71point4 > Qualitative research

Qualitative research

We typically undertake qualitative research to:

  • Conduct exploratory research and define a research problem in more detail
  • Test and refine research instruments before deploying them at a greater scale
  • Collect rich data that is hard to capture in surveys including attitudes, perceptions, journeys, and experiences

The power of qualitative data lies in its ability to bring quantitative data to life and to highlight nuances that are typically not picked up in closed-ended, quantitative methodologies.

We typically used a mixed-method approach in our projects, combining qualitative and quantitative research methods, to leverage the strengths of each methodology and deliver insights that are engaging and resonant.

What we do

Focus groups allow our clients to explore key topics of interest with a target respondent group. We work closely with our clients to define the recruitment criteria, develop the discussion guide and to unpack key themes from the findings.

Discussions are typically run by highly experienced moderators, with six to eight respondents per group, at venues with one-way mirrors allowing clients a front row seat to the conversation. Our focus groups are also always recorded with audio and visual equipment and fully transcribed.

Our team has conducted focus groups across South Africa and in other African countries including Nigeria and Zimbabwe.

Face-to-face interviews provide incredibly rich, thick data on a topic or research question. We typically undertake interviews to explore the specific experiences and life stories of consumers. We also conducted interviews when it is not clear what data is accessible and a data scoping exercise is needed, or when more sensitive or complicated data is required.

Our team has extensive experience conducting interviews across all market segments in South Africa. We also have a strong network of trusted consultants in Africa that assist us with projects in other countries.

During mystery shopping, researchers visit a retail outlet, bank, or other service provider as clients would, and document their experience as they go. It can be very effective , providing unique insight on the customer experience. The process highlights softer issues that cannot be determined with other data gathering techniques.

Mystery shopping helps our clients ‘stand in the shoes’ of their customers and is often combined with other techniques such as focus groups to explore an issue more fully.