5 Qualitative Research Methods

User Interviews: Common and widely-known qualitative method. Involves one-on-one conversations to gather firsthand stories, opinions, and experiences. Can be structured, semi-structured, or unstructured, and conducted in person or over the phone. Direct Observation: A form of field study where researchers directly observe user behavior. Validates and supports findings from user interviews. Useful for design research, understanding user vocabulary, and discovering common work-arounds. Contextual Inquiry: A semi-structured interview method conducted in the user's context. Combines direct observation with standard questions to gather information about the context of use. Focuses on understanding user behavior in their work environments. Diary Studies: Research method collecting qualitative data about user behavior and experiences over time. Participants self-report daily logs of activities or experiences longitudinally. Useful for collecting habitual usage data and tracking changes in attitude, behavior, or motivation over time. Focus Groups: Informal technique involving about six to nine users discussing issues and concerns. Lasts about two hours and is run by a moderator maintaining group focus. Assesses user needs and feelings on interface design or brand perception. General Considerations: Qualitative data doesn't require a large sample size but emphasizes the importance of selecting the right participants. Advocates for a multi-pronged approach, using two to three different qualitative methods to ensure rich and validated data.