I often reflect on the privilege that qualitative researchers are afforded when interviewing respondents. It’s a role that provides the opportunity to interact with so many interesting and varied individuals, delving into their worlds, creating a space that feels comfortable to explore any number of topics and building a rapport that generates detailed learning and understanding. Whilst we ultimately often focus on the big picture, using our analytical skills to draw out key themes and insights across audiences and identifying the impact and learnings for our clients, we also don’t forget the individual stories that form this landscape. People are at the heart of qualitative research, all with their own personal narrative.
Respondents are not solely defined by their ‘project specific’ criteria and demographics but are unique individuals sharing some commonalities. Consumer differences, strengths and vulnerabilities emerge in many guises, framing and providing context for responses. Conducting research in the financial sector often highlights huge variances in comprehension and engagement, exposing vulnerabilities surrounding financial situations, capabilities and approach to managing money at all stages of life. In addition, we witness the impact of wider personal and societal influences such as physical and mental health complexities, language barriers, educational needs, unexpected life events and other delicate circumstances which often go hand in hand with financial landscapes – sometimes a determiner of a current financial position and sometimes the result of.
The openness and willingness of respondents to share opinions and feedback, to tell their stories and to discuss their own situations in relation to the topics in question in an honest and genuine manner, continues to inspire confidence in people, confidence in the results generated and fuels continued enjoyment of qualitative approaches. We understand vulnerabilities can affect anyone at any time and how we approach this in research not only impacts quality of feedback but can also impact on someone’s life – the old adage, ‘it’s good to talk’, comes to mind. To hear a respondent has enjoyed their time participating in research, and in the knowledge that we have generated real and detailed insight for our clients, is a tribute to our profession and the high standards we work towards in our industry and crucially with our respondents.
The outlook of qualitative research may, in time, start to feel a little different in light of AI innovations and technological advancement. Whilst this is an exciting time and will undoubtedly have much positive impact, I hope the ability to communicate directly with respondents, to see and hear their individualities and understand their nuances remains pivotal and continues to inform, inspire and surprise us for many years to come.
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