Descriptive 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 decisi...

• Qualitative research is often defined as what it's not, it's not numbers. But more importantly, qualitative research differs from quantitative research in terms of the questions we ask.
• Instead of who, what, when, where, and how much, qualitative research is often about the

Start your questions with who, what, when, where, why or how.

For example, instead of asking "Were you terrified?", which will produce a "yes" or "no" answer, try asking, "How did that feel?" They might have to think about it, but you'll get a much better response.