example of specific question in qualitative research

83 Qualitative Research Questions & Examples

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Qualitative research questions help you understand consumer sentiment. They’re strategically designed to show organizations how and why people feel the way they do about a brand, product, or service. It looks beyond the numbers and is one of the most telling types of market research a company can do.

The UK Data Service describes this perfectly, saying, “The value of qualitative research is that it gives a voice to the lived experience .”

Read on to see seven use cases and 83 qualitative research questions, with the added bonus of examples that show how to get similar insights faster with Similarweb Research Intelligence.

What is a qualitative research question?

A qualitative research question explores a topic in-depth, aiming to better understand the subject through interviews, observations, and other non-numerical data. Qualitative research questions are open-ended, helping to uncover a target audience’s opinions, beliefs, and motivations.

How to choose qualitative research questions?

Choosing the right qualitative research questions can be incremental to the success of your research and the findings you uncover. Here’s my six-step process for choosing the best qualitative research questions.

• Start by understanding the purpose of your research. What do you want to learn? What outcome are you hoping to achieve?
• Consider who you are researching. What are their experiences, attitudes, and beliefs? How can you best capture these in your research questions ?
• Keep your questions open-ended . Qualitative research questions should not be too narrow or too broad. Aim to ask specific questions to provide meaningful answers but broad enough to allow for exploration.
• Balance your research questions. You don’t want all of your questions to be the same type. Aim to mix up your questions to get a variety of answers.
• Ensure your research questions are ethical and free from bias. Always have a second (and third) person check for unconscious bias.
• Consider the language you use. Your questions should be written in a way that is clear and easy to understand. Avoid using jargon , acronyms, or overly technical language.

Types of qualitative research questions

For a question to be considered qualitative, it usually needs to be open-ended. However, as I’ll explain, there can sometimes be a slight cross-over between quantitative and qualitative research questions.

Open-ended questions

These allow for a wide range of responses and can be formatted with multiple-choice answers or a free-text box to collect additional details. The next two types of qualitative questions are considered open questions, but each has its own style and purpose.

• Probing questions are used to delve deeper into a respondent’s thoughts, such as “Can you tell me more about why you feel that way?”
• Comparative questions ask people to compare two or more items, such as “Which product do you prefer and why?” These qualitative questions are highly useful for understanding brand awareness , competitive analysis , and more.

Closed-ended questions

These ask respondents to choose from a predetermined set of responses, such as “On a scale of 1-5, how satisfied are you with the new product?” While they’re traditionally quantitative, adding a free text box that asks for extra comments into why a specific rating was chosen will provide qualitative insights alongside their respective quantitative research question responses.

• Ranking questions get people to rank items in order of preference, such as “Please rank these products in terms of quality.” They’re advantageous in many scenarios, like product development, competitive analysis, and brand awareness.
• Likert scale questions ask people to rate items on a scale, such as “On a scale of 1-5, how satisfied are you with the new product?” Ideal for placement on websites and emails to gather quick, snappy feedback.

Qualitative research question examples

There are many applications of qualitative research and lots of ways you can put your findings to work for the success of your business. Here’s a summary of the most common use cases for qualitative questions and examples to ask.

Qualitative questions for identifying customer needs and motivations

These types of questions help you find out why customers choose products or services and what they are looking for when making a purchase.

• What factors do you consider when deciding to buy a product?
• What would make you choose one product or service over another?
• What are the most important elements of a product that you would buy?
• What features do you look for when purchasing a product?
• What qualities do you look for in a company’s products?
• Do you prefer localized or global brands when making a purchase?
• How do you determine the value of a product?
• What do you think is the most important factor when choosing a product?
• How do you decide if a product or service is worth the money?
• Do you have any specific expectations when purchasing a product?
• Do you prefer to purchase products or services online or in person?
• What kind of customer service do you expect when buying a product?
• How do you decide when it is time to switch to a different product?
• Where do you research products before you decide to buy?
• What do you think is the most important customer value when making a purchase?

Qualitative research questions to enhance customer experience

Use these questions to reveal insights into how customers interact with a company’s products or services and how those experiences can be improved.

• What aspects of our product or service do customers find most valuable?
• How do customers perceive our customer service?
• What factors are most important to customers when purchasing?
• What do customers think of our brand?
• What do customers think of our current marketing efforts?
• How do customers feel about the features and benefits of our product?
• How do customers feel about the price of our product or service?
• How could we improve the customer experience?
• What do customers think of our website or app?
• What do customers think of our customer support?
• What could we do to make our product or service easier to use?
• What do customers think of our competitors?
• What is your preferred way to access our site?
• How do customers feel about our delivery/shipping times?
• What do customers think of our loyalty programs?

Qualitative research question example for customer experience

• ‍♀️ Question: What is your preferred way to access our site?
• Insight sought: How mobile-dominant are consumers? Should you invest more in mobile optimization or mobile marketing?
• Challenges with traditional qualitative research methods: While using this type of question is ideal if you have a large database to survey when placed on a site or sent to a limited customer list, it only gives you a point-in-time perspective from a limited group of people.
• A new approach: You can get better, broader insights quicker with Similarweb Digital Research Intelligence. To fully inform your research, you need to know preferences at the industry or market level.
• ⏰ Time to insight: 30 seconds
• ✅ How it’s done: Similarweb offers multiple ways to answer this question without going through a lengthy qualitative research process. 

First, I’m going to do a website market analysis of the banking credit and lending market in the finance sector to get a clearer picture of industry benchmarks.

Here, I can view device preferences across any industry or market instantly. It shows me the device distribution for any country across any period. This clearly answers the question of how mobile dominate my target audience is , with 59.79% opting to access site via a desktop vs. 40.21% via mobile

I then use the trends section to show me the exact split between mobile and web traffic for each key player in my space. Let’s say I’m about to embark on a competitive campaign that targets customers of Chase and Bank of America ; I can see both their audiences are highly desktop dominant compared with others in their space .

Qualitative question examples for developing new products or services

Research questions like this can help you understand customer pain points and give you insights to develop products that meet those needs.

• What is the primary reason you would choose to purchase a product from our company?
• How do you currently use products or services that are similar to ours?
• Is there anything that could be improved with products currently on the market?
• What features would you like to see added to our products?
• How do you prefer to contact a customer service team?
• What do you think sets our company apart from our competitors?
• What other product or service offerings would like to see us offer?
• What type of information would help you make decisions about buying a product?
• What type of advertising methods are most effective in getting your attention?
• What is the biggest deterrent to purchasing products from us?

Qualitative research question example for service development

• ‍♀️ Question: What type of advertising methods are most effective in getting your attention?
• Insight sought: The marketing channels and/or content that performs best with a target audience .
• Challenges with traditional qualitative research methods: When using qualitative research surveys to answer questions like this, the sample size is limited, and bias could be at play.
• A better approach: The most authentic insights come from viewing real actions and results that take place in the digital world. No questions or answers are needed to uncover this intel, and the information you seek is readily available in less than a minute.
• ⏰ Time to insight: 5 minutes
• ✅ How it’s done: There are a few ways to approach this. You can either take an industry-wide perspective or hone in on specific competitors to unpack their individual successes. Here, I’ll quickly show a snapshot with a whole market perspective.

Using the market analysis element of Similarweb Digital Intelligence, I select my industry or market, which I’ve kept as banking and credit. A quick click into marketing channels shows me which channels drive the highest traffic in my market. Taking direct traffic out of the equation, for now, I can see that referrals and organic traffic are the two highest-performing channels in this market.

Similarweb allows me to view the specific referral partners and pages across these channels. 

Looking closely at referrals in this market, I’ve chosen chase.com and its five closest rivals . I select referrals in the channel traffic element of marketing channels. I see that Capital One is a clear winner, gaining almost 25 million visits due to referral partnerships.

Next, I get to see exactly who is referring traffic to Capital One and the total traffic share for each referrer. I can see the growth as a percentage and how that has changed, along with an engagement score that rates the average engagement level of that audience segment. This is particularly useful when deciding on which new referral partnerships to pursue.  

Once I’ve identified the channels and campaigns that yield the best results, I can then use Similarweb to dive into the various ad creatives and content that have the greatest impact.

These ads are just a few of those listed in the creatives section from my competitive website analysis of Capital One. You can filter this list by the specific campaign, publishers, and ad networks to view those that matter to you most. You can also discover video ad creatives in the same place too.

In just five minutes ⏰ 

• I’ve captured audience loyalty statistics across my market
• Spotted the most competitive players
• Identified the marketing channels my audience is most responsive to
• I know which content and campaigns are driving the highest traffic volume
• I’ve created a target list for new referral partners and have been able to prioritize this based on results and engagement figures from my rivals
• I can see the types of creatives that my target audience is responding to, giving me ideas for ways to generate effective copy for future campaigns

Qualitative questions to determine pricing strategies

Companies need to make sure pricing stays relevant and competitive. Use these questions to determine customer perceptions on pricing and develop pricing strategies to maximize profits and reduce churn.

• How do you feel about our pricing structure?
• How does our pricing compare to other similar products?
• What value do you feel you get from our pricing?
• How could we make our pricing more attractive?
• What would be an ideal price for our product?
• Which features of our product that you would like to see priced differently?
• What discounts or deals would you like to see us offer?
• How do you feel about the amount you have to pay for our product?

Get Faster Answers to Qualitative Research Questions with Similarweb Today

Qualitative research question example for determining pricing strategies

• ‍♀️ Question: What discounts or deals would you like to see us offer?
• Insight sought: The promotions or campaigns that resonate with your target audience.
• Challenges with traditional qualitative research methods: Consumers don’t always recall the types of ads or campaigns they respond to. Over time, their needs and habits change. Your sample size is limited to those you ask, leaving a huge pool of unknowns at play.
• A better approach: While qualitative insights are good to know, you get the most accurate picture of the highest-performing promotion and campaigns by looking at data collected directly from the web. These analytics are real-world, real-time, and based on the collective actions of many, instead of the limited survey group you approach. By getting a complete picture across an entire market, your decisions are better informed and more aligned with current market trends and behaviors.
• ✅ How it’s done: Similarweb’s Popular Pages feature shows the content, products, campaigns, and pages with the highest growth for any website. So, if you’re trying to unpack the successes of others in your space and find out what content resonates with a target audience, there’s a far quicker way to get answers to these questions with Similarweb.

Here, I’m using Capital One as an example site. I can see trending pages on their site showing the largest increase in page views. Other filters include campaign, best-performing, and new–each of which shows you page URLs, share of traffic, and growth as a percentage. This page is particularly useful for staying on top of trending topics , campaigns, and new content being pushed out in a market by key competitors.

Qualitative research questions for product development teams

It’s vital to stay in touch with changing consumer needs. These questions can also be used for new product or service development, but this time, it’s from the perspective of a product manager or development team. 

• What are customers’ primary needs and wants for this product?
• What do customers think of our current product offerings?
• What is the most important feature or benefit of our product?
• How can we improve our product to meet customers’ needs better?
• What do customers like or dislike about our competitors’ products?
• What do customers look for when deciding between our product and a competitor’s?
• How have customer needs and wants for this product changed over time?
• What motivates customers to purchase this product?
• What is the most important thing customers want from this product?
• What features or benefits are most important when selecting a product?
• What do customers perceive to be our product’s pros and cons?
• What would make customers switch from a competitor’s product to ours?
• How do customers perceive our product in comparison to similar products?
• What do customers think of our pricing and value proposition?
• What do customers think of our product’s design, usability, and aesthetics?

Qualitative questions examples to understand customer segments

Market segmentation seeks to create groups of consumers with shared characteristics. Use these questions to learn more about different customer segments and how to target them with tailored messaging.

• What motivates customers to make a purchase?
• How do customers perceive our brand in comparison to our competitors?
• How do customers feel about our product quality?
• How do customers define quality in our products?
• What factors influence customers’ purchasing decisions ?
• What are the most important aspects of customer service?
• What do customers think of our customer service?
• What do customers think of our pricing?
• How do customers rate our product offerings?
• How do customers prefer to make purchases (online, in-store, etc.)?

Qualitative research question example for understanding customer segments

• ‍♀️ Question: Which social media channels are you most active on?
• Insight sought: Formulate a social media strategy . Specifically, the social media channels most likely to succeed with a target audience.
• Challenges with traditional qualitative research methods: Qualitative research question responses are limited to those you ask, giving you a limited sample size. Questions like this are usually at risk of some bias, and this may not be reflective of real-world actions.
• A better approach: Get a complete picture of social media preferences for an entire market or specific audience belonging to rival firms. Insights are available in real-time, and are based on the actions of many, not a select group of participants. Data is readily available, easy to understand, and expandable at a moment’s notice.
• ✅ How it’s done: Using Similarweb’s website analysis feature, you can get a clear breakdown of social media stats for your audience using the marketing channels element. It shows the percentage of visits from each channel to your site, respective growth, and specific referral pages by each platform. All data is expandable, meaning you can select any platform, period, and region to drill down and get more accurate intel, instantly.

This example shows me Bank of America’s social media distribution, with YouTube , Linkedin , and Facebook taking the top three spots, and accounting for almost 80% of traffic being driven from social media.

When doing any type of market research, it’s important to benchmark performance against industry averages and perform a social media competitive analysis to verify rival performance across the same channels.

Qualitative questions to inform competitive analysis

Organizations must assess market sentiment toward other players to compete and beat rival firms. Whether you want to increase market share , challenge industry leaders , or reduce churn, understanding how people view you vs. the competition is key.

• What is the overall perception of our competitors’ product offerings in the market?
• What attributes do our competitors prioritize in their customer experience?
• What strategies do our competitors use to differentiate their products from ours?
• How do our competitors position their products in relation to ours?
• How do our competitors’ pricing models compare to ours?
• What do consumers think of our competitors’ product quality?
• What do consumers think of our competitors’ customer service?
• What are the key drivers of purchase decisions in our market?
• What is the impact of our competitors’ marketing campaigns on our market share ? 10. How do our competitors leverage social media to promote their products?

Qualitative research question example for competitive analysis

• ‍♀️ Question: What other companies do you shop with for x?
• Insight sought: W ho are your competitors? Which of your rival’s sites do your customers visit? How loyal are consumers in your market?
• Challenges with traditional qualitative research methods:  Sample size is limited, and customers could be unwilling to reveal which competitors they shop with, or how often they around. Where finances are involved, people can act with reluctance or bias, and be unwilling to reveal other suppliers they do business with.
• A better approach: Get a complete picture of your audience’s loyalty, see who else they shop with, and how many other sites they visit in your competitive group. Find out the size of the untapped opportunity and which players are doing a better job at attracting unique visitors – without having to ask people to reveal their preferences.
• ✅ How it’s done: Similarweb website analysis shows you the competitive sites your audience visits, giving you access to data that shows cross-visitation habits, audience loyalty, and untapped potential in a matter of minutes.

Using the audience interests element of Similarweb website analysis, you can view the cross-browsing behaviors of a website’s audience instantly. You can see a matrix that shows the percentage of visitors on a target site and any rival site they may have visited.

With the Similarweb audience overlap feature, view the cross-visitation habits of an audience across specific websites. In this example, I chose chase.com and its four closest competitors to review. For each intersection, you see the number of unique visitors and the overall proportion of each site’s audience it represents. It also shows the volume of unreached potential visitors.

Here, you can see a direct comparison of the audience loyalty represented in a bar graph. It shows a breakdown of each site’s audience based on how many other sites they have visited. Those sites with the highest loyalty show fewer additional sites visited.

From the perspective of chase.com, I can see 47% of their visitors do not visit rival sites. 33% of their audience visited 1 or more sites in this group, 14% visited 2 or more sites, 4% visited 3 or more sites, and just 0.8% viewed all sites in this comparison. 

How to answer qualitative research questions with Similarweb

Similarweb Research Intelligence drastically improves market research efficiency and time to insight. Both of these can impact the bottom line and the pace at which organizations can adapt and flex when markets shift, and rivals change tactics.

Outdated practices, while still useful, take time . And with a quicker, more efficient way to garner similar insights, opting for the fast lane puts you at a competitive advantage.

With a birds-eye view of the actions and behaviors of companies and consumers across a market , you can answer certain research questions without the need to plan, do, and review extensive qualitative market research .

Wrapping up

Qualitative research methods have been around for centuries. From designing the questions to finding the best distribution channels, collecting and analyzing findings takes time to get the insights you need. Similarweb Digital Research Intelligence drastically improves efficiency and time to insight. Both of which impact the bottom line and the pace at which organizations can adapt and flex when markets shift.

Similarweb’s suite of digital intelligence solutions offers unbiased, accurate, honest insights you can trust for analyzing any industry, market, or audience.

• Methodologies used for data collection are robust, transparent, and trustworthy.
• Clear presentation of data via an easy-to-use, intuitive platform.
• It updates dynamically–giving you the freshest data about an industry or market.
• Data is available via an API – so you can plug into platforms like Tableau or PowerBI to streamline your analyses.
• Filter and refine results according to your needs.

Are quantitative or qualitative research questions best?

Both have their place and purpose in market research. Qualitative research questions seek to provide details, whereas quantitative market research gives you numerical statistics that are easier and quicker to analyze. You get more flexibility with qualitative questions, and they’re non-directional.

What are the advantages of qualitative research?

Qualitative research is advantageous because it allows researchers to better understand their subject matter by exploring people’s attitudes, behaviors, and motivations in a particular context. It also allows researchers to uncover new insights that may not have been discovered with quantitative research methods.

What are some of the challenges of qualitative research?

Qualitative research can be time-consuming and costly, typically involving in-depth interviews and focus groups. Additionally, there are challenges associated with the reliability and validity of the collected data, as there is no universal standard for interpreting the results.

by Liz March

Digital Research Specialist

Liz March has 15 years of experience in content creation. She enjoys the outdoors, F1, and reading, and is pursuing a BSc in Environmental Science.

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Qualitative Research Questions: Gain Powerful Insights + 25 Examples

We review the basics of qualitative research questions, including their key components, how to craft them effectively, & 25 example questions.

Einstein was many things—a physicist, a philosopher, and, undoubtedly, a mastermind. He also had an incredible way with words. His quote, "Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted," is particularly poignant when it comes to research. 

Some inquiries call for a quantitative approach, for counting and measuring data in order to arrive at general conclusions. Other investigations, like qualitative research, rely on deep exploration and understanding of individual cases in order to develop a greater understanding of the whole. That’s what we’re going to focus on today.

Qualitative research questions focus on the "how" and "why" of things, rather than the "what". They ask about people's experiences and perceptions , and can be used to explore a wide range of topics.

The following article will discuss the basics of qualitative research questions, including their key components, and how to craft them effectively. You'll also find 25 examples of effective qualitative research questions you can use as inspiration for your own studies.

Let’s get started!

What are qualitative research questions, and when are they used?

When researchers set out to conduct a study on a certain topic, their research is chiefly directed by an overarching question . This question provides focus for the study and helps determine what kind of data will be collected.

By starting with a question, we gain parameters and objectives for our line of research. What are we studying? For what purpose? How will we know when we’ve achieved our goals?

Of course, some of these questions can be described as quantitative in nature. When a research question is quantitative, it usually seeks to measure or calculate something in a systematic way.

For example:

• How many people in our town use the library?
• What is the average income of families in our city?
• How much does the average person weigh?

Other research questions, however—and the ones we will be focusing on in this article—are qualitative in nature. Qualitative research questions are open-ended and seek to explore a given topic in-depth.

According to the Australian & New Zealand Journal of Psychiatry , “Qualitative research aims to address questions concerned with developing an understanding of the meaning and experience dimensions of humans’ lives and social worlds.”

