analysis. It’s a critical step in generating meaningful insights and understanding human experiences.

How do you analyze qualitative data?

What are the ethical considerations in qualitative research.

Ethical considerations refer to the protection of participants’ rights, privacy, and confidentiality. You must obtain informed consent, maintain anonymity, and handle sensitive information responsibly. Additionally, maintaining transparency, addressing power imbalances, and conducting research unbiased and respectfully are vital ethical considerations in qualitative research.

How can I incorporate qualitative research into my study or project?

To incorporate qualitative research into your study, you must first define your research objectives to guide the choice of methodology. Next, choose a suitable qualitative method, such as interviews or focus groups. Then, collect and analyze the data using appropriate techniques and, finally, interpret and present the findings clearly and meaningfully. Remember to be mindful of the ethical considerations throughout the process.

How do you effectively communicate and present qualitative research findings to stakeholders?

For a quality presentation, create engaging visual representations, such as infographics or data visualizations, and use storytelling techniques to highlight key insights. Also, prepare concise and informative reports and organize interactive presentations or workshops to facilitate discussion and understanding.

How do you translate qualitative research findings into actionable insights?

Identify key themes linked to research goals and propose strategic solutions to address core needs and barriers. These solutions should be tailored to specific needs.

How can I ensure the validity and reliability of qualitative research findings?

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Qualitative research: methods and examples

Last updated

13 April 2023

Reviewed by

Qualitative research involves gathering and evaluating non-numerical information to comprehend concepts, perspectives, and experiences. It’s also helpful for obtaining in-depth insights into a certain subject or generating new research ideas.

As a result, qualitative research is practical if you want to try anything new or produce new ideas.

There are various ways you can conduct qualitative research. In this article, you'll learn more about qualitative research methodologies, including when you should use them.

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What is qualitative research?

Qualitative research is a broad term describing various research types that rely on asking open-ended questions. Qualitative research investigates “how” or “why” certain phenomena occur. It is about discovering the inherent nature of something.

The primary objective of qualitative research is to understand an individual's ideas, points of view, and feelings. In this way, collecting in-depth knowledge of a specific topic is possible. Knowing your audience's feelings about a particular subject is important for making reasonable research conclusions.

Unlike quantitative research , this approach does not involve collecting numerical, objective data for statistical analysis. Qualitative research is used extensively in education, sociology, health science, history, and anthropology.

Types of qualitative research methodology

Typically, qualitative research aims at uncovering the attitudes and behavior of the target audience concerning a specific topic. For example, “How would you describe your experience as a new Dovetail user?”

Some of the methods for conducting qualitative analysis include:

Focus groups

Hosting a focus group is a popular qualitative research method. It involves obtaining qualitative data from a limited sample of participants. In a moderated version of a focus group, the moderator asks participants a series of predefined questions. They aim to interact and build a group discussion that reveals their preferences, candid thoughts, and experiences.

Unmoderated, online focus groups are increasingly popular because they eliminate the need to interact with people face to face.

Focus groups can be more cost-effective than 1:1 interviews or studying a group in a natural setting and reporting one’s observations.

Focus groups make it possible to gather multiple points of view quickly and efficiently, making them an excellent choice for testing new concepts or conducting market research on a new product.

However, there are some potential drawbacks to this method. It may be unsuitable for sensitive or controversial topics. Participants might be reluctant to disclose their true feelings or respond falsely to conform to what they believe is the socially acceptable answer (known as response bias).

Case study research

A case study is an in-depth evaluation of a specific person, incident, organization, or society. This type of qualitative research has evolved into a broadly applied research method in education, law, business, and the social sciences.

Even though case study research may appear challenging to implement, it is one of the most direct research methods. It requires detailed analysis, broad-ranging data collection methodologies, and a degree of existing knowledge about the subject area under investigation.

Historical model

The historical approach is a distinct research method that deeply examines previous events to better understand the present and forecast future occurrences of the same phenomena. Its primary goal is to evaluate the impacts of history on the present and hence discover comparable patterns in the present to predict future outcomes.

Oral history

This qualitative data collection method involves gathering verbal testimonials from individuals about their personal experiences. It is widely used in historical disciplines to offer counterpoints to established historical facts and narratives. The most common methods of gathering oral history are audio recordings, analysis of auto-biographical text, videos, and interviews.

Qualitative observation

One of the most fundamental, oldest research methods, qualitative observation , is the process through which a researcher collects data using their senses of sight, smell, hearing, etc. It is used to observe the properties of the subject being studied. For example, “What does it look like?” As research methods go, it is subjective and depends on researchers’ first-hand experiences to obtain information, so it is prone to bias. However, it is an excellent way to start a broad line of inquiry like, “What is going on here?”

Record keeping and review

Record keeping uses existing documents and relevant data sources that can be employed for future studies. It is equivalent to visiting the library and going through publications or any other reference material to gather important facts that will likely be used in the research.

Grounded theory approach

The grounded theory approach is a commonly used research method employed across a variety of different studies. It offers a unique way to gather, interpret, and analyze. With this approach, data is gathered and analyzed simultaneously. Existing analysis frames and codes are disregarded, and data is analyzed inductively, with new codes and frames generated from the research.

Ethnographic research

Ethnography is a descriptive form of a qualitative study of people and their cultures. Its primary goal is to study people's behavior in their natural environment. This method necessitates that the researcher adapts to their target audience's setting.

Thereby, you will be able to understand their motivation, lifestyle, ambitions, traditions, and culture in situ. But, the researcher must be prepared to deal with geographical constraints while collecting data i.e., audiences can’t be studied in a laboratory or research facility.

This study can last from a couple of days to several years. Thus, it is time-consuming and complicated, requiring you to have both the time to gather the relevant data as well as the expertise in analyzing, observing, and interpreting data to draw meaningful conclusions.

Narrative framework

A narrative framework is a qualitative research approach that relies on people's written text or visual images. It entails people analyzing these events or narratives to determine certain topics or issues. With this approach, you can understand how people represent themselves and their experiences to a larger audience.

Phenomenological approach

The phenomenological study seeks to investigate the experiences of a particular phenomenon within a group of individuals or communities. It analyzes a certain event through interviews with persons who have witnessed it to determine the connections between their views. Even though this method relies heavily on interviews, other data sources (recorded notes), and observations could be employed to enhance the findings.

Qualitative research methods (tools)

Some of the instruments involved in qualitative research include:

Document research: Also known as document analysis because it involves evaluating written documents. These can include personal and non-personal materials like archives, policy publications, yearly reports, diaries, or letters.

Focus groups: This is where a researcher poses questions and generates conversation among a group of people. The major goal of focus groups is to examine participants' experiences and knowledge, including research into how and why individuals act in various ways.

Secondary study: Involves acquiring existing information from texts, images, audio, or video recordings.

Observations: This requires thorough field notes on everything you see, hear, or experience. Compared to reported conduct or opinion, this study method can assist you in getting insights into a specific situation and observable behaviors.

Structured interviews : In this approach, you will directly engage people one-on-one. Interviews are ideal for learning about a person's subjective beliefs, motivations, and encounters.

Surveys: This is when you distribute questionnaires containing open-ended questions

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What are common examples of qualitative research?

Everyday examples of qualitative research include:

Conducting a demographic analysis of a business

For instance, suppose you own a business such as a grocery store (or any store) and believe it caters to a broad customer base, but after conducting a demographic analysis, you discover that most of your customers are men.

You could do 1:1 interviews with female customers to learn why they don't shop at your store.

In this case, interviewing potential female customers should clarify why they don't find your shop appealing. It could be because of the products you sell or a need for greater brand awareness, among other possible reasons.

Launching or testing a new product

Suppose you are the product manager at a SaaS company looking to introduce a new product. Focus groups can be an excellent way to determine whether your product is marketable.

In this instance, you could hold a focus group with a sample group drawn from your intended audience. The group will explore the product based on its new features while you ensure adequate data on how users react to the new features. The data you collect will be key to making sales and marketing decisions.

Conducting studies to explain buyers' behaviors

You can also use qualitative research to understand existing buyer behavior better. Marketers analyze historical information linked to their businesses and industries to see when purchasers buy more.

Qualitative research can help you determine when to target new clients and peak seasons to boost sales by investigating the reason behind these behaviors.

Qualitative research: data collection

Data collection is gathering information on predetermined variables to gain appropriate answers, test hypotheses, and analyze results. Researchers will collect non-numerical data for qualitative data collection to obtain detailed explanations and draw conclusions.

To get valid findings and achieve a conclusion in qualitative research, researchers must collect comprehensive and multifaceted data.

Qualitative data is usually gathered through interviews or focus groups with videotapes or handwritten notes. If there are recordings, they are transcribed before the data analysis process. Researchers keep separate folders for the recordings acquired from each focus group when collecting qualitative research data to categorize the data.

Qualitative research: data analysis

Qualitative data analysis is organizing, examining, and interpreting qualitative data. Its main objective is identifying trends and patterns, responding to research questions, and recommending actions based on the findings. Textual analysis is a popular method for analyzing qualitative data.

Textual analysis differs from other qualitative research approaches in that researchers consider the social circumstances of study participants to decode their words, behaviors, and broader meaning.

Learn more about qualitative research data analysis software

When to use qualitative research

Qualitative research is helpful in various situations, particularly when a researcher wants to capture accurate, in-depth insights.

Here are some instances when qualitative research can be valuable:

Examining your product or service to improve your marketing approach

When researching market segments, demographics, and customer service teams

Identifying client language when you want to design a quantitative survey

When attempting to comprehend your or someone else's strengths and weaknesses

Assessing feelings and beliefs about societal and public policy matters

Collecting information about a business or product's perception

Analyzing your target audience's reactions to marketing efforts

When launching a new product or coming up with a new idea

When seeking to evaluate buyers' purchasing patterns

Qualitative research methods vs. quantitative research methods

Qualitative research examines people's ideas and what influences their perception, whereas quantitative research draws conclusions based on numbers and measurements.

Qualitative research is descriptive, and its primary goal is to comprehensively understand people's attitudes, behaviors, and ideas.

In contrast, quantitative research is more restrictive because it relies on numerical data and analyzes statistical data to make decisions. This research method assists researchers in gaining an initial grasp of the subject, which deals with numbers. For instance, the number of customers likely to purchase your products or use your services.

What is the most important feature of qualitative research?

A distinguishing feature of qualitative research is that it’s conducted in a real-world setting instead of a simulated environment. The researcher is examining actual phenomena instead of experimenting with different variables to see what outcomes (data) might result.

Can I use qualitative and quantitative approaches together in a study?

Yes, combining qualitative and quantitative research approaches happens all the time and is known as mixed methods research. For example, you could study individuals’ perceived risk in a certain scenario, such as how people rate the safety or riskiness of a given neighborhood. Simultaneously, you could analyze historical data objectively, indicating how safe or dangerous that area has been in the last year. To get the most out of mixed-method research, it’s important to understand the pros and cons of each methodology, so you can create a thoughtfully designed study that will yield compelling results.

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300 Qualitative Research Topics For Easy Academic Victory

You are on the right page if you are looking for a perfect qualitative research topic and have difficulty finding it.

Writing a qualitative research paper is not a piece of cake. Let alone the research and writing; the first and most significant challenge is finding the qualitative research topic that is a perfect fit for you. You have to be sure about a handful of things to decide the best topic for you, and you can ace it. First and most important, you must choose a topic that you find appealing and motivating. If you are not interested in a topic, not only will it tire you, but it will make your research dull and exhausting as well. Two, choose a relevant topic that adds value to the academia. Last but not least, there must be enough data about the theme that you are about to choose. In case of any confusion, concerns, or questions, you can consult for paper writing help from Paper Perk .

Table of Contents

Qualitative Research Topics: Psych, Education, Health, Medicine & More

Wandering around the internet looking for qualitative research topics can be exhausting. We are writing this article to make it a one-stop solution for you. There is enough inspiration to come up with the most suitable topic for you, no matter your academic area.

Psychological Qualitative Research Topics

Emotional Intelligence: Can it be an excellent alternative to IQ?
Oxytocin in autistic children.
Meditation: A means to control emotions
Emotional dependency during pregnancy
Schizophrenia: Causes and treatment
Post-traumatic stress disorder: Causes, symptoms, diagnosis, treatment
Psychology of physical attraction in opposite sexes
What is a borderline personality disorder? Facts and myths
Psychological elements in electronic media: Marketing, persuasion, and propaganda
Psychology in public relations
Psychology in international relations
Causes of depression and what to do to avoid it?
Detailed analysis of speech disorders
Criminal psychology and the origin of serial killers
Psychological aspects of the aging process
The character of NGOs regarding awareness about mental health
How to prevent child abuse with the help of psychology?
Aspects of criminal psychology
Emotional imbalance: Causes, symptoms, and treatment
Memory loss? Is it a neural problem or a psychological problem?
The secrets to well-being
Mental disorders in teens

Read More: Psychology Research Paper Topics

Political Qualitative Research Topics

What role did masons’ living conditions have in forming workers’ political movements ?
How do presidential elections matter?
Political compass: A critical analysis
Is a representative democracy genuinely democratic?
How has Europe evolved in terms of democracy?
Democratic evolution in the United States in the last three centuries
Is democracy a myth or a reality?
Why is voter abstention a danger to democracy?
Role of minorities in the United States politics
Freedom of expression in developing countries
Freedom of expression under Islamist regimes
Misconduct on television: Awareness and Legislation

Read More: Political Science Research Topics

Qualitative Research Topics for Art and Culture

Is history a universally shared concept?
Can a man be indifferent to art?
How do we articulate the link between science and technology?
What is the purpose of art?
What does the artist show us? Expression and symbolism
What is an artist? What does an artist do?
What is an artist?
Is art always transgressive?
Work of art: The proof of the freedom of the spirit
Can art compete with nature?
Does art only have the function of freeing us from our passions?
Passion and emotion in art
Absurd surrealism
Grotesque surrealism
Different movements in art
Progress and evolution of art
The art of the middle ages
The art of the renaissance
Is the work of art necessarily beautiful?
Does art change our relationship with reality?
Does the critic able to regard something as art or not?
Does the experience of beauty necessarily pass through the work of art?
Things that art teaches us, artists, as a technician
Importance of meaning in a work of art
Meaningless art and absurdist existentialism
The need for a model in the production of art
Can we conceive of a society without art?
Different aspects of society are defined and differentiated by art
The fear of industrial production among the artists
Dystopian art: The ability to predict the future among artists
Elements that distinguish the work of art from any object
Why the artists deserve a special place in the world
Rules and regulations in art
Reproduction of art: Plagiarism in art and harm of repetition
Art and escapism
Anachronistic art and the element of satire
Should the artist seek to please the audience
Can we blame a work of art for not being worth anything?
Does every human being understand and appreciate art?
Do you think that, according to Aristotle’s formula, art is an “imitation of nature”?
Why does what we dislike in life please us in a work of art?
Does art seem to be a “revolt against the tyranny of desire”?
Why do we apply the term “creation” to artistic activity?
Sacrosanctity of art and human duty to uphold it

Qualitative Research Topics Involving Environment Issues

Advantages and disadvantages of technology for the environment
Benefits of environmental education in children
Methods to make modern society aware of the environment
Alternative energies
Nuclear energy production: An alternative to the planet’s growing energy demand
X degree care for the environment
Analyze the advantages and disadvantages of the different types of renewable energy
Need to develop environmentally friendly products
Documentation of experience: Protection of nature
Elements involved in environmental deterioration
Environment and strategies for sustainability
Environmental activism in adolescents and young people
Sustainability and security for environmental justice
Raising awareness about the protection of the environment through sports, literature, and culture
Environment influenced by collective and individual actions
Awareness of the advantages and disadvantages of the use of technologies
Effects and causes of acid rain and groundwater
Ways to live sustainably or focus on a specific aspect of sustainability
Recent disasters caused by global warming
Greenhouse effect and melting ice
Importance of renewable energy
Wildlife and endangered species
Air quality and pollution
Water quality in underdeveloped countries
Famines caused by environmental changes
Various recycling programs: Which one is the most effective
Awareness to participate in the initiatives about the protection of the environment
How deforestation has affected animals or how it is related to climate change
Importance of the coral reef, the dangers of its destruction, or preservation strategies

Read More: Best Legal Research Paper Topics

Qualitative Research Topics on Public Relations

Public Relations and socio-productive activity
Organizational Communication and Public Relations
Ethics in the practice of Public Relations
Epistemological foundations of Public Relations.
Factors that limit the practice of Public Relations.
Public Relations is a strategic factor of the company.
Relationship workers and professional practice in the United States
Corporate image and Public Relations
Corporate identity and Public Relations.
Public Relations and social enterprise
Public Relations as an integration factor.
Profile of the teacher of Public Relations.
Legislation of Public Relations in Europe
The free exercise of Public Relations
Public Relations and the labor market
Public Relations and digital communication
History of Public Relations in Europe
History of Public Relations in the United States
History of Public Relations in Canada
Semiology and Public Relations
Linguistics and Public Relations
Indicators to evaluate Public Relations programs
Planning of Public Relations in organizations
Public Relations through radio and television
University teaching in Public Relations

Read More: Criminal Justice Research Paper Topics

Qualitative Research Topics for High School Students

How has technological development helped hospitals?
Benefits of technological advances in the classroom
Advantages and disadvantages of technology in children
How and why are fun activities different during every stage of the educational period, Montessori, school, college, and university?
Most dangerous challenges that must be avoided as students
Challenges made by celebrities: How do future career choices and jobs look for you in the next decade?
The pros and cons of viral challenges from Tiktok and reels
How/what do social networks help?
Disadvantages of social networks
Problems of social network in adolescents
What is the most suitable age for children to have a social media presence?
Toxic behaviors accompanied by social media: Prevention and Solution

Educational Qualitative Research Topics

History of education
How education has changed over time in one place
Importance of sports and games in early childhood education
Possible results of adding playtime to education
Pros and cons of a grading system
Most effective grading methods
How tests affect the success or mental health of students
Assessment methods: Such as standardized tests or open tests
Investigate how dress codes affect student performance
Different schools of learning
Qualities that effective teachers possess
Effects of teaching and lesson planning
Different approaches of public and private schools
Pros or cons of a charter school systems
How class size and number of students affect student performance
Qualities of an Effective Teacher
The length of the school day, or the length of breaks, and how the durations affect the progress of the students
How the start time of school affects performance

Read More: Biology Research Paper Topics

Qualitative Research Topics for Business and Economy

The chartered accountant and the client: what relationship today?
How does the arrival of the low-cost accountant change differentiation practices in accounting?
Law and accounting: how do the new laws impact the profession of a chartered accountant?
Accountants, why are they so difficult to recruit?
How does accounting make it possible to assess the state of health of a company?
Accounting and new technologies: the future or the end of the accountant?
Can inequalities be reduced with new technologies?
What distribution of wealth in France (or other)?
Why do companies relocate?
Protectionism or free trade?
Has the organization of work changed after the pandemic?
Do flexibility and home-working reduce unemployment?
Should we be afraid of financial bubbles?
Financial crises, similar cogs? Are we headed to a new recession?
What is money, and who creates it?
The stock market against growth?
How does economic growth lead to sustainable development?
What is the impact of innovation on growth?
What role does investment play?
What are the keys to productivity?
Is it possible to measure economic growth?
Why do stock markets crash?

Read More Law / Legal Research Paper Topics

Medical Qualitative Research Topics

Current situation of palliative care in health institutions in the United States
Complications of acute diarrheal disease in children under five years of age
Nutritional status of surgical oncology patients and its relationship with postoperative complications
Cost-effectiveness of cervical cancer screening strategies in California
Thyroid cancer and risk factors in patients treated at San Jose Hospital
Communicative processes in American ancestral medicine
Seronegative rheumatoid arthritis in a patient with a pulmonary septic complication
Telemedicine and Tele-health of the inhabitants of Massachusetts
Feasibility study and technical, infrastructure and human sustainability for the implementation of the care model
Epidemiological profile of the general surgery outpatient service
Physical activity and sport as determinants of health
Cost of treatment and follow-up of people with the human immunodeficiency virus (HIV)
National Health System for the formal introduction of the family doctor
How is the social security system in France unsustainable?
Comparative study of health systems in the United States and Europe?
Allergies and intolerances, what are the differences for lactose?
Is gluten intolerance an actual disease?
Social inequalities in health in rural countries
Public health policy or health policy
Public health at the European level, what public policies
Public health in developing countries
Public health and environmental issues through the prism of red meat consumption
Communication of medicines when advertising is prohibited

Related: Medical research paper writing services

Qualitative Research Topics for Law and Crime

Consequences of the death penalty.
Capital offenses: Law, persecution, and penalties
Classic methods used in the death penalty
Arguments for or against this punishment
The stipulation for others and the promise of a stronghold
Consumer protection in the American Law
The social attributions of the captain of the ship
Recent developments in the constitutional justice
Reframing the civil code
Critical analysis of the scope of the principle of free justice
Institutions of the criminal records
Equality of the creditors in collective proceedings
Risk management in expertise
The repressive jurisdiction of the court of peace in the event of insufficiency of the judges
Labor law and the rights of workers
Secularism and labor law: Question of religion in business
The Management of transit migration
The legal framework of bank credit
Legal regime of intellectual rights
Compensation for moral damage
Family criminal law in the relation between parents and children
Unilateral termination of the contract
Role of the military in public prosecution
Critical analysis of the pre-jurisdictional procedure regarding human rights
The fault of the administration in land matters
The subsequent attitude of the victim and compensation for the damages
Action for retrocession in the event of excessive liberalities
The exploitation of child labor under Labor Law
Reflection on the introduction of the system of the dematerialization of bearer shares
Study on the feasibility of a structure for the amicable settlement of consumer disputes
The life insurance contract
Legal liability of the community pharmacist
The legal age of marriage: legislative, jurisprudential, and doctrinal approach
Protection of the unpaid seller in the event of insolvency of the buyer
The renewal of the employment contract
The regulatory framework for outdoor advertising, signs, and pre-sign
Extra-judicial resolution of land disputes

Qualitative Research Topics Concerning Drug Abuse

Drug use in adolescents
Consequences of excessive drug use
Legal and illegal addictive substances
Effects of drugs on the brain
Effects of alcohol and tobacco
Social science research on drugs
Psychological research on drugs
Biomedical research in the field of drugs
Drug addiction treatment
Cannabis in Europe: a study of social research
Drug expectations
Dynamics of drug cartels: Perception, politics, and markets
Sources and uses of methamphetamine
Sensation seeking
Contribution of research in psychology on drugs
Drug research: recent developments
in the field of psychology
Places of cannabis consumption
Drug prevention for the most vulnerable young people
Cannabis retail markets
Cultivation of cannabis at home
Cannabis Dependence and the Strength of Marijuana
Cannabis and youth
Cannabis and schizophrenia

Women Issues and Rights Qualitative Research Topics

How to educate teens about pregnancy
Women’s rights violations in the middle east
Forced-Hijab conflict in Iran
How to live a healthy pregnancy period
Access to health is a fundamental right: what role can parliaments play in ensuring health for women and children?
The wave of feminist movements in the Middle East
The situation of women and children in times of conflict
The role of women parliamentarians in the prevention of national and international terrorism and in the promotion of peace
Promoting women’s participation and gender equality in multilateral negotiations
The contribution of women to the establishment of a new global financial and economic model
Feminism in Egypt
Impact of the media on the status of women and image of women politicians in the media
Poverty and extreme poverty: women as victims of this phenomenon and as key actors in the fight to eradicate it
Complementarity of women’s rights and children’s rights
Health and well-being of older people, especially women
Women in Armed Conflict
Feminism in the South Asian Subcontinent
Violence against women
Role of women in ensuring environmental protection within the framework of development
Women in the informal economic sector and their access to microcredits
Women in economic life and the world of work
Impact of women on the democratic process
Women in the political process
Women’s rights violations in Africa
Financing women’s electoral campaigns
Women’s political and electoral training
Women in political parties
United Nations Initiatives for Women’s Education and the role of Malala Yousafzai
Women in national parliaments
The partnership between men and women in politics

Still feel the need to know more? It is noble to be insatiable about knowledge, so here are 402 More Research Paper Topics for you.

