Ask a focused question
Begin with the decision the research needs to inform. A focused question helps determine who to speak with, what to ask and how to interpret the material gathered.
Make room for different accounts
A focus group offers a setting for exploring shared experiences and points of disagreement. Individual interviews may be more suitable for sensitive subjects. The choice of method should reflect the question and the participants’ circumstances.
Be clear about what the findings mean
Qualitative findings offer depth and context; they should not be presented as a population-wide survey. Explain how participants were selected, identify limitations and separate observations from interpretation.
An introductory perspective from Hawkama’s website editorial content. Not a report of a completed project.
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