This type of research can be used to gain a better understanding of people’s thoughts, feelings and experiences by “addressing questions beyond ‘what works’, towards ‘what works for whom when, how and why, and focusing on intervention improvement rather than accreditation,” states one paper in Neurological Research and Practice .

Qualitative questions often produce rich data that can help researchers develop hypotheses for further quantitative study.

• What are people’s thoughts on the new library?
• How does it feel to be a first-generation student at our school?
• How do people feel about the changes taking place in our town?

As stated by a paper in Human Reproduction , “...‘qualitative’ methods are used to answer questions about experience, meaning, and perspective, most often from the standpoint of the participant. These data are usually not amenable to counting or measuring.”

Both quantitative and qualitative questions have their uses; in fact, they often complement each other. A well-designed research study will include a mix of both types of questions in order to gain a fuller understanding of the topic at hand.

If you would like to recruit unlimited participants for qualitative research for free and only pay for the interview you conduct, try using Respondent  today. 

Crafting qualitative research questions for powerful insights

Now that we have a basic understanding of what qualitative research questions are and when they are used, let’s take a look at how you can begin crafting your own.

According to a study in the International Journal of Qualitative Studies in Education, there is a certain process researchers should follow when crafting their questions, which we’ll explore in more depth.

1. Beginning the process 

Start with a point of interest or curiosity, and pose a draft question or ‘self-question’. What do you want to know about the topic at hand? What is your specific curiosity? You may find it helpful to begin by writing several questions.

For example, if you’re interested in understanding how your customer base feels about a recent change to your product, you might ask: 

• What made you decide to try the new product?
• How do you feel about the change?
• What do you think of the new design/functionality?
• What benefits do you see in the change?

2. Create one overarching, guiding question 

At this point, narrow down the draft questions into one specific question. “Sometimes, these broader research questions are not stated as questions, but rather as goals for the study.”

As an example of this, you might narrow down these three questions: 

into the following question: 

• What are our customers’ thoughts on the recent change to our product?

3. Theoretical framing 

As you read the relevant literature and apply theory to your research, the question should be altered to achieve better outcomes. Experts agree that pursuing a qualitative line of inquiry should open up the possibility for questioning your original theories and altering the conceptual framework with which the research began.

If we continue with the current example, it’s possible you may uncover new data that informs your research and changes your question. For instance, you may discover that customers’ feelings about the change are not just a reaction to the change itself, but also to how it was implemented. In this case, your question would need to reflect this new information: 

• How did customers react to the process of the change, as well as the change itself?

4. Ethical considerations 

A study in the International Journal of Qualitative Studies in Education stresses that ethics are “a central issue when a researcher proposes to study the lives of others, especially marginalized populations.” Consider how your question or inquiry will affect the people it relates to—their lives and their safety. Shape your question to avoid physical, emotional, or mental upset for the focus group.

In analyzing your question from this perspective, if you feel that it may cause harm, you should consider changing the question or ending your research project. Perhaps you’ve discovered that your question encourages harmful or invasive questioning, in which case you should reformulate it.

5. Writing the question 

The actual process of writing the question comes only after considering the above points. The purpose of crafting your research questions is to delve into what your study is specifically about” Remember that qualitative research questions are not trying to find the cause of an effect, but rather to explore the effect itself.

Your questions should be clear, concise, and understandable to those outside of your field. In addition, they should generate rich data. The questions you choose will also depend on the type of research you are conducting: 

• If you’re doing a phenomenological study, your questions might be open-ended, in order to allow participants to share their experiences in their own words.
• If you’re doing a grounded-theory study, your questions might be focused on generating a list of categories or themes.
• If you’re doing ethnography, your questions might be about understanding the culture you’re studying.

Whenyou have well-written questions, it is much easier to develop your research design and collect data that accurately reflects your inquiry.

In writing your questions, it may help you to refer to this simple flowchart process for constructing questions:

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25 examples of expertly crafted qualitative research questions

It's easy enough to cover the theory of writing a qualitative research question, but sometimes it's best if you can see the process in practice. In this section, we'll list 25 examples of B2B and B2C-related qualitative questions.

Let's begin with five questions. We'll show you the question, explain why it's considered qualitative, and then give you an example of how it can be used in research.

1. What is the customer's perception of our company's brand?

Qualitative research questions are often open-ended and invite respondents to share their thoughts and feelings on a subject. This question is qualitative because it seeks customer feedback on the company's brand. 

This question can be used in research to understand how customers feel about the company's branding, what they like and don't like about it, and whether they would recommend it to others.

2. Why do customers buy our product?

This question is also qualitative because it seeks to understand the customer's motivations for purchasing a product. It can be used in research to identify the reasons  customers buy a certain product, what needs or desires the product fulfills for them, and how they feel about the purchase after using the product.

3. How do our customers interact with our products?

Again, this question is qualitative because it seeks to understand customer behavior. In this case, it can be used in research to see how customers use the product, how they interact with it, and what emotions or thoughts the product evokes in them.

4. What are our customers' biggest frustrations with our products?

By seeking to understand customer frustrations, this question is qualitative and can provide valuable insights. It can be used in research to help identify areas in which the company needs to make improvements with its products.

5. How do our customers feel about our customer service?

Rather than asking why customers like or dislike something, this question asks how they feel. This qualitative question can provide insights into customer satisfaction or dissatisfaction with a company. 

This type of question can be used in research to understand what customers think of the company's customer service and whether they feel it meets their needs.

20 more examples to refer to when writing your question

Now that you’re aware of what makes certain questions qualitative, let's move into 20 more examples of qualitative research questions:

• How do your customers react when updates are made to your app interface?
• How do customers feel when they complete their purchase through your ecommerce site?
• What are your customers' main frustrations with your service?
• How do people feel about the quality of your products compared to those of your competitors?
• What motivates customers to refer their friends and family members to your product or service?
• What are the main benefits your customers receive from using your product or service?
• How do people feel when they finish a purchase on your website?
• What are the main motivations behind customer loyalty to your brand?
• How does your app make people feel emotionally?
• For younger generations using your app, how does it make them feel about themselves?
• What reputation do people associate with your brand?
• How inclusive do people find your app?
• In what ways are your customers' experiences unique to them?
• What are the main areas of improvement your customers would like to see in your product or service?
• How do people feel about their interactions with your tech team?
• What are the top five reasons people use your online marketplace?
• How does using your app make people feel in terms of connectedness?
• What emotions do people experience when they're using your product or service?
• Aside from the features of your product, what else about it attracts customers?
• How does your company culture make people feel?

As you can see, these kinds of questions are completely open-ended. In a way, they allow the research and discoveries made along the way to direct the research. The questions are merely a starting point from which to explore.

This video offers tips on how to write good qualitative research questions, produced by Qualitative Research Expert, Kimberly Baker.

Wrap-up: crafting your own qualitative research questions.

Over the course of this article, we've explored what qualitative research questions are, why they matter, and how they should be written. Hopefully you now have a clear understanding of how to craft your own.

Remember, qualitative research questions should always be designed to explore a certain experience or phenomena in-depth, in order to generate powerful insights. As you write your questions, be sure to keep the following in mind:

• Are you being inclusive of all relevant perspectives?
• Are your questions specific enough to generate clear answers?
• Will your questions allow for an in-depth exploration of the topic at hand?
• Do the questions reflect your research goals and objectives?

If you can answer "yes" to all of the questions above, and you've followed the tips for writing qualitative research questions we shared in this article, then you're well on your way to crafting powerful queries that will yield valuable insights.

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How to write qualitative research questions.

11 min read Here’s how to write effective qualitative research questions for your projects, and why getting it right matters so much.

What is qualitative research?

Qualitative research is a blanket term covering a wide range of research methods and theoretical framing approaches. The unifying factor in all these types of qualitative study is that they deal with data that cannot be counted. Typically this means things like people’s stories, feelings, opinions and emotions , and the meanings they ascribe to their experiences.

Qualitative study is one of two main categories of research, the other being quantitative research. Quantitative research deals with numerical data – that which can be counted and quantified, and which is mostly concerned with trends and patterns in large-scale datasets.

What are research questions?

Research questions are questions you are trying to answer with your research. To put it another way, your research question is the reason for your study, and the beginning point for your research design. There is normally only one research question per study, although if your project is very complex, you may have multiple research questions that are closely linked to one central question.

A good qualitative research question sums up your research objective. It’s a way of expressing the central question of your research, identifying your particular topic and the central issue you are examining.

Research questions are quite different from survey questions, questions used in focus groups or interview questions. A long list of questions is used in these types of study, as opposed to one central question. Additionally, interview or survey questions are asked of participants, whereas research questions are only for the researcher to maintain a clear understanding of the research design.

Research questions are used in both qualitative and quantitative research , although what makes a good research question might vary between the two.

In fact, the type of research questions you are asking can help you decide whether you need to take a quantitative or qualitative approach to your research project.

Discover the fundamentals of qualitative research

Quantitative vs. qualitative research questions

Writing research questions is very important in both qualitative and quantitative research, but the research questions that perform best in the two types of studies are quite different.

Quantitative research questions

Quantitative research questions usually relate to quantities, similarities and differences.

It might reflect the researchers’ interest in determining whether relationships between variables exist, and if so whether they are statistically significant. Or it may focus on establishing differences between things through comparison, and using statistical analysis to determine whether those differences are meaningful or due to chance.

• How much? This kind of research question is one of the simplest. It focuses on quantifying something. For example:

How many Yoruba speakers are there in the state of Maine?

• What is the connection?

This type of quantitative research question examines how one variable affects another.

For example:

How does a low level of sunlight affect the mood scores (1-10) of Antarctic explorers during winter?

• What is the difference? Quantitative research questions in this category identify two categories and measure the difference between them using numerical data.

Do white cats stay cooler than tabby cats in hot weather?

If your research question fits into one of the above categories, you’re probably going to be doing a quantitative study.

Qualitative research questions

Qualitative research questions focus on exploring phenomena, meanings and experiences.

Unlike quantitative research, qualitative research isn’t about finding causal relationships between variables. So although qualitative research questions might touch on topics that involve one variable influencing another, or looking at the difference between things, finding and quantifying those relationships isn’t the primary objective.

In fact, you as a qualitative researcher might end up studying a very similar topic to your colleague who is doing a quantitative study, but your areas of focus will be quite different. Your research methods will also be different – they might include focus groups, ethnography studies, and other kinds of qualitative study.

A few example qualitative research questions:

• What is it like being an Antarctic explorer during winter?
• What are the experiences of Yoruba speakers in the USA?
• How do white cat owners describe their pets?

Qualitative research question types

Marshall and Rossman (1989) identified 4 qualitative research question types, each with its own typical research strategy and methods.

• Exploratory questions

Exploratory questions are used when relatively little is known about the research topic. The process researchers follow when pursuing exploratory questions might involve interviewing participants, holding focus groups, or diving deep with a case study.

• Explanatory questions

With explanatory questions, the research topic is approached with a view to understanding the causes that lie behind phenomena. However, unlike a quantitative project, the focus of explanatory questions is on qualitative analysis of multiple interconnected factors that have influenced a particular group or area, rather than a provable causal link between dependent and independent variables.

• Descriptive questions

As the name suggests, descriptive questions aim to document and record what is happening. In answering descriptive questions , researchers might interact directly with participants with surveys or interviews, as well as using observational studies and ethnography studies that collect data on how participants interact with their wider environment.

• Predictive questions

Predictive questions start from the phenomena of interest and investigate what ramifications it might have in the future. Answering predictive questions may involve looking back as well as forward, with content analysis, questionnaires and studies of non-verbal communication (kinesics).

Why are good qualitative research questions important?

We know research questions are very important. But what makes them so essential? (And is that question a qualitative or quantitative one?)

Getting your qualitative research questions right has a number of benefits.

• It defines your qualitative research project Qualitative research questions definitively nail down the research population, the thing you’re examining, and what the nature of your answer will be.This means you can explain your research project to other people both inside and outside your business or organization. That could be critical when it comes to securing funding for your project, recruiting participants and members of your research team, and ultimately for publishing your results. It can also help you assess right the ethical considerations for your population of study.
• It maintains focus Good qualitative research questions help researchers to stick to the area of focus as they carry out their research. Keeping the research question in mind will help them steer away from tangents during their research or while they are carrying out qualitative research interviews. This holds true whatever the qualitative methods are, whether it’s a focus group, survey, thematic analysis or other type of inquiry.That doesn’t mean the research project can’t morph and change during its execution – sometimes this is acceptable and even welcome – but having a research question helps demarcate the starting point for the research. It can be referred back to if the scope and focus of the project does change.
• It helps make sure your outcomes are achievable

Because qualitative research questions help determine the kind of results you’re going to get, it helps make sure those results are achievable. By formulating good qualitative research questions in advance, you can make sure the things you want to know and the way you’re going to investigate them are grounded in practical reality. Otherwise, you may be at risk of taking on a research project that can’t be satisfactorily completed.

Developing good qualitative research questions

All researchers use research questions to define their parameters, keep their study on track and maintain focus on the research topic. This is especially important with qualitative questions, where there may be exploratory or inductive methods in use that introduce researchers to new and interesting areas of inquiry. Here are some tips for writing good qualitative research questions.

1. Keep it specific

Broader research questions are difficult to act on. They may also be open to interpretation, or leave some parameters undefined.

Strong example: How do Baby Boomers in the USA feel about their gender identity?

Weak example: Do people feel different about gender now?

2. Be original

Look for research questions that haven’t been widely addressed by others already.

Strong example: What are the effects of video calling on women’s experiences of work?

Weak example: Are women given less respect than men at work?

3. Make it research-worthy

Don’t ask a question that can be answered with a ‘yes’ or ‘no’, or with a quick Google search.

Strong example: What do people like and dislike about living in a highly multi-lingual country?

Weak example: What languages are spoken in India?

4. Focus your question

Don’t roll multiple topics or questions into one. Qualitative data may involve multiple topics, but your qualitative questions should be focused.

Strong example: What is the experience of disabled children and their families when using social services?

Weak example: How can we improve social services for children affected by poverty and disability?

4. Focus on your own discipline, not someone else’s

Avoid asking questions that are for the politicians, police or others to address.

Strong example: What does it feel like to be the victim of a hate crime?

Weak example: How can hate crimes be prevented?

5. Ask something researchable

Big questions, questions about hypothetical events or questions that would require vastly more resources than you have access to are not useful starting points for qualitative studies. Qualitative words or subjective ideas that lack definition are also not helpful.

Strong example: How do perceptions of physical beauty vary between today’s youth and their parents’ generation?

Weak example: Which country has the most beautiful people in it?

Related resources

Qualitative research design 12 min read, primary vs secondary research 14 min read, business research methods 12 min read, qualitative research interviews 11 min read, market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, request demo.

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• 10 Research Question Examples to Guide Your Research Project

10 Research Question Examples to Guide your Research Project

Published on October 30, 2022 by Shona McCombes . Revised on October 19, 2023.

The research question is one of the most important parts of your research paper , thesis or dissertation . It’s important to spend some time assessing and refining your question before you get started.

The exact form of your question will depend on a few things, such as the length of your project, the type of research you’re conducting, the topic , and the research problem . However, all research questions should be focused, specific, and relevant to a timely social or scholarly issue.

Once you’ve read our guide on how to write a research question , you can use these examples to craft your own.

Note that the design of your research question can depend on what method you are pursuing. Here are a few options for qualitative, quantitative, and statistical research questions.

Other interesting articles

If you want to know more about the research process , methodology , research bias , or statistics , make sure to check out some of our other articles with explanations and examples.

Methodology

• Sampling methods
• Simple random sampling
• Stratified sampling
• Cluster sampling
• Likert scales
• Reproducibility

 Statistics

• Null hypothesis
• Statistical power
• Probability distribution
• Effect size
• Poisson distribution

Research bias

• Optimism bias
• Cognitive bias
• Implicit bias
• Hawthorne effect
• Anchoring bias
• Explicit bias

Cite this Scribbr article

If you want to cite this source, you can copy and paste the citation or click the “Cite this Scribbr article” button to automatically add the citation to our free Citation Generator.

McCombes, S. (2023, October 19). 10 Research Question Examples to Guide your Research Project. Scribbr. Retrieved September 1, 2024, from https://www.scribbr.com/research-process/research-question-examples/

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How to Write Qualitative Research Questions: Types & Examples

Market Research Specialist

Emma David, a seasoned market research professional, specializes in employee engagement, survey administration, and data management. Her expertise in leveraging data for informed decisions has positively impacted several brands, enhancing their market position.

Qualitative research questions focus on depth and quality, exploring the “why and how” behind decisions, without relying on statistical tools.

Unlike quantitative research, which aims to collect tangible, measurable data from a broader demographic, qualitative analysis involves smaller, focused datasets, identifying patterns for insights.

The information collected by qualitative surveys can vary from text to images, demanding a deep understanding of the subject, and therefore, crafting precise qualitative research questions is crucial for success.

In this guide, we’ll discuss how to write effective qualitative research questions, explore various types, and highlight characteristics of good qualitative research questions.

Let’s dive in!

What Are Qualitative Research Questions?

Qualitative questions aim to understand the depth and nuances of a phenomenon, focusing on “why” and “how” rather than quantifiable measures.

They explore subjective experiences, perspectives, and behaviors, often using open-ended inquiries to gather rich, descriptive data.

Unlike quantitative questions, which seek numerical data, qualitative questions try to find out meanings, patterns, and underlying processes within a specific context.

These questions are essential for exploring complex issues, generating hypotheses, and gaining deeper insights into human behavior and phenomena.

Here’s an example of a qualitative research question:

“How do you perceive and navigate organizational culture within a tech startup environment?”

This question asks about the respondent’s subjective interpretations and experiences of organizational culture within a specific context, such as a tech startup.

It seeks to uncover insights into the values, norms, and practices that shape workplace dynamics and employee behaviors, providing qualitative data for analysis and understanding.

When Should We Use Qualitative Research Questions?

Qualitative research questions typically aim to open up conversations, encourage detailed narratives, and foster a deep understanding of the subject matter. Here are some scenarios they are best suited for:

• Exploring Complex Phenomena : When the research topic involves understanding complex processes, behaviors, or interactions that cannot be quantified easily, qualitative questions help delve into these intricate details.
• Understanding Contexts and Cultures : To grasp the nuances of different social contexts, cultures, or subcultures, qualitative research questions allow for an in-depth exploration of these environments and how they influence individuals and groups.
• Exploring Perceptions and Experiences : When the aim is to understand people’s perceptions, experiences, or feelings about a particular subject, qualitative questions facilitate capturing the depth and variety of these perspectives.
• Developing Concepts or Theories : In the early stages of research, where concepts or theories are not yet well-developed, qualitative questions can help generate hypotheses, identify variables, and develop theoretical frameworks based on observations and interpretations.
• Investigating Processes : To understand how processes unfold over time and the factors that influence these processes, qualitative questions are useful for capturing the dynamics and complexities involved.
• Seeking to Understand Change : When researching how individuals or groups experience change, adapt to new circumstances, or make decisions, qualitative research questions can provide insights into the motivations, challenges, and strategies involved.
• Studying Phenomena Not Easily Quantified : For phenomena that are not easily captured through quantitative measures, such as emotions, beliefs, or motivations, qualitative questions can probe these abstract concepts more effectively.
• Addressing Sensitive or Taboo Topics : In studies where topics may be sensitive, controversial, or taboo, qualitative research questions allow for a respectful and empathetic exploration of these subjects, providing space for participants to share their experiences in their own words.