As we said in the beginning, writing a qualitative research paper is not a piece of cake. But after reading all these topics above, you now know that it is not rocket science either. All you need is a little commitment and a pint of inspiration potion that we have above 300 research paper topics.

If you still need professional qualitative research writing services, you can get to know our writers or contact us. We are online 24/7 with immediate responses to offer you research paper help.

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Qualitative Research Questions: Gain Powerful Insights + 25 Examples

We review the basics of qualitative research questions, including their key components, how to craft them effectively, & 25 example questions.

Einstein was many things—a physicist, a philosopher, and, undoubtedly, a mastermind. He also had an incredible way with words. His quote, "Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted," is particularly poignant when it comes to research.

Some inquiries call for a quantitative approach, for counting and measuring data in order to arrive at general conclusions. Other investigations, like qualitative research, rely on deep exploration and understanding of individual cases in order to develop a greater understanding of the whole. That’s what we’re going to focus on today.

Qualitative research questions focus on the "how" and "why" of things, rather than the "what". They ask about people's experiences and perceptions , and can be used to explore a wide range of topics.

The following article will discuss the basics of qualitative research questions, including their key components, and how to craft them effectively. You'll also find 25 examples of effective qualitative research questions you can use as inspiration for your own studies.

Let’s get started!

What are qualitative research questions, and when are they used?

When researchers set out to conduct a study on a certain topic, their research is chiefly directed by an overarching question . This question provides focus for the study and helps determine what kind of data will be collected.

By starting with a question, we gain parameters and objectives for our line of research. What are we studying? For what purpose? How will we know when we’ve achieved our goals?

Of course, some of these questions can be described as quantitative in nature. When a research question is quantitative, it usually seeks to measure or calculate something in a systematic way.

For example:

How many people in our town use the library?
What is the average income of families in our city?
How much does the average person weigh?

Other research questions, however—and the ones we will be focusing on in this article—are qualitative in nature. Qualitative research questions are open-ended and seek to explore a given topic in-depth.

According to the Australian & New Zealand Journal of Psychiatry , “Qualitative research aims to address questions concerned with developing an understanding of the meaning and experience dimensions of humans’ lives and social worlds.”

This type of research can be used to gain a better understanding of people’s thoughts, feelings and experiences by “addressing questions beyond ‘what works’, towards ‘what works for whom when, how and why, and focusing on intervention improvement rather than accreditation,” states one paper in Neurological Research and Practice .

Qualitative questions often produce rich data that can help researchers develop hypotheses for further quantitative study.

What are people’s thoughts on the new library?
How does it feel to be a first-generation student at our school?
How do people feel about the changes taking place in our town?

As stated by a paper in Human Reproduction , “...‘qualitative’ methods are used to answer questions about experience, meaning, and perspective, most often from the standpoint of the participant. These data are usually not amenable to counting or measuring.”

Both quantitative and qualitative questions have their uses; in fact, they often complement each other. A well-designed research study will include a mix of both types of questions in order to gain a fuller understanding of the topic at hand.

If you would like to recruit unlimited participants for qualitative research for free and only pay for the interview you conduct, try using Respondent today.

Crafting qualitative research questions for powerful insights

Now that we have a basic understanding of what qualitative research questions are and when they are used, let’s take a look at how you can begin crafting your own.

According to a study in the International Journal of Qualitative Studies in Education, there is a certain process researchers should follow when crafting their questions, which we’ll explore in more depth.

1. Beginning the process

Start with a point of interest or curiosity, and pose a draft question or ‘self-question’. What do you want to know about the topic at hand? What is your specific curiosity? You may find it helpful to begin by writing several questions.

For example, if you’re interested in understanding how your customer base feels about a recent change to your product, you might ask:

What made you decide to try the new product?
How do you feel about the change?
What do you think of the new design/functionality?
What benefits do you see in the change?

2. Create one overarching, guiding question

At this point, narrow down the draft questions into one specific question. “Sometimes, these broader research questions are not stated as questions, but rather as goals for the study.”

As an example of this, you might narrow down these three questions:

into the following question:

What are our customers’ thoughts on the recent change to our product?

3. Theoretical framing

As you read the relevant literature and apply theory to your research, the question should be altered to achieve better outcomes. Experts agree that pursuing a qualitative line of inquiry should open up the possibility for questioning your original theories and altering the conceptual framework with which the research began.

If we continue with the current example, it’s possible you may uncover new data that informs your research and changes your question. For instance, you may discover that customers’ feelings about the change are not just a reaction to the change itself, but also to how it was implemented. In this case, your question would need to reflect this new information:

How did customers react to the process of the change, as well as the change itself?

4. Ethical considerations

A study in the International Journal of Qualitative Studies in Education stresses that ethics are “a central issue when a researcher proposes to study the lives of others, especially marginalized populations.” Consider how your question or inquiry will affect the people it relates to—their lives and their safety. Shape your question to avoid physical, emotional, or mental upset for the focus group.

In analyzing your question from this perspective, if you feel that it may cause harm, you should consider changing the question or ending your research project. Perhaps you’ve discovered that your question encourages harmful or invasive questioning, in which case you should reformulate it.

5. Writing the question

The actual process of writing the question comes only after considering the above points. The purpose of crafting your research questions is to delve into what your study is specifically about” Remember that qualitative research questions are not trying to find the cause of an effect, but rather to explore the effect itself.

Your questions should be clear, concise, and understandable to those outside of your field. In addition, they should generate rich data. The questions you choose will also depend on the type of research you are conducting:

If you’re doing a phenomenological study, your questions might be open-ended, in order to allow participants to share their experiences in their own words.
If you’re doing a grounded-theory study, your questions might be focused on generating a list of categories or themes.
If you’re doing ethnography, your questions might be about understanding the culture you’re studying.

Whenyou have well-written questions, it is much easier to develop your research design and collect data that accurately reflects your inquiry.

In writing your questions, it may help you to refer to this simple flowchart process for constructing questions:

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25 examples of expertly crafted qualitative research questions

It's easy enough to cover the theory of writing a qualitative research question, but sometimes it's best if you can see the process in practice. In this section, we'll list 25 examples of B2B and B2C-related qualitative questions.

Let's begin with five questions. We'll show you the question, explain why it's considered qualitative, and then give you an example of how it can be used in research.

1. What is the customer's perception of our company's brand?

Qualitative research questions are often open-ended and invite respondents to share their thoughts and feelings on a subject. This question is qualitative because it seeks customer feedback on the company's brand.

This question can be used in research to understand how customers feel about the company's branding, what they like and don't like about it, and whether they would recommend it to others.

2. Why do customers buy our product?

This question is also qualitative because it seeks to understand the customer's motivations for purchasing a product. It can be used in research to identify the reasons customers buy a certain product, what needs or desires the product fulfills for them, and how they feel about the purchase after using the product.

3. How do our customers interact with our products?

Again, this question is qualitative because it seeks to understand customer behavior. In this case, it can be used in research to see how customers use the product, how they interact with it, and what emotions or thoughts the product evokes in them.

4. What are our customers' biggest frustrations with our products?

By seeking to understand customer frustrations, this question is qualitative and can provide valuable insights. It can be used in research to help identify areas in which the company needs to make improvements with its products.

5. How do our customers feel about our customer service?

Rather than asking why customers like or dislike something, this question asks how they feel. This qualitative question can provide insights into customer satisfaction or dissatisfaction with a company.

This type of question can be used in research to understand what customers think of the company's customer service and whether they feel it meets their needs.

20 more examples to refer to when writing your question

Now that you’re aware of what makes certain questions qualitative, let's move into 20 more examples of qualitative research questions:

How do your customers react when updates are made to your app interface?
How do customers feel when they complete their purchase through your ecommerce site?
What are your customers' main frustrations with your service?
How do people feel about the quality of your products compared to those of your competitors?
What motivates customers to refer their friends and family members to your product or service?
What are the main benefits your customers receive from using your product or service?
How do people feel when they finish a purchase on your website?
What are the main motivations behind customer loyalty to your brand?
How does your app make people feel emotionally?
For younger generations using your app, how does it make them feel about themselves?
What reputation do people associate with your brand?
How inclusive do people find your app?
In what ways are your customers' experiences unique to them?
What are the main areas of improvement your customers would like to see in your product or service?
How do people feel about their interactions with your tech team?
What are the top five reasons people use your online marketplace?
How does using your app make people feel in terms of connectedness?
What emotions do people experience when they're using your product or service?
Aside from the features of your product, what else about it attracts customers?
How does your company culture make people feel?

As you can see, these kinds of questions are completely open-ended. In a way, they allow the research and discoveries made along the way to direct the research. The questions are merely a starting point from which to explore.

This video offers tips on how to write good qualitative research questions, produced by Qualitative Research Expert, Kimberly Baker.

Wrap-up: crafting your own qualitative research questions.

Over the course of this article, we've explored what qualitative research questions are, why they matter, and how they should be written. Hopefully you now have a clear understanding of how to craft your own.

Remember, qualitative research questions should always be designed to explore a certain experience or phenomena in-depth, in order to generate powerful insights. As you write your questions, be sure to keep the following in mind:

Are you being inclusive of all relevant perspectives?
Are your questions specific enough to generate clear answers?
Will your questions allow for an in-depth exploration of the topic at hand?
Do the questions reflect your research goals and objectives?

If you can answer "yes" to all of the questions above, and you've followed the tips for writing qualitative research questions we shared in this article, then you're well on your way to crafting powerful queries that will yield valuable insights.

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Asking the right questions in the right way is the key to research success. That’s true for not just the discussion guide but for every step of a research project. Following are 100+ questions that will take you from defining your research objective through screening and participant discussions.

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Home » Qualitative Research – Methods, Analysis Types and Guide

Qualitative Research – Methods, Analysis Types and Guide

Table of Contents

Qualitative Research

Qualitative research is a type of research methodology that focuses on exploring and understanding people’s beliefs, attitudes, behaviors, and experiences through the collection and analysis of non-numerical data. It seeks to answer research questions through the examination of subjective data, such as interviews, focus groups, observations, and textual analysis.

Qualitative research aims to uncover the meaning and significance of social phenomena, and it typically involves a more flexible and iterative approach to data collection and analysis compared to quantitative research. Qualitative research is often used in fields such as sociology, anthropology, psychology, and education.

Qualitative Research Methods

Qualitative Research Methods are as follows:

One-to-One Interview

This method involves conducting an interview with a single participant to gain a detailed understanding of their experiences, attitudes, and beliefs. One-to-one interviews can be conducted in-person, over the phone, or through video conferencing. The interviewer typically uses open-ended questions to encourage the participant to share their thoughts and feelings. One-to-one interviews are useful for gaining detailed insights into individual experiences.

Focus Groups

This method involves bringing together a group of people to discuss a specific topic in a structured setting. The focus group is led by a moderator who guides the discussion and encourages participants to share their thoughts and opinions. Focus groups are useful for generating ideas and insights, exploring social norms and attitudes, and understanding group dynamics.

Ethnographic Studies

This method involves immersing oneself in a culture or community to gain a deep understanding of its norms, beliefs, and practices. Ethnographic studies typically involve long-term fieldwork and observation, as well as interviews and document analysis. Ethnographic studies are useful for understanding the cultural context of social phenomena and for gaining a holistic understanding of complex social processes.

Text Analysis

This method involves analyzing written or spoken language to identify patterns and themes. Text analysis can be quantitative or qualitative. Qualitative text analysis involves close reading and interpretation of texts to identify recurring themes, concepts, and patterns. Text analysis is useful for understanding media messages, public discourse, and cultural trends.

This method involves an in-depth examination of a single person, group, or event to gain an understanding of complex phenomena. Case studies typically involve a combination of data collection methods, such as interviews, observations, and document analysis, to provide a comprehensive understanding of the case. Case studies are useful for exploring unique or rare cases, and for generating hypotheses for further research.

Process of Observation

This method involves systematically observing and recording behaviors and interactions in natural settings. The observer may take notes, use audio or video recordings, or use other methods to document what they see. Process of observation is useful for understanding social interactions, cultural practices, and the context in which behaviors occur.

Record Keeping

This method involves keeping detailed records of observations, interviews, and other data collected during the research process. Record keeping is essential for ensuring the accuracy and reliability of the data, and for providing a basis for analysis and interpretation.

This method involves collecting data from a large sample of participants through a structured questionnaire. Surveys can be conducted in person, over the phone, through mail, or online. Surveys are useful for collecting data on attitudes, beliefs, and behaviors, and for identifying patterns and trends in a population.

Qualitative data analysis is a process of turning unstructured data into meaningful insights. It involves extracting and organizing information from sources like interviews, focus groups, and surveys. The goal is to understand people’s attitudes, behaviors, and motivations

Qualitative Research Analysis Methods

Qualitative Research analysis methods involve a systematic approach to interpreting and making sense of the data collected in qualitative research. Here are some common qualitative data analysis methods:

Thematic Analysis

This method involves identifying patterns or themes in the data that are relevant to the research question. The researcher reviews the data, identifies keywords or phrases, and groups them into categories or themes. Thematic analysis is useful for identifying patterns across multiple data sources and for generating new insights into the research topic.

Content Analysis

This method involves analyzing the content of written or spoken language to identify key themes or concepts. Content analysis can be quantitative or qualitative. Qualitative content analysis involves close reading and interpretation of texts to identify recurring themes, concepts, and patterns. Content analysis is useful for identifying patterns in media messages, public discourse, and cultural trends.

Discourse Analysis

This method involves analyzing language to understand how it constructs meaning and shapes social interactions. Discourse analysis can involve a variety of methods, such as conversation analysis, critical discourse analysis, and narrative analysis. Discourse analysis is useful for understanding how language shapes social interactions, cultural norms, and power relationships.

Grounded Theory Analysis

This method involves developing a theory or explanation based on the data collected. Grounded theory analysis starts with the data and uses an iterative process of coding and analysis to identify patterns and themes in the data. The theory or explanation that emerges is grounded in the data, rather than preconceived hypotheses. Grounded theory analysis is useful for understanding complex social phenomena and for generating new theoretical insights.

Narrative Analysis

This method involves analyzing the stories or narratives that participants share to gain insights into their experiences, attitudes, and beliefs. Narrative analysis can involve a variety of methods, such as structural analysis, thematic analysis, and discourse analysis. Narrative analysis is useful for understanding how individuals construct their identities, make sense of their experiences, and communicate their values and beliefs.

Phenomenological Analysis

This method involves analyzing how individuals make sense of their experiences and the meanings they attach to them. Phenomenological analysis typically involves in-depth interviews with participants to explore their experiences in detail. Phenomenological analysis is useful for understanding subjective experiences and for developing a rich understanding of human consciousness.

Comparative Analysis

This method involves comparing and contrasting data across different cases or groups to identify similarities and differences. Comparative analysis can be used to identify patterns or themes that are common across multiple cases, as well as to identify unique or distinctive features of individual cases. Comparative analysis is useful for understanding how social phenomena vary across different contexts and groups.

Applications of Qualitative Research

Qualitative research has many applications across different fields and industries. Here are some examples of how qualitative research is used:

Market Research: Qualitative research is often used in market research to understand consumer attitudes, behaviors, and preferences. Researchers conduct focus groups and one-on-one interviews with consumers to gather insights into their experiences and perceptions of products and services.
Health Care: Qualitative research is used in health care to explore patient experiences and perspectives on health and illness. Researchers conduct in-depth interviews with patients and their families to gather information on their experiences with different health care providers and treatments.
Education: Qualitative research is used in education to understand student experiences and to develop effective teaching strategies. Researchers conduct classroom observations and interviews with students and teachers to gather insights into classroom dynamics and instructional practices.
Social Work : Qualitative research is used in social work to explore social problems and to develop interventions to address them. Researchers conduct in-depth interviews with individuals and families to understand their experiences with poverty, discrimination, and other social problems.
Anthropology : Qualitative research is used in anthropology to understand different cultures and societies. Researchers conduct ethnographic studies and observe and interview members of different cultural groups to gain insights into their beliefs, practices, and social structures.
Psychology : Qualitative research is used in psychology to understand human behavior and mental processes. Researchers conduct in-depth interviews with individuals to explore their thoughts, feelings, and experiences.
Public Policy : Qualitative research is used in public policy to explore public attitudes and to inform policy decisions. Researchers conduct focus groups and one-on-one interviews with members of the public to gather insights into their perspectives on different policy issues.

How to Conduct Qualitative Research

Here are some general steps for conducting qualitative research:

Identify your research question: Qualitative research starts with a research question or set of questions that you want to explore. This question should be focused and specific, but also broad enough to allow for exploration and discovery.
Select your research design: There are different types of qualitative research designs, including ethnography, case study, grounded theory, and phenomenology. You should select a design that aligns with your research question and that will allow you to gather the data you need to answer your research question.
Recruit participants: Once you have your research question and design, you need to recruit participants. The number of participants you need will depend on your research design and the scope of your research. You can recruit participants through advertisements, social media, or through personal networks.
Collect data: There are different methods for collecting qualitative data, including interviews, focus groups, observation, and document analysis. You should select the method or methods that align with your research design and that will allow you to gather the data you need to answer your research question.
Analyze data: Once you have collected your data, you need to analyze it. This involves reviewing your data, identifying patterns and themes, and developing codes to organize your data. You can use different software programs to help you analyze your data, or you can do it manually.
Interpret data: Once you have analyzed your data, you need to interpret it. This involves making sense of the patterns and themes you have identified, and developing insights and conclusions that answer your research question. You should be guided by your research question and use your data to support your conclusions.
Communicate results: Once you have interpreted your data, you need to communicate your results. This can be done through academic papers, presentations, or reports. You should be clear and concise in your communication, and use examples and quotes from your data to support your findings.

Examples of Qualitative Research

Here are some real-time examples of qualitative research:

Customer Feedback: A company may conduct qualitative research to understand the feedback and experiences of its customers. This may involve conducting focus groups or one-on-one interviews with customers to gather insights into their attitudes, behaviors, and preferences.
Healthcare : A healthcare provider may conduct qualitative research to explore patient experiences and perspectives on health and illness. This may involve conducting in-depth interviews with patients and their families to gather information on their experiences with different health care providers and treatments.
Education : An educational institution may conduct qualitative research to understand student experiences and to develop effective teaching strategies. This may involve conducting classroom observations and interviews with students and teachers to gather insights into classroom dynamics and instructional practices.
Social Work: A social worker may conduct qualitative research to explore social problems and to develop interventions to address them. This may involve conducting in-depth interviews with individuals and families to understand their experiences with poverty, discrimination, and other social problems.
Anthropology : An anthropologist may conduct qualitative research to understand different cultures and societies. This may involve conducting ethnographic studies and observing and interviewing members of different cultural groups to gain insights into their beliefs, practices, and social structures.
Psychology : A psychologist may conduct qualitative research to understand human behavior and mental processes. This may involve conducting in-depth interviews with individuals to explore their thoughts, feelings, and experiences.
Public Policy: A government agency or non-profit organization may conduct qualitative research to explore public attitudes and to inform policy decisions. This may involve conducting focus groups and one-on-one interviews with members of the public to gather insights into their perspectives on different policy issues.

Purpose of Qualitative Research

The purpose of qualitative research is to explore and understand the subjective experiences, behaviors, and perspectives of individuals or groups in a particular context. Unlike quantitative research, which focuses on numerical data and statistical analysis, qualitative research aims to provide in-depth, descriptive information that can help researchers develop insights and theories about complex social phenomena.

Qualitative research can serve multiple purposes, including:

Exploring new or emerging phenomena : Qualitative research can be useful for exploring new or emerging phenomena, such as new technologies or social trends. This type of research can help researchers develop a deeper understanding of these phenomena and identify potential areas for further study.
Understanding complex social phenomena : Qualitative research can be useful for exploring complex social phenomena, such as cultural beliefs, social norms, or political processes. This type of research can help researchers develop a more nuanced understanding of these phenomena and identify factors that may influence them.
Generating new theories or hypotheses: Qualitative research can be useful for generating new theories or hypotheses about social phenomena. By gathering rich, detailed data about individuals’ experiences and perspectives, researchers can develop insights that may challenge existing theories or lead to new lines of inquiry.
Providing context for quantitative data: Qualitative research can be useful for providing context for quantitative data. By gathering qualitative data alongside quantitative data, researchers can develop a more complete understanding of complex social phenomena and identify potential explanations for quantitative findings.

When to use Qualitative Research

Here are some situations where qualitative research may be appropriate:

Exploring a new area: If little is known about a particular topic, qualitative research can help to identify key issues, generate hypotheses, and develop new theories.
Understanding complex phenomena: Qualitative research can be used to investigate complex social, cultural, or organizational phenomena that are difficult to measure quantitatively.
Investigating subjective experiences: Qualitative research is particularly useful for investigating the subjective experiences of individuals or groups, such as their attitudes, beliefs, values, or emotions.
Conducting formative research: Qualitative research can be used in the early stages of a research project to develop research questions, identify potential research participants, and refine research methods.
Evaluating interventions or programs: Qualitative research can be used to evaluate the effectiveness of interventions or programs by collecting data on participants’ experiences, attitudes, and behaviors.

Characteristics of Qualitative Research

Qualitative research is characterized by several key features, including:

Focus on subjective experience: Qualitative research is concerned with understanding the subjective experiences, beliefs, and perspectives of individuals or groups in a particular context. Researchers aim to explore the meanings that people attach to their experiences and to understand the social and cultural factors that shape these meanings.
Use of open-ended questions: Qualitative research relies on open-ended questions that allow participants to provide detailed, in-depth responses. Researchers seek to elicit rich, descriptive data that can provide insights into participants’ experiences and perspectives.
Sampling-based on purpose and diversity: Qualitative research often involves purposive sampling, in which participants are selected based on specific criteria related to the research question. Researchers may also seek to include participants with diverse experiences and perspectives to capture a range of viewpoints.
Data collection through multiple methods: Qualitative research typically involves the use of multiple data collection methods, such as in-depth interviews, focus groups, and observation. This allows researchers to gather rich, detailed data from multiple sources, which can provide a more complete picture of participants’ experiences and perspectives.
Inductive data analysis: Qualitative research relies on inductive data analysis, in which researchers develop theories and insights based on the data rather than testing pre-existing hypotheses. Researchers use coding and thematic analysis to identify patterns and themes in the data and to develop theories and explanations based on these patterns.
Emphasis on researcher reflexivity: Qualitative research recognizes the importance of the researcher’s role in shaping the research process and outcomes. Researchers are encouraged to reflect on their own biases and assumptions and to be transparent about their role in the research process.

