Detailed and in-depth analysis
Qualitative methods
Qualitative methods are used if you want to delve into a topic in particular depth. This gives you the opportunity to produce a very detailed and in-depth analysis. This can be an advantage if you want to uncover new phenomena and issues.
Benefits of qualitative methods:
- Interaction between interviewer and respondent allows for elaboration and justification of answers
- There is more flexibility compared to quantitative methods (ad hoc survey customisation)
- Qualitative methods provide access to new knowledge/opportunity to explore an unknown field
- It is possible to uncover both manifest and latent attitudes, motives, etc.
One drawback is that it is difficult to generalise based on knowledge gained from qualitative methods.
Analyse Danmark offers a variety of qualitative methods
Conversation groups
Analysis Denmark's Dialogue Group concept has the international approach and has been implemented in 25 % of the world's most innovative companies.
Joint interview
The duo interview is a variant of the personal interviews. Duo interviews make use of the dialogue between two parties, such as a married couple, friends or a parent and child.
In-depth interview
The in-depth interview, also known as personal interviews or IDIs (In Depth Interviews), is a qualitative method of analysis that is particularly suitable for analysing highly complex issues.
Etnoraid
Ethnoraids is an ethnographic method using short interviews and observations to investigate target groups' behaviour in their everyday lives and can be done with little preparation time.
Focus groups
Focus group interviewing is a qualitative form of analysis where a moderator guides a group of typically eight people through a research area with a series of questions.
Qualitative online methods
Qualitative online methods are a convenient and easy way to conduct qualitative online surveys that motivate and engage participants, and where the client can follow along as an observer and be in dialogue with the moderator along the way.