A: The research methodology of qualitative research is a four-step process:
1. Evaluation. It all starts with determining the problem. Often, a quantitative study can show where issues are happening by indicating places where customers are abandoning carts, bouncing away from pages, or generally struggling with the desired customer journey. As part of this first step of the research process, you’ll also evaluate who your target audience is and determine what qualitative research methods and tools you will use. Tools like Adobe Analytics and Adobe Campaign, in particular, can be useful resources for testing and data collection.
2. Testing. The testing step is where all of your evaluation is put into action. During this step, qualitative researchers may use a variety of data collection methods such as surveys, customer interviews, or user testing. Qualitative research is observational, so the methodology is ethnographic — gathering data through observations and interviews to produce detailed accounts of social behavior. The goal is to put respondents in a setting and see what they naturally do or say.
3. Analysis. With testing complete, it’s time to gather, analyze, and share your findings. Your qualitative data analysis should focus on helping decision makers take meaningful actions.
4. Decision Making. The final step of qualitative studies is using the findings from the research project to make sound decisions that improve the customer experience and benefit your business.