Advantages of Qualitative Research

Qualitative research offers several advantages over other research methods, including:

Depth and detail: Qualitative research allows researchers to gather rich, detailed data that provides a deeper understanding of complex social phenomena. Through in-depth interviews, focus groups, and observation, researchers can gather detailed information about participants’ experiences and perspectives that may be missed by other research methods.
Flexibility : Qualitative research is a flexible approach that allows researchers to adapt their methods to the research question and context. Researchers can adjust their research methods in real-time to gather more information or explore unexpected findings.
Contextual understanding: Qualitative research is well-suited to exploring the social and cultural context in which individuals or groups are situated. Researchers can gather information about cultural norms, social structures, and historical events that may influence participants’ experiences and perspectives.
Participant perspective : Qualitative research prioritizes the perspective of participants, allowing researchers to explore subjective experiences and understand the meanings that participants attach to their experiences.
Theory development: Qualitative research can contribute to the development of new theories and insights about complex social phenomena. By gathering rich, detailed data and using inductive data analysis, researchers can develop new theories and explanations that may challenge existing understandings.
Validity : Qualitative research can offer high validity by using multiple data collection methods, purposive and diverse sampling, and researcher reflexivity. This can help ensure that findings are credible and trustworthy.

Limitations of Qualitative Research

Qualitative research also has some limitations, including:

Subjectivity : Qualitative research relies on the subjective interpretation of researchers, which can introduce bias into the research process. The researcher’s perspective, beliefs, and experiences can influence the way data is collected, analyzed, and interpreted.
Limited generalizability: Qualitative research typically involves small, purposive samples that may not be representative of larger populations. This limits the generalizability of findings to other contexts or populations.
Time-consuming: Qualitative research can be a time-consuming process, requiring significant resources for data collection, analysis, and interpretation.
Resource-intensive: Qualitative research may require more resources than other research methods, including specialized training for researchers, specialized software for data analysis, and transcription services.
Limited reliability: Qualitative research may be less reliable than quantitative research, as it relies on the subjective interpretation of researchers. This can make it difficult to replicate findings or compare results across different studies.
Ethics and confidentiality: Qualitative research involves collecting sensitive information from participants, which raises ethical concerns about confidentiality and informed consent. Researchers must take care to protect the privacy and confidentiality of participants and obtain informed consent.

Also see Research Methods

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

Case Study – Methods, Examples and Guide

Observational Research – Methods and Guide

Questionnaire – Definition, Types, and Examples

Survey Research – Types, Methods, Examples

Quantitative Research – Methods, Types and...

One-to-One Interview – Methods and Guide

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Eur J Gen Pract
v.24(1); 2018

Series: Practical guidance to qualitative research. Part 3: Sampling, data collection and analysis

Albine moser.

a Faculty of Health Care, Research Centre Autonomy and Participation of Chronically Ill People , Zuyd University of Applied Sciences , Heerlen, The Netherlands

b Faculty of Health, Medicine and Life Sciences, Department of Family Medicine , Maastricht University , Maastricht, The Netherlands

Irene Korstjens

c Faculty of Health Care, Research Centre for Midwifery Science , Zuyd University of Applied Sciences , Maastricht, The Netherlands

In the course of our supervisory work over the years, we have noticed that qualitative research tends to evoke a lot of questions and worries, so-called frequently asked questions (FAQs). This series of four articles intends to provide novice researchers with practical guidance for conducting high-quality qualitative research in primary care. By ‘novice’ we mean Master’s students and junior researchers, as well as experienced quantitative researchers who are engaging in qualitative research for the first time. This series addresses their questions and provides researchers, readers, reviewers and editors with references to criteria and tools for judging the quality of qualitative research papers. The second article focused on context, research questions and designs, and referred to publications for further reading. This third article addresses FAQs about sampling, data collection and analysis. The data collection plan needs to be broadly defined and open at first, and become flexible during data collection. Sampling strategies should be chosen in such a way that they yield rich information and are consistent with the methodological approach used. Data saturation determines sample size and will be different for each study. The most commonly used data collection methods are participant observation, face-to-face in-depth interviews and focus group discussions. Analyses in ethnographic, phenomenological, grounded theory, and content analysis studies yield different narrative findings: a detailed description of a culture, the essence of the lived experience, a theory, and a descriptive summary, respectively. The fourth and final article will focus on trustworthiness and publishing qualitative research.

Key points on sampling, data collection and analysis

The data collection plan needs to be broadly defined and open during data collection.
Sampling strategies should be chosen in such a way that they yield rich information and are consistent with the methodological approach used.
Data saturation determines sample size and is different for each study.
The most commonly used data collection methods are participant observation, face-to-face in-depth interviews and focus group discussions.
Analyses of ethnographic, phenomenological, grounded theory, and content analysis studies yield different narrative findings: a detailed description of a culture, the essence of the lived experience, a theory or a descriptive summary, respectively.

Introduction

This article is the third paper in a series of four articles aiming to provide practical guidance to qualitative research. In an introductory paper, we have described the objective, nature and outline of the Series [ 1 ]. Part 2 of the series focused on context, research questions and design of qualitative research [ 2 ]. In this paper, Part 3, we address frequently asked questions (FAQs) about sampling, data collection and analysis.

What is a sampling plan?

A sampling plan is a formal plan specifying a sampling method, a sample size, and procedure for recruiting participants ( Box 1 ) [ 3 ]. A qualitative sampling plan describes how many observations, interviews, focus-group discussions or cases are needed to ensure that the findings will contribute rich data. In quantitative studies, the sampling plan, including sample size, is determined in detail in beforehand but qualitative research projects start with a broadly defined sampling plan. This plan enables you to include a variety of settings and situations and a variety of participants, including negative cases or extreme cases to obtain rich data. The key features of a qualitative sampling plan are as follows. First, participants are always sampled deliberately. Second, sample size differs for each study and is small. Third, the sample will emerge during the study: based on further questions raised in the process of data collection and analysis, inclusion and exclusion criteria might be altered, or the sampling sites might be changed. Finally, the sample is determined by conceptual requirements and not primarily by representativeness. You, therefore, need to provide a description of and rationale for your choices in the sampling plan. The sampling plan is appropriate when the selected participants and settings are sufficient to provide the information needed for a full understanding of the phenomenon under study.

Sampling strategies in qualitative research. Based on Polit & Beck [ 3 ].

Sampling	Definition
Purposive sampling	Selection of participants based on the researchers’ judgement about what potential participants will be most informative.
Criterion sampling	Selection of participants who meet pre-determined criteria of importance.
Theoretical sampling	Selection of participants based on the emerging findings to ensure adequate representation of theoretical concepts.
Convenience sampling	Selection of participants who are easily available.
Snowball sampling	Selection of participants through referrals by previously selected participants or persons who have access to potential participants.
Maximum variation sampling	Selection of participants based on a wide range of variation in backgrounds.
Extreme case sampling	Purposeful selection of the most unusual cases.
Typical case sampling	Selection of the most typical or average participants.
Confirming and disconfirming sampling	Confirming and disconfirming cases sampling supports checking or challenging emerging trends or patterns in the data.

Some practicalities: a critical first step is to select settings and situations where you have access to potential participants. Subsequently, the best strategy to apply is to recruit participants who can provide the richest information. Such participants have to be knowledgeable on the phenomenon and can articulate and reflect, and are motivated to communicate at length and in depth with you. Finally, you should review the sampling plan regularly and adapt when necessary.

What sampling strategies can I use?

Sampling is the process of selecting or searching for situations, context and/or participants who provide rich data of the phenomenon of interest [ 3 ]. In qualitative research, you sample deliberately, not at random. The most commonly used deliberate sampling strategies are purposive sampling, criterion sampling, theoretical sampling, convenience sampling and snowball sampling. Occasionally, the ‘maximum variation,’ ‘typical cases’ and ‘confirming and disconfirming’ sampling strategies are used. Key informants need to be carefully chosen. Key informants hold special and expert knowledge about the phenomenon to be studied and are willing to share information and insights with you as the researcher [ 3 ]. They also help to gain access to participants, especially when groups are studied. In addition, as researcher, you can validate your ideas and perceptions with those of the key informants.

What is the connection between sampling types and qualitative designs?

The ‘big three’ approaches of ethnography, phenomenology, and grounded theory use different types of sampling.

In ethnography, the main strategy is purposive sampling of a variety of key informants, who are most knowledgeable about a culture and are able and willing to act as representatives in revealing and interpreting the culture. For example, an ethnographic study on the cultural influences of communication in maternity care will recruit key informants from among a variety of parents-to-be, midwives and obstetricians in midwifery care practices and hospitals.

Phenomenology uses criterion sampling, in which participants meet predefined criteria. The most prominent criterion is the participant’s experience with the phenomenon under study. The researchers look for participants who have shared an experience, but vary in characteristics and in their individual experiences. For example, a phenomenological study on the lived experiences of pregnant women with psychosocial support from primary care midwives will recruit pregnant women varying in age, parity and educational level in primary midwifery practices.

Grounded theory usually starts with purposive sampling and later uses theoretical sampling to select participants who can best contribute to the developing theory. As theory construction takes place concurrently with data collection and analyses, the theoretical sampling of new participants also occurs along with the emerging theoretical concepts. For example, one grounded theory study tested several theoretical constructs to build a theory on autonomy in diabetes patients [ 4 ]. In developing the theory, the researchers started by purposefully sampling participants with diabetes differing in age, onset of diabetes and social roles, for example, employees, housewives, and retired people. After the first analysis, researchers continued with theoretically sampling, for example, participants who differed in the treatment they received, with different degrees of care dependency, and participants who receive care from a general practitioner (GP), at a hospital or from a specialist nurse, etc.

In addition to the ‘big three’ approaches, content analysis is frequently applied in primary care research, and very often uses purposive, convenience, or snowball sampling. For instance, a study on peoples’ choice of a hospital for elective orthopaedic surgery used snowball sampling [ 5 ]. One elderly person in the private network of one researcher personally approached potential respondents in her social network by means of personal invitations (including letters). In turn, respondents were asked to pass on the invitation to other eligible candidates.

Sampling is also dependent on the characteristics of the setting, e.g., access, time, vulnerability of participants, and different types of stakeholders. The setting, where sampling is carried out, is described in detail to provide thick description of the context, thereby, enabling the reader to make a transferability judgement (see Part 3: transferability). Sampling also affects the data analysis, where you continue decision-making about whom or what situations to sample next. This is based on what you consider as still missing to get the necessary information for rich findings (see Part 1: emergent design). Another point of attention is the sampling of ‘invisible groups’ or vulnerable people. Sampling of these participants would require applying multiple sampling strategies, and more time calculated in the project planning stage for sampling and recruitment [ 6 ].

How do sample size and data saturation interact?

A guiding principle in qualitative research is to sample only until data saturation has been achieved. Data saturation means the collection of qualitative data to the point where a sense of closure is attained because new data yield redundant information [ 3 ].

Data saturation is reached when no new analytical information arises anymore, and the study provides maximum information on the phenomenon. In quantitative research, by contrast, the sample size is determined by a power calculation. The usually small sample size in qualitative research depends on the information richness of the data, the variety of participants (or other units), the broadness of the research question and the phenomenon, the data collection method (e.g., individual or group interviews) and the type of sampling strategy. Mostly, you and your research team will jointly decide when data saturation has been reached, and hence whether the sampling can be ended and the sample size is sufficient. The most important criterion is the availability of enough in-depth data showing the patterns, categories and variety of the phenomenon under study. You review the analysis, findings, and the quality of the participant quotes you have collected, and then decide whether sampling might be ended because of data saturation. In many cases, you will choose to carry out two or three more observations or interviews or an additional focus group discussion to confirm that data saturation has been reached.

When designing a qualitative sampling plan, we (the authors) work with estimates. We estimate that ethnographic research should require 25–50 interviews and observations, including about four-to-six focus group discussions, while phenomenological studies require fewer than 10 interviews, grounded theory studies 20–30 interviews and content analysis 15–20 interviews or three-to-four focus group discussions. However, these numbers are very tentative and should be very carefully considered before using them. Furthermore, qualitative designs do not always mean small sample numbers. Bigger sample sizes might occur, for example, in content analysis, employing rapid qualitative approaches, and in large or longitudinal qualitative studies.

Data collection

What methods of data collection are appropriate.

The most frequently used data collection methods are participant observation, interviews, and focus group discussions. Participant observation is a method of data collection through the participation in and observation of a group or individuals over an extended period of time [ 3 ]. Interviews are another data collection method in which an interviewer asks the respondents questions [ 6 ], face-to-face, by telephone or online. The qualitative research interview seeks to describe the meanings of central themes in the life world of the participants. The main task in interviewing is to understand the meaning of what participants say [ 5 ]. Focus group discussions are a data collection method with a small group of people to discuss a given topic, usually guided by a moderator using a questioning-route [ 8 ]. It is common in qualitative research to combine more than one data collection method in one study. You should always choose your data collection method wisely. Data collection in qualitative research is unstructured and flexible. You often make decisions on data collection while engaging in fieldwork, the guiding questions being with whom, what, when, where and how. The most basic or ‘light’ version of qualitative data collection is that of open questions in surveys. Box 2 provides an overview of the ‘big three’ qualitative approaches and their most commonly used data collection methods.

Qualitative data collection methods.

	Definition	Aim	Ethno-graphy	Pheno-menology	Grounded theory	Content analysis
Participants of observations	Participation in and observation of people or groups.	To obtain a close and intimate familiarity with a given group of individuals and their practices through intensive involvement with people in their environment, usually over an extended period.	Suitable		Very rare	Sometimes
Face-to-face in-depths Interviews	A conversation where the researcher poses questions and the participants provide answers face-to-face, by telephone or via mail.	To elicit the participant’s experiences, perceptions, thoughts and feelings.	Suitable	Suitable	Suitable	Suitable
Focus group discussion	Interview with a group of participants to answer questions on a specific topic face-to-face or via mail; people who participate interact with each other.	To examine different experiences, perceptions, thoughts and feelings among various participants or parties.	Suitable		Sometimes	Suitable

What role should I adopt when conducting participant observations?

What is important is to immerse yourself in the research setting, to enable you to study it from the inside. There are four types of researcher involvement in observations, and in your qualitative study, you may apply all four. In the first type, as ‘complete participant’, you become part of the setting and play an insider role, just as you do in your own work setting. This role might be appropriate when studying persons who are difficult to access. The second type is ‘active participation’. You have gained access to a particular setting and observed the group under study. You can move around at will and can observe in detail and depth and in different situations. The third role is ‘moderate participation’. You do not actually work in the setting you wish to study but are located there as a researcher. You might adopt this role when you are not affiliated to the care setting you wish to study. The fourth role is that of the ‘complete observer’, in which you merely observe (bystander role) and do not participate in the setting at all. However, you cannot perform any observations without access to the care setting. Such access might be easily obtained when you collect data by observations in your own primary care setting. In some cases, you might observe other care settings, which are relevant to primary care, for instance observing the discharge procedure for vulnerable elderly people from hospital to primary care.

How do I perform observations?

It is important to decide what to focus on in each individual observation. The focus of observations is important because you can never observe everything, and you can only observe each situation once. Your focus might differ between observations. Each observation should provide you with answers regarding ‘Who do you observe?’, ‘What do you observe’, ‘Where does the observation take place?’, ‘When does it take place?’, ‘How does it happen?’, and ‘Why does it happen as it happens?’ Observations are not static but proceed in three stages: descriptive, focused, and selective. Descriptive means that you observe, on the basis of general questions, everything that goes on in the setting. Focused observation means that you observe certain situations for some time, with some areas becoming more prominent. Selective means that you observe highly specific issues only. For example, if you want to observe the discharge procedure for vulnerable elderly people from hospitals to general practice, you might begin with broad observations to get to know the general procedure. This might involve observing several different patient situations. You might find that the involvement of primary care nurses deserves special attention, so you might then focus on the roles of hospital staff and primary care nurses, and their interactions. Finally, you might want to observe only the specific situations where hospital staff and primary care nurses exchange information. You take field notes from all these observations and add your own reflections on the situations you observed. You jot down words, whole sentences or parts of situations, and your reflections on a piece of paper. After the observations, the field notes need to be worked out and transcribed immediately to be able to include detailed descriptions.

Further reading on interviews and focus group discussion.

Qualitative data analysis.

What are the general features of an interview?

Interviews involve interactions between the interviewer(s) and the respondent(s) based on interview questions. Individual, or face-to-face, interviews should be distinguished from focus group discussions. The interview questions are written down in an interview guide [ 7 ] for individual interviews or a questioning route [ 8 ] for focus group discussions, with questions focusing on the phenomenon under study. The sequence of the questions is pre-determined. In individual interviews, the sequence depends on the respondents and how the interviews unfold. During the interview, as the conversation evolves, you go back and forth through the sequence of questions. It should be a dialogue, not a strict question–answer interview. In a focus group discussion, the sequence is intended to facilitate the interaction between the participants, and you might adapt the sequence depending on how their discussion evolves. Working with an interview guide or questioning route enables you to collect information on specific topics from all participants. You are in control in the sense that you give direction to the interview, while the participants are in control of their answers. However, you need to be open-minded to recognize that some relevant topics for participants may not have been covered in your interview guide or questioning route, and need to be added. During the data collection process, you develop the interview guide or questioning route further and revise it based on the analysis.

The interview guide and questioning route might include open and general as well as subordinate or detailed questions, probes and prompts. Probes are exploratory questions, for example, ‘Can you tell me more about this?’ or ‘Then what happened?’ Prompts are words and signs to encourage participants to tell more. Examples of stimulating prompts are eye contact, leaning forward and open body language.

Further reading on qualitative analysis.

What is a face-to-face interview?

A face-to-face interview is an individual interview, that is, a conversation between participant and interviewer. Interviews can focus on past or present situations, and on personal issues. Most qualitative studies start with open interviews to get a broad ‘picture’ of what is going on. You should not provide a great deal of guidance and avoid influencing the answers to fit ‘your’ point of view, as you want to obtain the participant’s own experiences, perceptions, thoughts, and feelings. You should encourage the participants to speak freely. As the interview evolves, your subsequent major and subordinate questions become more focused. A face-to-face or individual interview might last between 30 and 90 min.

Most interviews are semi-structured [ 3 ]. To prepare an interview guide to enhance that a set of topics will be covered by every participant, you might use a framework for constructing a semi-structured interview guide [ 10 ]: (1) identify the prerequisites to use a semi-structured interview and evaluate if a semi-structured interview is the appropriate data collection method; (2) retrieve and utilize previous knowledge to gain a comprehensive and adequate understanding of the phenomenon under study; (3) formulate a preliminary interview guide by operationalizing the previous knowledge; (4) pilot-test the preliminary interview guide to confirm the coverage and relevance of the content and to identify the need for reformulation of questions; (5) complete the interview guide to collect rich data with a clear and logical guide.

The first few minutes of an interview are decisive. The participant wants to feel at ease before sharing his or her experiences. In a semi-structured interview, you would start with open questions related to the topic, which invite the participant to talk freely. The questions aim to encourage participants to tell their personal experiences, including feelings and emotions and often focus on a particular experience or specific events. As you want to get as much detail as possible, you also ask follow-up questions or encourage telling more details by using probes and prompts or keeping a short period of silence [ 6 ]. You first ask what and why questions and then how questions.

You need to be prepared for handling problems you might encounter, such as gaining access, dealing with multiple formal and informal gatekeepers, negotiating space and privacy for recording data, socially desirable answers from participants, reluctance of participants to tell their story, deciding on the appropriate role (emotional involvement), and exiting from fieldwork prematurely.

What is a focus group discussion and when can I use it?

A focus group discussion is a way to gather together people to discuss a specific topic of interest. The people participating in the focus group discussion share certain characteristics, e.g., professional background, or share similar experiences, e.g., having diabetes. You use their interaction to collect the information you need on a particular topic. To what depth of information the discussion goes depends on the extent to which focus group participants can stimulate each other in discussing and sharing their views and experiences. Focus group participants respond to you and to each other. Focus group discussions are often used to explore patients’ experiences of their condition and interactions with health professionals, to evaluate programmes and treatment, to gain an understanding of health professionals’ roles and identities, to examine the perception of professional education, or to obtain perspectives on primary care issues. A focus group discussion usually lasts 90–120 mins.

You might use guidelines for developing a questioning route [ 9 ]: (1) brainstorm about possible topics you want to cover; (2) sequence the questioning: arrange general questions first, and then, more specific questions, and ask positive questions before negative questions; (3) phrase the questions: use open-ended questions, ask participants to think back and reflect on their personal experiences, avoid asking ‘why’ questions, keep questions simple and make your questions sound conversational, be careful about giving examples; (4) estimate the time for each question and consider: the complexity of the question, the category of the question, level of participant’s expertise, the size of the focus group discussion, and the amount of discussion you want related to the question; (5) obtain feedback from others (peers); (6) revise the questions based on the feedback; and (7) test the questions by doing a mock focus group discussion. All questions need to provide an answer to the phenomenon under study.

You need to be prepared to manage difficulties as they arise, for example, dominant participants during the discussion, little or no interaction and discussion between participants, participants who have difficulties sharing their real feelings about sensitive topics with others, and participants who behave differently when they are observed.

How should I compose a focus group and how many participants are needed?

The purpose of the focus group discussion determines the composition. Smaller groups might be more suitable for complex (and sometimes controversial) topics. Also, smaller focus groups give the participants more time to voice their views and provide more detailed information, while participants in larger focus groups might generate greater variety of information. In composing a smaller or larger focus group, you need to ensure that the participants are likely to have different viewpoints that stimulate the discussion. For example, if you want to discuss the management of obesity in a primary care district, you might want to have a group composed of professionals who work with these patients but also have a variety of backgrounds, e.g. GPs, community nurses, practice nurses in general practice, school nurses, midwives or dieticians.

Focus groups generally consist of 6–12 participants. Careful time management is important, since you have to determine how much time you want to devote to answering each question, and how much time is available for each individual participant. For example, if you have planned a focus group discussion lasting 90 min. with eight participants, you might need 15 min. for the introduction and the concluding summary. This means you have 75 min. for asking questions, and if you have four questions, this allows a total of 18 min. of speaking time for each question. If all eight respondents participate in the discussion, this boils down to about two minutes of speaking time per respondent per question.

How can I use new media to collect qualitative data?

New media are increasingly used for collecting qualitative data, for example, through online observations, online interviews and focus group discussions, and in analysis of online sources. Data can be collected synchronously or asynchronously, with text messaging, video conferences, video calls or immersive virtual worlds or games, etcetera. Qualitative research moves from ‘virtual’ to ‘digital’. Virtual means those approaches that import traditional data collection methods into the online environment and digital means those approaches take advantage of the unique characteristics and capabilities of the Internet for research [ 10 ]. New media can also be applied. See Box 3 for further reading on interview and focus group discussion.

