Time and Qualitative Research – Friend and Foe

It's not about how long something will take. It's about how long should it take.

November 16, 2017

Time is the friend and foe of qualitative research.

When asking people about ads or packaging, a lack of time is our friend.  Too much time allows people to get too rational. People form opinions on such matters in split seconds.

In other situations, people need time. You cannot always rush memories or great ideas to the front of the mind.  We give out our cards after discussions so participants can follow-up with new ideas.  They always do.

With discussion guides, it’s not, “How long will this take to cover?”  Rather, it’s “How long should this take?”

There’s a difference.