Research Design
Whether qualitative or quantitative in nature, I design research to answer specific social questions. When a company wants to know “how,” I design interviews, surveys, and participant-observation studies that allows us to ultimately code and analyze narratives and experiences. Qualitative methods are useful for understanding specific behaviors and finding nuances that would escape broad quantitative research and it’s especially helpful for niche issues.
Quantitative data helps me answer specific questions about larger trends and changes in trends. Quantitative methods can be used for a small or large population, but for the results to be more reliable, we need a large sample. If a company wants to understand statistically what is happening or what will probably happen, I design surveys or analyze data that is already available through university or government data sets, or by using data a company has already collected.
Because I have a background in both qualitative and quantitative analysis, I almost always design research to include at least a little of both methods so that we can understand even more than we initially set out to understand.
Research design is never, or almost never, done in a vacuum. Design includes multiple viewpoints and clear communication within a team.
Data Analysis
Using statistical (quantitative) research methods, I analyze data to identify and interpret patterns and trends. Based upon a business’ needs, I make recommendations, such as how they can improve data collection methods for future studies, how they can improve their business model to respond to changing consumer trends, or how they should present evidence to policy makers when advocating change.
Grounded Theory
Continuously turning the kaleidoscope on qualitative data, I code and re-code until I connect nuances and identify relationships between two seemingly unrelated phenomena. This process of creating grounded theory is my favorite research method because it requires intense micro analysis of the human condition. It’s also the most time consuming practice, so it is often ignored by businesses seeking quick formulaic answers and insights.
For businesses, creating grounded theory by analyzing qualitative data serves to greatly improve customer experience, inform marketing plans, boost customer loyalty, and build brands.
I would encourage businesses to not overlook grounded theory. Even if the full process of grounded theory is not carried out, the processes of analyzing qualitative data should not be ignored.
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