Face-to-face interviews
Online interviews
Focus group discussion

Can I wait with my analysis until all data have been collected?

You cannot wait with the analysis, because an iterative approach and emerging design are at the heart of qualitative research. This involves a process whereby you move back and forth between sampling, data collection and data analysis to accumulate rich data and interesting findings. The principle is that what emerges from data analysis will shape subsequent sampling decisions. Immediately after the very first observation, interview or focus group discussion, you have to start the analysis and prepare your field notes.

Why is a good transcript so important?

First, transcripts of audiotaped interviews and focus group discussions and your field notes constitute your major data sources. Trained and well-instructed transcribers preferably make transcripts. Usually, e.g., in ethnography, phenomenology, grounded theory, and content analysis, data are transcribed verbatim, which means that recordings are fully typed out, and the transcripts are accurate and reflect the interview or focus group discussion experience. Most important aspects of transcribing are the focus on the participants’ words, transcribing all parts of the audiotape, and carefully revisiting the tape and rereading the transcript. In conversation analysis non-verbal actions such as coughing, the lengths of pausing and emphasizing, tone of voice need to be described in detail using a formal transcription system (best known are G. Jefferson’s symbols).

To facilitate analysis, it is essential that you ensure and check that transcripts are accurate and reflect the totality of the interview, including pauses, punctuation and non-verbal data. To be able to make sense of qualitative data, you need to immerse yourself in the data and ‘live’ the data. In this process of incubation, you search the transcripts for meaning and essential patterns, and you try to collect legitimate and insightful findings. You familiarize yourself with the data by reading and rereading transcripts carefully and conscientiously, in search for deeper understanding.

Are there differences between the analyses in ethnography, phenomenology, grounded theory, and content analysis?

Ethnography, phenomenology, and grounded theory each have different analytical approaches, and you should be aware that each of these approaches has different schools of thought, which may also have integrated the analytical methods from other schools ( Box 4 ). When you opt for a particular approach, it is best to use a handbook describing its analytical methods, as it is better to use one approach consistently than to ‘mix up’ different schools.

	Ethnography	Phenomenology	Grounded theory	Content analysis
Transcripts mainly from	Observations, face-to-face and focus group discussions, field notes.	Face-to-face in- depth Interviews.	Face-to-face in- depth interviews; rarely observations and sometimes focus group discussions.	Face-to-face and online in-depth interviews and focus group discussions; sometimes observations.
Reading, notes and memos	Reading through transcripts, classifying into overarching themes, adding marginal notes, assigning preliminary codes.	Reading through transcripts, adding marginal notes, defining first codes.	Reading through transcripts, writing memos, assigning preliminary codes.	Reading through transcripts, adding marginal notes, assigning preliminary codes.
Describing	Social setting, actors, events.	Personal experience.	Open codes.	Initial codes.
Ordering	Themes, patterns and regularities.	Major and subordinate statements. Units of meaning.	Axial coding. Selective coding.	Descriptive categories and subcategories.
Interpreting	How the culture works.	Development of the essence.	Storyline about social process.	Main categories, sometimes exploratory.
Findings	Narrative offering detailed description of a culture.	Narrative showing the essence of the lived experience.	Description of a theory, often using a visual model.	Narrative summary of main findings.

In general, qualitative analysis begins with organizing data. Large amounts of data need to be stored in smaller and manageable units, which can be retrieved and reviewed easily. To obtain a sense of the whole, analysis starts with reading and rereading the data, looking at themes, emotions and the unexpected, taking into account the overall picture. You immerse yourself in the data. The most widely used procedure is to develop an inductive coding scheme based on actual data [ 11 ]. This is a process of open coding, creating categories and abstraction. In most cases, you do not start with a predefined coding scheme. You describe what is going on in the data. You ask yourself, what is this? What does it stand for? What else is like this? What is this distinct from? Based on this close examination of what emerges from the data you make as many labels as needed. Then, you make a coding sheet, in which you collect the labels and, based on your interpretation, cluster them in preliminary categories. The next step is to order similar or dissimilar categories into broader higher order categories. Each category is named using content-characteristic words. Then, you use abstraction by formulating a general description of the phenomenon under study: subcategories with similar events and information are grouped together as categories and categories are grouped as main categories. During the analysis process, you identify ‘missing analytical information’ and you continue data collection. You reread, recode, re-analyse and re-collect data until your findings provide breadth and depth.

Throughout the qualitative study, you reflect on what you see or do not see in the data. It is common to write ‘analytic memos’ [ 3 ], write-ups or mini-analyses about what you think you are learning during the course of your study, from designing to publishing. They can be a few sentences or pages, whatever is needed to reflect upon: open codes, categories, concepts, and patterns that might be emerging in the data. Memos can contain summaries of major findings and comments and reflections on particular aspects.

In ethnography, analysis begins from the moment that the researcher sets foot in the field. The analysis involves continually looking for patterns in the behaviours and thoughts of the participants in everyday life, in order to obtain an understanding of the culture under study. When comparing one pattern with another and analysing many patterns simultaneously, you may use maps, flow charts, organizational charts and matrices to illustrate the comparisons graphically. The outcome of an ethnographic study is a narrative description of a culture.

In phenomenology, analysis aims to describe and interpret the meaning of an experience, often by identifying essential subordinate and major themes. You search for common themes featuring within an interview and across interviews, sometimes involving the study participants or other experts in the analysis process. The outcome of a phenomenological study is a detailed description of themes that capture the essential meaning of a ‘lived’ experience.

Grounded theory generates a theory that explains how a basic social problem that emerged from the data is processed in a social setting. Grounded theory uses the ‘constant comparison’ method, which involves comparing elements that are present in one data source (e.g., an interview) with elements in another source, to identify commonalities. The steps in the analysis are known as open, axial and selective coding. Throughout the analysis, you document your ideas about the data in methodological and theoretical memos. The outcome of a grounded theory study is a theory.

Descriptive generic qualitative research is defined as research designed to produce a low inference description of a phenomenon [ 12 ]. Although Sandelowski maintains that all research involves interpretation, she has also suggested that qualitative description attempts to minimize inferences made in order to remain ‘closer’ to the original data [ 12 ]. Descriptive generic qualitative research often applies content analysis. Descriptive content analysis studies are not based on a specific qualitative tradition and are varied in their methods of analysis. The analysis of the content aims to identify themes, and patterns within and among these themes. An inductive content analysis [ 11 ] involves breaking down the data into smaller units, coding and naming the units according to the content they present, and grouping the coded material based on shared concepts. They can be represented by clustering in treelike diagrams. A deductive content analysis [ 11 ] uses a theory, theoretical framework or conceptual model to analyse the data by operationalizing them in a coding matrix. An inductive content analysis might use several techniques from grounded theory, such as open and axial coding and constant comparison. However, note that your findings are merely a summary of categories, not a grounded theory.

Analysis software can support you to manage your data, for example by helping to store, annotate and retrieve texts, to locate words, phrases and segments of data, to name and label, to sort and organize, to identify data units, to prepare diagrams and to extract quotes. Still, as a researcher you would do the analytical work by looking at what is in the data, and making decisions about assigning codes, and identifying categories, concepts and patterns. The computer assisted qualitative data analysis (CAQDAS) website provides support to make informed choices between analytical software and courses: http://www.surrey.ac.uk/sociology/research/researchcentres/caqdas/support/choosing . See Box 5 for further reading on qualitative analysis.

Ethnography	• Atkinson P, Coffey A, Delamount S, Lofland J, Lofmand L. Handbook of ethnography. Sage: Thousand Oaks (CA); 2001. • Spradley J. The ethnographic interview. Holt Rinehart & Winston: New York (NY); 1979. • Spradley J. Participant observation. Holt Rinehart & Winston: New York (NY); 1980.
Phenomenology	• Colaizzi PF. Psychological research as the phenomenologist views it. In: Valle R, King M, editors. Essential phenomenological alternative for psychology. New York (NY): Oxford University Press; 1978. p. 41-78. • Smith J.A, Flowers P, Larkin M. Interpretative phenomenological analysis. Theory, method and research. Sage: London; 2010.
Grounded theory	• Charmaz K. Constructing grounded theory. 2nd ed. Sage: Thousand Oaks (CA); 2014. • Corbin J, Strauss A. Basics of qualitative research. Techniques and procedures for developing grounded theory. Sage: Los Angeles (CA); 2008.
Content analysis	• Elo S, Kääriäinen M, Kanste O, Pölkki T, Utriainen K, Kyngäs H. Qualitative Content Analysis: a focus on trustworthiness. Sage Open 2014: 1–10. DOI: 10.1177/2158244014522633. • Elo S. Kyngäs A. The qualitative content analysis process. J Adv Nurs. 2008; 62: 107–115. • Hsieh HF. Shannon SE. Three approaches to qualitative content analysis. Qual Health Res. 2005; 15: 1277–1288.

The next and final article in this series, Part 4, will focus on trustworthiness and publishing qualitative research [ 13 ].

Acknowledgements

The authors thank the following junior researchers who have been participating for the last few years in the so-called ‘Think tank on qualitative research’ project, a collaborative project between Zuyd University of Applied Sciences and Maastricht University, for their pertinent questions: Erica Baarends, Jerome van Dongen, Jolanda Friesen-Storms, Steffy Lenzen, Ankie Hoefnagels, Barbara Piskur, Claudia van Putten-Gamel, Wilma Savelberg, Steffy Stans, and Anita Stevens. The authors are grateful to Isabel van Helmond, Joyce Molenaar and Darcy Ummels for proofreading our manuscripts and providing valuable feedback from the ‘novice perspective’.

Disclosure statement

The authors report no conflicts of interest. The authors alone are responsible for the content and writing of the paper.

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Top 70 qualitative research topics to ace 2022.

November 16, 2020

There is no denying it; qualitative research topics are not as easy as ABC. To some, statistics is an enthralling subject while others may opt to clean the sea rather than sit in a statistics class. Millions of students around the globe face this crossroad. The task is further complicated by the fact that qualitative assignments deal with a cognitive analysis of data.

If this is you, calm down. Our expert writers have already analyzed your problem and collated a list of 70 qualitative research paper topics for your inspiration. Keep your eyes peeled.

However, before we venture into our topic list, here is something you need to have at your fingertips;

What Is Qualitative Research?

It is the creative and investigative analysis of intangible and inexact data. The method is inductive in that the researcher codes the data during or after the collection. It is, therefore, necessary to have top-notch qualitative research topics for a first-class paper.

Qualitative Nursing Research Topics

How stress affects people’s behaviour
The efficacy of a particular medication to a patient
Environmental factors that necessitate quicker patient recovery
The feminist empiricism perspective of the nursing profession
How social processes influence patient behaviour
Unique attributes of a culture that determines a patient’s success rate

Qualitative Research Topics in Education

Ethnic and socioeconomic reasons for poor school attendance in developing countries
The efficiency of the teaching methods
Why most students perform poorly in sciences as compared to humanities
The number of students who pursue their college studies to the end
What is the level of academic preparedness of university students?
A case study on the victims of bullying in schools

Qualitative Research Topics Ideas

Correlation between Apple and Windows products
The advantages of online learning over physical learning
How have businesses transited into online digital marketing?
The 30 most travelled places in the world
Discuss on the rate at which the ozone layer is depleting
Can we detect and prevent natural disasters before they occur?

College Qualitative Research Topics List

How virtual reality worlds are transforming society
Is it possible to have the same education system throughout the whole world?
Evaluate the performance of mixed schools over single-gender schools
Is preschool education necessary for children under four years
The impact of unhealthy market completion on supply and demand
The role of parents in shaping their children’s morals

Qualitative Research Topics Examples

The impact of alcohol on a person’s normal behaviour
Self-esteem among people from low socioeconomic backgrounds
How often should one engage in sporting activities?
What influences the eating habits of children?
How to reduce the chances of contracting a viral disease
Management of depression among school-going children

Good Qualitative Research Topics

Effective therapy for patients recovering brain surgery
Influence of pop music on erratic youth behaviour
Approaches to improving maternal healthcare in developing countries
Possible solutions for alleviating pain during childbirth
Prevention measures against contracting coronavirus in crowded places
Working government policies on protocol observance

Research Topics For Qualitative Research

New ways of mitigating communicable diseases
Emerging trends in digital media
Worrying trends among the ageing population
The importance of quarantine during the spread of infectious diseases
How to promote social equity in patriarchal societies
Effective strategies that can help curb the problem of cyberbullying

Easy Qualitative Research Topics

The efficacy of homeschooling programs
Understanding the key roles of healthy eating habits
New ways of reaching out to the prospective market
Factoring in the dynamics of real estate investment
Latest newsgathering technologies and their effectiveness
The effects of developing introvert behaviour
Overcoming addictions through sharing with others
Creating a community of one people

Topics For Ethnography Qualitative Research

Transforming virtual ethnography into a modernized form
How to be close to each other yet so far away
Rethinking consumer appraisals and motivations
How can teachers develop a one-on-one relationship with their students
The place of social and academic practices in uplifting a society
Creating a centralized community using available resources

Qualitative Research Topics in Public Health

Strategies for promoting the health sector during the coronavirus pandemic
Effective obesity management strategies for the young
Ideas for quitting cigarettes and alcohol
Programs for community-based sanitization
Preventative methods for flu during cold seasons
Techniques of making eco-friendly facemasks
Positive ways of recovering from a loss
Means of achieving affordable healthcare in low-income societies

Qualitative Research Topics in Project Management

Ways of planning for a long-term project
Dealing with a backlash during a project implementation programme
Means of relieving pressure for tight project deadlines
Understanding the essence of time management in goal setting
Why managers should be flexible and apt in their decisions
Opportunities for the growth of management skills and techniques

You can never miss a qualitative research assignment. Therefore, use any of the examples of qualitative research topics above for your motivation. The issues should propel you to composing a top-rated qualitative research paper.

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83 Qualitative Research Questions & Examples

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Qualitative research questions help you understand consumer sentiment. They’re strategically designed to show organizations how and why people feel the way they do about a brand, product, or service. It looks beyond the numbers and is one of the most telling types of market research a company can do.

The UK Data Service describes this perfectly, saying, “The value of qualitative research is that it gives a voice to the lived experience .”

Read on to see seven use cases and 83 qualitative research questions, with the added bonus of examples that show how to get similar insights faster with Similarweb Research Intelligence.

Inspirational quote about customer insights

What is a qualitative research question?

A qualitative research question explores a topic in-depth, aiming to better understand the subject through interviews, observations, and other non-numerical data. Qualitative research questions are open-ended, helping to uncover a target audience’s opinions, beliefs, and motivations.

How to choose qualitative research questions?

Choosing the right qualitative research questions can be incremental to the success of your research and the findings you uncover. Here’s my six-step process for choosing the best qualitative research questions.

Start by understanding the purpose of your research. What do you want to learn? What outcome are you hoping to achieve?
Consider who you are researching. What are their experiences, attitudes, and beliefs? How can you best capture these in your research questions ?
Keep your questions open-ended . Qualitative research questions should not be too narrow or too broad. Aim to ask specific questions to provide meaningful answers but broad enough to allow for exploration.
Balance your research questions. You don’t want all of your questions to be the same type. Aim to mix up your questions to get a variety of answers.
Ensure your research questions are ethical and free from bias. Always have a second (and third) person check for unconscious bias.
Consider the language you use. Your questions should be written in a way that is clear and easy to understand. Avoid using jargon , acronyms, or overly technical language.

Types of qualitative research questions

For a question to be considered qualitative, it usually needs to be open-ended. However, as I’ll explain, there can sometimes be a slight cross-over between quantitative and qualitative research questions.

Open-ended questions

These allow for a wide range of responses and can be formatted with multiple-choice answers or a free-text box to collect additional details. The next two types of qualitative questions are considered open questions, but each has its own style and purpose.

Probing questions are used to delve deeper into a respondent’s thoughts, such as “Can you tell me more about why you feel that way?”
Comparative questions ask people to compare two or more items, such as “Which product do you prefer and why?” These qualitative questions are highly useful for understanding brand awareness , competitive analysis , and more.

Closed-ended questions

These ask respondents to choose from a predetermined set of responses, such as “On a scale of 1-5, how satisfied are you with the new product?” While they’re traditionally quantitative, adding a free text box that asks for extra comments into why a specific rating was chosen will provide qualitative insights alongside their respective quantitative research question responses.

Ranking questions get people to rank items in order of preference, such as “Please rank these products in terms of quality.” They’re advantageous in many scenarios, like product development, competitive analysis, and brand awareness.
Likert scale questions ask people to rate items on a scale, such as “On a scale of 1-5, how satisfied are you with the new product?” Ideal for placement on websites and emails to gather quick, snappy feedback.

Qualitative research question examples

There are many applications of qualitative research and lots of ways you can put your findings to work for the success of your business. Here’s a summary of the most common use cases for qualitative questions and examples to ask.

Qualitative questions for identifying customer needs and motivations

These types of questions help you find out why customers choose products or services and what they are looking for when making a purchase.

What factors do you consider when deciding to buy a product?
What would make you choose one product or service over another?
What are the most important elements of a product that you would buy?
What features do you look for when purchasing a product?
What qualities do you look for in a company’s products?
Do you prefer localized or global brands when making a purchase?
How do you determine the value of a product?
What do you think is the most important factor when choosing a product?
How do you decide if a product or service is worth the money?
Do you have any specific expectations when purchasing a product?
Do you prefer to purchase products or services online or in person?
What kind of customer service do you expect when buying a product?
How do you decide when it is time to switch to a different product?
Where do you research products before you decide to buy?
What do you think is the most important customer value when making a purchase?

Qualitative research questions to enhance customer experience

Use these questions to reveal insights into how customers interact with a company’s products or services and how those experiences can be improved.

What aspects of our product or service do customers find most valuable?
How do customers perceive our customer service?
What factors are most important to customers when purchasing?
What do customers think of our brand?
What do customers think of our current marketing efforts?
How do customers feel about the features and benefits of our product?
How do customers feel about the price of our product or service?
How could we improve the customer experience?
What do customers think of our website or app?
What do customers think of our customer support?
What could we do to make our product or service easier to use?
What do customers think of our competitors?
What is your preferred way to access our site?
How do customers feel about our delivery/shipping times?
What do customers think of our loyalty programs?

Qualitative research question example for customer experience

‍♀️ Question: What is your preferred way to access our site?
Insight sought: How mobile-dominant are consumers? Should you invest more in mobile optimization or mobile marketing?
Challenges with traditional qualitative research methods: While using this type of question is ideal if you have a large database to survey when placed on a site or sent to a limited customer list, it only gives you a point-in-time perspective from a limited group of people.
A new approach: You can get better, broader insights quicker with Similarweb Digital Research Intelligence. To fully inform your research, you need to know preferences at the industry or market level.
⏰ Time to insight: 30 seconds
✅ How it’s done: Similarweb offers multiple ways to answer this question without going through a lengthy qualitative research process.

First, I’m going to do a website market analysis of the banking credit and lending market in the finance sector to get a clearer picture of industry benchmarks.

Here, I can view device preferences across any industry or market instantly. It shows me the device distribution for any country across any period. This clearly answers the question of how mobile dominate my target audience is , with 59.79% opting to access site via a desktop vs. 40.21% via mobile

I then use the trends section to show me the exact split between mobile and web traffic for each key player in my space. Let’s say I’m about to embark on a competitive campaign that targets customers of Chase and Bank of America ; I can see both their audiences are highly desktop dominant compared with others in their space .

Qualitative question examples for developing new products or services

Research questions like this can help you understand customer pain points and give you insights to develop products that meet those needs.

What is the primary reason you would choose to purchase a product from our company?
How do you currently use products or services that are similar to ours?
Is there anything that could be improved with products currently on the market?
What features would you like to see added to our products?
How do you prefer to contact a customer service team?
What do you think sets our company apart from our competitors?
What other product or service offerings would like to see us offer?
What type of information would help you make decisions about buying a product?
What type of advertising methods are most effective in getting your attention?
What is the biggest deterrent to purchasing products from us?

Qualitative research question example for service development

‍♀️ Question: What type of advertising methods are most effective in getting your attention?
Insight sought: The marketing channels and/or content that performs best with a target audience .
Challenges with traditional qualitative research methods: When using qualitative research surveys to answer questions like this, the sample size is limited, and bias could be at play.
A better approach: The most authentic insights come from viewing real actions and results that take place in the digital world. No questions or answers are needed to uncover this intel, and the information you seek is readily available in less than a minute.
⏰ Time to insight: 5 minutes
✅ How it’s done: There are a few ways to approach this. You can either take an industry-wide perspective or hone in on specific competitors to unpack their individual successes. Here, I’ll quickly show a snapshot with a whole market perspective.

qualitative example question - marketing channels

Using the market analysis element of Similarweb Digital Intelligence, I select my industry or market, which I’ve kept as banking and credit. A quick click into marketing channels shows me which channels drive the highest traffic in my market. Taking direct traffic out of the equation, for now, I can see that referrals and organic traffic are the two highest-performing channels in this market.

Similarweb allows me to view the specific referral partners and pages across these channels.

qualitative question example - Similarweb referral channels

Looking closely at referrals in this market, I’ve chosen chase.com and its five closest rivals . I select referrals in the channel traffic element of marketing channels. I see that Capital One is a clear winner, gaining almost 25 million visits due to referral partnerships.

Next, I get to see exactly who is referring traffic to Capital One and the total traffic share for each referrer. I can see the growth as a percentage and how that has changed, along with an engagement score that rates the average engagement level of that audience segment. This is particularly useful when deciding on which new referral partnerships to pursue.

Once I’ve identified the channels and campaigns that yield the best results, I can then use Similarweb to dive into the various ad creatives and content that have the greatest impact.

Qualitative research example for ad creatives

These ads are just a few of those listed in the creatives section from my competitive website analysis of Capital One. You can filter this list by the specific campaign, publishers, and ad networks to view those that matter to you most. You can also discover video ad creatives in the same place too.

In just five minutes ⏰

I’ve captured audience loyalty statistics across my market
Spotted the most competitive players
Identified the marketing channels my audience is most responsive to
I know which content and campaigns are driving the highest traffic volume
I’ve created a target list for new referral partners and have been able to prioritize this based on results and engagement figures from my rivals
I can see the types of creatives that my target audience is responding to, giving me ideas for ways to generate effective copy for future campaigns

Qualitative questions to determine pricing strategies

Companies need to make sure pricing stays relevant and competitive. Use these questions to determine customer perceptions on pricing and develop pricing strategies to maximize profits and reduce churn.

How do you feel about our pricing structure?
How does our pricing compare to other similar products?
What value do you feel you get from our pricing?
How could we make our pricing more attractive?
What would be an ideal price for our product?
Which features of our product that you would like to see priced differently?
What discounts or deals would you like to see us offer?
How do you feel about the amount you have to pay for our product?

