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Our Foundation: What is the Essence of Good Qual?

Writer's picture: Craig GriffinCraig Griffin


Qualitative research is changing fast. As AI and Research Tech reshape the industry, what happens to the essence of good qual? Before we assess the impact of these innovations, we need to step back and define what makes qualitative research valuable in the first place.


The Campaign for Real Qual was launched to spark an important conversation: what happens to qualitative research as AI and Research Tech reshape the industry. If you missed it, you can read the introduction to the Campaign here


At its best, qualitative research is not just a method - it’s an art, a way of seeing, and a discipline of deep human understanding. As humans, we live in the landscape – the physical environment, and the culturescape - man-made meanings, rules and codes that we abide by, often unconsciously. Our work is to uncover what is hidden from view – the social and cultural forces that shape whether brands and movements deeply connect with people. 


But good qual must also be practical – recognising evolving client needs for speed, budget constraints and client preferences for working. If qualitative research is too slow, expensive, or difficult to integrate into decision-making, it risks being sidelined in favour of faster, more scalable methods that may lack depth.


So, what are the foundations of good qualitative research? After reflecting on my own career, here are five core principles I think are important. I’m sure everyone will have a different view of this – shaped by their experience, education and their own strong suits. Once again, I’d love to know if these resonate with you and what you think is missing.


  1. Experienced Practitioners Bring Skill – and Subjectivity


Early in my career, I worked with some great qualitative practitioners that were in high demand from clients. They were highly experienced and masters of their craft – and it was their experience and their ability to offer a clear point of view that set them apart. Their expertise was not just as researchers – they understood marketing, branding and strategy – and were able to connect insights to the commercial world.


These practitioners weren’t neutral and entirely objective, they shaped the conversation, the interpretation and ultimately what was seen as important. They demonstrated that good qualitative research is as much art as it is science – as much about what the researcher brings as what the participants say.


The most skilled practitioners don’t just uncover insights - they shape them into something commercially meaningful. Their subjectivity is not a flaw – it is their greatest strength. Their ability to draw from psychology, sociology, anthropology, and behavioural economics means they don’t just describe people’s behaviour; they decode the forces shaping it and translate that into business impact.


  1. Time & Immersion – Giving Research the Space to Breath


The longer we spend with participants, the more we can get beyond their first initial (usually rational) response. We have more time to go where the conversation naturally leads – allowing the participant to discuss what’s important to them. We have time to see (and reconcile) contradictions in what they say or between what they say and do – these are often where the richest insights emerge. If we have more time with people, we can include observation or get them to do tasks. This gives us a depth of understanding that goes beyond what people can tell us.


But sometimes we only have a short time with people. In those scenarios, we can still create time and space for our participants – by not overloading the discussion guide and trusting the moderator to go where they feel is necessary.


  1. The Art of Listening


Not all qual these days has moderation, but most of it still does. A good moderator understands that good qual is built on trust – and trust is developed by a moderator that can quickly build rapport and empathy. If people don’t feel comfortable, they won’t reveal their deeper thoughts, emotions or uncertainties. The best moderators don’t just listen, they connect, building genuine human-to-human engagement, rather than transactional questioning.


Good (live) moderation requires listening with all your senses (and your intuition) and is exhausting! You need to be able to read the room, picking up subtle changes in mood and energy, pick up on any contradictions and create a safe space for people to reveal their authentic selves. In group settings, you need to be aware of the group dynamics, often managing participation so that everyone contributes.


And of course it’s not just about what is said, but how it’s said, what is left unsaid and the emotions behind the words. Observing tone and body language are critical.


4.     Understanding the Social & Cultural Context


Qualitative research is sometimes framed around individual consumer psychology, with a focus on needs, attitudes, motivations and behaviours. But people do not exist in isolation - our choices, preferences, and identities are shaped by the social and cultural environments we navigate. Much of this influence is invisible to us - we internalize cultural norms, social hierarchies, and meaning systems without realizing it. Social anthropology teaches us that people are not fully independent decision-makers - they are influenced by the structures, norms, and shared meanings embedded in society.


For brands, understanding social and cultural structures is not optional - it’s a competitive advantage. Staying relevant means recognizing how meaning shifts, where trends originate, and how consumers adapt to new cultural realities.


Semiotic analysis is part of the practitioner’s toolkit and is often weaved into qualitative projects. It helps us understand how meaning is created through signs, symbols and cultural codes. It goes beyond what people explicitly say to examine how visual elements, language and social narratives shape perception and influence behaviour. In qualitative research, semiotics helps uncover the deeper, often unconscious associations that consumers have with brands, products, and cultural trends.


By exploring the social and cultural context, qualitative research moves beyond surface-level descriptions of consumer attitudes and behaviours and provides a richer, deeper and more nuanced understanding of human behaviour.


  1.  Storytelling: The Power of Narrative in Qual


In the commercial world, insights are only valuable if they get internalized, influence thinking, and drive action. This has led to an increased emphasis placed on the need for great storytelling in market research. But in qualitative research, it’s always been a necessity. In quant, the numbers tell the story. In qual, there is no dataset to fall back on - only the researcher’s ability to craft a compelling, commercially relevant narrative.


If findings don’t drive decision-making, they have failed - no matter how interesting they are. The best qualitative researchers don’t just observe and interpret - they connect the dots, craft commercially powerful narratives, and make insights impossible to ignore.


Coming Up Next


These foundational principles are meant to be tech-neutral - they define what makes qualitative research powerful, regardless of whether we use traditional or digital approaches. We will return to these principles later, when we examine the impact of research tech – to explore what’s being gained, what’s being lost – understanding the trade-offs we are making.


What do you think? Do these five principles reflect what great qual means to you? Or is there something missing? I’d love to hear your thoughts - drop a comment below and let’s shape this conversation together.


Next week’s newsletter will look at how qualitative research has evolved with Research Tech & AI. If you haven’t already subscribed, please do to make sure you get it delivered directly to your Inbox. Please share this newsletter with anyone who you think might be interested in this topic – I’d love to open this conversation to as many people as possible.


See you next week.

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