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Sophia Dassyra - Advisory Services


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.

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.

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).

Qualitative Research

Qualitative Research


"Qualitative research can capture the 'what' and 'how' of human experience, revealing the meanings and interpretations that people give to their lives." - Kathy Charmaz

Qualitative research provides in-depth understanding and insights into the complex and diverse aspects of human experience. By using methods such as interviews, focus groups, and observation, qualitative researchers can explore the ways in which people make sense of their experiences and the meanings they attach to them. This kind of research can help to uncover the often subtle and subjective factors that shape people's beliefs, behaviours, and attitudes, providing valuable insights that can inform policy, strategy and practice in a range of fields.
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