Get Faster Answers to Qualitative Research Questions with Similarweb Today

Qualitative research question example for determining pricing strategies

‍♀️ Question: What discounts or deals would you like to see us offer?
Insight sought: The promotions or campaigns that resonate with your target audience.
Challenges with traditional qualitative research methods: Consumers don’t always recall the types of ads or campaigns they respond to. Over time, their needs and habits change. Your sample size is limited to those you ask, leaving a huge pool of unknowns at play.
A better approach: While qualitative insights are good to know, you get the most accurate picture of the highest-performing promotion and campaigns by looking at data collected directly from the web. These analytics are real-world, real-time, and based on the collective actions of many, instead of the limited survey group you approach. By getting a complete picture across an entire market, your decisions are better informed and more aligned with current market trends and behaviors.
✅ How it’s done: Similarweb’s Popular Pages feature shows the content, products, campaigns, and pages with the highest growth for any website. So, if you’re trying to unpack the successes of others in your space and find out what content resonates with a target audience, there’s a far quicker way to get answers to these questions with Similarweb.

Here, I’m using Capital One as an example site. I can see trending pages on their site showing the largest increase in page views. Other filters include campaign, best-performing, and new–each of which shows you page URLs, share of traffic, and growth as a percentage. This page is particularly useful for staying on top of trending topics , campaigns, and new content being pushed out in a market by key competitors.

Qualitative research questions for product development teams

It’s vital to stay in touch with changing consumer needs. These questions can also be used for new product or service development, but this time, it’s from the perspective of a product manager or development team.

What are customers’ primary needs and wants for this product?
What do customers think of our current product offerings?
What is the most important feature or benefit of our product?
How can we improve our product to meet customers’ needs better?
What do customers like or dislike about our competitors’ products?
What do customers look for when deciding between our product and a competitor’s?
How have customer needs and wants for this product changed over time?
What motivates customers to purchase this product?
What is the most important thing customers want from this product?
What features or benefits are most important when selecting a product?
What do customers perceive to be our product’s pros and cons?
What would make customers switch from a competitor’s product to ours?
How do customers perceive our product in comparison to similar products?
What do customers think of our pricing and value proposition?
What do customers think of our product’s design, usability, and aesthetics?

Qualitative questions examples to understand customer segments

Market segmentation seeks to create groups of consumers with shared characteristics. Use these questions to learn more about different customer segments and how to target them with tailored messaging.

What motivates customers to make a purchase?
How do customers perceive our brand in comparison to our competitors?
How do customers feel about our product quality?
How do customers define quality in our products?
What factors influence customers’ purchasing decisions ?
What are the most important aspects of customer service?
What do customers think of our customer service?
What do customers think of our pricing?
How do customers rate our product offerings?
How do customers prefer to make purchases (online, in-store, etc.)?

Qualitative research question example for understanding customer segments

‍♀️ Question: Which social media channels are you most active on?
Insight sought: Formulate a social media strategy . Specifically, the social media channels most likely to succeed with a target audience.
Challenges with traditional qualitative research methods: Qualitative research question responses are limited to those you ask, giving you a limited sample size. Questions like this are usually at risk of some bias, and this may not be reflective of real-world actions.
A better approach: Get a complete picture of social media preferences for an entire market or specific audience belonging to rival firms. Insights are available in real-time, and are based on the actions of many, not a select group of participants. Data is readily available, easy to understand, and expandable at a moment’s notice.
✅ How it’s done: Using Similarweb’s website analysis feature, you can get a clear breakdown of social media stats for your audience using the marketing channels element. It shows the percentage of visits from each channel to your site, respective growth, and specific referral pages by each platform. All data is expandable, meaning you can select any platform, period, and region to drill down and get more accurate intel, instantly.

Qualitative question example social media

This example shows me Bank of America’s social media distribution, with YouTube , Linkedin , and Facebook taking the top three spots, and accounting for almost 80% of traffic being driven from social media.

When doing any type of market research, it’s important to benchmark performance against industry averages and perform a social media competitive analysis to verify rival performance across the same channels.

Qualitative questions to inform competitive analysis

Organizations must assess market sentiment toward other players to compete and beat rival firms. Whether you want to increase market share , challenge industry leaders , or reduce churn, understanding how people view you vs. the competition is key.

What is the overall perception of our competitors’ product offerings in the market?
What attributes do our competitors prioritize in their customer experience?
What strategies do our competitors use to differentiate their products from ours?
How do our competitors position their products in relation to ours?
How do our competitors’ pricing models compare to ours?
What do consumers think of our competitors’ product quality?
What do consumers think of our competitors’ customer service?
What are the key drivers of purchase decisions in our market?
What is the impact of our competitors’ marketing campaigns on our market share ? 10. How do our competitors leverage social media to promote their products?

Qualitative research question example for competitive analysis

‍♀️ Question: What other companies do you shop with for x?
Insight sought: W ho are your competitors? Which of your rival’s sites do your customers visit? How loyal are consumers in your market?
Challenges with traditional qualitative research methods: Sample size is limited, and customers could be unwilling to reveal which competitors they shop with, or how often they around. Where finances are involved, people can act with reluctance or bias, and be unwilling to reveal other suppliers they do business with.
A better approach: Get a complete picture of your audience’s loyalty, see who else they shop with, and how many other sites they visit in your competitive group. Find out the size of the untapped opportunity and which players are doing a better job at attracting unique visitors – without having to ask people to reveal their preferences.
✅ How it’s done: Similarweb website analysis shows you the competitive sites your audience visits, giving you access to data that shows cross-visitation habits, audience loyalty, and untapped potential in a matter of minutes.

Qualitative research example for audience analysis

Using the audience interests element of Similarweb website analysis, you can view the cross-browsing behaviors of a website’s audience instantly. You can see a matrix that shows the percentage of visitors on a target site and any rival site they may have visited.

Qualitative research question example for competitive analysis

With the Similarweb audience overlap feature, view the cross-visitation habits of an audience across specific websites. In this example, I chose chase.com and its four closest competitors to review. For each intersection, you see the number of unique visitors and the overall proportion of each site’s audience it represents. It also shows the volume of unreached potential visitors.

Here, you can see a direct comparison of the audience loyalty represented in a bar graph. It shows a breakdown of each site’s audience based on how many other sites they have visited. Those sites with the highest loyalty show fewer additional sites visited.

From the perspective of chase.com, I can see 47% of their visitors do not visit rival sites. 33% of their audience visited 1 or more sites in this group, 14% visited 2 or more sites, 4% visited 3 or more sites, and just 0.8% viewed all sites in this comparison.

How to answer qualitative research questions with Similarweb

Similarweb Research Intelligence drastically improves market research efficiency and time to insight. Both of these can impact the bottom line and the pace at which organizations can adapt and flex when markets shift, and rivals change tactics.

Outdated practices, while still useful, take time . And with a quicker, more efficient way to garner similar insights, opting for the fast lane puts you at a competitive advantage.

With a birds-eye view of the actions and behaviors of companies and consumers across a market , you can answer certain research questions without the need to plan, do, and review extensive qualitative market research .

Wrapping up

Qualitative research methods have been around for centuries. From designing the questions to finding the best distribution channels, collecting and analyzing findings takes time to get the insights you need. Similarweb Digital Research Intelligence drastically improves efficiency and time to insight. Both of which impact the bottom line and the pace at which organizations can adapt and flex when markets shift.

Similarweb’s suite of digital intelligence solutions offers unbiased, accurate, honest insights you can trust for analyzing any industry, market, or audience.

Methodologies used for data collection are robust, transparent, and trustworthy.
Clear presentation of data via an easy-to-use, intuitive platform.
It updates dynamically–giving you the freshest data about an industry or market.
Data is available via an API – so you can plug into platforms like Tableau or PowerBI to streamline your analyses.
Filter and refine results according to your needs.

Are quantitative or qualitative research questions best?

Both have their place and purpose in market research. Qualitative research questions seek to provide details, whereas quantitative market research gives you numerical statistics that are easier and quicker to analyze. You get more flexibility with qualitative questions, and they’re non-directional.

What are the advantages of qualitative research?

Qualitative research is advantageous because it allows researchers to better understand their subject matter by exploring people’s attitudes, behaviors, and motivations in a particular context. It also allows researchers to uncover new insights that may not have been discovered with quantitative research methods.

What are some of the challenges of qualitative research?

Qualitative research can be time-consuming and costly, typically involving in-depth interviews and focus groups. Additionally, there are challenges associated with the reliability and validity of the collected data, as there is no universal standard for interpreting the results.

by Liz March

Digital Research Specialist

Liz March has 15 years of experience in content creation. She enjoys the outdoors, F1, and reading, and is pursuing a BSc in Environmental Science.

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You’re on a business trip in Oakland, CA. You've been working late in downtown and now you're looking for a place nearby to grab a late dinner. You decided to check Zomato to try and find somewhere to eat. (Don't begin searching yet).

Look around on the home page. Does anything seem interesting to you?
How would you go about finding a place to eat near you in Downtown Oakland? You want something kind of quick, open late, not too expensive, and with a good rating.
What do the reviews say about the restaurant you've chosen?
What was the most important factor for you in choosing this spot?
You're currently close to the 19th St Bart station, and it's 9PM. How would you get to this restaurant? Do you think you'll be able to make it before closing time?
Your friend recommended you to check out a place called Belly while you're in Oakland. Try to find where it is, when it's open, and what kind of food options they have.
Now go to any restaurant's page and try to leave a review (don't actually submit it).

What was the worst thing about your experience?

It was hard to find the bart station. The collections not being able to be sorted was a bit of a bummer

What other aspects of the experience could be improved?

Feedback from the owners would be nice

What did you like about the website?

The flow was good, lots of bright photos

What other comments do you have for the owner of the website?

I like that you can sort by what you are looking for and i like the idea of collections

You're going on a vacation to Italy next month, and you want to learn some basic Italian for getting around while there. You decided to try Duolingo.

Please begin by downloading the app to your device.
Choose Italian and get started with the first lesson (stop once you reach the first question).
Now go all the way through the rest of the first lesson, describing your thoughts as you go.
Get your profile set up, then view your account page. What information and options are there? Do you feel that these are useful? Why or why not?
After a week in Italy, you're going to spend a few days in Austria. How would you take German lessons on Duolingo?
What other languages does the app offer? Do any of them interest you?

I felt like there could have been a little more of an instructional component to the lesson.

It would be cool if there were some feature that could allow two learners studying the same language to take lessons together. I imagine that their screens would be synced and they could go through lessons together and chat along the way.

Overall, the app was very intuitive to use and visually appealing. I also liked the option to connect with others.

Overall, the app seemed very helpful and easy to use. I feel like it makes learning a new language fun and almost like a game. It would be nice, however, if it contained more of an instructional portion.

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25 Essential Qualitative Research Questions with Context

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Health and Well-being:

Question: How do individuals with chronic illnesses perceive and manage their overall well-being?

Context: This question aims to explore the subjective experiences of individuals living with chronic illnesses, focusing on their perceptions of well-being and the strategies they employ to manage their health.

Question: What are the experiences of teachers implementing project-based learning in high school science classrooms?

Context: This question delves into the qualitative aspects of teaching practices, seeking to understand the lived experiences of teachers as they implement a specific instructional approach (project-based learning) in a particular academic context (high school science classrooms).

Question: How do marginalized communities perceive and navigate social inclusion in urban environments?

Context: This question addresses the sociological dimensions of social inclusion within urban settings, focusing on the perspectives and strategies of marginalized communities as they navigate societal structures.

Psychology:

Question: What are the coping mechanisms employed by individuals facing post-traumatic stress disorder?

Context: This question explores the psychological experiences of individuals dealing with post-traumatic stress disorder, aiming to uncover the qualitative aspects of coping strategies and mechanisms.

Anthropology:

Question: How does a specific cultural group express identity through traditional rituals and ceremonies?

Context: This anthropological question focuses on cultural practices and rituals as expressions of identity within a specific cultural group, aiming to uncover the meanings and functions of these traditions.

Gender Studies:

Question: What are the lived experiences of transgender individuals in the workplace, particularly regarding inclusion and discrimination?

Context: This question within gender studies explores the qualitative dimensions of transgender individuals’ workplace experiences, emphasizing the nuanced aspects of inclusion and discrimination they may encounter.

Environmental Studies:

Question: How do local communities perceive and respond to environmental conservation efforts in their region?

Context: This question addresses the intersection of environmental studies and sociology, aiming to understand the qualitative perspectives of local communities toward conservation initiatives, exploring their perceptions and responses.

Business and Management:

Question: How do employees perceive leadership styles and their impact on workplace culture?

Context: Within the realm of business and management, this question explores the qualitative aspects of organizational culture, focusing on employees’ perceptions of leadership styles and their influence on the workplace environment.

Technology and Society:

Question: What are the social implications and user experiences of emerging technologies in the context of augmented reality applications?

Context: This question within the field of technology and society investigates the qualitative dimensions of user experiences and social implications related to the adoption of augmented reality applications.

Communication Studies:

Question: How do individuals from diverse cultural backgrounds interpret and respond to media representations of body image?

Context: This question explores the intersection of communication studies and cultural studies, aiming to understand the qualitative variations in how individuals from diverse cultural backgrounds interpret and respond to media depictions of body image.

Political Science:

Question: What are the public perceptions and attitudes toward government policies on climate change?

Context: Within political science, this question delves into the qualitative aspects of public opinion, seeking to understand how individuals perceive and respond to government policies related to climate change.

Cultural Studies:

Question: How do international students experience acculturation and adaptation in a foreign academic environment?

Context: This question within cultural studies explores the qualitative dimensions of acculturation and adaptation, focusing on the experiences of international students within the context of a foreign academic environment.

Family Studies:

Question: How do families navigate and negotiate roles and responsibilities in the context of remote work?

Context: In the domain of family studies, this question addresses the qualitative aspects of family dynamics, examining how families navigate and negotiate roles and responsibilities in the context of remote work.

Public Health:

Question: How do community members perceive and engage with public health campaigns aimed at promoting vaccination in underserved urban areas?

Context: This public health question investigates the qualitative aspects of community perceptions and engagement with vaccination campaigns, particularly in urban areas with limited access to healthcare resources.

Urban Planning:

Question: What are the experiences of residents in gentrifying neighborhoods regarding changes in their community dynamics, affordability, and social cohesion?

Context: Within urban planning, this question explores the qualitative dimensions of gentrification, focusing on residents’ lived experiences and perceptions of neighborhood transformations.

Literature and Cultural Criticism:

Question: How do contemporary authors use literature to critique and challenge societal norms around gender roles and identity?

Context: In the realm of literature and cultural criticism, this question examines the qualitative dimensions of literary works, exploring how authors use their craft to challenge and critique societal norms related to gender.

Social Work:

Question: What are the perceptions of social workers regarding the challenges and opportunities in providing mental health support to homeless populations?

Context: This social work question addresses the qualitative aspects of mental health support within homeless populations, exploring social workers’ perspectives on challenges and opportunities in their roles.

Tourism and Hospitality:

Question: How do tourists from different cultural backgrounds experience and interpret authenticity in local culinary traditions?

Context: Within tourism and hospitality, this question explores the qualitative aspects of cultural experiences, focusing on tourists’ perceptions and interpretations of authenticity in local culinary traditions.

Media and Entertainment:

Question: How do audiences engage with and interpret representations of diverse identities in streaming platforms’ original content?

Context: In the realm of media and entertainment, this question investigates the qualitative dimensions of audience engagement and interpretation of diverse identities in content produced by streaming platforms.

Historical Studies:

Question: What are the narratives and memories of individuals who lived through a significant historical event, and how have these narratives evolved over time?

Context: Within historical studies, this question explores the qualitative aspects of personal narratives and memory, investigating how individuals recall and frame their experiences of a significant historical event.

Linguistics:

Question: How do multilingual individuals navigate language use and identity in diverse linguistic environments?

Context: In the field of linguistics, this question delves into the qualitative dimensions of language use and identity, focusing on how multilingual individuals navigate linguistic diversity in their environments.

Cybersecurity:

Question: What are the perceptions and behaviors of employees in organizations regarding cybersecurity practices, and how do these perceptions influence organizational security?

Context: Within cybersecurity, this question explores the qualitative aspects of employees’ perceptions and behaviors related to cybersecurity practices, examining their impact on organizational security.

Human-Computer Interaction:

Question: How do users experience and adapt to voice-controlled virtual assistants in their daily lives, considering factors such as privacy concerns and usability?

Context: In human-computer interaction, this question investigates the qualitative aspects of user experiences with voice-controlled virtual assistants, considering factors such as privacy concerns and usability challenges.

International Development:

Question: How do local communities perceive and negotiate the impacts of international development projects on their cultural and economic landscapes?

Context: This international development question explores the qualitative dimensions of community perceptions and negotiations regarding the impacts of international development projects, considering cultural and economic factors.

Sport Psychology:

Question: What are the psychological experiences and coping mechanisms of athletes during periods of extended competition hiatus, such as the postponement of major sporting events?

Context: In sport psychology, this question delves into the qualitative aspects of athletes’ psychological experiences and coping mechanisms during extended competition hiatus, such as the postponement of major sporting events.

These additional detailed examples provide a broader perspective on qualitative research questions, covering diverse fields of study and highlighting the nuanced inquiries within each domain.

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Best Research Topics for Sociology | Inspiration & Ideas

Introduction

What is sociology, what issues does sociological research explore, what qualitative research methods are used for sociology topics, how to choose sociology research topic ideas, ideas for interesting sociology research paper topics.

Sociology is the study of human societies, social behaviors, and the complex relationships that shape our world. Through its focus on social structures, institutions, and interactions, sociology provides deep insights into the ways in which individuals and groups influence and are influenced by society. Qualitative research methods , such as interviews , ethnography , and case studies , are central to sociological inquiry, allowing researchers to explore the nuances of social life and the underlying factors that drive social change. Whether you're interested in social movements, cultural identity, or the impact of mass media, choosing a strong research topic in sociology is key to contributing meaningful insights to the field. This article offers inspiration and guidance for selecting compelling sociology research topics, as well as practical advice on designing and executing your research project.

Sociology is the scientific study of society, focusing on the patterns of social relationships, social interaction, and cultural diversity that shape human behavior. It seeks to understand how individuals and groups interact within the larger social structures of communities, institutions, and societies. Sociologists examine a wide range of social phenomena, from the dynamics of small groups to the functioning of entire societies, exploring how social order is maintained, how power and inequality are distributed, and how social change occurs over time.

One of the key aspects of sociology is its emphasis on the social context in which human behavior occurs. Sociologists are interested in how societal norms, values, and institutions influence individual actions and how, in turn, these actions can shape society. This perspective allows sociology to address a wide array of issues, from the micro-level of individual interactions to the macro-level of global social processes.

Sociology is inherently interdisciplinary, drawing on insights from history, economics, psychology, anthropology, and political science to build a comprehensive understanding of social life. The field employs both qualitative and quantitative research methods to explore social phenomena. While quantitative methods provide statistical insights into social patterns, qualitative methods offer a deeper understanding of the meanings and motivations behind these patterns. Through qualitative research, sociologists can uncover the lived experiences of individuals, explore the complexities of social identities, and examine the intricate dynamics of social institutions.

In essence, sociology provides the means to critically analyze the social world, offering explanations for social phenomena and contributing to our understanding of the forces that shape human behavior. By studying sociology, we gain a better understanding of the complexities of social life and the ways in which we can address social issues to create more just and equitable societies.

Sociological research papers explore a wide range of issues that are central to understanding human society. By examining social structures, behaviors, and relationships, sociologists seek to uncover the underlying mechanisms that drive social processes and contribute to social change. Here are some of the key issues that sociological research addresses:

Social inequality

One of the most prominent areas of sociological research is social inequality. Sociologists investigate how resources, power, and opportunities are distributed unevenly across different social groups based on factors such as class, race, gender, and ethnicity. This research explores the causes and consequences of inequality, including its impact on individuals' life chances, access to education, physical health, employment, and overall social cohesion. For example, sociologists might study how income inequality affects social mobility or how racial and gender discrimination manifests in different social institutions.

Social institutions

Sociological research also focuses on the role and function of social institutions, such as family, education, religion, and the state. These institutions play a critical role in shaping individuals' lives and maintaining social order. Sociologists examine how these institutions operate, how they contribute to social stability or change, and how they interact with one another. For instance, research might explore how educational institutions reproduce social inequalities or how religious institutions influence political behavior.

Cultural norms and values

Culture is another central concern of sociological research. Sociologists study how cultural norms, values, and beliefs are created, maintained, and transformed over time. This research often involves exploring how cultural practices influence social behavior and how cultural change occurs. For example, sociologists might investigate how globalization affects local cultural identities or how media representations shape public perceptions of social issues. Understanding culture is key to understanding how societies function and how individuals navigate their social worlds.

Social change and movements

Social change is a fundamental aspect of sociological inquiry. Sociologists are interested in how societies evolve over time and how social movements contribute to these changes. Research in this area might focus on the origins and development of social movements, the strategies they use to effect change, and their impact on society. For example, sociologists might study the civil rights movement, feminist movements, or environmental activism, analyzing how these movements challenge existing social structures and contribute to the creation of new social norms and policies.

Identity and socialization

Another important area of sociological research is the study of identity and socialization. Sociologists explore how individuals develop their sense of self and identity through interactions with others and within the context of larger social structures. This research examines the processes of socialization that occur in families, schools, and identity groups like college students and political activists, and how these processes shape individuals' beliefs, behaviors, and social roles. For example, sociologists might study how gender identity is constructed and reinforced through socialization or how cultural identity is maintained and expressed in multicultural societies.

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Qualitative research methods are central to sociology, offering deep insights into the social processes, meanings, and experiences that shape human behavior. These methods are particularly effective for exploring complex social phenomena in detail and understanding the perspectives of individuals within their social contexts. Here are some of the key qualitative research methods employed in sociology.

Ethnography

Ethnography is a method that involves immersive fieldwork , where sociologists observe and participate in the daily lives of the people they study. This approach allows researchers to gain a deep understanding of a particular culture, community, or social group by becoming part of the social setting. Ethnographers often spend extended periods of time within the community they are studying, engaging in activities and observing interactions to document social practices, rituals, and everyday behaviors. This method is particularly valuable for exploring how social norms are maintained, how power dynamics operate in everyday life, and how people construct and negotiate their identities.

Interviews are another fundamental qualitative method in sociology, providing a way to gather detailed information about individuals' experiences, perspectives, and interpretations of social phenomena. Interviews can be structured , semi-structured , or unstructured , depending on the research objectives . Structured interviews follow a predetermined set of questions, while unstructured interviews are more open-ended, allowing respondents to guide the conversation. Semi-structured interviews strike a balance between these two, offering both flexibility and focus. Interviews are especially useful for exploring sensitive or complex issues, such as how people understand their social roles, how they cope with social challenges, or how they perceive social change.

Focus groups

Focus groups involve guided discussions with small groups of participants on specific topics. This method allows sociologists to explore how people collectively discuss and negotiate meanings, norms, and values. Focus groups are effective for understanding group dynamics and the influence of social interactions on individual opinions. For example, a focus group might be used to explore public attitudes toward social policies, how cultural beliefs shape health behaviors, or how different groups experience social inequalities. By facilitating discussion among participants, researchers can gain insights into how social norms are reinforced or challenged within a group context.