How to Write Qualitative Research Questions?

Read this guide to learn how you can craft well-thought-out qualitative research questions:

1. Begin with Your Research Goals

The first step in formulating qualitative research questions is to have a clear understanding of what you aim to discover or understand through your research. There are two types of qualitative questionnaires or research – Ontological and Epistemological.

Finding out the nature of your research influences all aspects of your research design, including the formulation of research questions.

Subsequently:

• Identify your main objective : Consider the broader context of your study. Are you trying to explore a phenomenon, understand a process, or interpret the meanings behind behaviors? Your main objective should guide the formulation of your questions, ensuring they are aligned with what you seek to achieve.
• Focus on the ‘how’ and ‘why’ : Qualitative research is inherently exploratory and aims to understand the nuances of human behavior and experience. Starting your questions with “how” or “why” encourages a deeper investigation into the motivations, processes, and contexts underlying the subject matter. This approach facilitates an open-ended exploration, allowing participants to provide rich, detailed responses that illuminate their perspectives and experiences.

Take a quick look at the following visual for a better understanding:

So, if you are doing Ontological research, ensure that the questions focus on the “what” aspects of reality (the premise of your research) and opt for the nature of the knowledge for Epistemological research.

2. Choose the Right Structure

The structure of your research questions significantly impacts the depth and quality of data you collect. Opting for an open-ended format allows respondents the flexibility to express themselves freely, providing insights that pre-defined answers might miss.

• Open-ended format : These questions do not constrain respondents to a set of predetermined answers, unlike closed-ended questions. By allowing participants to articulate their thoughts in their own words, you can uncover nuances and complexities in their responses that might otherwise be overlooked.
• Avoid yes/no questions : Yes/no questions tend to limit the depth of responses. While they might be useful for gathering straightforward factual information, they are not conducive to exploring the depths and nuances that qualitative research seeks to uncover. Encouraging participants to elaborate on their experiences and perspectives leads to richer, more informative data.

For example, take a look at some qualitative questions examples shown in the following image:

3. Be Clear and Specific

Clarity and specificity in your questions are crucial to ensure that participants understand what is being asked and that their responses are relevant to your research objectives.

• Use clear language : Use straightforward, understandable language in your questions. Avoid jargon, acronyms, or overly technical terms that might confuse participants or lead to misinterpretation. The goal is to make your questions accessible to everyone involved in your study.
• Be specific : While maintaining the open-ended nature of qualitative questions, it’s important to narrow down your focus to specific aspects of the phenomenon you’re studying. This specificity helps guide participants’ responses and ensures that the data you collect directly relates to your research objectives.

4. Ensure Relevance and Feasibility

Each question should be carefully considered for its relevance to your research goals and its feasibility, given the constraints of your study.

• Relevance : Questions should be crafted to address the core objectives of your research directly. They should probe areas that are essential to understanding the phenomenon under investigation and should align with your theoretical framework or literature review findings.
• Feasibility : Consider the practical aspects of your research, including the time available for data collection and analysis, resources, and access to participants. Questions should be designed to elicit meaningful responses within the constraints of your study, ensuring that you can gather and analyze data effectively.

5. Focus on a Single Concept or Theme per Question

To ensure clarity and depth, each question should concentrate on a single idea or theme. However, if your main qualitative research question is tough to understand or has a complex structure, you can create sub-questions in limited numbers and with a “ladder structure”.

This will help your respondents understand the overall research objective in mind, and your research can be executed in a better manner.

For example, suppose your main question is – “What is the current state of illiteracy in your state?”

Then, you can create the following subquestions: 

“How does illiteracy block progress in your state?”

“How would you best describe the feelings you have about illiteracy in your state?”

For an even better understanding, you can see the various qualitative research question examples in the following image:

Types of Qualitative Research Questions With Examples

Qualitative survey questions primarily focus on a specific group of respondents that are participating in case studies, surveys, ethnography studies, etc., rather than numbers or statistics.

As a result, the questions are mostly open-ended and can be subdivided into the following types as discussed below:

1. Descriptive Questions

Descriptive research questions aim to detail the “what” of a phenomenon, providing a comprehensive overview of the context, individuals, or situations under study. These questions are foundational, helping to establish a baseline understanding of the research topic.

• What are the daily experiences of teachers in urban elementary schools?
• What strategies do small businesses employ to adapt to rapid technological changes?
• How do young adults describe their transition from college to the workforce?
• What are the coping mechanisms of families with members suffering from chronic illnesses?
• How do community leaders perceive the impact of gentrification in their neighborhoods?

2. Interpretive Questions

Interpretive questions seek to understand the “how” and “why” behind a phenomenon, focusing on the meanings people attach to their experiences. These questions delve into the subjective interpretations and perceptions of participants.

• How do survivors of natural disasters interpret their experiences of recovery and rebuilding?
• Why do individuals engage in voluntary work within their communities?
• How do parents interpret and navigate the challenges of remote schooling for their children?
• Why do consumers prefer local products over global brands in certain markets?
• How do artists interpret the influence of digital media on traditional art forms?

3. Comparative Questions

Comparative research questions are designed to explore differences and similarities between groups, settings, or time periods. These questions can help to highlight the impact of specific variables on the phenomenon under study.

• How do the strategies for managing work-life balance compare between remote and office workers?
• What are the differences in consumer behavior towards sustainable products in urban versus rural areas?
• How do parenting styles in single-parent households compare to those in dual-parent households?
• What are the similarities and differences in leadership styles across different cultures?
• How has the perception of online privacy changed among teenagers over the past decade?

4. Process-oriented Questions

These questions focus on understanding the processes or sequences of events over time. They aim to uncover the “how” of a phenomenon, tracing the development, changes, or evolution of specific situations or behaviors.

• How do non-profit organizations develop and implement community outreach programs?
• What is the process of decision-making in high-stakes business environments?
• How do individuals navigate the process of career transition after significant industry changes?
• What are the stages of adaptation for immigrants in a new country?
• How do social movements evolve from inception to national recognition?

5. Evaluative Questions

Evaluative questions aim to assess the effectiveness, value, or impact of a program, policy, or phenomenon. These questions are critical for understanding the outcomes and implications of various initiatives or situations.

• How effective are online therapy sessions compared to in-person sessions in treating anxiety?
• What is the impact of community gardening programs on neighborhood cohesion?
• How do participants evaluate the outcomes of leadership training programs in their professional development?
• What are the perceived benefits and drawbacks of telecommuting for employees and employers?
• How do residents evaluate the effectiveness of local government policies on waste management?

6. One-on-One Questions

The one-on-one questions are asked to a single person and can be thought of as individual interviews that you can conduct online via phone and video chat as well.

The main aim of such questions is to ask your customers or people in the focus group a series of questions about their purchase motivations. These questions might also come with follow-ups, and if your customers respond with some interesting fact or detail, dig deeper and explore the findings as much as you want.

• What makes you happy in regard to [your research topic]?
• If I could make a wish of yours come true, what do you desire the most?
• What do you still find hard to come to terms with?
• Have you bought [your product] before?
• If so, what was your initial motivation behind the purchase?

7. Exploratory Questions

These questions are designed to enhance your understanding of a particular topic. However, while asking exploratory questions, you must ensure that there are no preconceived notions or biases to it. The more transparent and bias-free your questions are, the better and fair results you will get.

• What is the effect of personal smart devices on today’s youth?
• Do you feel that smart devices have positively or negatively impacted you?
• How do your kids spend their weekends?
• What do you do on a typical weekend morning?

8. Predictive Questions

The predictive questions are used for qualitative research that is focused on the future outcomes of an action or a series of actions. So, you will be using past information to predict the reactions of respondents to hypothetical events that might or might not happen in the future.

These questions come in extremely handy for identifying your customers’ current brand expectations, pain points, and purchase motivation.

• Are you more likely to buy a product when a celebrity promotes it?
• Would you ever try a new product because one of your favorite celebs claims that it actually worked for them?
• Would people in your neighborhood enjoy a park with rides and exercise options?
• How often would you go to a park with your kids if it had free rides?

9. Focus Groups

These questions are mostly asked in person to the customer or respondent groups. The in-person nature of these surveys or studies ensures that the group members get a safe and comfortable environment to express their thoughts and feelings about your brand or services.

• How would you describe your ease of using our product?
• How well do you think you were able to do this task before you started using our product?
• What do you like about our promotional campaigns?
• How well do you think our ads convey the meaning?

10. In-Home Videos

Collecting video feedback from customers in their comfortable, natural settings offers a unique perspective. At home, customers are more relaxed and less concerned about their mannerisms, posture, and choice of words when responding.

This approach is partly why Vogue’s 73 Questions Series is highly popular among celebrities and viewers alike. In-home videos provide insights into customers in a relaxed environment, encouraging them to be honest and share genuine experiences.

• What was your first reaction when you used our product for the first time?
• How well do you think our product performed compared to your expectations?
• What was your worst experience with our product?
• What made you switch to our brand?

11. Online Focus Groups

Online focus groups mirror the traditional, in-person format but are conducted virtually, offering a more cost-effective and efficient approach to gathering data. This digital format extends your reach and allows a rapid collection of responses from a broader audience through online platforms.

You can utilize social media and other digital forums to create communities of respondents and initiate meaningful discussions. Once you have them started, you can simply observe the exchange of thoughts and gather massive amounts of interesting insights!

• What do you like best about our product?
• How familiar are you with this particular service or product we offer?
• What are your concerns with our product?
• What changes can we make to make our product better?

Ask the Right Qualitative Research Questions for Meaningful Insights From Your Respondents

Watch: How to Create a Survey Using ProProfs Survey Maker

By now, you might have realized that manually creating a list of qualitative research questions is a daunting task. Keeping numerous considerations in mind, it’s easy to run out of ideas while crafting qualitative survey questions .

However, investing in smart survey tools, like ProProfs Survey Maker, can significantly streamline this process, allowing you to create various types of surveys in minutes.

With this survey tool , you can generate forms, NPS surveys , tests, quizzes, and assessments.

It’s also useful for conducting polls, sidebar surveys, and in-app surveys. Offering over 100 templates and more than 1,000,000 ready-to-use examples of phenomenological research questions, this software simplifies the task immensely.

Equipped with the right tools and the professional tips shared here, you’re well-prepared to conduct thorough research studies and obtain valuable insights that drive impactful results.

Frequently Asked Questions on Q ualitative Research Questions

1. how do you choose qualitative research questions.

To choose qualitative research questions, identify your main research goal, focus on exploring ‘how’ and ‘why’ aspects, ensure questions are open-ended, and align them with your theoretical framework and methodology.

2. Why are good qualitative research questions important?

Good qualitative research questions are important because they guide the research focus, enable the exploration of depth and complexity, and facilitate the gathering of rich, detailed insights into human experiences and behaviors.

About the author

Emma David is a seasoned market research professional with 8+ years of experience. Having kick-started her journey in research, she has developed rich expertise in employee engagement, survey creation and administration, and data management. Emma believes in the power of data to shape business performance positively. She continues to help brands and businesses make strategic decisions and improve their market standing through her understanding of research methodologies.

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Qualitative Research Survey Questions: Examples and Best Practices

Kate Williams

Last Updated: 12 August 2024

10 min read

Table Of Contents

• Qualitative Research Questions

General Qualitative Research Questions

Qualitative research questions in business, qualitative analysis questions, qualitative data questions, qualitative research questions in nursing, qualitative research questions in psychology, general qualitative interview questions.

• Semi-structured Interview Questions

Research is all about exploring domains and finding new insights, and one of the drivers of this is qualitative research questions. 

When asked right, these questions can dive deep into a topic, unearthing new data, information, or trends. But, you already know…it’s one of the main reasons you are here. You want to learn about the qualitative research survey questions to ask and how to tailor questions. 

Well, you have come to the right place. In this blog, we will discuss the following - 

What Are Qualitative Research Questions?

Qualitative questionnaire examples, types of qualitative research questions, how to write a qualitative research question.

• The Best Tool to Run Qualitative Research

Let’s get started!

Qualitative research questions are questions used to understand complex human emotions. The answers to qualitative questions can shine insight into a person's sentiments , perceptions, experiences, and more.

More importantly, these questions can help you understand the "why" and "how" behind respondent behaviors. 

Related Read: Qualitative vs Quantitative: A Detailed Comparison

If you are doing online research, then maybe the following template can be helpful. The template asks qualitative survey questions that focus on understanding why your customers are choosing you over your competitors. 

Qualitative Reserach Survey

Preview Template

NOTE: The above template (and 1000+) from SurveySparrow is completely free to use. So if you like it, feel free to signup!

If you are looking for research questions on qualitative research, then read on because we will be touching on all aspects that are important. 

For those who find it difficult to generate survey questions, try using AI. More specifically, SurveySparrow AI .

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Create a Qualitative Research Survey

These, as the name indicates, are the most commonly used questions across research. The questions are aimed at understanding more about a person's feelings and perspective.

Some good qualitative research questions are as follows.

• How do individuals define success in their personal and professional lives? 
• What are the common coping strategies used by people experiencing grief? 
• How do cultural backgrounds influence individuals' perceptions of mental health? 
• What factors contribute to the sense of community among residents in urban neighborhoods? 

From helping understand consumer behavior to employee experience, these questions can unearth crucial insights. Businesses can understand the expectations (and the reasons behind them) of customers and employees and strive to satisfy both.

Here are some qualitative questions you can ask.

• What are the key motivations behind consumer loyalty to a brand? 
• How do employees perceive the effectiveness of remote work policies in their organization? 
• What challenges do small business owners face in adapting to digital marketing? 
• How do team dynamics influence project outcomes in collaborative work environments? 

These questions are mostly focused on analyzing qualitative data. The main aim is to seek and find themes, trends, or patterns within the data.

Here are some examples of qualitative analysis questions.

• What recurring themes emerge from interviews with patients regarding their treatment experiences? 
• How do participants describe their feelings about the changes in their local healthcare services? 
• What patterns can be identified in the narratives of individuals recovering from addiction? 
• How do respondents articulate their experiences with workplace diversity initiatives? 

These questions are often used during interviews or focus groups . You can use these types of qualitative questions if you want a more detailed response. In other words, it can capture more nuanced opinions and emotions of individuals.

Here are some questions to ask.

• How do individuals from different age groups perceive the impact of social media on relationships? 
• What personal stories do participants share about their experiences with education during the pandemic? 
• How do community members express their views on local environmental issues? 
• What emotions do participants associate with their experiences of cultural identity? 

These are more specific and targeted qualitative questions that can be included in healthcare surveys. It explores the patient experiences , the quality of service, and so on. The responses can help understand the challenges and coping strategies of nurses. You can use this to further improve workplace conditions and patient care.

Here are some examples of qualitative research questions in nursing.

• What are the experiences of nurses dealing with burnout in high-pressure environments? 
• How do patients describe their interactions with healthcare providers during treatment? 
• What factors influence nurses' decisions to stay in or leave their profession? 
• How do patients perceive the quality of care received in outpatient settings? 

This is yet another qualitative questionnaire with a healthcare focus. The questions asked here focus on understanding the mental health, behavior, and emotional experience of a person.

Some examples of qualitative research questions in psychology are as follows.

• How do individuals with depression describe their daily challenges and coping mechanisms? 
• What are the lived experiences of people recovering from trauma? 
• How do participants perceive the role of therapy in their mental health journey? 
• What factors do individuals identify as contributing to their sense of self-worth?

Suggested Read: 70+ Mental Health Survey Questions for Students

Qualitative questions in interviews facilitate in-depth discussion during interviews. The questions are designed such that it encourages the participants to elaborate on their responses. These are general interview questions, so you can add them to your interviews if needed.

Here are the questions.

• Can you share a pivotal moment in your life that significantly influenced your career choices? 
• How do you feel about the support systems available for mental health in your community? 
• What challenges have you faced in maintaining work-life balance, and how have you addressed them? 
• Can you describe your experience with a specific program or service that impacted your life? 

Semi-structured Interview Questions in Qualitative Research

If you don't know, semi-structured interviews are those with some predetermined questions with the flexibility to explore more. The questions can help researchers gather specific information, all the while probing deeper into a participant's experience.

Some semi-structured interview questions to ask. 

• What are the main challenges you encounter in your current role, and how do you address them?
•  Can you describe a situation where you felt particularly supported or unsupported in your work?
• How do you think your background has shaped your approach to problem-solving in your field? 
• What changes would you suggest to improve the current processes in your organization?

There are four main types of qualitative research questions. Each question helps the researchers explore a bit more about a specific topic. 

Descriptive Questions

These are questions for capturing the essence of experiences, behaviors, or events. The main focus is to provide a complete overview of a specific aspect of interest.

An example question - " How does someone cope with trauma? "

As you can see, the answer to this question explores all kinda coping mechanisms. This way, researchers can gather diverse responses that reveal different strategies.

Evaluative Questions

These questions are used to understand the impact of certain practices or approaches on an individual or group. This type of qualitative question is mostly used in the education section.

An example question - " What are the challenges faced by teachers in the new era of education? "

In the example, the questions prompt educators to discuss the contemporary challenges faced by teachers. By understanding the challenges, educators can measure the impact of the current educational practices and policies.

Explanatory Questions

As the name indicates, these questions strive to understand the 'how' behind a subject. It allows researchers to draw connections between variables, helping them understand complex systems.

An example question - " How does an organizational culture affect employee satisfaction? "

The question is assessing how having a good culture interconnects with employee satisfaction . The discussion can prompt organizations to look into the communication style, values, and leadership practices and how they impact job satisfaction.

Exploratory Questions

Exploratory questions are used to look into areas where we don't know much yet. The questions help researchers understand things better. Also, they can be helpful when existing knowledge or theories don't fully explain a situation.

An example question - " What are the factors influencing a student's decision to pursue higher education? "

The response to the above question can offer insights into the factors that affect student's choice to go for higher education. Researchers can further notice the patterns and themes that otherwise might not be available to understand the reasons better.   

Writing research questions for qualitative research can be tricky. The question needs to prompt the participants to explore more, all the while without straying from the core topic. To create a perfect qualitative research question, you should consider the following.

#1. Define Your Objective

This is a common practice to follow. Understanding what you really want to learn or explore can help you tailor the questions.

For example , your goal might be to understand how people cope with stress.

#2. Keep the Questions Specific

Broader research questions can skew the results. So, consider making your question more focused.

Here's an example.

Focused Question - What strategies do people use to manage stress in their daily lives?

Broad Question - What do people think about stress?

#3. Ensure Researchability

The questions created should be answerable through interviews, discussion, and observations. In other words, do go for simple "Yes or No" questions .

Good Question - How does stress affect people's daily routines?

Bad Question - Is stress bad?

#4. Use Simple Language

The simpler and clearer the questions are, the easier it will be for survey participants to respond to.

So, instead of asking - What are the psychological impacts of stress? - you should ask - How does stress affect your relationships with friends and family?

See, the questions are simple enough to understand and focus on at the same time.

#5. Be Original

Try to come up with questions that haven't been widely addressed. Uniqueness is always an attractive factor. Not to mention the raw and candid responses you can get from the participants. 

Run Qualitative Research Surveys with SurveySparrow

Conducting research surveys is great, but collecting the responses and analyzing them can be a tough nut to crack. This is the case, especially when the research is online, and you have a high amount of responses. This is where survey tools like SurveySparrow come in handy.

The tool offers one of the best text analysis tools to analyze qualitative data. The feature analyzes the unstructured data, groups them into categories, and analyzes them to find actionable insights. 

