QUALITATIVE RESEARCH

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As a qualitative researcher, I have a deep comprehension of the research process & I am knowledgeable about different research methods & techniques. I analyse the data by identifying patterns, themes, & relationships; I use my findings to develop theories or insights into the phenomenon being investigated.

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Qualitative research is a research approach that aims to explore, observe & decipher human behaviour, experiences, & attitudes by gathering data through non-numerical methods such as focus groups, interviews, observations, & document/language analysis. The focus of qualitative research is on gaining an in-depth understanding of the meanings people attribute to their experiences & how they make sense of the world around them, rather than just collecting statistical data. Qualitative research often involves collecting data from a small sample of participants, which allows for a more detailed analysis of their experiences & perspectives.

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Qualitative research is particularly useful in exploring complex & sensitive topics, as it allows for a deeper understanding of the perspectives of those being studied.

 

My qualitative research expertise spreads in the following fields:

 

• Market Research: Qualitative research is used in market research to decode consumer behaviour, preferences, & opinions. Focus groups, in-depth interviews, & observation methods are commonly used in this field to gain insights into the attitudes & motivations of consumers.

 

• Business: Qualitative research is used in business to explore organisational culture, leadership, & employee experiences. For example, in-depth interviews & focus groups can be used to explore employee perceptions of organisational culture or the factors that contribute to employee satisfaction & motivation.

 

• Health Care: Qualitative research is used in health care to understand physician attitudes & patient experiences & perspectives on health & illness. For example, qualitative research can be used to explore the experiences of patients with chronic conditions or the factors that influence their decision-making process when choosing treatment options.

 

• Documentaries / visual narrative projects: Qualitative research is a powerful tool that is used to ensure that a documentary / visual narrative project is well-researched, accurate, and compelling. By implementing qualitative research methods, one can gather rich and nuanced data that will help create a captivating concept & tell a powerful story.

 

• Social Issues: Qualitative research is widely used in social sciences, such as sociology, anthropology, & psychology, to comprehend social phenomena, culture, & human behaviour. For example, ethnography, which involves observing & interacting with a community or culture, is a popular qualitative research method used in anthropology to explore cultural practices & beliefs.

 

In a nutshell, I can apply qualitative research to a wide range of subjects to explore human behaviour, experiences, & attitudes, & to develop insights that inform theory, practice, policy, visual storytelling (documentaries / visual narratives) & further research (e.g., quantitative).