Qualitative data collection | IDI | KII | FGD | Audit | On-sight Assessment

Description of Individual Qualitative Data Collection Interview Tools

In-depth Interview (IDI): An in-depth interview (IDI) is a qualitative research method that involves a one-on-one conversation between a researcher and a participant, usually lasting about an hour. The purpose of an IDI is to explore the participant’s perspectives, experiences, opinions, feelings, and motivations on a specific topic or issue.
Key Informant Interview (KII): A key informant interview (KII) is a qualitative research method that involves interviewing people who have expert or insider knowledge about a topic of interest. Key informants are usually selected based on their role, position, experience, or influence in a certain setting or community. The aim of a KII is to gain insights and information that may not be accessible or available from other sources, such as documents, surveys, or observations.
Case Studies: A case study is a detailed study of a specific subject, such as a person, group, place, event, organization, or phenomenon. Case studies are commonly used in social, educational, clinical, and business research. A case study is an appropriate research design when you want to gain concrete, contextual, in-depth knowledge about a specific real-world subject.
Customer Journey Mapping: Customer journey mapping is a research tool that is used to reveal typical customer experiences over time and visualize the many dimensions and factors involved. This tool enables brands to learn more about target users.
Oral History: Oral history is a method of conducting historical research through recorded interviews between a narrator with personal experience of historically significant events and a well-informed interviewer, with the goal of adding to the historical record.
Human Centered Approach (HCD): “A human-centred designer knows that as long as you stay focused on the people you’re designing for—and listen to them directly—you can arrive at optimal solutions that meet their needs” (Tim Brown, Executive Chair of IDEO)

Description of Group Discussion Tools

FGD: A focus group discussion (FGD) is a qualitative research method that involves interviewing a small group of people (7-9) who share some common characteristics or experiences related to a topic of interest. The purpose of an FGD is to explore the participants’ opinions, attitudes, perceptions, and behaviors in a moderated and interactive setting.
MGD: It involves interviewing a small group of people (3-5) who share some common characteristics or experiences related to a topic of interest. The purpose of an MGD is to explore the participants’ opinions, attitudes, perceptions, and behaviors in a moderated and interactive setting.
EGD: Extended Group Discussion (EGD) is a qualitative research method that involves interviewing a group of people (10-15) who share some common characteristics or experiences related to a topic of interest. The purpose of an EGD is to explore the participants’ opinions, attitudes, perceptions, and behaviors in a moderated and interactive setting.
Workshop: A workshop is a qualitative research method that involves bringing together a group of people who have a stake or interest in a topic or issue and engaging them in a structured and facilitated process of learning, sharing, and problem-solving. A workshop aims to generate new knowledge, insights, ideas, or solutions that can inform research, practice, or policy.
Seminar: A seminar is a qualitative research method that involves organizing a formal and academic meeting or session where a group of researchers, experts, or students present and discuss their work on a specific topic or theme.

Description of Non-Interview Qualitative Tools

Participant Observation: Participant observation is a qualitative research method in which the researcher both observes members of the group or community being researched and participates with them in their activities.
Mystery Shopping: Mystery shopping is a market research technique that measures and monitors, on an on-going basis if necessary, the interactions between a customer and a company or organization during a pre-defined scenario.
Internal Audit: Internal audits evaluate a company’s internal controls, including its corporate governance and accounting processes. These types of audits ensure compliance with laws and regulations and help to maintain accurate and timely financial reporting and data collection.
Onsight Physical Assessment: Onsight assessment is a qualitative research method that involves visiting and observing a site or a location where a phenomenon of interest occurs or a problem needs to be solved. The purpose of onsite assessment is to gain a firsthand and comprehensive understanding of the situation, environment, processes, actors, and challenges involved in the site or location.
Photovoice Study: Photovoice is a qualitative research method used in community-based participatory research that gathers participant-taken photographs and narratives to translate experience into actionable knowledge.