Some key insights you can expect are as follows. 

• Customer sentiment
• Most discussed topics
• Most mentioned keywords
• Key drivers

Intrigued yet? 

Get in touch with our team to learn more about the feature and see how helpful it can be in helping you with your research. 

Content Marketer at SurveySparrow

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You’re on a business trip in Oakland, CA. You've been working late in downtown and now you're looking for a place nearby to grab a late dinner. You decided to check Zomato to try and find somewhere to eat. (Don't begin searching yet).

• Look around on the home page. Does anything seem interesting to you?
• How would you go about finding a place to eat near you in Downtown Oakland? You want something kind of quick, open late, not too expensive, and with a good rating.
• What do the reviews say about the restaurant you've chosen?
• What was the most important factor for you in choosing this spot?
• You're currently close to the 19th St Bart station, and it's 9PM. How would you get to this restaurant? Do you think you'll be able to make it before closing time?
• Your friend recommended you to check out a place called Belly while you're in Oakland. Try to find where it is, when it's open, and what kind of food options they have.
• Now go to any restaurant's page and try to leave a review (don't actually submit it).

What was the worst thing about your experience?

It was hard to find the bart station. The collections not being able to be sorted was a bit of a bummer

What other aspects of the experience could be improved?

Feedback from the owners would be nice

What did you like about the website?

The flow was good, lots of bright photos

What other comments do you have for the owner of the website?

I like that you can sort by what you are looking for and i like the idea of collections

You're going on a vacation to Italy next month, and you want to learn some basic Italian for getting around while there. You decided to try Duolingo.

• Please begin by downloading the app to your device.
• Choose Italian and get started with the first lesson (stop once you reach the first question).
• Now go all the way through the rest of the first lesson, describing your thoughts as you go.
• Get your profile set up, then view your account page. What information and options are there? Do you feel that these are useful? Why or why not?
• After a week in Italy, you're going to spend a few days in Austria. How would you take German lessons on Duolingo?
• What other languages does the app offer? Do any of them interest you?

I felt like there could have been a little more of an instructional component to the lesson.

It would be cool if there were some feature that could allow two learners studying the same language to take lessons together. I imagine that their screens would be synced and they could go through lessons together and chat along the way.

Overall, the app was very intuitive to use and visually appealing. I also liked the option to connect with others.

Overall, the app seemed very helpful and easy to use. I feel like it makes learning a new language fun and almost like a game. It would be nice, however, if it contained more of an instructional portion.

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25 Essential Qualitative Research Questions with Context

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• Health and Well-being:

Question: How do individuals with chronic illnesses perceive and manage their overall well-being?

Context: This question aims to explore the subjective experiences of individuals living with chronic illnesses, focusing on their perceptions of well-being and the strategies they employ to manage their health.

Question: What are the experiences of teachers implementing project-based learning in high school science classrooms?

Context: This question delves into the qualitative aspects of teaching practices, seeking to understand the lived experiences of teachers as they implement a specific instructional approach (project-based learning) in a particular academic context (high school science classrooms).

Question: How do marginalized communities perceive and navigate social inclusion in urban environments?

Context: This question addresses the sociological dimensions of social inclusion within urban settings, focusing on the perspectives and strategies of marginalized communities as they navigate societal structures.

• Psychology:

Question: What are the coping mechanisms employed by individuals facing post-traumatic stress disorder?

Context: This question explores the psychological experiences of individuals dealing with post-traumatic stress disorder, aiming to uncover the qualitative aspects of coping strategies and mechanisms.

• Anthropology:

Question: How does a specific cultural group express identity through traditional rituals and ceremonies?

Context: This anthropological question focuses on cultural practices and rituals as expressions of identity within a specific cultural group, aiming to uncover the meanings and functions of these traditions.

• Gender Studies:

Question: What are the lived experiences of transgender individuals in the workplace, particularly regarding inclusion and discrimination?

Context: This question within gender studies explores the qualitative dimensions of transgender individuals’ workplace experiences, emphasizing the nuanced aspects of inclusion and discrimination they may encounter.

• Environmental Studies:

Question: How do local communities perceive and respond to environmental conservation efforts in their region?

Context: This question addresses the intersection of environmental studies and sociology, aiming to understand the qualitative perspectives of local communities toward conservation initiatives, exploring their perceptions and responses.

• Business and Management:

Question: How do employees perceive leadership styles and their impact on workplace culture?

Context: Within the realm of business and management, this question explores the qualitative aspects of organizational culture, focusing on employees’ perceptions of leadership styles and their influence on the workplace environment.

• Technology and Society:

Question: What are the social implications and user experiences of emerging technologies in the context of augmented reality applications?

Context: This question within the field of technology and society investigates the qualitative dimensions of user experiences and social implications related to the adoption of augmented reality applications.

• Communication Studies:

Question: How do individuals from diverse cultural backgrounds interpret and respond to media representations of body image?

Context: This question explores the intersection of communication studies and cultural studies, aiming to understand the qualitative variations in how individuals from diverse cultural backgrounds interpret and respond to media depictions of body image.

• Political Science:

Question: What are the public perceptions and attitudes toward government policies on climate change?

Context: Within political science, this question delves into the qualitative aspects of public opinion, seeking to understand how individuals perceive and respond to government policies related to climate change.

• Cultural Studies:

Question: How do international students experience acculturation and adaptation in a foreign academic environment?

Context: This question within cultural studies explores the qualitative dimensions of acculturation and adaptation, focusing on the experiences of international students within the context of a foreign academic environment.

• Family Studies:

Question: How do families navigate and negotiate roles and responsibilities in the context of remote work?

Context: In the domain of family studies, this question addresses the qualitative aspects of family dynamics, examining how families navigate and negotiate roles and responsibilities in the context of remote work.

• Public Health:

Question: How do community members perceive and engage with public health campaigns aimed at promoting vaccination in underserved urban areas?

Context: This public health question investigates the qualitative aspects of community perceptions and engagement with vaccination campaigns, particularly in urban areas with limited access to healthcare resources.

• Urban Planning:

Question: What are the experiences of residents in gentrifying neighborhoods regarding changes in their community dynamics, affordability, and social cohesion?

Context: Within urban planning, this question explores the qualitative dimensions of gentrification, focusing on residents’ lived experiences and perceptions of neighborhood transformations.

• Literature and Cultural Criticism:

Question: How do contemporary authors use literature to critique and challenge societal norms around gender roles and identity?

Context: In the realm of literature and cultural criticism, this question examines the qualitative dimensions of literary works, exploring how authors use their craft to challenge and critique societal norms related to gender.

• Social Work:

Question: What are the perceptions of social workers regarding the challenges and opportunities in providing mental health support to homeless populations?

Context: This social work question addresses the qualitative aspects of mental health support within homeless populations, exploring social workers’ perspectives on challenges and opportunities in their roles.

• Tourism and Hospitality:

Question: How do tourists from different cultural backgrounds experience and interpret authenticity in local culinary traditions?

Context: Within tourism and hospitality, this question explores the qualitative aspects of cultural experiences, focusing on tourists’ perceptions and interpretations of authenticity in local culinary traditions.

• Media and Entertainment:

Question: How do audiences engage with and interpret representations of diverse identities in streaming platforms’ original content?

Context: In the realm of media and entertainment, this question investigates the qualitative dimensions of audience engagement and interpretation of diverse identities in content produced by streaming platforms.

• Historical Studies:

Question: What are the narratives and memories of individuals who lived through a significant historical event, and how have these narratives evolved over time?

Context: Within historical studies, this question explores the qualitative aspects of personal narratives and memory, investigating how individuals recall and frame their experiences of a significant historical event.

• Linguistics:

Question: How do multilingual individuals navigate language use and identity in diverse linguistic environments?

Context: In the field of linguistics, this question delves into the qualitative dimensions of language use and identity, focusing on how multilingual individuals navigate linguistic diversity in their environments.

• Cybersecurity:

Question: What are the perceptions and behaviors of employees in organizations regarding cybersecurity practices, and how do these perceptions influence organizational security?

Context: Within cybersecurity, this question explores the qualitative aspects of employees’ perceptions and behaviors related to cybersecurity practices, examining their impact on organizational security.

• Human-Computer Interaction:

Question: How do users experience and adapt to voice-controlled virtual assistants in their daily lives, considering factors such as privacy concerns and usability?

Context: In human-computer interaction, this question investigates the qualitative aspects of user experiences with voice-controlled virtual assistants, considering factors such as privacy concerns and usability challenges.

• International Development:

Question: How do local communities perceive and negotiate the impacts of international development projects on their cultural and economic landscapes?

Context: This international development question explores the qualitative dimensions of community perceptions and negotiations regarding the impacts of international development projects, considering cultural and economic factors.

• Sport Psychology:

Question: What are the psychological experiences and coping mechanisms of athletes during periods of extended competition hiatus, such as the postponement of major sporting events?

Context: In sport psychology, this question delves into the qualitative aspects of athletes’ psychological experiences and coping mechanisms during extended competition hiatus, such as the postponement of major sporting events.

These additional detailed examples provide a broader perspective on qualitative research questions, covering diverse fields of study and highlighting the nuanced inquiries within each domain.

Interested in learning more about the fields of product, research, and design? Search our articles here for helpful information spanning a wide range of topics!

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Qualitative Research Questionnaire – Types & Examples

Published by Alvin Nicolas at August 19th, 2024 , Revised On August 20, 2024

Before you start your research, the first thing you need to identify is the research method . Depending on different factors, you will either choose a quantitative or qualitative study.

Qualitative research is a great tool that helps understand the depth and richness of human opinions and experiences. Unlike quantitative research, which focuses on numerical data , qualitative research allows exploring and interpreting the experiences of the subject. Questionnaires, although mostly associated with quantitative research, can also be a valuable instrument in qualitative studies. Let’s explore what qualitative research questionnaires are and how you can create one.

What Is A Qualitative Research Questionnaire

Qualitative research questionnaires are a structured or semi-structured set of questions designed to gather detailed, open-ended participant responses. It allows you to uncover underlying reasons and opinions and provides insights into a particular phenomenon.

While quantitative questionnaires often have closed-ended questions and numerical responses, a qualitative questionnaire encourages participants to express themselves freely. Before you design your questionnaire, you should know exactly what you need so you can keep your questions specific enough for the participants to understand.

For example:

• Describe your experience using our product.
• How has technology impacted your work-life balance?

Types of Qualitative Research Questions With Examples

Now that you are familiar with what qualitative research questions are, let’s look at the different types of questions you can use in your survey .

Descriptive Questions

These are used to explore and describe a phenomenon in detail. It helps answer the “what” part of the research, and the questions are mostly foundational.

Example: How do students experience online learning?

Comparative Questions

This type allows you to compare and contrast different groups or situations. You can explore the differences and similarities to highlight the impact of specific variables.

Example: How do the study habits of first-year and fourth-year university students differ?

Interpretive Questions

These questions help you understand the meanings people attach to experiences or phenomena by answering the “how” and “why”.

Example: What does “success” mean to entrepreneurs?

Evaluative Questions

You can use these to assess the quality or value of something. These allow you to understand the outcomes of various situations.

Example: How effective is the new customer service training program?

Process-Oriented Questions

To understand how something happens or develops over time, researchers often use process-oriented questions.

Example: How do individuals develop their career goals?

Exploratory Questions

These allow you to discover new perspectives on a topic. However, you have to be careful that there must be no preconceived notions or research biases to it.

Example: What are the emerging trends in the mobile gaming industry?

How To Write Qualitative Research Questions?

For your study to be successful, it is important to consider designing a questionnaire for qualitative research critically, as it will shape your research and data collection. Here is an easy guide to writing your qualitative research questions perfectly.

Tip 1: Understand Your Research Goals

Many students start their research without clear goals, and they have to make substantial changes to their study in the middle of the research. This wastes time and resources.

Before you start crafting your questions, it is important to know your research objectives. You should know what you aim to discover through your research, or what specific knowledge gaps you are going to fill. With the help of a well-defined research focus, you can develop relevant and meaningful information.

Tip 2: Choose The Structure For Research Questions

There are mostly open-ended questionnaires in qualitative research. They begin with words like “how,” “what,” and “why.” However, the structure of your research questions depends on your research design . You have to consider using broad, overarching questions to explore the main research focus, and then add some specific probes to further research the particular aspects of the topic.

Tip 3: Use Clear Language

The more clear and concise your research questions are, the more effective and free from ambiguity they will be. Do not use complex terminology that might confuse participants. Try using simple and direct language that accurately conveys your intended meaning.

Here is a table to explain the wrong and right ways of writing your qualitative research questions.

Tip 4: Check Relevance With Research Goals

Once you have developed some questions, check if they align with your research objectives. You must ensure that each question contributes to your overall research questions. After this, you can eliminate any questions that do not serve a clear purpose in your study.

Tip 5: Concentrate On A Single Theme

While it is tempting to cover multiple aspects of a topic in one question, it is best to focus on a single theme per question. This helps to elicit focused responses from participants. Moreover, you have to avoid combining unrelated concepts into a single question.

If your main research question is complicated, you can create sub-questions with a “ladder structure”. These allow you to understand the attributes, consequences, and core values of your research. For example, let’s say your main broad research question is:

• How do you feel about your overall experience with our company?

The intermediate questions may be:

• What aspects of your experience were positive?
• What aspects of your experience were negative?
• How likely are you to recommend our company to a friend or colleague?

Types Of Survey Questionnaires In Qualitative Research

It is important to consider your research objectives, target population, resources and needed depth of research when selecting a survey method. The main types of qualitative surveys are discussed below.

Face To Face Surveys

Face-to-face surveys involve direct interaction between the researcher and the participant. This method allows observers to capture non-verbal cues, body language, and facial expressions, and helps adapt questions based on participant responses. They also let you clarify any misunderstandings. Moreover, there is a higher response rate because of personal interaction.

Example: A researcher conducting a study on consumer experiences with a new product might visit participants’ homes to conduct a detailed interview.

Telephone Surveys

These type of qualitative research survey questionnaires provide a less intrusive method for collecting qualitative data. The benefits of telephone surveys include, that it allows you to collect data from a wider population. Moreover, it is generally less expensive than face-to-face interviews and interviews can be conducted efficiently.

Example: A market research firm might conduct telephone surveys to understand customer satisfaction with a telecommunication service.

Online Surveys

Online survey questionnaires are a convenient and cost-effective way to gather qualitative data. You can reach a wide audience quickly, and participants may feel more comfortable sharing sensitive information because of anonymity. Additionally, there are no travel or printing expenses.

Example: A university might use online surveys to explore students’ perceptions of online learning experiences.

Strengths & Limitations Of Questionnaires In Qualitative Research

Questionnaires are undoubtedly a great data collection tool. However, it comes with its fair share of advantages and disadvantages. Let’s discuss the benefits of questionnaires in qualitative research and their cons as well.

Qualitative Research Questionnaire Example

Here is a concise qualitative research questionnaire sample for research papers to give you a better idea of its format and how it is presented.

Thank you for participating in our survey. We value your feedback on our new mobile app. Your responses will help us improve the applications and better meet your needs.

Demographic Information

• Occupation:
• How long have you been using smartphones:
• How would you describe your overall experience with the new mobile app?
• What do you like most about the app?
• What do you dislike most about the app?
• Are there any specific features you find particularly useful or helpful? Please explain.
• Are there any features you think are missing or could be improved? Please elaborate.
• How easy is the app to navigate? Please explain any difficulties you encountered.
• How does this app compare to other similar apps you have used?
• What are your expectations for future updates or improvements to the app?
• Is there anything else you would like to share about your experience with the app?

Are questionnaires quantitative or qualitative research?

A survey research questionnaire can have both qualitative and quantitative questions. The qualitative questions are mostly open-ended, and quantitative questions take the form of yes/no, or Likert scale rating. 

Can we use questionnaires in qualitative research?

Yes, survey questionnaires can be used in qualitative research for data collection. However, instead of a Likert scale or rating, you can post open-ended questions to your respondents. The participants can provide detailed responses to the questions asked.

Why are questionnaires good for qualitative research?

In qualitative research, questionnaires allow you to collect qualitative data. The open-ended and unstructured questions help respondents present their ideas freely and provide insights. 

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Qualitative Survey Questions with Some Examples

Understanding your customers’ experiences and perceptions is crucial for enhancing your products and services. While quantitative research provides numerical insights, qualitative survey questions dive deeper, exploring the “why” behind customer behaviors.

This article answers what qualitative research questions focus on, their applications, types, and the advantages and disadvantages of using them.

Qualitative vs. Quantitative Questions

Surveys can include both qualitative and quantitative questions. Quantitative questions yield numerical data, easily measured and statistically analyzed, like “How many times have you used our app this week?” or “On a scale of 1-10, how satisfied are you with our service?” This data is invaluable for spotting trends, measuring performance, and making data-driven decisions.

Qualitative research questions, however, seek to understand the underlying reasons, opinions, and motivations behind customer actions. They often start with “why,” “how,” or “what.” For instance, “What features do you find most useful in our app?” or “Can you describe a challenge you faced while using our service?”

Our Tip: A Balanced Approach

These qualitative survey questions examples provide richer, more detailed data, invaluable for customer experience (CX) professionals aiming to boost user satisfaction and loyalty. They uncover insights that quantitative data alone can’t, such as emotional responses and personal stories, revealing deeper customer needs and preferences.

A balanced approach, blending qualitative and quantitative research, typically yields the best results. Quantitative data highlights areas needing attention, while qualitative data explains why these issues exist and suggests potential solutions. This combination offers a comprehensive understanding of customer experiences, guiding more effective improvements and innovations.

When Should We Use Qualitative Research Questions?

Qualitative research questions are especially useful in various scenarios. By asking these “why” questions, you uncover insights that shape strategies, conduct market research, and enhance customer experiences.

Exploring Experiences:

Understand how customers interact with your product or service. For instance, “Can you describe your overall experience with our customer support ?” This type of question helps you focus on uncovering the nuances of customer interactions, highlighting what works well and what needs improvement.

Investigating Processes:

Gain insights into how customers use your product. For example, “Can you walk us through how you typically use our app?” This helps identify pain points in the user journey and opportunities to streamline processes.

Addressing Sensitive Topics:

Delve into issues that might be uncomfortable or nuanced, such as “How do you feel about the privacy features of our app?” A careful approach ensures respondents feel safe and respected while sharing their thoughts.

Understanding Change:

Comprehend shifts in customer behavior or preferences, like “Why did you decide to upgrade to our premium plan?” Understanding these reasons guides strategic decisions and product development.

Uncovering Motivations:

Discover what drives customer decisions. For instance, “What motivated you to choose our product over competitors?” This helps understand the unique value propositions that attract customers to your brand.

Identifying Expectations:

Determine what customers expect from your service or product. For example, “What features would you like to see in future updates?” Knowing these expectations helps prioritize developments to enhance satisfaction and loyalty.

Evaluating Impact:

Assess the impact of changes or new features. For instance, “How has the new dashboard improved your workflow?” This provides direct feedback on recent updates, helping measure their effectiveness.

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Types of Qualitative Research Questions – Examples

There are various types of qualitative research questions, each serving a distinct purpose. Here are some examples focused on customer experience and marketing:

Descriptive

Descriptive questions gather detailed information about specific aspects of your product or service, helping understand what customers notice and appreciate.

• “What specific design elements stand out in our app?”
• “What features do you find most helpful on our website?”
• “Which elements of our service do you value most, and why?”

