Do you want to get the most out of your qualitative research? Don’t treat it like a survey.

When I first ventured back into qualitative research after years of swimming in the sea of sample frames and incidence rates, I thought someone was trying to dazzle me with some groundbreaking qualitative methodological revolution that I obviously missed. Why? I was given a qualitative report with pie charts. Yes, pie charts...in qualitative research. My inner methodologist was screaming, “what story is this pie telling me?”  “Is there a denominator I missed?” “Was there a new statistic that married qualitative with quantitative while I was off calculating screening quotas?” Spoiler alert: There wasn’t.

But it didn’t end there. I’ll never forget the client who demanded 30 in-depth interviews for one product in one customer segment. Why 30? “Statistical significance,” they proclaimed confidently. My brain immediately froze like an old Windows computer. Statistical significance…in qualitative research? I sat quietly, eyebrow arched, and a little side-eye, waiting for the punchline. Alas, there wasn’t one.

So, let’s clear this up: statistical significance belongs to surveys, where numerical relationships and randomness reign supreme. Qualitative research is the land of depth, nuance, and rich narratives. It’s not about the number of times a theme pops up but the meaning and insight behind those themes.

Back to where I started on getting the most out of qualitative research.

1. Participants, Not Respondents - Really, It Gets Us Off on the Right Foot

   We recruit "participants" not "respondents" because qaulitative research isn't about ticking boxes. It's about diving into experiences, exploring phenomena, and uncovering

   what lies beneath the surface. We actually want people actively participating.

2. Guides, Not Scripts – Yep, This Matters

   Interview guides are just that—guides. We don’t follow them word-for-word like a survey script. Why? Because conversations are organic:

   • Sometimes the main question sparks such a comprehensive response that follow-ups aren’t necessary.

   • Sometimes participants open up a new and relevant line of thinking that is pure gold, and we want to capture it.

   • Sometimes we just need to reword a question in the moment to match the flow of the conversation.

3. Open-Minded, Not Over-Structured – But We Do Keep Participants Focused

   The best insights emerge when we let the conversation breathe. Structure is great, but flexibility leads to discovery. Remember, we’re not just asking; we’re listening. Qualitative research thrives on context, nuance, and the “aha!” moments that surveys simply can’t replicate. But fret not, there are statistical tests for small sample surveys. Just remember, ask yourself: “Do I need a measurement, or do I need understanding.” If it’s the former, asks us about small sample surveys. If it’s the latter, we’ll help you find that meaning.