Content analysis

Content analysis is a qualitative method used to analyze textual, visual, or audio data, with the goal of understanding how information is communicated and how social meanings are constructed. This method is often used to study media representations, social media content, or historical documents. Sociologists might analyze news articles, advertisements, or television shows to examine how they reflect and shape societal values, stereotypes, and ideologies. Content analysis can reveal underlying patterns in how different groups are portrayed, how social issues are framed, and how cultural narratives evolve over time.

What about quantitative methods?

While qualitative methods are essential for exploring the depth and complexity of social life, quantitative methods play a crucial role in sociology as well. Quantitative research involves the collection and analysis of numerical data to identify patterns, correlations, and causal relationships within social phenomena. Common quantitative methods include surveys , experiments, and statistical analysis. Surveys are widely used to gather data on social attitudes, behaviors, and demographics, allowing researchers to generalize findings across larger populations. Experiments, though less common in sociology, are used to test hypotheses under controlled conditions. Statistical analysis helps sociologists process large datasets to uncover trends and relationships between variables.

Choosing good or manageable sociology research topics is a crucial step in conducting meaningful and impactful studies. A well-chosen topic should not only align with your interests but also address significant social issues, contribute new insights to the field, and be feasible in terms of research scope and available resources. Here are some key factors to consider when selecting a research topic in sociology.

Identify your area of interest

The first step in choosing a research topic is to identify your area of interest within sociology. Sociology is a broad field that covers various aspects of social life, including culture, institutions, interactions, and inequalities. Reflect on the topics or issues that resonate with you the most. Are you particularly interested in exploring social inequalities, cultural dynamics, social movements, or the effects of technology on society? By focusing on an area that you are passionate about, you are more likely to stay motivated and engaged throughout the research process.

Once you have identified your area of interest, narrow it down to a specific research question or problem. For example, if you are interested in social inequalities, you might focus on how educational attainment varies by socio-economic status or how gender roles are negotiated in different cultural contexts. A specific, well-defined research question will guide your study and help you maintain a clear focus.

Consider the significance of the topic

When choosing a research topic, it is important to consider its significance within the broader field of sociology. A good research topic should address a social issue that is relevant and timely. Consider whether your topic has the potential to contribute new insights to ongoing debates or to address gaps in the existing literature . For instance, you might choose to study how the COVID-19 pandemic has affected mental health in different demographic groups, a topic that is both current and socially significant.

Additionally, think about the practical implications of your research. Sociological research can influence public policy, inform social programs, and contribute to social change. Choose a topic that has the potential to make a real-world impact, whether by shedding light on an underexplored issue, challenging existing assumptions, or offering solutions to social problems.

Assess the feasibility of the research

Feasibility is another critical factor to consider when choosing a research topic. Your topic should be manageable within the constraints of your time, resources, and access to data. Consider the scope of your research—are you planning to conduct a case study, survey a large population, or engage in ethnographic fieldwork? Ensure that you have the necessary resources, such as access to participants, relevant data, and the appropriate research tools.

It’s also important to consider the ethical implications of your research. Sociological research often involves working with human subjects, so you need to ensure that your study design respects participants’ rights and adheres to ethical standards. This includes obtaining informed consent , ensuring confidentiality , and minimizing any potential harm to participants.

If you are conducting qualitative research , such as interviews or focus groups , think about how you will gain access to your target population and whether you can realistically collect the data you need. For quantitative research , consider the availability of existing datasets or the feasibility of collecting new data.

Align with theoretical frameworks

Finally, consider how your research topic aligns with relevant sociological theories. Theoretical frameworks provide a lens through which you can analyze your research findings and situate your study within the broader sociological discourse. For example, if you are studying social inequalities, you might draw on conflict theory to explore how power and resources are distributed in society, or use symbolic interactionism to examine how individuals navigate social roles and identities.

Choosing a topic that engages with established theories can enhance the academic rigor of your research and provide a strong foundation for your analysis. Additionally, consider how your research might contribute to the development or refinement of these theories. By aligning your topic with relevant theoretical perspectives, you can ensure that your research is not only empirically robust but also theoretically informed.

Sociology offers a rich array of topics that explore the complexities of social life, from the dynamics of social movements to the influence of mass media. Below are several research topics for a compelling sociology paper, organized by key areas within sociology, each offering a unique perspective on contemporary social issues.

Social movements

Social movements are a vital area of sociological research, as they are powerful forces for social change. Studying social movements allows sociologists to explore how collective action is organized, how movements mobilize resources, and how they challenge existing power structures. Potential research topics in this area include:

The role of social media in modern social movements : Investigate how platforms like Twitter/X, Facebook, and Instagram are used to organize, mobilize, and spread the message of contemporary social movements.
Comparative analysis of civil rights movements : Examine the similarities and differences between historical and contemporary civil rights movements.
Gender dynamics within social movements : Explore how gender influences participation, leadership, and the overall direction of social movements.

Cultural identity

Cultural identity is a key concept in sociology, encompassing the ways in which individuals and groups define themselves and are perceived by others. Research in this area often focuses on the intersection of culture, ethnicity, and identity. Some possible research topics include:

The impact of globalization on cultural identity : Study how global cultural exchanges influence local identities.
The role of language in maintaining cultural identity : Explore how language serves as a marker of cultural identity in multilingual societies or among immigrant communities.
Cultural identity and social integration : Examine the experiences of immigrants or ethnic minorities as they navigate their identities in a new or dominant culture.

Socioeconomic status

Socioeconomic status (SES) is a fundamental concept in sociology, influencing nearly every aspect of an individual's life, including education, health, and social mobility. Research topics in this area can include:

The relationship between SES and educational attainment : Investigate how socioeconomic background affects access to education, academic achievement, and long-term career opportunities.
Health disparities and socioeconomic status : Study the impact of SES on health outcomes, including access to healthcare, prevalence of chronic diseases, and overall life expectancy.
Intergenerational mobility and SES : Examine the extent to which socioeconomic status is passed down from one generation to the next.

Mass media and technology

The influence of mass media and technology on society is a rapidly evolving area of sociological research. This area explores how media and technology shape social behavior, cultural norms, and public opinion. Research topics might include:

The impact of social media on political polarization : Study how social media platforms contribute to the division of public opinion and the creation of echo chambers.
Media representation of minority groups : Analyze how various forms of media, such as television, film, and advertising, portray racial, ethnic, and gender minorities.
The digital divide and social inequality : Explore how access to technology varies across different socioeconomic groups and the implications of this divide for education, employment, and social inclusion.

Gender inequality

Gender inequality remains a persistent issue in societies around the world. Sociological research on gender examines how social structures, cultural norms, and individual behaviors contribute to the maintenance of gender disparities. Research topics in this area could include:

Gender pay gap and workplace inequality : Investigate the factors that contribute to the persistent gender pay gap in various industries, such as parental leave, flexible work arrangements, and diversity initiatives.
The role of gender in education : Study how gender influences educational experiences and outcomes, from early childhood education to higher education.
Intersectionality and gender inequality : Examine how gender inequality intersects with other forms of inequality, such as race, class, and sexuality.

Mental health

Mental health has many useful medical sociology research topics, as it intersects with various social, cultural, and economic factors. Sociologists study how mental health is understood, treated, and experienced across different social groups. Good sociology research topics in this area might include:

The social determinants of mental health : Investigate how factors such as socioeconomic status, social support networks, and community environments influence mental health outcomes.
Stigma and mental illness : Study the effects of mental health stigma on help-seeking behavior, treatment adherence, and overall well-being.
The role of social media in mental health : Explore how the use of social media affects human health, particularly among adolescents and young adults.

Shaping social attitudes

Sociological research often focuses on how social attitudes are formed, maintained, and changed over time. This area of study can include topics related to public opinion, social norms, and the factors that influence belief systems. Possible research topics include:

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http://orcid.org/0000-0001-5504-7189 Seyran Naghdi 1 ,
http://orcid.org/0000-0002-2992-048X David R Ellard 1 , 2 ,
Rebecca Kearney 3
on behalf of the ARTISAN team
1 Warwick Clinical Trials Unit , University of Warwick , Coventry , UK
2 University Hospitals Coventry and Warwickshire , Coventry , UK
3 Bristol Trials Centre , University of Bristol , Bristol , UK
Correspondence to Seyran Naghdi; Seyran.Naghdi{at}warwick.ac.uk

Background Acute Rehabilitation following Traumatic anterior shoulder dISlocAtioN (ARTISAN) was a large trial comparing the clinical and cost-effectiveness of two rehabilitation interventions in adults with a first-time traumatic shoulder dislocation. Participants were allocated to receive either a single session of advice (ARTISAN) or a single session of advice and a programme of physiotherapy (ARTISAN plus). Trial results illustrated that additional physiotherapy after an initial session was not superior in improving functional outcomes for participants.

Objectives In this study, we aim to explore the experiences of a purposive sample of participants from both the ARTISAN and ARTISAN plus groups regarding their rehabilitation journey.

Design This is a semistructured interview-based study.

Setting The study was conducted in the United Kingdom.

Participants Thirty-one participants of ARTISAN trial: 16 participants from ARTISAN group and 15 from ARTISAN plus group.

Outcome measures and analysis The study follows the consolidated criteria for reporting qualitative research. The framework analysis was used to synthesise the participants’ experiences. The interviews were coded through NVivo 12.6.1.

Results Three dominant and interrelated topics emerged from the interview data: (1) feelings about their shoulder rehabilitation outcome, (2) judgement of ARTISAN rehabilitation materials, (3) assessment of shoulder rehabilitation service provision.

Conclusion Both forms of intervention have some merit for some individuals. Thus, it may be appropriate to look at the patients’ preference for offering treatment to them. Recognising and facilitating this will be of benefit to both the patients and healthcare as a whole.

qualitative research
physical therapy modalities

Data availability statement

Data are available upon reasonable request. All codes and quotations can be found in the supplementary file.

This is an open access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited, appropriate credit is given, any changes made indicated, and the use is non-commercial. See: http://creativecommons.org/licenses/by-nc/4.0/ .

https://doi.org/10.1136/bmjopen-2024-083975

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STRENGTHS AND LIMITATIONS OF THIS STUDY

The study used semistructured interviews, allowing in-depth exploration of participants’ experiences.

Interviewers used prompts and rephrased questions to mitigate recall issues among older participants.

Due to the COVID-19 pandemic, the methodology was adapted from face-to-face interviews to telephone interviews and the planned return of transcripts to participants for checking was not done (due to remote working).

The shift to telephone interviews could have affected the depth of understanding of participants’ feelings and reactions.

The sample size and specific context may limit the transferability of the findings.

Introduction

The UK, National Institute for Health and Care Research, Health Technology Assessment-funded Acute Rehabilitation following Traumatic anterior shoulder dISlocAtioN (ARTISAN) trial took place between November 2018 and March 2022. The trial aimed to compare the clinical and cost-effectiveness of two rehabilitation interventions in adults with a first-time traumatic shoulder dislocation. 1 Participants, presenting with first-time traumatic shoulder dislocation, meeting the inclusion criteria, were randomly allocated to receive either a single session of advice or a single session of advice and a programme of physiotherapy, delivered by trained physiotherapists; 482 participants were randomised and screened from 41 NHS Trusts. 2

The trial reports that there was no evidence of a difference in the primary outcome (Oxford Shoulder Instability Score) at the primary endpoint (6 months) between the two groups. 2 Additionally, there were no statistically significant differences observed in the QuickDASH (a self-completed shortened version of the Disabilities of the Arm, Shoulder and Hand (DASH) questionnaire) scores, nor were there consistent differences in the EQ-5D-5L secondary outcomes. 2 Noting that the offer of additional physiotherapy after an initial session was not superior in improving functional outcomes for participants. 2

Embedded within the ARTISAN trial were a cost-effectiveness study and a qualitative interview study. 1 Understanding patient perspectives is essential for achieving successful treatment of anterior shoulder instability. 3 Patient adherence to rehabilitation protocols, their personal experiences and perceived barriers and facilitators play a significant role in influencing treatment outcomes. 4 Here, in this paper, we present the results of the ARTISAN interviews exploring their findings alongside the findings from the clinical effectiveness trial. 2 The results from the interview study, which were analysed before the effectiveness results were revealed, are presented here and provide insight into possible reasons for the outcome.

This is a qualitative study, exploring the experiences and reality of participants, via individual semistructured interviews. This study is in accordance with the consolidated criteria for reporting qualitative research 5 (see online supplemental appendix 1, table 1 ).

Supplemental material

Participants.

All participants, on consenting to participate in the trial, were informed about the interview substudy, and asked if they would be willing to be potentially contacted. A purposive sample was used, to ensure a diverse range of characteristics including location, treatment allocation, gender, age, of those who expressed an interest in participating. 6 7 Up to 50 interviews were planned to capture a comprehensive range of experiences related to shoulder dislocation rehabilitation. The decision to set the sample at around 50 was based on researchers’ experience and represented over 10% of the randomised population. Potential participants were contacted by the researcher (ZL), who confirmed their interest, provided information and arranged interviews at the 12-month postrandomisation timepoint. This was for two reasons, first it allowed participants sufficient time to undergo their rehabilitation journey and reflect on their experiences comprehensively, but second, and more importantly for the trial, we set it at this point in time, so that interviews were carried out outside of trial data collection and thus did not bias the main results. The interviewer was not known to the participants prior to the study and was centrally based.

Data collection

Semistructured interviews of participants from both arms were undertaken by a researcher (ZL) experienced in qualitative research methods. The interview schedule is presented in online supplemental appendix 2 . The interview topics were generated through a combination of literature review, expert input and patient feedback with pilot testing conducted to ensure reliability and validity. 8 Interviews were planned to be face-to-face, but the COVID-19 pandemic required the team to conduct most of these interviews by telephone. This shift to remote working away from the office meant that we had to adapt and while our protocol stated we would return transcripts to participants for checking this was not done. Three interviews were conducted in the participants’ homes, one at the participant’s workplace and the rest through telephone. All interviews were done between 11 February 2020 and 1 February 2021. The approximate time for each interview was 45 min. Field notes were written up as soon as possible after the interviews to record the interviewers’ immediate impressions. Interviews were digitally recorded, subjected to permission of each participant, and they transcribed verbatim by an independent university-approved transcription company and anonymised. All transcription interviews from audios were checked by another researcher (SN).

Data analysis

Data were analysed thematically using the Framework method, as follows: data familiarisation, identifying a thematic framework, indexing, charting, mapping and interpretation. 6 7 The analysis was conducted by researchers with extensive expertise in qualitative research methods. SN, who joined the trial team after the interviews were recorded, listened to the audio recordings to check the accuracy. She became familiar with the data. The transcripts were imported to the NVivo release V.12.6.1 9 to facilitate coding data and mapping them. SN generated initial relevant codes/topic; these were generally based around the specific questions asked of participants. The next analysis stage involved DRE collating the codes to note meaningful patterns in the data that were relevant to the research question. DRE and SN created themes and subthemes that captured the essence of the participants’ voices. Themes and subthemes are presented using quotes to illustrate the participant view.

Rigour was enhanced during the process by coding the first five transcriptions by two independent, experienced researchers (ZHL and SN). Discrepancies were addressed by DRE, who has extensive experience in process evaluation and played a key role as a coapplicant for the ARTISAN trial, contributing to its design. SN independently coded all transcripts and discussed them in detail with DRE. The results were presented before releasing a statistical and health economics result. Reflexivity was maintained throughout the analysis process, with researchers reflecting on their own biases and preconceptions, thereby enhancing the credibility, transferability and dependability of the findings. 10

The qualitative analyses and results were prepared and presented to the Chief Investigator, RK, who is a leading expert in the physiotherapy with extensive experience in randomised controlled trials, before the main trial results were known.

Patient and public involvement

Patient representatives provided input on study design, intervention development and dissemination plans, ensuring a comprehensive approach. Detailed patient and public involvement activities are outlined in the ARTISAN trial report. 11

A total of 102 participants, who had expressed an interest in involvement in the qualitative study at the time of consenting to be in the ARTISAN trial, were contacted. Seventeen declined to participate, and 54 did not respond. A total of 31 participants consented and were interviewed from both arms of the trial, ARTISAN and ARTISAN plus (see table 1 ). The participants were from 17 different trial sites in the UK. Of them, 16 participants were allocated to the ARTISAN’s arm, and 15 participants were allocated to the ARTISAN plus arm.

View inline

Demographic characteristics of ARTISAN interview study participants

Baseline characteristics

The majority of the participants in the ARTISAN plus arm were men (11 out of 15), while there was a balance between participants (eight men and eight women) in the ARTISAN’s arm. The participants’ means (SD) of age were 49 (21) and 59 (17) for the ARTISAN and ARTISAN plus arms, respectively. Five participants in the ARTISAN’s arm and four in the ARTISAN plus arm stated they were involved in sporting activities that needed high levels of physical activity. Most of them described no difficulties with their shoulder before the injury. Only two and three participants in the ARTISAN and ARTISAN plus had a previous problem that goes back many years ago. There was a wide variety of the injury caused; however, seven participants (four in the ARTISAN plus arm and three in the ARTISAN’s arm) got an injury while doing sports activities such as football, rugby, weightlifting and riding a bike. The injury in the three participants in the ARTISAN group resulted in a fractured shoulder in addition to dislocation. The practitioner team decided to perform shoulder surgery for one participant in the ARTISAN plus arm due to pre-existing arthritis. Most participants in both groups believed they were provided the Ambulance and Emergency (A&E) services straightforwardly and quickly, while one participant in the ARTISAN’s arm faced a delay because he needed to be transferred from a small unit to another hospital with an A&E department. A shoulder dislocation for all participants was diagnosed by X-rays. After putting the shoulder back, they received painkillers to relieve the pain and were recommended to wear a sling for at least a week.

Theme identification and common themes

Our findings (detailed below) illustrate participants’ experiences of receiving and interacting with rehabilitation services.

Three dominant and interrelated topics emerged from the interview data questions: (1) feelings about their shoulder rehabilitation outcome, (2) judgement of ARTISAN rehabilitation materials, (3) assessment of shoulder rehabilitation services provision

Themes and their subthemes, within each of these topics, are reported below comparing and contrasting responses from both arms of the trial ((ARTISAN) advise only and those from (ARTISAN plus) advise plus a programme of physiotherapy). Quotations are used as exemplars of themes with each quote linked to a particular participant denoted by the arm of the trial, they were involved in AP=ARTISAN plus arm or A=ARTISAN followed by their id number (see table 1 ), their gender (m or f) and age (eg, A11, m, 31). See Appendix 3 for additional quotations.

Feelings about their shoulder rehabilitation outcome

This topic breaks down into several themes/subthemes, providing an insight into the assessment of their feelings about their recovery including movement and use of their shoulder and being able to get back to their previous activities or not. Noting that within the ARTISAN arm, fewer participants expressed satisfaction with their shoulder movement levels.

Shoulder status (How they feel their shoulder is now postrehabilitation)

Participants who received ARTISAN plus report improvement in returning to their normal life and working activities. Almost all of them expressed the status of their shoulder as ‘better’.

I feel good now, and then I can…I’m back to doing all the jobs I could do before (AP13, m 59), I think I'm back at 100 now (AP25, m,72), Probably getting up to 100% I guess. (AP27, m,72).

A few did still feel that they still a little way to go.

I would say yeah, probably 70% now. Yeah, around about that. Yes, yeah (AP3, m, 65), Like maybe more 60 than 50 in terms of movements (AP28, m, 36).

Compared with the ARTISAN arm where there were fewer participants who believed their shoulder was at a good level of movement.

…had almost complete range of movement (A21, f, 65). It’s absolutely fine… (A26, f, 68).

Satisfaction

Interestingly, most participants who had received ARTISAN plus apparently liked to recommend it to the others with the same problem because they were very satisfied with the result from having multiphysiotherapy sessions.

Yeah, I would recommend, I would definitely recommend anybody to go do that what I did, yeah, definitely. Definitely, yeah (AP12, f, 62).

The other source of satisfaction from the result for most of them was receiving positive reinforcement from the physiotherapist about outcomes and being told that they were doing the exercise correctly.

Only the reassurance that everything was going fine (AP22, m, 67), So, I suppose I needed those sorts of reassurances before I got into heavier physiotherapy (AP12, f, 62).

On the other hand, most people in the ARTISAN arm have found the exercises as the most helpful part of rehabilitation to get back their abilities.

Yeah. I would…I would tell them, you need that physio exercise, yeah (A19, m, 48).

Setting short-term goals and identifying milestones were noted as helpful by some participants in both groups. Helping them have a realistic view of their shoulder progression.

the goals were…because I think it kind of helps you set a realistic view of you know, going on to next session that if you could do this” (A19, m, 48).“Yeah, the goals were…because I think it kind of helps you set a realistic view of, you know, going on to the next session that if you could do this, it was literally things like being able to reach something from one of the cupboards in the kitchen, kind of thing. So, I think it’s really good to just help set umm and be able to achieve, also to help set expectations (A19, m, 48). The main point was the face-to-face setting of goals between sessions (AP27, m, 72). I do find useful writing down, there was a sheet in one of the books where you wrote down what you achieve every day. And that really worked for me as well because you weren’t in this wilderness you were actually working step by step towards something… you know you can get a lot of resources but actually the biggest resource is your own determination (AP5, f, 71)

Participants’ judgement about ARTISAN rehabilitation materials

All of the trial participants had the opportunity to use the provided rehabilitation training materials in addition to the support given by the physiotherapist in the sessions they all had with them. These materials seem to be more important for the ARTISAN participants as they generally only had the one in-person session with the physiotherapist. However, it is also important to know to what extent the participants have used the materials and what their experience is in using them.

Material usefulness

Almost all participants in the ARTISAN arm report using the booklets while only half of the ARTISAN plus arm reported used them. In addition, none of the ARTISAN plus participants report having used the videos and website compared with around half of those in the ARTISAN arm. The ARTISAN plus participants who have not used the materials believed that they had gained enough from their in-person visits with the physiotherapist; therefore, they did not feel the need to refer to the training materials.

just after the first (physio) session, I had the chance to have a very quick look at the booklets, so, it was enough exercise and guidance from physiotherapist over the sessions, …, didn’t feel need them! (AP7, m, 37). I had time, was off from work, almost at home, and was keen on going through the booklets, but only booklets, no website, and videos, so I think it was quite helpful (AP15, m, 33). I got those stuff (training materials), …, but yea! I don’t remember using them! yea, didn’t look at them at all (A18, f, 72) (I) got the booklet and everything, I went on the website, saw the videos and, yeah (A32, F, 59).

Problems with study materials provided

The main reported source of difficulty in using the materials provided was in the ARTISAN arm where there were problems reported accessing the video and internet-based materials. A few of the participants from ARTISAN have reported some problems with the booklets provided. These problems are very low in the ARTISAN plus arm.