These effective qualitative research questions uncover details often missed in broader surveys. Customers might highlight a feature’s simplicity or the aesthetic appeal of your app’s interface, offering actionable insights for your design team.

Predictive questions explore potential future behaviors or outcomes, helping anticipate customer needs and preferences for proactive improvements.

• “If we had a project management tool integration for our app, how often would you use it?”
• “How likely are you to recommend our service to a friend after using our new feature?”
• “What impact do you think adding live chat support would have on your overall satisfaction?”

Predictive questions gauge the potential success of new features or changes before implementation, allowing adjustments based on customer feedback and reducing the risk of investing in unwanted developments.

Experiential

Experiential questions focus on understanding customers’ personal experiences and emotions, providing insights into their journey and emotional responses at various touchpoints.

• “How would you describe your first impressions of our application?”
• “Can you share a time when our customer service exceeded your expectations?”
• “What emotions do you associate with using our product, and why?”

These questions help qualitative research methods identify emotional factors influencing customer satisfaction and loyalty, amplifying positive experiences and addressing negative ones to enhance overall perception.

Compar a tive

Comparative questions draw comparisons between different products, services, or experiences, helping understand your competitive position and identify areas for improvement.

• “Was the pricing clear and easy to understand compared to our competitors?”
• “How does our product compare to others you’ve used in terms of ease of use?”
• “In what ways do you think our service stands out from competitors?”

Comparative questions reveal strengths and weaknesses relative to competitors, guiding strategies to enhance unique selling points and address gaps in your offerings.

Process-oriented

Process-oriented questions explore the steps customers take when interacting with your product or service, identifying barriers and opportunities to optimize the customer journey.

• “What are your next steps when you encounter an issue with our product?”
• “How do you typically find information on our website?”
• “What process do you follow to decide to make a purchase on our platform?”

Each qualitative research question, together with its statistical analysis, provide insights into practical aspects of customer interactions, highlighting areas to streamline and make the UX more intuitive.

Advantages and Disadvantages of Using Qualitative Questions in Surveys

Qualitative methods in conducting online research have their strengths and weaknesses. Let’s take a brief look at them.

In-Depth Data Gathering:

Qualitative questions provide detailed insights into customer thoughts and feelings, helping understand the “why” behind their actions. This depth leads to more targeted and effective improvements.

Encouraging Customers to Speak Their Minds:

These questions invite open-ended responses, letting customers express their opinions and experiences in their own words. This uncovers insights that structured questions might miss, capturing the full range of customer sentiments.

Participant Engagement:

Qualitative questions make surveys more engaging, encouraging participants to spend more time providing thoughtful answers. Engaged participants offer richer data, leading to more valuable insights.

Flexibility in Responses:

Unlike quantitative questions, which limit answers to predefined options, qualitative questions let respondents answer in their own words. This flexibility reveals unexpected insights and nuances.

Contextual Understanding:

Qualitative responses include context that quantitative data lacks, providing a fuller picture of customer experiences and perceptions. This context is crucial for accurately interpreting feedback and making informed decisions.

Disadvantages

Sample Bias:

The open-ended nature of qualitative questions may attract responses from customers with strong opinions, potentially skewing the data. Ensure a diverse range of participants to mitigate this bias.

Privacy Issues:

Collecting detailed personal information can raise privacy concerns, requiring careful data handling to ensure confidentiality. Robust data protection measures are essential to maintain customer trust.

Time-Consuming Analysis:

Analyzing qualitative data is time-consuming, requiring a nuanced approach compared to quantitative data. This often involves coding responses, identifying themes, and interpreting meanings, which can be labor-intensive.

Subjectivity in Interpretation:

Qualitative data is inherently subjective, both in how respondents articulate their answers and in how researchers interpret them. Ensuring consistent, unbiased interpretation requires careful methodological rigor.

Limited Generalizability:

Qualitative data is detailed and specific, making it harder to generalize findings across a larger population. While valuable, these insights often need to be complemented with quantitative research to provide a broader perspective.

Good Qualitative Research Questions – Sum Up

Incorporating qualitative surveys into your research can unlock valuable insights that quantitative data alone can’t. By crafting and strategically using these questions, CX specialists can gain a deeper understanding of customer experiences, motivations, and preferences. Though challenges exist with qualitative data, its rich, detailed feedback is instrumental in shaping product and service strategies, enhancing customer satisfaction and loyalty.

Conducting qualitative research explore the nuanced aspects of CX in focus groups, laying the foundation for meaningful improvements. Whether you’re understanding customer behavior, addressing sensitive issues, or evaluating changes’ impact, qualitative questions offer the depth needed for informed decision-making. By balancing these with quantitative measures, you get a comprehensive view of your customers, enabling you to create more personalized, responsive, and effective CX strategies.

Tool For Quantitative and Qualitative Questions

As you choose qualitative research questions for your surveys, consider your research objective and your target audience’s unique contexts. Tailor questions to elicit detailed, thoughtful responses guiding your efforts to boost customer satisfaction and loyalty. Remember, the ultimate aim is to understand and meet your customers’ needs more effectively, fostering stronger relationships and driving long-term business success.

Ready to ask the right qualitative research questions?

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Author: Dariusz Jaroń

Updated: 20 June 2024

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10+ Qualitative Survey Questions to Collect Deep Insights

Just like great ingredients are the basis for preparing an amazing meal, a great survey needs to have amazing questions. And unless you know the recipe by heart, choosing effective survey questions can be difficult. One of the most common choices you can make are qualitative survey questions.

They let you uncover deep insights with qualitative research, but they do come with some challenges. In this article, we’ll show you how to write great qualitative questions, what makes them good (and bad) choices for your qualitative surveys, as well as some examples to get you inspired.

Qualitative vs. quantitative questions

Before we go any further, we need to make a distinction between qualitative and quantitative survey questions .

Qualitative questions help you get qualitative data. These are the questions that get behind the why, what, and how of a particular subject through qualitative research of your focus groups. An example of a qualitative question would be: Please describe your recent experience with our customer support.

Use qualitative research questions when you need customers to explain their experience in their own words and provide you with deeper insights. 

Quantitative questions help you collect quantitative, numerical data. They help you put a numerical value on your customers’ feedback. An example of a quantitative question would be: “On a scale from 1 to 10, please rate your satisfaction with your recent experience with our customer support?”

‍ Use quantitative research questions when you need data that is easy to analyze and quantify so that you can make an important decision based on data.

Both question types have their pros and cons, and depending on your needs, you’ll want to use one or the other or a combination of both research methods on your target audience.

How to write good qualitative survey questions

Qualitative survey questions can unearth impressive data. However, you need to be very careful about how you write them to get the best feedback from your focus groups. Here are some quick tips to get started.

Make the qualitative research questions specific

The first rule is very simple. A qualitative question leaves your audience with a space to write anything they want. And the truth is, they will literally write anything if you don’t point them in the right direction.

If your survey questions are too broad, they will result in broad answers and feedback that is not particularly useful. For example, asking “How do you like our dashboard?” is going to give you a wide range of answers.

Instead, ask something along the lines of “What do you think of the different visualization styles in our reporting dashboard?”

The more specific the survey questions, the better the feedback. 

Have a clear purpose

Why are you asking a certain question? In the case of quantitative surveys, you don’t always need a specific reason, e.g. checking up on your NPS score .

However, qualitative questions demand lengthier answers and you need to motivate your target audience to provide that answer. The best way to do so? Just let them know why you’re asking.

For example, you could say that you’re asking about the checkout process in order to make it quicker to purchase and easier to choose a preferred payment method. The stronger the benefit for the customer, the more reasons for stating the purpose of the survey.

Focus on quality, not numbers

You won’t get the same number of answers with qualitative questions compared to quantitative ones such as CSAT surveys . Put simply, writing out an answer takes more time than selecting a number on a scale.

You may be tempted to simplify your survey questions to get more answers from your survey participants. However, try and resist the temptation.

Your aim is to get amazing feedback so don’t shy away from asking the survey questions that really interest you. Five good answers are much better than 50 superficial ones you can’t use.

Add subquestions when necessary

Sometimes, you can’t get all the info you need from one answer. If you want to ensure you get all the feedback you need, asking a subquestion makes sense.

For example, you could ask customers about their thoughts on a new feature you launched. A subquestion could be one where you ask the customers what would make them use that feature more.

You can actually ask this question in a matter of seconds by using this survey template:

Your customers are willing to provide feedback to help you out, but you sometimes need to nudge them in the right direction.

Pros and cons of using qualitative questions for surveys

Qualitative survey questions can yield amazing results. However, they have their good and bad sides, and you need to be aware of both before creating your next survey.

Advantages of using qualitative questions in surveys

Let’s start with the good stuff.

They help you get in-depth data

A quantitative question tells you how likely someone is to recommend you on a scale. While a number is a good piece of info, a few sentences describing why and how they would recommend you will provide the context. If you want in-depth data where customers describe how they feel about you in more detail, you need qualitative research questions.

They are more flexible by nature

The typical quantitative question has a standard form. Survey types such as CSAT, NPS, and CES have question formats that don’t vary much. On the other hand, the sky is the limit with qualitative research questions. You can phrase them in any way you want, using specific expressions to narrow down the type of feedback you want to get.

They encourage discussion

There is little that can happen once an NPS survey is complete. You get the results, analyze them (in minutes, thanks to Survicate’s dashboard ), and the conversation is over. Qualitative research questions encourage your customers to speak their minds and share how they feel.

Disadvantages of using qualitative survey questions

There are some downsides to keep in mind with this question type.

The sample size

Qualitative data is amazing when it comes to the insights that you get. But on the flip side, it requires detailed analysis, and you have to manually go through all the survey responses to find the gold nuggets in your feedback. As a result, the sample is usually much smaller than in quantitative surveys, and you have to use focus groups with limited respondent numbers.

Sample bias

With the smaller size sample usually comes the sample bias . This means that you’ll tend to pick customers who are similar in some way, including demographics, use cases, location, and your data might be skewed. 

Lack of privacy

Lots of data is always a great thing for businesses, but there may be some concerns from the customers’ end. 

If they give you detailed answers, you can accurately pinpoint the identity of the customer who supplied the answer. You can solve a part of the problem by making the survey anonymous , but bear in mind that some customers will be concerned about privacy issues regardless.

Difficulty with statistical analysis

Imagine 500 respondents filled in your NPS survey. You could get your NPS score within seconds using survey software like Survicate. On the other hand, getting qualitative research results from a focus group with 500 people could take weeks. Be prepared to set aside some time to go through the responses to your qualitative surveys manually.

Qualitative question examples

Here are some amazing qualitative question examples to get you inspired. You can adapt these to a specific use case depending on your industry and niche.

Exploratory questions

The most common of the qualitative research questions, the exploratory question aims to just… explore. You ask your survey participants about a particular topic so you can learn more about their thoughts, experiences, and attitudes.

• Describe the last interaction you had with our product.
• Does our product meet your overall expectations?
• What is the most valuable feature in our product?
• Why did you choose to use our product compared to the competitors?
• What is the one aspect of our product that you never use?
• What is your biggest objection to our checkout process and why?

Predictive questions

Predictive survey questions put survey participants in a certain situation. Based on past events, you ask them to predict what would happen in a hypothetical situation. If you phrase the questions correctly, they can provide a wealth of feedback about the respondents’ pain points and your product.

• If we added free returns on all orders above $50, would you shop more with us?
• If you could add one more feature to our product, what would that feature be and why?
• If we had a Zapier integration for our app, how often would you use it?
• If you were in charge of our customer support for a day, what would you change and why?
• Would you be more likely to buy our product if it was endorsed by a large company such as Microsoft?

Get ready for deep insights with qualitative questions in your surveys

Not everyone is born a great writer or a qualitative research expert. But nowadays, you don’t have to be either of those things to write amazing qualitative questions and have great qualitative surveys.

Survey software has come a long way and nowadays, it does more than just provide a platform for creating and distributing online surveys. Survicate comes with 125+ survey templates out of the box, packed with quantitative and qualitative questions, ready to use.

Kickstart your qualitative research today by choosing the right tool for the job. Try Survicate and see why online surveys are the future of conducting qualitative research.

We’re also there

Research Aims, Objectives & Questions

The “Golden Thread” Explained Simply (+ Examples)

By: David Phair (PhD) and Alexandra Shaeffer (PhD) | June 2022

The research aims , objectives and research questions (collectively called the “golden thread”) are arguably the most important thing you need to get right when you’re crafting a research proposal , dissertation or thesis . We receive questions almost every day about this “holy trinity” of research and there’s certainly a lot of confusion out there, so we’ve crafted this post to help you navigate your way through the fog.

Overview: The Golden Thread

• What is the golden thread
• What are research aims ( examples )
• What are research objectives ( examples )
• What are research questions ( examples )
• The importance of alignment in the golden thread

What is the “golden thread”?  

The golden thread simply refers to the collective research aims , research objectives , and research questions for any given project (i.e., a dissertation, thesis, or research paper ). These three elements are bundled together because it’s extremely important that they align with each other, and that the entire research project aligns with them.

Importantly, the golden thread needs to weave its way through the entirety of any research project , from start to end. In other words, it needs to be very clearly defined right at the beginning of the project (the topic ideation and proposal stage) and it needs to inform almost every decision throughout the rest of the project. For example, your research design and methodology will be heavily influenced by the golden thread (we’ll explain this in more detail later), as well as your literature review.

The research aims, objectives and research questions (the golden thread) define the focus and scope ( the delimitations ) of your research project. In other words, they help ringfence your dissertation or thesis to a relatively narrow domain, so that you can “go deep” and really dig into a specific problem or opportunity. They also help keep you on track , as they act as a litmus test for relevance. In other words, if you’re ever unsure whether to include something in your document, simply ask yourself the question, “does this contribute toward my research aims, objectives or questions?”. If it doesn’t, chances are you can drop it.

Alright, enough of the fluffy, conceptual stuff. Let’s get down to business and look at what exactly the research aims, objectives and questions are and outline a few examples to bring these concepts to life.

Research Aims: What are they?

Simply put, the research aim(s) is a statement that reflects the broad overarching goal (s) of the research project. Research aims are fairly high-level (low resolution) as they outline the general direction of the research and what it’s trying to achieve .

Research Aims: Examples  

True to the name, research aims usually start with the wording “this research aims to…”, “this research seeks to…”, and so on. For example:

“This research aims to explore employee experiences of digital transformation in retail HR.”   “This study sets out to assess the interaction between student support and self-care on well-being in engineering graduate students”  

As you can see, these research aims provide a high-level description of what the study is about and what it seeks to achieve. They’re not hyper-specific or action-oriented, but they’re clear about what the study’s focus is and what is being investigated.

Need a helping hand?

Research Objectives: What are they?

The research objectives take the research aims and make them more practical and actionable . In other words, the research objectives showcase the steps that the researcher will take to achieve the research aims.

The research objectives need to be far more specific (higher resolution) and actionable than the research aims. In fact, it’s always a good idea to craft your research objectives using the “SMART” criteria. In other words, they should be specific, measurable, achievable, relevant and time-bound”.

Research Objectives: Examples  

Let’s look at two examples of research objectives. We’ll stick with the topic and research aims we mentioned previously.  

For the digital transformation topic:

To observe the retail HR employees throughout the digital transformation. To assess employee perceptions of digital transformation in retail HR. To identify the barriers and facilitators of digital transformation in retail HR.

And for the student wellness topic:

To determine whether student self-care predicts the well-being score of engineering graduate students. To determine whether student support predicts the well-being score of engineering students. To assess the interaction between student self-care and student support when predicting well-being in engineering graduate students.

  As you can see, these research objectives clearly align with the previously mentioned research aims and effectively translate the low-resolution aims into (comparatively) higher-resolution objectives and action points . They give the research project a clear focus and present something that resembles a research-based “to-do” list.

Research Questions: What are they?

Finally, we arrive at the all-important research questions. The research questions are, as the name suggests, the key questions that your study will seek to answer . Simply put, they are the core purpose of your dissertation, thesis, or research project. You’ll present them at the beginning of your document (either in the introduction chapter or literature review chapter) and you’ll answer them at the end of your document (typically in the discussion and conclusion chapters).  

The research questions will be the driving force throughout the research process. For example, in the literature review chapter, you’ll assess the relevance of any given resource based on whether it helps you move towards answering your research questions. Similarly, your methodology and research design will be heavily influenced by the nature of your research questions. For instance, research questions that are exploratory in nature will usually make use of a qualitative approach, whereas questions that relate to measurement or relationship testing will make use of a quantitative approach.  

Let’s look at some examples of research questions to make this more tangible.

Research Questions: Examples  

Again, we’ll stick with the research aims and research objectives we mentioned previously.  

For the digital transformation topic (which would be qualitative in nature):

How do employees perceive digital transformation in retail HR? What are the barriers and facilitators of digital transformation in retail HR?  

And for the student wellness topic (which would be quantitative in nature):

Does student self-care predict the well-being scores of engineering graduate students? Does student support predict the well-being scores of engineering students? Do student self-care and student support interact when predicting well-being in engineering graduate students?  

You’ll probably notice that there’s quite a formulaic approach to this. In other words, the research questions are basically the research objectives “converted” into question format. While that is true most of the time, it’s not always the case. For example, the first research objective for the digital transformation topic was more or less a step on the path toward the other objectives, and as such, it didn’t warrant its own research question.  

So, don’t rush your research questions and sloppily reword your objectives as questions. Carefully think about what exactly you’re trying to achieve (i.e. your research aim) and the objectives you’ve set out, then craft a set of well-aligned research questions . Also, keep in mind that this can be a somewhat iterative process , where you go back and tweak research objectives and aims to ensure tight alignment throughout the golden thread.

The importance of strong alignment 

Alignment is the keyword here and we have to stress its importance . Simply put, you need to make sure that there is a very tight alignment between all three pieces of the golden thread. If your research aims and research questions don’t align, for example, your project will be pulling in different directions and will lack focus . This is a common problem students face and can cause many headaches (and tears), so be warned.

Take the time to carefully craft your research aims, objectives and research questions before you run off down the research path. Ideally, get your research supervisor/advisor to review and comment on your golden thread before you invest significant time into your project, and certainly before you start collecting data .  

Recap: The golden thread

In this post, we unpacked the golden thread of research, consisting of the research aims , research objectives and research questions . You can jump back to any section using the links below.

As always, feel free to leave a comment below – we always love to hear from you. Also, if you’re interested in 1-on-1 support, take a look at our private coaching service here.

Psst... there’s more!

This post was based on one of our popular Research Bootcamps . If you're working on a research project, you'll definitely want to check this out ...

41 Comments

Thank you very much for your great effort put. As an Undergraduate taking Demographic Research & Methodology, I’ve been trying so hard to understand clearly what is a Research Question, Research Aim and the Objectives in a research and the relationship between them etc. But as for now I’m thankful that you’ve solved my problem.

Well appreciated. This has helped me greatly in doing my dissertation.

An so delighted with this wonderful information thank you a lot.

so impressive i have benefited a lot looking forward to learn more on research.

I am very happy to have carefully gone through this well researched article.

Infact,I used to be phobia about anything research, because of my poor understanding of the concepts.

Now,I get to know that my research question is the same as my research objective(s) rephrased in question format.

I please I would need a follow up on the subject,as I intends to join the team of researchers. Thanks once again.

Thanks so much. This was really helpful.

I know you pepole have tried to break things into more understandable and easy format. And God bless you. Keep it up

i found this document so useful towards my study in research methods. thanks so much.

