In the world of research, surveys and statistics (Quantitative Data) tell you what is happening. But if you want to understand why it is happening, you need Qualitative Research.
Whether you are a PhD scholar studying social behavior or a business analyzing customer sentiment, conducting Focus Group Discussions (FGDs) and In-Depth Interviews (IDIs) is complex. It requires more than just asking questions; it requires psychology, logistics, and unbiased recording.
At McKinley Research, we are one of the few organizations in India with a dedicated fieldwork team for qualitative studies. Here is how we take the headache out of your fieldwork.
1. Recruitment: Finding the “Right” Participants
The validity of your research depends on your sample. If you need “Female entrepreneurs in Tier-2 cities aged 30-40,” finding them on your own is a nightmare.
- Our Solution: We leverage our vast on-ground network to recruit participants who fit your exact screening criteria, ensuring your data is authentic and representative.
2. Expert Moderation (FGDs)
Leading a Focus Group is an art. If the moderator is too quiet, no one speaks. If they are too dominant, they bias the answers.
- Our Solution: Our trained moderators know how to manage group dynamics. We ensure every voice is heard, dig deeper into interesting points, and keep the conversation on track without leading the witnesses.
3. The Transcription Trap
Did you know that 1 hour of audio recording takes about 4 to 6 hours to transcribe accurately? If you have conducted 20 interviews, that is 100+ hours of typing!
- Our Solution: We provide professional Transcription Services. We convert your audio/video recordings into flawless text (verbatim or intelligent verbatim), capturing nuances like pauses, tone, and emotions.
4. Data Analysis with NVivo/Atlas.ti
Once you have hundreds of pages of transcripts, how do you find the patterns?
- Our Solution: We don’t just dump text on you. Our analysts use software like NVivo or Atlas.ti to code the data, identify emerging themes, and visualize the connections, giving you a ready-made structure for your “Results” chapter.
5. Ethical Compliance
Qualitative research involves real people, which means strict ethical guidelines (consent forms, privacy, anonymity). We handle all the documentation to ensure your fieldwork meets the ethical standards required by international journals and universities.
Conclusion
Don’t let logistics ruin your research. Get deep, meaningful insights without the stress of organizing fieldwork yourself.