There was but I don't have the internet at my house… (A21, f, 65), I couldn't quite find…I couldn't follow the instructions on those. And I couldn't log into the website. So, I couldn't get any additional information”. I had a booklet. I didn't find them all easy to follow. There was a couple…I mean they did run through it with me, the fracture clinic, but they more demonstrated it I would say. But I didn't find everything in the booklet that easy to follow. I did with the hospital physiotherapist, I actually had to do it because my arm was in better shape (A32, f, 59). I think there was one [picture] that wasn't quite clear, but I checked it out with her the next time I went (AP22, m, 67). I suppose the booklet umm is in some ways misinterpreted because it is not in 3D you know so surely for a picture… a picture does not always give you the right angle or the right umm motion to use (AP5, f, 71).

Material comprehensiveness and consistency

The content of the materials was consistent with what had been provided in face-to-face rehabilitation sessions in view of almost participants. The materials were also reported to be comprehensive and to meet the needs of the participants in both arms.

From the ARTISAN participants:

It was very good because you get…further on, you’ve sort of got more exercises to do. So, you really need that leaflet to show you the different exercises you need to do (A26, f, 68). Yeah well, the exercises we did were the exercises in the pamphlet that I was given which I said to you, and hmmm the physio she did them all with me… 2 or three times (A2, m, 56).

From the ARTISAN plus participants

It was just giving me alternatives to do. It’s the same kind of stress on the shoulder, but it was a different exercise. But more or less, there were those like, you know (AP28, m, 36). She (the physiotherapist) did. She did go through the booklet with it and marked certain things, you know like she wrote in the book the few exercises that I should be doing (AP1, m, 27).

Participant’s assessment of rehabilitation service provision

This theme reflects participants feelings about the provision of physiotherapy/rehabilitation in terms of the accessibility to the providing rehabilitation centres, physiotherapist performance and then the form of sessions provided. This part of the participants’ experiences reflects insights about the barriers that can influence the participants getting to the centres, and to what extent participant believe the physiotherapists have been engaged in their rehabilitation/treatment process.

Accessibility to the rehabilitation services

Several of the participants in ARTISAN plus have experienced some physical difficulties in attending the rehabilitation sessions, such as problems with driving, finding a car park and a considerable distance to the physiotherapy clinic or hospital from their home.

Taking into account quite a long distance to travel and the roads aren’t that great, I have to be taken in by my wife obviously I was not driving (AP3, m, 62). Sort of 2 hours right around the hospital so if I wasn’t close it would be more difficult (AP1, m, 27).

Most of the people in this group stated that there are no difficulties to attend the physiotherapy sessions. They also mentioned that the health centres were flexible in providing suitable slots for appointments. In addition, there were positive comments about public transport and employers who were supportive.

Nothing whatsoever because I was able to get a time slot that suited me, which was earlyish morning. And there was no delay, you know. There was…it was all perfectly right for me (AP27, m, 72). No, no. Well, they were quite supportive at work (AP28, m, 36), No, you can get a bus to the hospital (AP15, m, 33).

Most of the participants in the ARTISAN group report not having experienced any obstacles or barriers to accessing rehabilitation services.

I didn't (have trouble to attend), but I walked attending…walked attending the physio (A23, f, 53), that’s fine (A26, f, 68).

However, some barriers remained for a small number of ARTISAN participants.

I couldn't drive. I got some free transport from the transport people. And then…and that stopped when I was told that…they had to tell me I must get on a bus because they have to keep it for people that are more seriously ill than me. And I was, therefore, trying to sort that out, and eventually, I got a friend to take me, across the road…. (After requiring additional physiotherapy sessions for frozen shoulder). (A21, f, 65) Parking. It’s terrible up there (A29, m, 26).

The physiotherapist’s performance

The physiotherapist was considered a valuable source of motivation in improving the injured shoulder by participants in both arms of the trial. All participants expressed that their physiotherapists went through the exercises and correct movement in detail as much as they could. Giving feedback and setting short and long-time goals by physiotherapists had a positive impact on the participants’ feelings, especially for ARTISAN plus.

It gave us confidence (AP10, f, 25). I don’t know who he (the physiotherapist) was, but it was a good job (AP13, m, 59). She (the physiotherapist) pretty much answered the questions anyway as we went along you know (AP20, m, 81).

The participants in the ARTISAN’s arm also found an excellent experience with their physiotherapists.

he (the physiotherapist) was a really, really, really good physio. Very straightforward, practical, on to work which I really like (A19, m, 48). He’s…he (the physiotherapist) was very, very positive attitude so that’s about all really. No, they're all very positive about what to do next (A21, f, 65). (Participant who was given additional physiotherapy session by the clinician).

Physiotherapy session formats

Almost all participants in the ARTISAN group found the physiotherapy session helpful and informative; a few expressed they may have preferred having multiple physiotherapy sessions. A number noted that they felt that they benefited from a single session.

Yes, was helpful. He (the physiotherapist) gave me a booklet, he gave me lots of things and did say that if I had problems, then I was to go back (A14, f, 74). It was informative. They gave me a few exercises to do, and they scanned through all different movements to see where I was sort of suffering with it (A29, m, 26).

One ARTISAN participant noted that she experienced group-based physiotherapy sessions (outside of that provided by the trial). She was keen on attending these sessions because she thought it was an excellent opportunity to get peer support, to understand the limitations and develop coping strategies for dealing with issues that may arise.

Although everybody is different it was nice to talk to other people and other people have different things, but it was still nice to speak to someone in the same situation as you (A2, f, 56).

Two participants in the ARTISAN arm have sought out additional treatments or programmes apart from the training materials to increase their chance of returning to their previous sports activities.

I’m lucky enough that the club that I play rugby for has a physio that they employ as well, he recommended that the Derby shoulder stability programme, so I went along, did some of those exercises on that, and that was good, got to all progressions that I was trying to get back to, and the exercise that was provided from like the ARTISAN from the hospital was kind of due to get me back to general life, it probably would’ve been perfectly fine, but yeah, I want to go back to rugby so I know I needed to get my shoulder back to like full strength (A9, m, 24). Almost to the year, it was almost to the year and my shoulder was absolutely killing. I couldn't drive. It almost felt like well, I didn't know what was wrong with it. It felt like a frozen shoulder, and I ended up in the…I ended up going to a chiropractor (A23, f, 53).

Most participants with ARTISAN plus multiphysiotherapy sessions pointed out that they had enough chances to visit their physiotherapist to assess their shoulder movement, achieve their goals and receive instructions on doing the exercises correctly.

If I was doing something wrong, they could correct me (AP15, m, 33).

The most emphasised point in this group was getting reassurance and feedback from the physiotherapist.

Well, I suppose it’s…the fact that you can do a certain exercise over a period of time, then you get some feedback with a consultant to tell you how you’re doing (AP13, m, 59).

Several of them expressed that communication with a professional member such as a physiotherapist psychologically impacts the rehabilitation journey.

It certainly helped mentally. It gave you support. You felt that somebody was interested in trying to help, which was as much benefit as the physical side of it (AP20, m, 81).

A participant from the ARTISAN arm who received additional physiotherapy sessions highlights again the reassurance of having the contact with a therapist.

The other benefit really was the reassurance because I think one of the things that you did…that you worry about is you know it’s going to dislocate again (A19, m, 48).

The interview substudy, seamlessly integrated within the broader framework of the ARTISAN trial, served as a crucial avenue to explore the nuanced experiences of participants undergoing the trial treatments. By adopting a qualitative approach, we aimed to unravel the intricacies of their rehabilitation journeys and illuminate the factors influencing their adherence to the prescribed interventions. Our endeavour was not merely to supplement the quantitative findings of the main trial but to enrich the understanding of the outcomes by capturing the subjective narratives of the participants. Through the lens of 31 in-depth interviews, we explored the multifaceted dimensions of their experiences, ranging from their feelings about shoulder rehabilitation outcomes to their assessments of the provided rehabilitation services.

While the outcome of the trial found no difference between the two groups, the participant experiences give an insight that is a little different. 2 Similar findings were observed in the REPOSE trial, where qualitative data provided valuable context and a deeper understanding of patient experiences that were not captured by the quantitative results. 12 More ARTISAN plus participants reported that their expectations about their rehabilitation were met than those in the ARTISAN group. There were those, however, in both groups, who felt that they did not return to the level of physical activities that they would have liked (eg, Sports). Indeed, even participants in the ARTISAN plus group who had a programme of physiotherapy felt they were not reaching their preinjury levels of activity. A recent paper highlights that fear of recurrent dislocation may be a contributing factor to participants feeling they are not returning to their normal levels of physical activity. 3

Participants who only received the advice session (the ARTISAN group) do seem to want more engagement and more actual physiotherapy sessions. Several of the younger participants in the ARTISAN group have sought out additional treatment options (eg, exercise programmes, chiropractic sessions) in addition to what was provided to increase their chance of returning preinjury levels of activities. While ARTISAN plus participants, it seems were less likely to go for additional treatments outside of that provided.

The interviews give us an insight into the participants’ experiences in their rehabilitation journey. Involving them in the improvement journey seems to have a positive influence on their sense of improvement. Regardless of the participant’s allocated group, sex, age and history of doing exercise, the physiotherapist’s advice and efforts to give reassurance appear to play a crucial role in the participants’ mindset and confidence. Following operative and non-operative treatment of shoulder instability, physiotherapists plays a key role in the recovery process, supporting the patient and building strength and trust. 3 This highlights the importance of clearly communicating with participants, providing them with clear information and reassurance about their rehabilitation journey. This approach ensures effective treatment and contributes to a better overall experience and outcome for participants. Cridland et al , in a recent article, looking at patient experiences and perceptions of rotator cuff related shoulder pain rehabilitation, highlight the importance of participants’ trust in the health professional providing the rehabilitation. They note that this facilitates adherence and increases the belief that the condition is being effectively treated. 13 Main et al also emphasise the critical role of the therapeutic relationship in rehabilitation success. 14

Those participants who have engaged with the materials provided have found them helpful regardless of their background factors (sex, age and history of doing sport) and allocated arms. Both groups of participants have used the booklets and expressed good experiences with it.

The participants have raised some minor points regarding the difficulty with the booklets and the online materials were sometimes difficult to access. However, the participants in the ARTISAN plus group seem to have had a better chance of resolving this kind of problem because of having more contact with their therapist. Participants in both groups report using the videos and website less than the booklets. This is more obvious among the senior groups and women. Lack of internet access was an issue for several older participants, who struggled with digital materials. This underscores the need for alternative formats and enhanced support for digital resources to ensure all participants, regardless of their digital literacy or access to technology, can effectively engage with the provided materials. Addressing these aspects is crucial for improving the inclusivity and effectiveness of the future interventions. However, for those who viewed the video, it has given them a better idea of how to do the exercises correctly. The latter is more apparent among those participants at younger ages and with less severe injuries.

Strengths and limitations

It was found that some participants, especially elderly participants, faced challenges in recalling their rehabilitation journey experiences, potentially affecting the accuracy of their recall. To mitigate this issue, the interviewer used prompts as necessary and adjusted questions to improve understanding. The study also observed variations in recall accuracy among different demographic groups, indicating that the passage of time since their rehabilitation may impact memory differently. These findings underscore the importance of demographic considerations in qualitative research, ensuring a comprehensive understanding of participants’ experiences. In addition, because of the COVID-19 pandemic and lockdown, only the first four interviews were held face-to-face, and the rest were by telephone. This potentially could have some effects on understanding the participants’ feelings and reactions, as non-verbal cues and personal rapport are more challenging to capture over the phone. Despite these limitations, efforts were made to ensure comprehensive data collection by employing consistent interview techniques and maintaining a flexible approach to question phrasing.

While our study comprehensively explored the patient experience in the ARTISAN trial, we did not evaluate the perspectives of the healthcare practitioners delivering the intervention. Understanding the experiences and insights of physiotherapists could provide valuable context to our findings. Future research should consider their views on treatment implementation. This approach aligns with the current emphasis on shared decision-making models in healthcare, where the collaboration between patients and practitioners is crucial for optimal treatment outcomes. 15

While previous qualitative studies have explored the experiences of people with shoulder instability, this study provides an in-depth reflection on participants’ voices specifically with shoulder dislocation during their physiotherapy journey within the UK-based randomised trial. However, the transferability of findings may be limited.

The overall clinical trial outcome was very conclusive, in which extraphysiotherapy was not superior and thus may not be the best form of rehabilitation for those who experience a first-time traumatic shoulder dislocation. This interview study supports this finding in that it shows us that both forms of intervention have merit for some individuals. Thus, it may be that tailoring the treatment offered to the needs of the patient is appropriate here. Not all patients want regular clinic visits or indeed support from a health professional. Recognising and facilitating this will be of benefit to both the patients and healthcare as a whole.

Ethics statements

Patient consent for publication.

Not applicable.

Ethics approval

Ethical approval for the interview study was included in the ethical approval of the main trial (Wales REC 3, REC reference: 18/WA/0236, 2018). All participants gave written informed consent prior to taking part. Participants gave informed consent to participate in the study before taking part.

Acknowledgments

We would like to thank Ziheng Liew for conducting the interviews. We also would like to thank all the participants who attended the interview sessions. In addition, we acknowledge this paper is written on behalf of the ARTISAN Team, and we would like to acknowledge the expert support of the ARTISAN Team which comprised: Helen Parsons, Warwick Clinical Trials Unit, University of Warwick, Warwick, UK, ( https://orcid.org/0000-0002-2765-3728 ); Aminul Haque, Warwick Clinical Trials Unit, University of Warwick, Warwick, UK, ( https://orcid.org/0000-0003-3589-6751 ); James Mason, Warwick Clinical Trials Unit, University of Warwick, Warwick, UK, ( https://orcid.org/0000-0001-9210-4082 ); Henry Nwankwo, Warwick Clinical Trials Unit, University of Warwick, Warwick, UK, ( https://orcid.org/0000-0001-7401-1923 ), Helen Bradley, Warwick Clinical Trials Unit, University of Warwick, Warwick, UK, ( https://orcid.org/0009-0003-1663-4462 ); Stephen Drew, University Hospitals Coventry and Warwickshire NHS Trust, Coventry, UK, ( https://orcid.org/0000-0002-9523-682X ); Chetan Modi, University Hospitals Coventry and Warwickshire NHS Trust, Coventry, UK, ( https://orcid.org/0009-0008-3337-4419 ); Howard Bush, University Hospitals Coventry and Warwickshire NHS Trust, Coventry, UK, ( https://orcid.org/0000-0001-9360-0504 ); David Torgerson, York Clinical Trials Unit, University of York, York, UK, ( https://orcid.org/0000-0002-1667-4275 ); Martin Underwood, Warwick Clinical Trials Unit, University of Warwick, Warwick, UK, ( https://orcid.org/0000-0002-0309-1708 ).

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Contributors DRE and RK have designed the study. DRE and SN have analysed the data. All authors have contribution to drafting the manuscript and reviewed. SN is the corresponding author, and all authors are guarantors for the overall content of the manuscript.

Funding ARTISAN trial founded by NIHR, Health Technology Assessment (HTA) Programme, (16/167/56) 01/06/18. The University of Warwick and University Hospitals Coventry and Warwickshire NHS Trust are co-sponsorship for this trial.

Competing interests RK is co-chair of the NIHR Programme Grants for Applied Research (PGfAR) committee, a paid position in NIHR but unrelated to the trial. She is also a previous chair of the NIHR West Midlands Research for Patient Benefit (RfPB) committee and member of the NIHR Health Technology Assessment (HTA) Clinical Evaluation and Trials Committee and NIHR Integrated Clinical Academic (ICA) doctoral committee. RK, DRE, HP, AH, JM, HN, SD, CM, HB, DT, MU have all been awarded current and previous NIHR research grants. HP, MU and RK are co-investigators on grants funded by the Australian NHMRC and NIHR funded studies receiving additional support from Stryker Ltd.

Patient and public involvement Patients and/or the public were involved in the design, or conduct, or reporting, or dissemination plans of this research. Refer to the Methods section for further details.

Provenance and peer review Not commissioned; externally peer-reviewed.

Supplemental material This content has been supplied by the author(s). It has not been vetted by BMJ Publishing Group Limited (BMJ) and may not have been peer-reviewed. Any opinions or recommendations discussed are solely those of the author(s) and are not endorsed by BMJ. BMJ disclaims all liability and responsibility arising from any reliance placed on the content. Where the content includes any translated material, BMJ does not warrant the accuracy and reliability of the translations (including but not limited to local regulations, clinical guidelines, terminology, drug names and drug dosages), and is not responsible for any error and/or omissions arising from translation and adaptation or otherwise.

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Patients’ experiences with ‘sludge’ (administrative burden) in the cancer screening process and its relationship with screening completion, experience and health system distrust

Author affiliations

Brianna Chang 3

Vivian Zagarese 4

Jamie K Turner 5 6

Ally Southworth 5

YingXing Wu 7

Paul Yeaton 8

Jeffrey S Stein 10

Sarah H Parker 4

John W Epling 1 2

Objective ‘Sludge’ refers to administrative burdens or frictions that preclude people from getting what they want or need (eg, duplicative forms, complicated instructions, long waiting times). This mixed methods study evaluated patients’ perceptions of sludge in the colorectal cancer (CRC) screening process and some impacts of this sludge.

Design We employed an exploratory sequential mixed methods study design that comprised patient interviews and a patient survey. The interviews informed final survey revisions and captured contextual data about patients’ experiences with sludge. Interview transcripts were inductively and deductively analysed to identify overarching themes. The survey quantified sludge, delayed or forgone screenings, screening experience (Net Promoter Score) and health system distrust (Health System Distrust Scale). We used χ 2 or t-tests for univariable comparisons and logistic or linear regressions to evaluate the association between cumulative sludge score and delayed or forgone screenings, screening experience and health system distrust. Results were integrated for interpretation.

Setting Southeastern United States.

Participants Patients who were 45–75 years of age, at average risk for CRC and had either completed or been referred for CRC screening (colonoscopy or stool-based test) within the previous 12 months.

Results 22 interview participants and 255 survey participants completed the study. 38 (15%) survey participants rated their screening experience as poor (Net Promoter Score=0–7 out of 10). The mean (SD) Health System Distrust Scale score was 22.4 (6.3) out of 45 possible points (higher score=greater distrust). Perceptions of sludge in the CRC screening process varied, with long waiting times and burdensome communication being the most common sources (58% and 35% of participants, respectively). Sludge was positively associated with delayed or forgone screenings (OR=1.42, 95% CI 1.28, 1.57, p<0.001), poor screening experience (OR=1.15, 95% CI 1.04, 1.28, p=0.009) and health system distrust (β=0.47, p<0.001). Qualitative findings add descriptive detail about sludge encountered, context to impacts experienced, and illustrate the heavy emotional impact of sludge: ‘ it just isn’t worth it’ .

Conclusion Efforts to reduce sludge in the CRC screening process may improve timely completion of CRC screening, enhance patient experience and restore trust in the health system.

What is already known on this topic

Administrative burden is ubiquitous in healthcare. The administrative burden that precludes or delays healthcare delivery can be described as ‘sludge’. Although there are numerous calls to reduce the sludge that clinicians and patients experience in healthcare processes, patients’ experiences with healthcare sludge have not been well described.

What this study adds

This study illuminates patients’ self-reported experience with sludge encountered in the colorectal cancer (CRC) screening process in the Southeastern United States. Sludge was associated with delayed or forgone screenings, poor experience and health system distrust. Participants with socioeconomic disadvantage experienced disproportionate sludge.

How this study might affect research, practice or policy

Study findings highlight numerous opportunities to improve CRC screening rates and enhance patient experience through clinical, operational and policy-level efforts to reduce sludge and streamline the care transitions associated with CRC screening.

Introduction

With more than 2 million new cases diagnosed annually, colorectal cancer (CRC) is a leading cause of cancer-related deaths worldwide. 1 Screening can play an important role in the prevention and early detection of CRC, but a significant number of individuals fail to receive timely screening. For example, in the USA, over 55 million individuals are eligible for CRC screening but have not received it. 2 Further efforts are needed to identify approaches for improving access to and completion of CRC screening.

Previous research suggests that ‘sludge’ is an underexplored barrier to the completion of CRC screening. 3 4 A behavioural economics term popularised by Harvard Law professor and author, Cass Sunstein, sludge describes administrative burdens or frictions that prevent people from achieving their goals. 5 Examples of sludge include redundant paperwork, complicated or inconsistent instructions, cumbersome communication and long waiting times. 6 As a complex, multistep pathway involving several screening test options (eg, colonoscopy, stool-based tests, flexible sigmoidoscopy), variable testing intervals and multiple care transitions (eg, primary care to gastroenterology to screening facility), the CRC screening process may be particularly prone to sludge. Although the impact of sludge on patients is not well recognised in the literature, there is evidence that patients may delay or forgo recommended care as a result of sludge, especially when they are in poor health. 4 7 8 In addition, sludge can contribute to psychological distress, confusion and anger and there is some evidence that sludge decreases trust. 9 10 Importantly, sludge may disproportionately impact disadvantaged patients, which can widen health and healthcare disparities. 10–12

There are multiple calls to reduce sludge in healthcare, 13–19 including the National Health Service Bureaucracy Busting Concordat 20 and the American Medical Association’s campaign for Getting Rid of Stupid Stuff . 21 Improved understanding of patients’ experiences with sludge is needed to respond to such calls through clinical, operational and policy-level efforts to improve the CRC screening process and enhance screening rates. Thus, the purpose of this mixed methods study was to evaluate patients’ experiences with sludge in the CRC screening process and to explore some impacts of this sludge. We hypothesised that sludge in the CRC screening process is: (a) common; (b) related to delayed or forgone screenings, poor screening experience and health system distrust; and (c) differentially experienced by patients living in rural areas and with socioeconomic disadvantage.

Using an exploratory sequential mixed methods study design, 22 we conducted a qualitative interview of patients who had recently engaged in the CRC screening process, followed by a quantitative survey of a second group of patients who had recently engaged in the CRC process. The semistructured interviews informed refinements to the patient survey and offered contextual insight into patients’ experiences with sludge in the CRC screening process. The survey quantified patient-reported sludge in the CRC screening process and evaluated the relationship between this sludge and delayed or forgone screenings, screening experience and health system distrust.

Informed consent was provided by participants before beginning the study. The Strengthening the Reporting of Observational Studies in Epidemiology for cross-sectional studies, 23 the Consolidated Criteria for Reporting Qualitative Research 24 and Advancing the Reporting of Mixed Methods Studies 22 checklists guided our research and the development of this report. The following abbreviations are used in the results: primary care provider (PCP), faecal immunochemical test (FIT), FIT-DNA test (Cologuard).

Participants and setting

This study was conducted in southwest and south-central Virginia where the CRC screening rate is the lowest and CRC incidence is the highest in the state. 25 26 Interview and survey participants were mutually exclusive groups of patients who were 45–75 years of age, had either completed or been referred for CRC screening (colonoscopy or stool-based test) at a health system, centre or practice in southwest or south-central Virginia within the previous 12 months, and had no history of gastrointestinal cancer or inflammatory bowel disease (at any point) or gastrointestinal pain or rectal bleeding within the past 12 months. Participants were compensated via gift cards.

Study procedures are shown in figure 1 .

Overview of exploratory sequential mixed methods study design.