This is my 2nd read topic in your course and I should commend the simplified explanations of each part. I’m beginning to understand and absorb the use of each part of a dissertation/thesis. I’ll keep on reading your free course and might be able to avail the training course! Kudos!

Thank you! Better put that my lecture and helped to easily understand the basics which I feel often get brushed over when beginning dissertation work.

This is quite helpful. I like how the Golden thread has been explained and the needed alignment.

This is quite helpful. I really appreciate!

The article made it simple for researcher students to differentiate between three concepts.

Very innovative and educational in approach to conducting research.

I am very impressed with all these terminology, as I am a fresh student for post graduate, I am highly guided and I promised to continue making consultation when the need arise. Thanks a lot.

A very helpful piece. thanks, I really appreciate it .

Very well explained, and it might be helpful to many people like me.

Wish i had found this (and other) resource(s) at the beginning of my PhD journey… not in my writing up year… 😩 Anyways… just a quick question as i’m having some issues ordering my “golden thread”…. does it matter in what order you mention them? i.e., is it always first aims, then objectives, and finally the questions? or can you first mention the research questions and then the aims and objectives?

Thank you for a very simple explanation that builds upon the concepts in a very logical manner. Just prior to this, I read the research hypothesis article, which was equally very good. This met my primary objective.

My secondary objective was to understand the difference between research questions and research hypothesis, and in which context to use which one. However, I am still not clear on this. Can you kindly please guide?

In research, a research question is a clear and specific inquiry that the researcher wants to answer, while a research hypothesis is a tentative statement or prediction about the relationship between variables or the expected outcome of the study. Research questions are broader and guide the overall study, while hypotheses are specific and testable statements used in quantitative research. Research questions identify the problem, while hypotheses provide a focus for testing in the study.

Exactly what I need in this research journey, I look forward to more of your coaching videos.

This helped a lot. Thanks so much for the effort put into explaining it.

What data source in writing dissertation/Thesis requires?

What is data source covers when writing dessertation/thesis

This is quite useful thanks

I’m excited and thankful. I got so much value which will help me progress in my thesis.

where are the locations of the reserch statement, research objective and research question in a reserach paper? Can you write an ouline that defines their places in the researh paper?

Very helpful and important tips on Aims, Objectives and Questions.

Thank you so much for making research aim, research objectives and research question so clear. This will be helpful to me as i continue with my thesis.

Thanks much for this content. I learned a lot. And I am inspired to learn more. I am still struggling with my preparation for dissertation outline/proposal. But I consistently follow contents and tutorials and the new FB of GRAD Coach. Hope to really become confident in writing my dissertation and successfully defend it.

As a researcher and lecturer, I find splitting research goals into research aims, objectives, and questions is unnecessarily bureaucratic and confusing for students. For most biomedical research projects, including ‘real research’, 1-3 research questions will suffice (numbers may differ by discipline).

Awesome! Very important resources and presented in an informative way to easily understand the golden thread. Indeed, thank you so much.

Well explained

The blog article on research aims, objectives, and questions by Grad Coach is a clear and insightful guide that aligns with my experiences in academic research. The article effectively breaks down the often complex concepts of research aims and objectives, providing a straightforward and accessible explanation. Drawing from my own research endeavors, I appreciate the practical tips offered, such as the need for specificity and clarity when formulating research questions. The article serves as a valuable resource for students and researchers, offering a concise roadmap for crafting well-defined research goals and objectives. Whether you’re a novice or an experienced researcher, this article provides practical insights that contribute to the foundational aspects of a successful research endeavor.

A great thanks for you. it is really amazing explanation. I grasp a lot and one step up to research knowledge.

I really found these tips helpful. Thank you very much Grad Coach.

I found this article helpful. Thanks for sharing this.

thank you so much, the explanation and examples are really helpful

This is a well researched and superbly written article for learners of research methods at all levels in the research topic from conceptualization to research findings and conclusions. I highly recommend this material to university graduate students. As an instructor of advanced research methods for PhD students, I have confirmed that I was giving the right guidelines for the degree they are undertaking.

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• Examples of good research questions

Last updated

Reviewed by

Tanya Williams

However, developing a good research question is often challenging. But, doing appropriate data analysis or drawing meaningful conclusions from your investigation with a well-defined question make it easier.

So, to get you on the right track, let’s start by defining a research question, what types of research questions are common, and the steps to drafting an excellent research question.

Make research less tedious

Dovetail streamlines research to help you uncover and share actionable insights

• What is a research question?

The definition of a research question might seem fairly obvious.

 At its simplest, a research question is a question you research to find the answer.

Researchers typically start with a problem or an issue and seek to understand why it has occurred, how it can be solved, or other aspects of its nature.

As you'll see, researchers typically start with a broad question that becomes narrower and more specific as the research stages are completed.

In some cases, a study may tackle more than one research question.

• Research question types

Research questions are typically divided into three broad categories: qualitative, quantitative, and mixed-method.

These categories reflect the research type necessary to answer the research question.

Qualitative research

When you conduct qualitative research, you're broadly exploring a subject to analyze its inherent qualities.

There are many types of qualitative research questions, which include:

Descriptive: describing and illuminating little-known or overlooked aspects of a subject

Emancipatory: uncovering data that can serve to emancipate a particular group of people, such as disadvantaged or marginalized communities

Evaluative:  assessing how well a particular research approach or method works

Explanatory: answering “how” or “why” a given phenomenon occurs 

Exploratory:  identifying reasons behind certain behaviors and exploring motivations (also known as generative research because it can generate solutions to problems)

Ideological: researching ideologies or beliefs, such as political affiliation

Interpretive: understanding group perceptions, decision-making, and behavior in a natural setting

Predictive: forecasting a likely outcome or scenario by examining past events 

While it's helpful to understand the differences between these qualitative research question types, writing a good question doesn't start with determining the precise type of research question you'll be asking.

It starts with determining what answers you're seeking.

Quantitative research

Unlike broad, flexible qualitative research questions, quantitative research questions are precise. They also directly link the research question and the proposed methodology.

So, in a quantitative research question, you'll usually find

The study method 

An independent variable (or variables)

A dependent variable

The study population 

Quantitative research questions can also fall into multiple categories, including:

Comparative research questions compare two or more groups according to specific criteria and analyze their similarities and differences.

Descriptive questions measure a population's response to one or more variables.

Relationship (or relationship-based) questions examine how two or more variables interact.

Mixed-methods research

As its name suggests, mixed-methods research questions involve qualitative and quantitative components.

These questions are ideal when the answers require an evaluation of a specific aspect of a phenomenon that you can quantify and a broader understanding of aspects that can't.

• How to write a research question

Writing a good research question can be challenging, even if you're passionate about the subject matter.

A good research question aims to solve a problem that still needs to be answered and can be solved empirically. 

The approach might involve quantitative or qualitative methodology, or a mixture of both. To write a well-developed research question, follow the four steps below:

1. Select a general topic

Start with a broad topic. You may already have one in mind or get one assigned to you. If you don't, think about one you're curious about. 

You can also use common brainstorming techniques , draw on discussions you've had with family and friends, take topics from the news, or use other similar sources of inspiration.

Also, consider a subject that has yet to be studied or addressed. If you're looking to tackle a topic that has already been thoroughly studied, you'll want to examine it from a new angle.

Still, the closer your question, approach, and outcomes are to existing literature, the less value your work will offer. It will also be less publishing-worthy (if that’s your goal).

2. Conduct preliminary research

Next, you'll want to conduct some initial research about your topic. You'll read coverage about your topic in academic journals, the news, and other credible sources at this stage.

You'll familiarize yourself with the terminology commonly used to describe your topic and the current take from subject matter experts and the general public. 

This preliminary review helps you in a few ways. First, you'll find many researchers will discuss challenges they found conducting their research in their "Limitations," "Results," and "Discussion" sections of research papers.

Assessing these sections also helps you avoid choosing the wrong methodological approach to answering your question. Initial research also enables you to avoid focusing on a topic that has already been covered. 

You can generate valuable research questions by tracking topics that have yet to be covered.

3. Consider your audience

Next, you'll want to give some thought to your audience. For example, what kinds of research material are they looking for, and what might they find valuable?

Reflect on why you’re conducting the research. 

What is your team looking to learn if your research is for a work assignment?

How does what they’re asking for from you connect to business goals?

Understanding what your audience is seeking can help you shape the direction of your research so that the final draft connects with your audience.

If you're writing for an academic journal, what types of research do they publish? What kinds of research approaches have they published? And what criteria do they expect submitted manuscripts to meet?

4. Generate potential questions

Take the insights you've gained from your preliminary research and your audience assessment to narrow your topic into a research question. 

Your question should be one that you can answer using the appropriate research methods. Unfortunately, some researchers start with questions they need more resources to answer and then produce studies whose outcomes are limited, limiting the study's value to the broader community. 

Make sure your question is one you can realistically answer.

• Examples of poor research questions

"How do electronics distract teen drivers?"

This question could be better from a researcher's perspective because it is overly broad. For instance, what is “electronics” in this context? Some electronics, like eye-monitoring systems in semi-autonomous vehicles, are designed to keep drivers focused on the road.

Also, how does the question define “teens”? Some states allow you to get a learner's permit as young as 14, while others require you to be 18 to drive. Therefore, conducting a study without further defining the participants' ages is not scientifically sound.

Here's another example of an ineffective research question:

"Why is the sky blue?"

This question has been researched thoroughly and answered. 

A simple online search will turn up hundreds, if not thousands, of pages of resources devoted to this very topic. 

Suppose you spend time conducting original research on a long-answered question; your research won’t be interesting, relevant, or valuable to your audience.

Alternatively, here's an example of a good research question:

"How does using a vehicle’s infotainment touch screen by drivers aged 16 to 18 in the U.S. affect driving habits?"

This question is far more specific than the first bad example. It notes the population of the study, as well as the independent and dependent variables.

And if you're still interested in the sky's color, a better example of a research question might be:

"What color is the sky on Proxima Centauri b, based on existing observations?"

A qualitative research study based on this question could extrapolate what visitors on Proxima Centauri b (a planet in the closest solar system to ours) might see as they look at the sky.

You could approach this by contextualizing our understanding of how the light scatters off the molecules of air resulting in a blue sky, and the likely composition of Proxima Centauri b's atmosphere from data NASA and others have gathered.

• Why the right research question is critical

As you can see from the examples, starting with a poorly-framed research question can make your study difficult or impossible to complete. 

Or it can lead you to duplicate research findings.

Ultimately, developing the right research question sets you up for success. It helps you define a realistic scope for your study, informs the best approach to answer the central question, and conveys its value to your audience. 

That's why you must take the time to get your research question right before you embark on any other part of your project.

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Qualitative research examples

UserTesting

Qualitative research is a powerful tool that helps you unlock insights into the user experience—quintessential to building effective products and services. It provides a deeper understanding of complex behaviors, needs, and motivations. But what is qualitative research, and when is it ideal to use it? Let’s explore its methodologies and implementation with a few qualitative research examples.

What is qualitative research?

Qualitative research is a behavioral research method that seeks to understand the undertones, motivations, and subjective interpretations inherent in human behavior. It involves gathering nonnumerical data, such as text, audio, and video, allowing you to explore nuances and patterns that quantitative data can’t capture.

Instead of focusing on how many or how much, qualitative research questions delve into the why and how. This approach is instrumental in gaining a comprehensive understanding of a particular context, issue, or phenomenon from the perspective of those experiencing it. Examples of qualitative research questions include “How did you feel when you first used our product?” and “Could you describe your experience when you purchased a product from our website?”

Qualitative research methodology

Qualitative research design employs a variety of methodologies to collect and analyze data. The primary objective is to gather detailed and nuanced insights rather than generalizable findings. Steps include the following:

• Formulating research questions:  Qualitative research begins by identifying specific research questions to guide the study. These questions should align with the research objectives and provide a clear focus for data collection and analysis.  
• Selection of participants:  Participant selection is a critical step in qualitative research. You must recruit participants who provide relevant and diverse perspectives on the research topic. It involves purposive sampling, where participants are chosen based on their knowledge or experiences related to the research questions. ​​​​​​
• Data collection:  Qualitative research uses various methods to collect data, such as interviews, focus groups, observation, and document analysis. You often employ multiple methods to comprehensively understand the research topic.
• Data analysis:  Once the data is collected, it’s analyzed to identify recurring themes, patterns, and meanings. This analysis uses coding, thematic analysis, and constant comparison. The goal is to uncover the underlying perspectives of the participant.
• Interpretation and reporting:  This is the final step in which findings are synthesized and interpreted, revealing their significance to the research questions. You can present your findings through descriptive narratives, quotes, and illustrative examples to provide a rich understanding of the research topic. 

Types of qualitative research methods

The best qualitative research method primarily depends on your research questions and objectives. Different methods uncover different discernments.

One-on-one interviews

You often use one-on-one interviews to delve deep into a topic or understand individual experiences or perspectives. An interviewer asks a participant open-ended questions to understand their perspective, thoughts, feelings, and experiences regarding a specific topic, product, or service. Read about open ended vs closed ended questions to learn which questions will be most effective in an interview.

Say you’re developing a new electric vehicle mode. You can conduct one-on-one interviews to understand user experiences, probing into aspects such as comfort, design, driving experience, and more.

Focus groups

In-person or remote focus groups involve a small group of people (usually 6–10) discussing a given topic or question under the guidance of a moderator. This method is beneficial when you want to understand group dynamics or collective views. The interaction among group members can disclose awarenesses that may not arise in one-on-one interviews.

In the gaming industry, for example, you can use focus groups to explore player reactions to a new game design. You can encourage group interaction to spark discussions about usability, game mechanics, graphics, storyline, and other aspects.

Case study research

Case study research provides an in-depth analysis of a particular case (an individual, group, organization, event, etc.) within its real-life context. It’s a valuable method for exploring something in-depth and in its natural setting.

For instance, a healthcare case study could explore implementing a new electronic health record system in a hospital, focusing on challenges, successes, and lessons learned.

Ethnographic research

Ethnographic research (or an ethnographic stud y) involves an immersive investigation into a group’s behaviors, culture, and practices. It requires you to engage directly with the participants over a prolonged period in their natural environment. It can help uncover how people interact with products or services in natural settings.

A gaming organization may choose to study players in their natural gaming environments (such as home, game cafes, or e-sport tournaments) to understand their gaming habits, social interactions, and responses to specific features. These insights can inform the development of more engaging and user-friendly games.

Process of observation

The process of observation typically doesn’t involve the same level of immersion as ethnographic research. You observe and record behavior related to a specific context or activity. It can be in natural settings (naturalistic observation) or a controlled environment. It’s more about observing and recording specific behaviors or situations rather than cultural norms or dynamics.

For example, a consumer technology organization could observe how users interact with a new software interface, noting challenges, efficiencies, and overall user experience.

Record keeping

Record keeping refers to collecting and analyzing documents, records, and artifacts that provide an understanding of the study area. Record keeping allows you to access historical and contextual data that can be examined and reexamined. It’s a nonobtrusive method, meaning it doesn’t involve direct contact with the participants, nor does it affect or alter the situation you’re studying.

An online retailer might examine shopping cart abandonment records to identify at what point in the buying process customers tend to drop off. This information can help streamline the checkout process and improve conversion rates.

Qualitative research: Data collection and analysis

Data collection and analysis in qualitative research are closely linked processes that help generate meaningful and useful results.

Data collection

Data collection involves gathering rich, detailed materials to explain and understand the subject. These include interview transcripts, meeting notes, personal diaries, and photographs. 

There are various qualitative data collection methods to consider depending on your research questions and the context of your study. For example, you could use one-on-one interviews to understand personal user experiences with a financial services app. A moderated focus group may be more appropriate to discuss user preferences in a new media and entertainment platform.

Data analysis

Once data are collected, the analysis process begins. It’s where you extract patterns, themes, and insights from the collected data. It’s one of the most critical aspects of qualitative research, turning raw, unstructured data into valuable insights.

Qualitative data analysis usually takes place with several steps, such as:

• Organizing and preparing the data for analysis
• Reading through the data
• Coding the data
• Generating themes or categories
• Interpreting the findings and 
• Representing the data

Your choice of qualitative data analysis method depends on your research questions and the data type you collected. Common analysis methods include thematic, content, discourse, and narrative analysis. Some research platforms provide AI features that can do much of this analysis for researchers to speed up insight gathering.

When to use qualitative research

Qualitative techniques are ideal for understanding human experiences and perspectives. Here are common situations where qualitative research is invaluable:

• Exploring customer motivations, needs, behaviors, and pain points
• Gathering in-depth user feedback on products and services
• Understanding decision-making and buyer journeys
• Discovering barriers to adoption and satisfaction
• Developing hypotheses for future quantitative research
• Testing concepts , interfaces, or designs
• Identifying problems and improvement opportunities
• Learning about group norms, cultures, and social interactions
• Collecting evidence to develop theories and models
• Capturing complex, nuanced insights beyond numbers

Qualitative research methods vs. quantitative research methods

Qualitative and quantitative research  differ in their approach to data collection, analysis, and the nature of the findings. Here are some key differences:

• Data collection:  Qualitative research uses in-depth interviews , focus groups, observations, and analysis of documents to gather data. In contrast, quantitative research relies on structured surveys, experiments, and standard measurements.
• Analysis:  Qualitative research involves analyzing textual or visual data through coding, categorization, and theme identification techniques. Quantitative research uses statistical analysis to examine numerical data for patterns, correlations, and trends.
• Sample size:  Qualitative research typically involves smaller sample sizes, often selected through purposive sampling to ensure diversity and relevance. Quantitative research uses larger sample sizes to ensure statistical power and generalizability.
• Generalizability:  Qualitative research seeks in-depth insight into specific contexts or groups and does not prioritize generalizability. On the other hand, quantitative research seeks to draw conclusions that apply to a broader context.
• Findings:  Qualitative research generates descriptive and explanatory results that provide a deeper understanding of phenomena. Quantitative research produces numerical data that allows for statistical inferences and comparisons.
• Theory development:  Qualitative research often contributes to theory development by generating new concepts, theories, or frameworks based on the rich and context-specific data collected. However, quantitative research tests preexisting theories and hypotheses using statistical models.

Advantages and strengths of qualitative research

Qualitative research enriches your research process and outcomes, making it an invaluable tool in many fields, including UX research, marketing, and digital product development. 

In-depth understanding

Qualitative research provides a rich, detailed, in-depth understanding of the research subject.  Proactive qualitative research  takes this further with ongoing data collection, allowing organizations to continuously capture insights and adapt strategies based on evolving user needs.

Contextual data

Qualitative research collects contextually relevant data. It captures nuances that might be missed in numerically-based quantitative data, allowing you to understand the contexts in which behaviors and interactions occur.

Flexibility

The methods used in qualitative research, like interviews and focus groups, enable you to explore different topics in depth and adapt your approach based on the participants’ responses.

Human perspective

Qualitative research lets you capture human experiences and thoughts. It’s advantageous in fields such as UX research, where the human perspective is critical. 

Hypothesis generation

The exploratory nature of qualitative research helps you identify new areas for exploration or generate hypotheses you can test using quantitative methods.

Trendspotting

Qualitative research reveals trends in thought and opinions, diving deeper into the problem. This is helpful when trying to understand behaviors, culture, and user interactions.

Disadvantages and limitations of qualitative research

While qualitative research offers many advantages, it’s essential to acknowledge its limitations. 

Time-consuming

Collecting and analyzing qualitative data, particularly from in-depth interviews or focus groups, requires significant time investment.

Qualitative research relies on the skills and judgment of the researcher, introducing potential bias into the research process. The researcher may actively shape the research by posing questions, interpreting data, and influencing the findings.

