Qualitative data analysis

Published on December 30, 2018   34 min

A selection of talks on Marketing & Sales

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Good day to all. My name is Jean-Francois, and I will be doing this presentation on "Qualitative Data Analysis". A bit about me, I am a independent consultant, author, writing two books; one on market research for life science company and another one on marketing strategy for life science companies. I got a graduate degree on communications and consulting management, and I specialize in life sciences. So, medical devices, nutraceuticals, biotech, pharma, health care.
Today's presentation will be split into two sections. The first one will be a bit of a background on qualitative data, so we're all on the same page on what we're trying to analyze here. And the second part will be a framework on how to analyze these qualitative data. I will be taking you through the four steps that I use when I analyze qualitative data.
So, what is qualitative data? Well, it's data that is subject to interpretation. In other words, it's data where the participants are allowed to express themselves and give more information about a topic that is of interest. Whereas quantitative data is more useful when you're doing numerical or statistical analysis, qualitative data is useful when you're going through stories with participants, you're getting their experiences, their observations, or just going through topics that are of interest with them. So, for example, if I am asking a participant which drink they prefer and they tell me it's drink A, I am currently gathering quantitative data. Whereas if I ask them why they prefer A drink and they're telling me they prefer it because of branding, price, and nostalgia, et cetera, et cetera I am currently gathering qualitative data. So, it's personal preference for a product. It's the impact of attributes on their purchasing decision. It's their experiences purchasing the product, and so on, so on. Qualitative data is usually gathered either through interviews, through focus groups, doing observation, and it can also be collected when you're doing a survey and you have an open-ended question. So, an open-ended question is one where the participant is allowed to answer it in his own words.