Prospective participants, identified via health system records or recruited via targeted regional social media posts, were invited to screen for eligibility to participate in a semistructured interview focused on their experience with CRC screening by completing a brief online screening instrument administered via REDCap. 27 Eligible participants were enrolled, consented and engaged in one approximately 60 min interview session with a researcher (BC) via video chat or in person in a private office space. The interview guide is included in online supplemental file 1 . Additional information for the qualitative procedures is included in online supplemental file 2 .

During Part 1 of the interview, participants completed a pilot version of the survey, pausing at designated points to provide feedback on the structure, format and clarity of survey questions and instructions. Participants then responded to the researcher’s open-ended questions during Part 2 of the interview, beginning with a request to share a detailed account of their recent experience with the CRC screening process and followed by prompts to elicit further details about sludge in the screening process, and if applicable, their response to any sludge experienced. The researcher kept field notes during both parts of the interviews and continued interviews until thematic saturation was achieved. Interviews were audio recorded and later transcribed for analysis. Transcript feedback was not elicited from participants.

Using the same eligibility criteria described in the previous section, patients were invited to participate in a survey about their experience with the CRC screening process ( online supplemental file 3 ). Developed by the research team and iteratively refined through collaborative work sessions, community engagement studios, 28 internal pilot testing and participant feedback during interview Part 1, the survey consisted of original and previously validated questions focused on sludge, screening experience and health system distrust. A summary of the survey development and evaluation process is included in online supplemental file 4 .

To evaluate sludge, participants were asked about their experience with administrative burdens that felt excessive or unnecessary during their CRC screening process (defined as beginning when a healthcare provider recommended screening and ending when the provider and the patient both receive results). Participants who had not completed the screening were asked to respond based on whatever portion of the process they had completed. Informed by previous work, 3 7 8 we specifically asked participants to quantify (on a 0–100 sliding scale) the amount of paperwork, communication, technology and waiting that felt excessive or unnecessary during the CRC screening process, with several examples provided for each ( online supplemental file 3 ). Two categories were assigned for waiting based on participant feedback offered throughout the survey refinement process (including interview Part 1). ‘Waiting–passive’ represented a delay or period of time during which the patient was waiting for a step in the CRC screening process to occur, but during which their time was not occupied (eg, waiting to be called to schedule a colonoscopy appointment, waiting for the appointment to occur, waiting to receive results), whereas ‘waiting–active’ represented the time, typically on-site in a healthcare facility, when patients were waiting for something to occur and during which they were not available to do something else (eg, in a waiting room). We calculated a cumulative sludge score by summing the sliding scale ratings for each sludge type for a potential score of 500. Participants were also asked in which phase(s) of the screening process (referral, scheduling, preparing, the test itself, acquiring results) they experienced each type of sludge.

To evaluate the impact of sludge on patients, we assessed three outcomes: delayed or forgone screenings, screening experience and health system distrust. Informed by the work of Kyle and Frakt, 8 we assessed delayed or forgone screenings via two questions: Was your colorectal cancer screening test delayed due to excessive or unnecessary administrative burden? and Did you skip your colorectal cancer screening test due to excessive or unnecessary administrative burden? We used the single-item Net Promoter Score (NPS) 29 ( How likely would you be to recommend this screening process to a close friend or family member? ), with 0 indicating not at all likely and 10 indicating extremely likely to assess ratings of screening experience and the Healthcare System Distrust Scale (HSDS) 30 to assess overall health system distrust.

General demographics and CRC screening characteristics (eg, type of screening test) were also collected. We used the US Department of Agriculture Rural-Urban Commuting Area codes to determine rurality. 31 Based on a priori power analysis showing that a sample size of 234 participants was needed to show a moderate effect size at the 0.05 level, we aimed to recruit 250 participants in anticipation of incomplete surveys.

Data analysis

Interview analysis.

For interview Part 1, one researcher (MR) listened to audio recordings of interviews, summarising potential survey modifications that emerged from participants’ feedback. This summary was combined with the interviewer’s field notes and reviewed with the senior author (JWE) to inform minor survey edits. For interview Part 2, interviews were auto transcribed using Microsoft Teams, with two researchers (JT and MR) manually verifying accuracy. Transcripts were uploaded to NVivo (QSR International, Melbourne, Australia) for analysis.

The qualitative analysis team used reflexive thematic analysis to identify and interpret themes that emerged from the data. 32 To obtain a codebook that included different perspectives, four researchers analysed transcripts, with VZ and AS using an inductive approach (emerging themes) and JT and EO using a deductive approach informed by themes identified in community engagement studios and our prior work. 3 Through an iterative, multiphase process, the codebooks were consolidated and refined to focus on participants’ experiences with sludge in the CRC screening process and their response to this sludge. We used Cohen’s kappa to assess coder agreement, with the average agreement among all four coders being 0.69 (moderate agreement). 33 The final output was a table of interview themes and exemplary quotations in online supplemental file 5 .

Survey analysis

Continuous variables were summarised using either the mean with SD or the median with IQR, while categorical variables were presented as percentages. Strata for cumulative sludge scores (≤25 and >25) and NPS (0–7 and 8–10) were determined via visual inspection of data distributions. We conducted univariable comparisons using t-tests (or Wilcoxon two-sample tests) and analysis of variance (or Kruskal-Wallis tests) for continuous variables and χ 2 tests (or Fisher’s exact tests) for categorical variables. The association between the cumulative sludge score and primary outcome variables (delayed or forgone screenings, screening experience, distrust) was evaluated using linear and logistic regressions with the following candidate variables included in the regressions: cumulative sludge score, age group, gender, race, rurality, insurer, screening status and screening type. Ethnicity was not included in the analysis due to the limited number of Hispanic/Latino participants. To assess the contribution of each sludge type, we ran additional exploratory regressions with individual sludge-type subscores retained without variable selection. Statistical analyses were performed using R V.4.2 ( https://cran.r-project.org/ ).

Integrated data analysis

To complement the research team’s interpretation of interview and survey results, we invited 16 professionals with expertise in CRC screening, behavioural economics, health equity, healthcare operations, health policy and/or patient advocacy to serve on an external expert panel. Panellists independently reviewed summaries of interview themes and survey results and responded to a structured online survey ( online supplemental file 6 ). Research team members were presented with interview and survey results and expert panel responses. The senior author (JWE) guided collaborative discussions to identify areas of convergence, complementarity or dissonance in the data and to come to consensus on key findings.

A total of 22 participants (mean (SD) age: 55.4 (9.2) years, 64% women) engaged in interviews, while 262 participants completed surveys (67% response rate) ( table 1 ). Seven survey responses were omitted since they were less than 80% complete, leaving a final sample of 255 (mean (SD) age: 58.2 (8.4) years, 65% women). 34 Demographic characteristics of the interview and survey cohorts are representative of the southwest and south-central Virginia regions. Below, we weave survey results with key themes and exemplary quotes from open-ended survey responses and the thematic analysis of interviews. 24

Sludge in the CRC screening process

Most survey participants (n=178, 70%) experienced excessive or unnecessary administrative burdens or frictions during the CRC screening process (sludge score >25). Cumulative sludge scores ranged from 0 to 355 out of 500 possible points, with mean (SD) of 95.1 (89.2) and median (IQR) of 68 (16, 157). Waiting–passive was the most common type of sludge experienced, followed by waiting–active, communication, paperwork and technology ( table 2 ).

Cumulative sludge score varied by screening completion status (completed—median (IQR): 51 (12, 129) vs not completed—154 (70, 215), p<0.001); interview participants described feeling relieved or ‘ better about all the hassle ’ after the test was over. Sludge was reported in all phases of the CRC screening process but varied by screening phase and screening type ( figure 2 ). Survey participants who had completed screening reported sludge in 0 (43%), 1 (24%), 2 (18%), 3 (11%) or ≥4 (4%) phases, with scheduling the screening test as the most common (41%). Interview participants described missed calls, voicemails and ‘ a never-ending game of phone tag ’ during scheduling.

Types of sludge reported in each phase of the colorectal cancer screening process (colonoscopy and stool-based tests). The cumulative sludge score was higher for colonoscopy (median 76 (IQR 25,166)) than stool-based tests (median 48 (IQR 9, 150)) (p<0.05). IT, information technology.

Participants who had stool-based tests described confusion, ranging from ‘ not clear’ to ‘ utter chaos’ around multiple phases of the process. They found that instructions were inconsistent or incomplete, difficult to understand and that there were forms they needed but did not have. Some described challenges with scheduling a time to pick up their test kit. Others reported that they never received results and, in some cases, that their ordering clinician did not receive results either.

You have to go to some other place to pick up the special testing kit or else your insurance won’t cover it. I don’t have time to mess with going to yet another place. …I didn’t understand what to do so I just threw it in the trash. I did not understand the directions for Cologuard. It says it is easy but there were like 10 steps, and I had no clue what to do. They literally lost my poop card in the mail. WTF?

Cumulative sludge score was significantly higher for participants with Medicaid or dual Medicare-Medicaid (median (IQR): 79 (36, 169)) versus other payers (median (IQR): 60 (23, 126)) (p=0.048), but did not differ by other demographics ( online supplemental file 7 ). Reports of sludge related to financial processes were common.

…can’t figure out how to use my insurance website to know if this will be covered without my daughter’s help. I keep worrying about all those forms you have to turn in because if I do it wrong, they are going to mess up and charge me—that always happens—and I don’t have time to deal with it and I can’t pay for it. …getting all the billing stuff straightened out every single time…well, it just isn’t worth it.

Some participants perceived inequality in the waiting time for colonoscopy, stating that ‘ it’s all about who you know’ and ‘ whether or not your doctor is part of their system’ that determines waiting time. Others perceived profit-motivated drivers of sludge in the screening process.

They take anyone with the best insurance first, so they make more money. …no way that someone poor like me is going to make it to the top of the wait list no matter what my risk is because they say that Medicaid and Medicare don’t pay them good.

There were a few examples of participants misunderstanding the concept of administrative burden or sludge. Some misattributed the high cost of care, having to complete the colonoscopy prep, and concern about anaesthesia to sludge.

Impact of sludge in the CRC screening process on patients

Delayed or forgone screenings, poor experience and health system distrust.

81 (37%) of survey participants indicated that their CRC screening test was delayed or forgone due to excessive or unnecessary paperwork, communication, technology or waiting. 38 (15%) survey participants rated their experience as poor (NPS of 0–7 out of 10). The mean (SD) for HSDS was 22.4 (6.3) out of 45 possible points (higher score=greater distrust). Variation in outcomes by demographic and screening characteristics is included in online supplemental file 7 .

Compared with survey participants who reported sludge in the CRC screening process, those who reported no sludge or very minimal sludge (cumulative sludge score ≤25) had a lower proportion of delayed or forgone screenings, fewer poor experience ratings and lower distrust scores ( figure 3 ). In our regression analysis using variable selection ( table 3 ), there was a positive relationship between cumulative sludge score and delayed or forgone screening, poor screening experience and health system distrust. In a separate regression run without variable selection to explore prediction of the outcomes with each type of sludge, there was a positive relationship between cumulative sludge score and delayed or forgone screening, poor screening experience and health system distrust ( table 4 ). Sludge in technology and both waiting variables was associated with delayed or forgone screenings, sludge in communication was associated with poor screening experience and sludge in communication and waiting–passive was associated with health system distrust.

Delayed or forgone screenings (A), poor screening experience (B) and health system distrust (C) in patients who experience no or very minimal sludge versus sludge. Cumulative sludge score ≤25 (n=77), cumulative sludge score >25 (n=178). Overall health system distrust: Healthcare System Distrust Scale (HSDS); the vertical axis shows the maximum possible score. *Mean.

…after a while, you just say forget it. It’s not worth it. I’m not really likely to recommend this process… it’s hard…especially when you work full time…

Participants expressed a general expectation that accessing healthcare is associated with ‘ jumping through multiple hoops’ , ‘ scheduling really far out’ , ‘ being your own advocate’ and resigning to ‘ the broken system’ .

Some participants described factors that mitigated the impact of sludge. For example, family history of CRC, social support and previous experience with CRC screening helped participants persist through sludge. Relationship with a PCP also facilitated the process: ‘ if Dr. [name omitted] wants me to do it, I’m going to do it no matter what’ . In contrast, perceptions of personal risk, mistrust in the health system, previous negative experiences with healthcare and unfamiliarity with the screening process exacerbated the impacts of sludge.

Sludge describes the administrative burdens or bureaucratic ‘red tape’ that patients may face in the process of acquiring healthcare. 6 Understanding patients’ experiences with sludge is crucial to responding to calls for reducing sludge and its harmful sequelae. In this mixed methods study, we found that most participants experienced some degree of sludge in the CRC screening process, with socioeconomically disadvantaged patients experiencing greater sludge. Those who experienced more sludge were more likely to delay or forgo screening, describe their screening experience as poor and report greater distrust in the health system. Given that delaying or forgoing screening increases CRC risk, efforts to reduce sludge may improve CRC screening rates and reduce the morbidity and mortality associated with CRC. Additionally, patient experience is an important component of healthcare quality, 35 and the eroding distrust in the health system is a widespread concern. 36 37 As such, reducing the sludge associated with the CRC screening process represents an opportunity to enhance healthcare quality and take important steps towards restoring trust in the health system.

Our findings align with others’ who have shown that individuals with socioeconomic disadvantage experience more administrative burden and greater negative impacts associated with this burden. 12 38–40 The concept of scarcity has been related to the experience of sludge. 41 Patients with limited resources (eg, finances, time, understanding) and overloaded with stressors may have less capacity to persist through sludge. Thus, reducing sludge may play an important role in reducing socioeconomic disparities in CRC screening and outcomes.

The scale-based outcomes in this study require some additional interpretation. The effect sizes observed for experience and distrust were generally small to moderate, but the qualitative data illustrate the depth of feeling associated with the outcomes. We chose a cut-off for the NPS (experience) that is felt to represent true dissatisfaction, rather than passivity, so even small magnitude findings of a poor experience in this study are meaningful. 29 We also consider any elevation in patients’ distrust of the health system to be important, even if incremental. In addition, we noted a relationship between completion of screening and improved experience and distrust scores, which may be attributable to a form of recall or recency bias affecting respondents’ answers. Since most CRC screening results are reassuring (negative findings), respondents who have completed screening will have had a ‘good’ final outcome and remember the experience as overall less traumatic. Further work in this area could ascertain screening results as additional information to aid analysis.

Subsequent efforts to uncover patients’ experiences with sludge encountered in cancer screening processes and to reduce this sludge may call on existing frameworks 11 42 and sludge reduction efforts in non-healthcare fields 5 43 44 to focus on the following:

Characterising additional impacts of sludge beyond delayed or forgone screenings, poor experience and distrust.

Evaluating the intersection between sludge and other well-recognised barriers to cancer screening (eg, low perception of risk, fear, embarrassment). 45–47

Exploring sludge tolerance (ie, what makes some people resilient throughout sludge-heavy processes while others are more vulnerable?). Our qualitative results suggest several factors that mitigated or intensified sludge.

Refocusing resources dedicated to improving the rate of delivery of preventive services to reducing health system and insurance-related sludge.

Streamlining the coordination of care between primary care and others involved in the cancer screening process.

Tailoring interventions to reduce sludge based on the associations identified in this study. For example, to enhance the patient experience, focusing on innovative communication efforts can keep patients engaged in the screening process as well as minimising perception of inequity or favouritism.

Evaluating messaging and communication methods preferred by patients when waiting times (passive or active) are inevitable.

Evaluating the impact and cost-effectiveness of patient navigator programmes to improve screening rates versus policy and process efforts to reduce sludge. 48 49

Incorporating quality metrics and incentives that promote administrative simplification and sludge reduction.

In the USA, most public and private insurers are required to cover the costs of clinical preventive services graded A or B by the US Preventive Services Task Force, with zero associated out-of-pocket cost to patients, as described in Section 2713 of the Affordable Care Act. 50 However, administration of this requirement is nuanced, can be sludge-laden, may require interaction with insurance companies and sometimes results in patient charges. Based on the burden of healthcare costs to many Americans and the concerns expressed by participants in the present study, assuring that patients are not responsible for out-of-pocket charges for cancer screenings, that there are no additional fees, that insurance-related paperwork and correspondence are minimised and simplified and that the number of uninsured patients is reduced is essential to improving CRC screening adherence, experience and outcomes.

Limitations

Our study had some limitations. Although our participant cohorts were representative of the region and included participants affiliated with multiple health systems, centres and providers, the lack of diversity of our cohort (eg, racial, ethnic, language) and single region studied may limit the generalisability of results. Additionally, we report on the impact of sludge on only three outcome variables based on previous work by our team and others, 3 7 12 although we recognise that sludge likely impacts patients in numerous and potentially overlapping ways. Finally, the NPS, used to evaluate participants’ experience with the CRC screening process, is limited to a single question assessment that may not capture the complexity of decision-making around CRC screening.

There are numerous national calls to reduce the harmful administrative burden—sludge—encountered by patients as they seek recommended healthcare services. In this patient-focused, mixed methods study, sludge in the CRC screening process was positively associated with delayed or forgone screenings, poor screening experience and health system distrust. Participants with socioeconomic disadvantage experienced more sludge and greater impacts of sludge compared with those without socioeconomic disadvantage. Clinical, operational and policy-level efforts to reduce sludge may improve CRC screening rates, reduce disparities, enhance experience and reduce health system distrust.

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February 2015. by Erin E. Toolis and Phillip L. Hammack. Lifetime Activism, Marginality, and Psychology: Narratives of Lifelong Feminist Activists Committed to Social Change (PDF, 93KB) August 2014. by Anjali Dutt and Shelly Grabe. Qualitative Inquiry in the History of Psychology (PDF, 82KB) February 2014. by Frederick J. Wertz.
What Is Qualitative Research?
Revised on 30 January 2023. Qualitative research involves collecting and analysing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research. Qualitative research is the opposite of quantitative research, which ...
Planning Qualitative Research: Design and Decision Making for New
While many books and articles guide various qualitative research methods and analyses, there is currently no concise resource that explains and differentiates among the most common qualitative approaches. We believe novice qualitative researchers, students planning the design of a qualitative study or taking an introductory qualitative research course, and faculty teaching such courses can ...
Qualitative Research: 7 Methods and Examples
5. Case study research. Case studies are a UX research method that provides comprehensive and contextual insights into a real-world case over a long period of time. They typically include a range of other qualitative research methods, like interviews, observations, and ethnographic research.
Qualitative Research Examples
Qualitative research is a behavioral research method that seeks to understand the undertones, motivations, and subjective interpretations inherent in human behavior. It involves gathering nonnumerical data, such as text, audio, and video, allowing you to explore nuances and patterns that quantitative data can't capture.
Qualitative research: methods and examples
Qualitative research: methods and examples. Qualitative research is an excellent way to gain insight into real-world problems. This research type can explain various aspects of individuals in a target group, such as their traits, behaviors, and motivations. Qualitative research involves gathering and evaluating non-numerical information to ...
What is Qualitative Research? Definition, Types, Examples ...
Qualitative research is defined as an exploratory method that aims to understand complex phenomena, often within their natural settings, by examining subjective experiences, beliefs, attitudes, and behaviors. Unlike quantitative research, which focuses on numerical measurements and statistical analysis, qualitative research employs a range of ...
Top 300+ Winning Qualitative Research Topics
Qualitative Research Topics: Psych, Education, Health, Medicine & More. Wandering around the internet looking for qualitative research topics can be exhausting. We are writing this article to make it a one-stop solution for you. There is enough inspiration to come up with the most suitable topic for you, no matter your academic area.
Qualitative Research Questions: Gain Powerful Insights + 25 Examples
Qualitative research questions are open-ended and seek to explore a given topic in-depth. According to the Australian & New Zealand Journal of Psychiatry , "Qualitative research aims to address questions concerned with developing an understanding of the meaning and experience dimensions of humans' lives and social worlds."
How to use and assess qualitative research methods
Abstract. This paper aims to provide an overview of the use and assessment of qualitative research methods in the health sciences. Qualitative research can be defined as the study of the nature of phenomena and is especially appropriate for answering questions of why something is (not) observed, assessing complex multi-component interventions ...
Qualitative Research
Qualitative Research. Qualitative research is a type of research methodology that focuses on exploring and understanding people's beliefs, attitudes, behaviors, and experiences through the collection and analysis of non-numerical data. It seeks to answer research questions through the examination of subjective data, such as interviews, focus groups, observations, and textual analysis.
Series: Practical guidance to qualitative research. Part 3: Sampling
In qualitative research, you sample deliberately, not at random. The most commonly used deliberate sampling strategies are purposive sampling, criterion sampling, theoretical sampling, convenience sampling and snowball sampling. ... To prepare an interview guide to enhance that a set of topics will be covered by every participant, ...
70 Most Popular Qualitative Research Topics in 2022
Top 70 Qualitative Research Topics To Ace 2022. November 16, 2020. There is no denying it; qualitative research topics are not as easy as ABC. To some, statistics is an enthralling subject while others may opt to clean the sea rather than sit in a statistics class. Millions of students around the globe face this crossroad.
83 Qualitative Research Questions & Examples
83 Qualitative Research Questions & Examples. Start your free trial. by Liz March , Digital Research Specialist. 15 Min. December 31, 2022. Qualitative research questions help you understand consumer sentiment. They're strategically designed to show organizations how and why people feel the way they do about a brand, product, or service.
25 Essential Qualitative Research Questions with Context
Context: Within tourism and hospitality, this question explores the qualitative aspects of cultural experiences, focusing on tourists' perceptions and interpretations of authenticity in local culinary traditions. Media and Entertainment: Question: How do audiences engage with and interpret representations of diverse identities in streaming ...
Examples of Qualitative Research Topics
The following are examples of qualitative research topics. Qualitative Research Topics on Education. Discuss how remote learning has contributed to shaping communication in educational settings. Describe the educational function of the media, especially social media.
Best Research Topics for Sociology
What qualitative research methods are used for sociology topics? Qualitative research methods are central to sociology, offering deep insights into the social processes, meanings, and experiences that shape human behavior. These methods are particularly effective for exploring complex social phenomena in detail and understanding the ...
Labyrinth Moments: Evidencing Reflexivity in Intersectional Research
Qualitative research is, oftentimes, an emotional, relational, political and intellectual rollercoaster ride. ... Under the findings and discussion, examples of how memos and poetry were used as reflexivity tools throughout the research process are shared. ... Who and where am I in this research topic? Oftentimes, in doctoral research, students ...
Physiotherapy rehabilitation experiences of people with shoulder
The study also observed variations in recall accuracy among different demographic groups, indicating that the passage of time since their rehabilitation may impact memory differently. These findings underscore the importance of demographic considerations in qualitative research, ensuring a comprehensive understanding of participants' experiences.
Patients' experiences with 'sludge' (administrative burden) in the
Methods. Using an exploratory sequential mixed methods study design,22 we conducted a qualitative interview of patients who had recently engaged in the CRC screening process, followed by a quantitative survey of a second group of patients who had recently engaged in the CRC process. The semistructured interviews informed refinements to the patient survey and offered contextual insight into ...

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