Requires skilled researchers

The quality of qualitative research heavily depends on the researcher’s skills, experience, and perspective. A less experienced researcher may overlook important nuances, potentially affecting the depth and accuracy of the findings.

Lacks generalizability

Qualitative research often involves a smaller, nonrepresentative sample size than quantitative research. Therefore, the findings may not be generalizable to a larger context.

Limited numeric representation

Qualitative research usually focuses on words, observations, or experiences, so it doesn’t provide the numeric estimates often desired in research studies.

Challenging to replicate and standardize

Qualitative research’s inherent flexibility and context dependence make it challenging to repeat the study under the same conditions. This flexibility can often make it hard to standardize. Researchers approach and conduct the study in various ways, leading to inconsistent results and interpretations.

Difficult to measure reliability and validity

Assessing reliability and validity is more difficult with qualitative research since it relies on subjective human interpretation and has few established metrics and statistical tools compared to quantitative research. Triangulation and member checking add credibility but lack the discreteness of quantitative measures. However, there have been advancement s in the measurement of qualitative research that help to quantify its impact. 

Qualitative research gives you the opportunity to dive deep into human behavior, experiences, and perceptions. It offers a prolific, intricate perspective that quantifiable data alone can’t provide. Combine qualitative research methodologies with techniques like  A/B testing  to gain a more holistic understanding of user experiences and preferences. 

Despite its limitations, the depth and richness of data procured through qualitative research are undeniable assets. By understanding and utilizing its diverse methods, you will uncover detailed insights from your target audience and enhance your products or services to meet their needs. 

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Why is qualitative research important?

Qualitative research delves into subjective experiences and social contexts, providing in-depth insights and understanding. It provides a deep understanding of individuals’ needs, motivations, and preferences, allowing organizations to develop products and services that meet customer expectations.

What’s the difference between quantitative and qualitative methods?

Quantitative methods focus on numerical data and statistical analysis, aiming for generalizability and objectivity. Qualitative methods explore meanings, experiences, and behaviors, seeking in-depth understanding and detailed descriptions.

What are the main qualitative research approaches?

The main qualitative research approaches include one-on-one interviews, focus groups, case study research, ethnographic research, observation, and record-keeping. Each approach offers unique benefits and applications.

What is data collection?

Data collection in qualitative research involves gathering information through various methods such as interviews, focus groups, observations, and document analysis. It’s a critical step in generating meaningful insights and understanding human experiences.

How do you analyze qualitative data?

What are the ethical considerations in qualitative research.

Ethical considerations refer to the protection of participants’ rights, privacy, and confidentiality. You must obtain informed consent, maintain anonymity, and handle sensitive information responsibly. Additionally, maintaining transparency, addressing power imbalances, and conducting research unbiased and respectfully are vital ethical considerations in qualitative research.

How can I incorporate qualitative research into my study or project?

To incorporate qualitative research into your study, you must first define your research objectives to guide the choice of methodology. Next, choose a suitable qualitative method, such as interviews or focus groups. Then, collect and analyze the data using appropriate techniques and, finally, interpret and present the findings clearly and meaningfully. Remember to be mindful of the ethical considerations throughout the process.

How do you effectively communicate and present qualitative research findings to stakeholders?

For a quality presentation, create engaging visual representations, such as infographics or data visualizations, and use storytelling techniques to highlight key insights. Also, prepare concise and informative reports and organize interactive presentations or workshops to facilitate discussion and understanding.

How do you translate qualitative research findings into actionable insights?

Identify key themes linked to research goals and propose strategic solutions to address core needs and barriers. These solutions should be tailored to specific needs.

How can I ensure the validity and reliability of qualitative research findings?

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Qualitative research examples: How to unlock, rich, descriptive insights

Qualitative research uncovers in-depth user insights, but what does it look like? Here are seven methods and examples to help you get the data you need.

Armin Tanovic

Behind every what, there’s a why . Qualitative research is how you uncover that why. It enables you to connect with users and understand their thoughts, feelings, wants, needs, and pain points.

There’s many methods for conducting qualitative research, and many objectives it can help you pursue—you might want to explore ways to improve NPS scores, combat reduced customer retention, or understand (and recreate) the success behind a well-received product. The common thread? All these metrics impact your business, and qualitative research can help investigate and improve that impact.

In this article, we’ll take you through seven methods and examples of qualitative research, including when and how to use them.

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7 Qualitative research methods: An overview

There are various qualitative UX research methods that can help you get in-depth, descriptive insights. Some are suited to specific phases of the design and development process, while others are more task-oriented.

Here’s our overview of the most common qualitative research methods. Keep reading for their use cases, and detailed examples of how to conduct them.

1. User interviews

A user interview is a one-on-one conversation between a UX researcher, designer or Product Manager and a target user to understand their thoughts, perspectives, and feelings on a product or service. User interviews are a great way to get non-numerical data on individual experiences with your product, to gain a deeper understanding of user perspectives.

Interviews can be structured, semi-structured, or unstructured . Structured interviews follow a strict interview script and can help you get answers to your planned questions, while semi and unstructured interviews are less rigid in their approach and typically lead to more spontaneous, user-centered insights.

When to use user interviews

Interviews are ideal when you want to gain an in-depth understanding of your users’ perspectives on your product or service, and why they feel a certain way.

Interviews can be used at any stage in the product design and development process, being particularly helpful during:

• The discovery phase: To better understand user needs, problems, and the context in which they use your product—revealing the best potential solutions
• The design phase: To get contextual feedback on mockups, wireframes, and prototypes, helping you pinpoint issues and the reasons behind them
• Post-launch: To assess if your product continues to meet users’ shifting expectations and understand why or why not

How to conduct user interviews: The basics

• Draft questions based on your research objectives
• Recruit relevant research participants and schedule interviews
• Conduct the interview and transcribe responses
• Analyze the interview responses to extract insights
• Use your findings to inform design, product, and business decisions

💡 A specialized user interview tool makes interviewing easier. With Maze Interview Studies , you can recruit, host, and analyze interviews all on one platform.

User interviews: A qualitative research example

Let’s say you’ve designed a recruitment platform, called Tech2Talent , that connects employers with tech talent. Before starting the design process, you want to clearly understand the pain points employers experience with existing recruitment tools'.

You draft a list of ten questions for a semi-structured interview for 15 different one-on-one interviews. As it’s semi-structured, you don’t expect to ask all the questions—the script serves as more of a guide.

One key question in your script is: “Have tech recruitment platforms helped you find the talent you need in the past?”

Most respondents answer with a resounding and passionate ‘no’ with one of them expanding:

“For our company, it’s been pretty hit or miss honestly. They let just about anyone make a profile and call themselves tech talent. It’s so hard sifting through serious candidates. I can’t see any of their achievements until I invest time setting up an interview.”

You begin to notice a pattern in your responses: recruitment tools often lack easily accessible details on talent profiles.

You’ve gained contextual feedback on why other recruitment platforms fail to solve user needs.

2. Focus groups

A focus group is a research method that involves gathering a small group of people—around five to ten users—to discuss a specific topic, such as their’ experience with your new product feature. Unlike user interviews, focus groups aim to capture the collective opinion of a wider market segment and encourage discussion among the group.

When to use focus groups

You should use focus groups when you need a deeper understanding of your users’ collective opinions. The dynamic discussion among participants can spark in-depth insights that might not emerge from regular interviews.

Focus groups can be used before, during, and after a product launch. They’re ideal:

• Throughout the problem discovery phase: To understand your user segment’s pain points and expectations, and generate product ideas
• Post-launch: To evaluate and understand the collective opinion of your product’s user experience
• When conducting market research: To grasp usage patterns, consumer perceptions, and market opportunities for your product

How to conduct focus group studies: The basics

• Draft prompts to spark conversation, or a series of questions based on your UX research objectives
• Find a group of five to ten users who are representative of your target audience (or a specific user segment) and schedule your focus group session
• Conduct the focus group by talking and listening to users, then transcribe responses
• Analyze focus group responses and extract insights
• Use your findings to inform design decisions

The number of participants can make it difficult to take notes or do manual transcriptions. We recommend using a transcription or a specialized UX research tool , such as Maze, that can automatically create ready-to-share reports and highlight key user insights.

Focus groups: A qualitative research example

You’re a UX researcher at FitMe , a fitness app that creates customized daily workouts for gym-goers. Unlike many other apps, FitMe takes into account the previous day’s workout and aims to create one that allows users to effectively rest different muscles.

However, FitMe has an issue. Users are generating workouts but not completing them. They’re accessing the app, taking the necessary steps to get a workout for the day, but quitting at the last hurdle.

Time to talk to users.

You organize a focus group to get to the root of the drop-off issue. You invite five existing users, all of whom have dropped off at the exact point you’re investigating, and ask them questions to uncover why.

A dialog develops:

Participant 1: “Sometimes I’ll get a workout that I just don’t want to do. Sure, it’s a good workout—but I just don’t want to physically do it. I just do my own thing when that happens.”

Participant 2: “Same here, some of them are so boring. I go to the gym because I love it. It’s an escape.”

Participant 3: “Right?! I get that the app generates the best one for me on that specific day, but I wish I could get a couple of options.”

Participant 4: “I’m the same, there are some exercises I just refuse to do. I’m not coming to the gym to do things I dislike.”

Conducting the focus groups and reviewing the transcripts, you realize that users want options. A workout that works for one gym-goer doesn’t necessarily work for the next.

A possible solution? Adding the option to generate a new workout (that still considers previous workouts)and the ability to blacklist certain exercises, like burpees.

3. Ethnographic research

Ethnographic research is a research method that involves observing and interacting with users in a real-life environment. By studying users in their natural habitat, you can understand how your product fits into their daily lives.

Ethnographic research can be active or passive. Active ethnographic research entails engaging with users in their natural environment and then following up with methods like interviews. Passive ethnographic research involves letting the user interact with the product while you note your observations.

When to use ethnographic research

Ethnographic research is best suited when you want rich insights into the context and environment in which users interact with your product. Keep in mind that you can conduct ethnographic research throughout the entire product design and development process —from problem discovery to post-launch. However, it’s mostly done early in the process:

• Early concept development: To gain an understanding of your user's day-to-day environment. Observe how they complete tasks and the pain points they encounter. The unique demands of their everyday lives will inform how to design your product.
• Initial design phase: Even if you have a firm grasp of the user’s environment, you still need to put your solution to the test. Conducting ethnographic research with your users interacting with your prototype puts theory into practice.

How to conduct ethnographic research:

• Recruit users who are reflective of your audience
• Meet with them in their natural environment, and tell them to behave as they usually would
• Take down field notes as they interact with your product
• Engage with your users, ask questions, or host an in-depth interview if you’re doing an active ethnographic study
• Collect all your data and analyze it for insights

While ethnographic studies provide a comprehensive view of what potential users actually do, they are resource-intensive and logistically difficult. A common alternative is diary studies. Like ethnographic research, diary studies examine how users interact with your product in their day-to-day, but the data is self-reported by participants.

⚙️ Recruiting participants proving tough and time-consuming? Maze Panel makes it easy, with 400+ filters to find your ideal participants from a pool of 3 million participants.

Ethnographic research: A qualitative research example

You're a UX researcher for a project management platform called ProFlow , and you’re conducting an ethnographic study of the project creation process with key users, including a startup’s COO.

The first thing you notice is that the COO is rushing while navigating the platform. You also take note of the 46 tabs and Zoom calls opened on their monitor. Their attention is divided, and they let out an exasperated sigh as they repeatedly hit “refresh” on your website’s onboarding interface.

You conclude the session with an interview and ask, “How easy or difficult did you find using ProFlow to coordinate a project?”

The COO answers: “Look, the whole reason we turn to project platforms is because we need to be quick on our feet. I’m doing a million things so I need the process to be fast and simple. The actual project management is good, but creating projects and setting up tables is way too complicated.”

You realize that ProFlow ’s project creation process takes way too much time for professionals working in fast-paced, dynamic environments. To solve the issue, propose a quick-create option that enables them to move ahead with the basics instead of requiring in-depth project details.

4. Qualitative observation

Qualitative observation is a similar method to ethnographic research, though not as deep. It involves observing your users in a natural or controlled environment and taking notes as they interact with a product. However, be sure not to interrupt them, as this compromises the integrity of the study and turns it into active ethnographic research.

When to qualitative observation

Qualitative observation is best when you want to record how users interact with your product without anyone interfering. Much like ethnographic research, observation is best done during:

• Early concept development: To help you understand your users' daily lives, how they complete tasks, and the problems they deal with. The observations you collect in these instances will help you define a concept for your product.
• Initial design phase: Observing how users deal with your prototype helps you test if they can easily interact with it in their daily environments

How to conduct qualitative observation:

• Recruit users who regularly use your product
• Meet with users in either their natural environment, such as their office, or within a controlled environment, such as a lab
• Observe them and take down field notes based on what you notice

Qualitative observation: An qualitative research example

You’re conducting UX research for Stackbuilder , an app that connects businesses with tools ideal for their needs and budgets. To determine if your app is easy to use for industry professionals, you decide to conduct an observation study.

Sitting in with the participant, you notice they breeze past the onboarding process, quickly creating an account for their company. Yet, after specifying their company’s budget, they suddenly slow down. They open links to each tool’s individual page, confusingly switching from one tab to another. They let out a sigh as they read through each website.

Conducting your observation study, you realize that users find it difficult to extract information from each tool’s website. Based on your field notes, you suggest including a bullet-point summary of each tool directly on your platform.

5. Case study research

Case studies are a UX research method that provides comprehensive and contextual insights into a real-world case over a long period of time. They typically include a range of other qualitative research methods, like interviews, observations, and ethnographic research. A case study allows you to form an in-depth analysis of how people use your product, helping you uncover nuanced differences between your users.

When to use case studies

Case studies are best when your product involves complex interactions that need to be tracked over a longer period or through in-depth analysis. You can also use case studies when your product is innovative, and there’s little existing data on how users interact with it.

As for specific phases in the product design and development process:

• Initial design phase: Case studies can help you rigorously test for product issues and the reasons behind them, giving you in-depth feedback on everything between user motivations, friction points, and usability issues
• Post-launch phase: Continuing with case studies after launch can give you ongoing feedback on how users interact with the product in their day-to-day lives. These insights ensure you can meet shifting user expectations with product updates and future iterations

How to conduct case studies:

• Outline an objective for your case study such as examining specific user tasks or the overall user journey
• Select qualitative research methods such as interviews, ethnographic studies, or observations
• Collect and analyze your data for comprehensive insights
• Include your findings in a report with proposed solutions

Case study research: A qualitative research example

Your team has recently launched Pulse , a platform that analyzes social media posts to identify rising digital marketing trends. Pulse has been on the market for a year, and you want to better understand how it helps small businesses create successful campaigns.

To conduct your case study, you begin with a series of interviews to understand user expectations, ethnographic research sessions, and focus groups. After sorting responses and observations into common themes you notice a main recurring pattern. Users have trouble interpreting the data from their dashboards, making it difficult to identify which trends to follow.

With your synthesized insights, you create a report with detailed narratives of individual user experiences, common themes and issues, and recommendations for addressing user friction points.

Some of your proposed solutions include creating intuitive graphs and summaries for each trend study. This makes it easier for users to understand trends and implement strategic changes in their campaigns.

6. Secondary research

Secondary research is a research method that involves collecting and analyzing documents, records, and reviews that provide you with contextual data on your topic. You’re not connecting with participants directly, but rather accessing pre-existing available data. For example, you can pull out insights from your UX research repository to reexamine how they apply to your new UX research objective.

Strictly speaking, it can be both qualitative and quantitative—but today we focus on its qualitative application.

When to use secondary research

Record keeping is particularly useful when you need supplemental insights to complement, validate, or compare current research findings. It helps you analyze shifting trends amongst your users across a specific period. Some other scenarios where you need record keeping include:

• Initial discovery or exploration phase: Secondary research can help you quickly gather background information and data to understand the broader context of a market
• Design and development phase: See what solutions are working in other contexts for an idea of how to build yours

Secondary research is especially valuable when your team faces budget constraints, tight deadlines, or limited resources. Through review mining and collecting older findings, you can uncover useful insights that drive decision-making throughout the product design and development process.

How to conduct secondary research:

• Outline your UX research objective
• Identify potential data sources for information on your product, market, or target audience. Some of these sources can include: a. Review websites like Capterra and G2 b. Social media channels c. Customer service logs and disputes d. Website reviews e. Reports and insights from previous research studies f. Industry trends g. Information on competitors
• Analyze your data by identifying recurring patterns and themes for insights

Secondary research: A qualitative research example

SafeSurf is a cybersecurity platform that offers threat detection, security audits, and real-time reports. After conducting multiple rounds of testing, you need a quick and easy way to identify remaining usability issues. Instead of conducting another resource-intensive method, you opt for social listening and data mining for your secondary research.

Browsing through your company’s X, you identify a recurring theme: many users without a background in tech find SafeSurf ’s reports too technical and difficult to read. Users struggle with understanding what to do if their networks are breached.

After checking your other social media channels and review sites, the issue pops up again.

With your gathered insights, your team settles on introducing a simplified version of reports, including clear summaries, takeaways, and step-by-step protocols for ensuring security.

By conducting secondary research, you’ve uncovered a major usability issue—all without spending large amounts of time and resources to connect with your users.

7. Open-ended surveys

Open-ended surveys are a type of unmoderated UX research method that involves asking users to answer a list of qualitative research questions designed to uncover their attitudes, expectations, and needs regarding your service or product. Open-ended surveys allow users to give in-depth, nuanced, and contextual responses.

When to use open-ended surveys

User surveys are an effective qualitative research method for reaching a large number of users. You can use them at any stage of the design and product development process, but they’re particularly useful:

• When you’re conducting generative research : Open-ended surveys allow you to reach a wide range of users, making them especially useful during initial research phases when you need broad insights into user experiences
• When you need to understand customer satisfaction: Open-ended customer satisfaction surveys help you uncover why your users might be dissatisfied with your product, helping you find the root cause of their negative experiences
• In combination with close-ended surveys: Get a combination of numerical, statistical insights and rich descriptive feedback. You’ll know what a specific percentage of your users think and why they think it.

How to conduct open-ended surveys:

• Design your survey and draft out a list of survey questions
• Distribute your surveys to respondents
• Analyze survey participant responses for key themes and patterns
• Use your findings to inform your design process

Open-ended surveys: A qualitative research example

You're a UX researcher for RouteReader , a comprehensive logistics platform that allows users to conduct shipment tracking and route planning. Recently, you’ve launched a new predictive analytics feature that allows users to quickly identify and prepare for supply chain disruptions.

To better understand if users find the new feature helpful, you create an open-ended, in-app survey.

The questions you ask your users:

• “What has been your experience with our new predictive analytics feature?"
• “Do you find it easy or difficult to rework your routes based on our predictive suggestions?”
• “Does the predictive analytics feature make planning routes easier? Why or why not?”

Most of the responses are positive. Users report using the predictive analytics feature to make last-minute adjustments to their route plans, and some even rely on it regularly. However, a few users find the feature hard to notice, making it difficult to adjust their routes on time.

To ensure users have supply chain insights on time, you integrate the new feature into each interface so users can easily spot important information and adjust their routes accordingly.

💡 Surveys are a lot easier with a quality survey tool. Maze’s Feedback Surveys solution has all you need to ensure your surveys get the insights you need—including AI-powered follow-up and automated reports.

Qualitative research vs. quantitative research: What’s the difference?

