Qualitative research - Deepstash

Qualitative research

  • Aim: to generate exploratory insight from unstructured datasets
  • Abductive methods: interview, focus group and observational or feld research
  • Inquiry: seeks to answer narrative ‘what, how and why’ or ‘what if’ queries below ‘where’ and ‘when’
  • Value: needs-driven decision-making
  • Output: narrative data patterns, latent needs and niche population-based insights

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hserednytska

An effective communicator and business analyst with an inquisitive mind, strong analytical, problem-solving, and decision-making skills

“Business Design is like therapy for your business”— Starbucks executive

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Quantitative research

  • Aim: to generate confrmatory insight from structured datasets
  • Deductive methods: survey, questionnaire, poll and lab experiment
  • Inquiry: seeks to answer tangible ‘what is’ or ‘what was’ queries: e.g. ‘how much’, ‘how many’, ‘...

Need finding

Aim: to generate meaning from stories, collect data (natural language), discover patterns of meaning and behavior, and develop insights (iterative)

Methods: observational research and empathy interviews (guided, open-ended)

Output: se...

Needs analysis

Aim: to generate information from quantifying patterns; to identify expected behavior; and validate problem hypothesis (prescriptive)

Methods: survey; questionnaire; focus group; interviews (scripted, closed)

Output: seeks to answer t...

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