QUALITATIVE-PSYCHOLOGICAL SURVEYS

Crucial for qualitative surveys is the psychological depth of the analysis. That means that it is not only about aggregated incidences but even more about the individual level, the intrasubjective coherence of the respondents’ statements. Thus the analysis is mainly done by the particular project manager.
Compared to a standardised data collection, focus groups offer the benefit that information is given in more detail, with more spontaneity and often with more emotion. However, they are not necessarily more truthful.

In a single interview you can access the subjective relevance structure of an individual person. But a lot of opinions and points of view are so strongly bound to a social context that the best way to collect them is in a social situation – that means in a group.

Focus groups

In-depth interviews

Ethnographic research

Online Community

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