Qualitative methods are used by Inclusion to attain an in-depth insight about a particular topic or understanding of a respondent’s perspective. These types of methods are used to investigate the why and how of decision making, not just what, where, and when.
The method uses smaller but focused samples rather than large-scale representative samples used for much quantitative research.
More detailed descriptions of some individual qualitative fieldwork methods can be found by following these links:
Focus groups
Participatory methods
Qualitative interviewing
Inclusion will, depending on the project specifications, use both qualitative and quantitative methods in research and consultancy projects. Qualitative research methods enable us to engage respondents more actively than is possible in a more structured survey. These methods produce richer data that can complement more representative quantitatively obtained data.
