A qualitative research study whose primary goal is to generate as many ideas as possible – e.g., to help launch a new product, service, or name – is different than a qualitative study that sets out to gain insight into the behavior and attitudes among a target group.  The former is exemplified by ideation sessions where, for all intents and purposes, every idea is a good idea.  The other type of qualitative research objective is far more focused in nature, directed at uncovering an in-depth understanding of an individual’s lifestyle and point of view, and where ideas are only as good as the degree to which they complement an individual’s mindset.

This distinction in objectives is important to qualitative research design because it can greatly impact Read Full Text