Alongside qualitative research approaches, UX teams also use quantitative research methods. Despite the similar names, the two are very different.

Here are some of the key differences between qualitative research and quantitative research .

Before selecting either qualitative or quantitative methods, first identify what you want to achieve with your UX research project. As a general rule of thumb, think qualitative data collection for in-depth understanding and quantitative studies for measurement and validation.

Conduct qualitative research with Maze

You’ll often find that knowing the what is pointless without understanding the accompanying why . Qualitative research helps you uncover your why.

So, what about how —how do you identify your 'what' and your 'why'?

The answer is with a user research tool like Maze.

Maze is the leading user research platform that lets you organize, conduct, and analyze both qualitative and quantitative research studies—all from one place. Its wide variety of UX research methods and advanced AI capabilities help you get the insights you need to build the right products and experiences faster.

Frequently asked questions about qualitative research examples

What is qualitative research?

Qualitative research is a research method that aims to provide contextual, descriptive, and non-numerical insights on a specific issue. Qualitative research methods like interviews, case studies, and ethnographic studies allow you to uncover the reasoning behind your user’s attitudes and opinions.

Can a study be both qualitative and quantitative?

Absolutely! You can use mixed methods in your research design, which combines qualitative and quantitative approaches to gain both descriptive and statistical insights.

For example, user surveys can have both close-ended and open-ended questions, providing comprehensive data like percentages of user views and descriptive reasoning behind their answers.

Is qualitative or quantitative research better?

The choice between qualitative and quantitative research depends upon your research goals and objectives.

Qualitative research methods are better suited when you want to understand the complexities of your user’s problems and uncover the underlying motives beneath their thoughts, feelings, and behaviors. Quantitative research excels in giving you numerical data, helping you gain a statistical view of your user's attitudes, identifying trends, and making predictions.

What are some approaches to qualitative research?

There are many approaches to qualitative studies. An approach is the underlying theory behind a method, and a method is a way of implementing the approach. Here are some approaches to qualitative research:

• Grounded theory: Researchers study a topic and develop theories inductively
• Phenomenological research: Researchers study a phenomenon through the lived experiences of those involved
• Ethnography: Researchers immerse themselves in organizations to understand how they operate

Qualitative Interview Questions: Guidance for Novice Researchers

• September 2020
• The Qualitative Report
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Open-Ended Questions in Qualitative Research: Strategies, Examples, and Best Practices

Table of content, understanding open-ended questions, designing open-ended questions, types of open-ended questions, conducting interviews and focus groups with open-ended questions, analyzing and interpreting open-ended responses, challenges and limitations of using open-ended questions, best practices for using open-ended questions in qualitative research, definition of open-ended questions.

Open-ended questions are a research tool that allows for a wide range of possible answers and encourages respondents to provide detailed and personalized responses. These types of questions typically begin with phrases such as “ How ,” “ What ,” or “ Why “, and require the respondent to provide their thoughts and opinions.

Open-ended questions are crucial in the following scenarios:

Understanding complex phenomena : When a topic is complex, multi-faceted, or difficult to measure with numerical data, qualitative research can provide a more nuanced and detailed understanding.

Studying subjective experiences: When the focus is on people’s perceptions, attitudes, beliefs, or experiences, qualitative research is better suited to capture the richness and diversity of their perspectives.

Developing theories: When a researcher wants to develop a model or theory to explain a phenomenon, qualitative research can provide a rich source of data to support the development of such hypotheses.

Evaluating programs or interventions: Qualitative research can help to evaluate the effectiveness of programs or interventions by collecting feedback from participants, stakeholders, or experts.

Researchers use open-ended methods in research, interviews, counseling, and other situations that may require detailed and in-depth responses.

Benefits of Using Open-Ended Questions in Qualitative Research

Qualitative research is most appropriate when the research question is exploratory, complex, subjective, theoretical, or evaluative. These questions are valuable in qualitative research for the following reasons:

More In-depth Responses

Open-ended questions allow participants to share their experiences and opinions in their own words, often leading to more in-depth and detailed responses.  For example, if a researcher is studying cancer survivors’ experiences, an open-ended question like, “Can you tell me about your experience with cancer?” may elicit a more detailed and nuanced response than a closed-ended question like “Did you find your cancer diagnosis to be difficult?”

Flexibility

Open-ended questions give the participant flexibility to respond to the questions in a way that makes sense to them, often revealing vital information that the researcher may have overlooked.

Better Understanding

Open-ended questions provide the researcher with a better understanding of the participant’s perspectives, beliefs, attitudes, and experiences, which is crucial in gaining insights into complex issues.

Uncovering New Insights

Open-ended questions can often lead to unexpected responses and reveal new information. When participants freely express themselves in their own words, they may bring up topics or perspectives that the researcher had not considered.

Building Rapport

Open-ended questions help build rapport with the participant, allowing the researcher to show interest in the participant’s responses and provide a space for them to share their experiences without feeling judged. This can lead to a positive research experience for participants, which may increase the likelihood of their continued participation in future studies.

Validating or Challenging Existing Theories

By allowing participants to provide their own perspectives and experiences, researchers can compare and contrast these responses with existing theories to see if they align or diverge. If the data from participants align with existing hypotheses, this can provide additional support for this data. On the other hand, if the information diverges from existing theories, this can indicate a need for further investigation or revision of the existing data.

Avoiding Bias and Preconceived Notions

Researchers may unintentionally guide participants towards a particular answer or perspective when using close-ended questions. This can introduce bias into the data and limit the range of responses that participants provide. By using open-ended questions, researchers can avoid this potential source of bias and allow participants to express their unique perspectives.

Differences Between Open-Ended and Closed-Ended Questions

Open-ended questions encourage numerous responses and allow respondents to provide their thoughts and opinions. “ What ,” “ How, ” or “ Why ” are some of the words used to phrase open-ended questions and are designed to elicit more detailed and expansive answers. Researchers use open-ended questions in ethnography, interviews , and focus groups to gather comprehensive information and participants’ insights.

Some examples of open-ended questions include:

• What do you think about the current state of the economy?
• How do you feel about global warming?
• Why did you choose to pursue a career in law?

On the other hand, closed-ended questions only allow for a limited set of responses and are typically answered with a “Yes” or “No” or a specific option from a list of multiple choices. These questions are handy in surveys, customer service interactions and questionnaires to collect quantitative data that can be easily analyzed and quantified. They are significant when you want to gather specific information hastily or when you need to confirm or deny a particular fact.

Some examples of closed-ended questions include:

• What was your shopping experience with our company like?
• Have you ever traveled to Europe before?
• Which of these brands do you prefer: Nike, Adidas, or Puma?

Both open-ended and closed-ended questions have their place in research and communication. Open-ended questions can provide rich and detailed information, while closed-ended questions can provide specific and measurable data. The appropriate question type typically depends on the research or communication goals, context and the information required.

Designing open-ended questions requires careful consideration and planning. Open-ended questions elicit more than just a simple “yes” or “no” response and instead allow for a broad range of answers that provide insight into the respondent’s thoughts, feelings, or experiences. When designing open-ended questions in qualitative research, it is critical to consider the best practices below:

Before designing your questions, you must predetermine what you want to learn from your respondents. This, in turn, will help you craft clear and concise questions that are relevant to your research goals. Use simple language and avoid technical terms or jargon that might confuse respondents.

Avoid leading or biased language that could influence and limit the respondents’ answers. Instead, use neutral wording that allows participants to share their authentic thoughts and opinions. For example, instead of asking, “Did you enjoy the food you ate?” ask, “What was your experience at the restaurant?”

One of the advantages of open-ended questions is that they allow respondents to provide detailed and personalized responses. Encourage participants to elaborate on their answers by asking follow-up questions or probing for additional information.

One can deliver open-ended questions in various formats, including interviews, surveys, and focus groups. Consider which one is most appropriate for your research goals and target audience. Additionally, before using your questions in a survey or interview, test them with a small group of people to make sure they are clear and functional.

Open-ended questions give a participant the freedom to answer without restriction. Furthermore, these questions evoke detailed responses from participants, unlike close-ended questions that tend to lead to one-word answers.

Open-Ended Questions Categories

When a researcher wants to explore a topic or phenomenon that is not well understood, qualitative research can help generate hypotheses and insights. For instance, “Can you tell me more about your thoughts on animal poaching in Africa?” or “What is your opinion on the future of social media in business?”

Researchers use these questions to prompt respondents to think more deeply about a particular topic or experience, sometimes using anecdotes related to a specific topic. For example, “What did you learn from that experience?” or “How do you think you could have handled that situation differently?

Researchers use probing questions to gain deeper insight into a participant’s response. These questions aim to understand the reasoning and emotion behind a particular answer. For example, “What did you learn from that mistake?” or “How do you think you could have handled that situation differently?

These questions get more information or clarify a point. For example, “Can you explain that further?” or “Can you give me an example?”

These questions ask the respondents to imagine a hypothetical scenario and provide their thoughts or reactions. Examples of hypothetical questions include “What would you do if you won the lottery?” or “How do you think society would be different if everyone had access to free healthcare?”

These questions ask the respondent to describe something in detail, such as a person, place, or event. Examples of descriptive questions include “Can you tell me about your favorite vacation?” or “How would you describe your ideal job?”

When preparing for an interview , it is important to understand the types of interviews available, what topics will be covered, and how to ask open-ended questions.

Questions should be asked in terms of past, present, and future experiences and should be worded in such a way as to invite a more detailed response from the participant. It is also important to establish a clear sequence of questions so that all topics are addressed without interrupting the flow of conversation.

Planning and Preparing For Interviews and Focus Groups

Before starting an interview or focus group, creating a list of topics or areas you want to explore during your research is essential. Consider what questions will help you gain the most insight into the topic.

Once you’ve identified the topics, you can create more specific questions that will be used to guide the conversation. It can be helpful to categorize your questions into themes to ensure all topics are addressed during the interview.

As you write your questions, aim to keep them as open-ended as possible so that the participant has space to provide detailed feedback. Avoid leading questions and try to avoid yes or no answers. Also, allow participants to provide any additional thoughts they may have on the topic.

Let’s say you’re researching customer experience with an online store. Your broad topic categories might be customer service, product selection, ease of use, and shipping. Your questions could cover things like:

• How satisfied are you with the customer service?
• What do you think about the product selection?
• Is it easy to find the products you’re looking for?

 Best Practices

During the conversation, only one person can talk at a time, and everyone should be able to contribute. To ensure participants understand the questions being asked, try asking them in multiple ways.

It is also important to pause briefly and review the question that has just been discussed before moving on. In addition, brief pauses and silences before and after asking a new question may help facilitate the discussion. If participants begin talking about something that may be an answer to a different question during the discussion, then feel free to allow the conversation to go in that direction.

With these strategies, examples, and best practices in mind, you can ensure that your interviews and focus groups are successful.

Tips For Asking Open-Ended Questions During Interviews and Focus Groups

Asking open-ended questions during interviews and focus groups is critical to qualitative research. Open-ended questions allow you to explore topics in-depth, uncover deeper insights, and gain valuable participant feedback.

However, crafting your questions with intention and purpose is important to ensure that you get the most out of your research.

Start With General Questions

When crafting open-ended questions for interviews or focus groups, it’s important to start with general questions and move towards more specific ones. This strategy helps you uncover various perspectives and ideas before getting into the details.

Using neutral language helps to avoid bias and encourages honest answers from participants. It’s important to determine the goal of the focus group or interview before asking any questions. These findings will help guide your conversation and keep it on track.

Use of Engagement Questions

To get the conversation started during interviews or focus groups, engagement questions are a great way to break the ice. These types of questions can be about anything from personal experiences to interests.

For example: “How did you get here, and what was one unusual thing you saw on your way in?”, “What do you like to do to unwind in your free time?” or “When did you last purchase a product from this line?”.

Use of Exploratory Questions

Exploratory questions about features are also useful in this type of research. Questions such as: “What features would you talk about when recommending this product to a friend?”, “If you could change one thing about this product, what would you change?”, or “Do you prefer this product or that product, and why?” all help to uncover participants’ opinions and preferences.

Exploratory questions about experiences are also helpful; questions such as: “Tell me about a time you experienced a mishap when using this product?” help to identify potential problems that need to be addressed.

Researchers can gain valuable insights from participants by using these tips for asking open-ended questions during interviews and focus groups.

Strategies For Active Listening and Follow-Up Questioning

Active listening is an important skill to possess when conducting qualitative research. It’s essential to ensure you understand and respond to the person you are interviewing effectively. Here are some strategies for active listening and follow-up questioning:

Pay Attention to Non-Verbal Cues

It is important to pay attention to non-verbal cues such as body language and voice when listening. Pay attention to their facial expressions and tone of voice to better understand what they are saying. Make sure not to interrupt the other person, as this can make them feel like their opinions aren’t being heard.

Listen Without Judging or Jumping to Conclusions

It is important to listen without judgment or jumping to conclusions. Don’t plan what to say next while listening, as this will stop you from understanding what the other person is saying.

Use Non-Verbal Signals to Show That You’re Listening

Nodding, smiling, and making small noises like “yes” and “uh huh” can show that you are listening. These signals can help the person feel more comfortable and open up more.

Don’t Impose Your Opinions or Solutions

When interviewing someone, it is important not to impose your opinions or solutions. It is more important to understand the other person and try to find common ground than it is to be right.

Stay Focused While Listening

Finally, it is critical to stay focused while listening. Don’t let yourself get distracted by your own thoughts or daydreaming. Remain attentive and listen with an open mind.

These are all key elements in effectively gathering data and insights through qualitative research.

Qualitative research depends on understanding the context and content of the responses to open-ended questions. Analyzing and interpreting these responses can be challenging for researchers, so it’s important to have a plan and strategies for getting the most value out of open-ended responses.

Strategies For Coding and Categorizing Responses

Coding qualitative data categorizes and organizes responses to open-ended questions in a research study. It is an essential part of the qualitative data analysis process and helps identify the responses’ patterns, themes, and trends.

Thematic Analysis and Qualitative Data Analysis Software

These are two methods for automated coding of customer feedback. Thematic analysis is the process of identifying patterns within qualitative data. This process can be done by manually sorting through customer feedback or using a software program to do the work for you.

Qualitative data analysis software also facilitates coding by providing powerful visualizations that allow users to identify trends and correlations between different customer responses.

Manual Coding

Manual coding is another method of coding qualitative data, where coders sort through responses and manually assign labels based on common themes. Coding the qualitative data, it makes it easier to interpret customer feedback and draw meaningful conclusions from it.

Coding customer feedback helps researchers make data-driven decisions based on customer satisfaction. It helps quantify the common themes in customer language, making it easier to interpret and analyze customer feedback accurately.

Strategies for manual coding include using predetermined codes for common words or phrases and assigning labels to customers’ responses according to certain categories. Examples of best practices for coding include using multiple coders to review responses for accuracy and consistency and creating a library of codes for ease of use.

Identifying Themes and Patterns in Responses

These processes involve reviewing the responses and searching for commonalities regarding words, phrases, topics, or ideas. Doing so can help researchers to gain a better understanding of the material they are analyzing.

There are several strategies that researchers can use when it comes to identifying themes and patterns in open-ended responses.

Manual Scan

One strategy is manually scanning the data and looking for words or phrases that appear multiple times.

Automatic Scan

Another approach is to use qualitative analysis software that can provide coding, categorization, and data analysis.

For example, if a survey asked people about their experience with a product, a researcher could look for common phrases such as “it was easy to use” or “I didn’t like it.” The researcher could then look for patterns regarding how frequently these phrases were used.

Concept Indicator Model

This model is an important part of the coding process in classic grounded theory. It involves a continuous process of exploring and understanding open-ended responses, which can often lead to the development of new conceptual ideas.

Coding Process

The coding process is broken down into two parts: substantive coding and theoretical coding. Substantive coding involves organizing data into meaningful categories, while theoretical coding looks at how those categories relate.

Forms of Coding

Within the concept indicator model are two forms of coding: open coding and selective coding. Open coding is used to explore responses without predetermined theories or preconceived ideas. It is an iterative process involving connecting categories and generating tentative conclusions.

On the other hand, selective coding uses predetermined theories or ideas to guide data analysis.

The concept indicator model also uses a cycling approach known as constant comparison and theoretical sampling. Constant comparison is the process of constantly comparing new data with previous data until saturation is reached.

Theoretical sampling involves examining different data types to determine which ones will be more useful for exploring the concepts and relationships under investigation.

Gaining experience and confidence in exploring and confirming conceptual ideas is essential for success in the concept indicator model.

Strategies such as brainstorming and creating examples can help analysts better understand the various concepts that emerge from the data.

Best practices such as involving multiple coders in the process, triangulating data from different sources, and including contextual information can also help increase the accuracy and reliability of coding results.

Interpreting and Analyzing Open-Ended Responses in Relation to Your Research Questions

• Ensure Objectives are Met: For any study or project, you must ensure your objectives are met. To achieve this, the responses to open-ended questions must be categorized according to their subject, purpose, and theme. This step will help in recognizing patterns and drawing out commonalities.
• Choose A Coding Method: Once you have identified the themes, you must choose a coding method to interpret and analyze the data.

There are various coding strategies that can be employed. For example, a directed coding strategy will help you focus on the themes you have identified in your research objectives. In contrast, an axial coding method can be used to connect related concepts together. With a coding method, it will be easier to make sense of the responses.

Use Narrative Analysis

This process involves looking for story elements such as plot, characters, setting, and conflict in the text. It can be useful for identifying shared experiences or values within a group.

By looking for these narrative elements, you can better understand how individuals perceive their own experiences and those of others.

Analyze the Findings

However, to understand the meanings that the responses may have, it is also important to analyze them. This stage is where techniques such as in-depth interviews, focus groups, and textual analysis come in.

These methods provide valuable insights into how the responses are related to each other and can help uncover potential connections and underlying motivations.

Summarize Your Findings

Once you have interpreted and analyzed the data, it is time to decide on your key findings. For example, you can summarize your findings according to different themes, discuss any implications of your research or suggest ways in which further research can be carried out.

These strategies provide valuable insights into the qualitative data collected from open-ended questions. However, to ensure that the data’s most effective outcomes are obtained, you need to familiarize yourself with the best practices in qualitative research.

Open-ended questions have the potential to generate rich and nuanced data in qualitative research. However, they also present certain challenges and limitations that researchers and educators need to be aware of.

We will now explore some of the challenges associated with using open-ended questions, including potential biases and subjectivity in responses, social desirability bias, and response bias.

We will also discuss strategies to address these challenges, such as balancing open-ended and closed-ended questions in research design. By understanding these limitations and employing best practices, researchers and educators can use open-ended questions to gather meaningful data and insights.

Addressing potential biases and subjectivity in responses

When we use open-ended questions in qualitative research, it’s crucial to be mindful of potential biases and subjectivity in responses. It’s natural for participants to bring their own experiences and beliefs to the table, which can impact their answers and skew the data. To tackle these challenges, we can take several steps to ensure that our research findings are as accurate and representative as possible.

One way to minimize subjectivity is to use neutral and unbiased language when framing our questions. By doing so, we can avoid leading or loaded questions that could influence participants’ responses. We can also use multiple methods to verify data and check responses, like conducting follow-up interviews or comparing responses with existing literature.

Another important consideration is to be open and transparent about the research process and participants’ rights. Addressing these biases also includes providing informed consent and guaranteeing confidentiality so that participants feel comfortable sharing their genuine thoughts and feelings. By recruiting diverse participants and ensuring that our data is representative and inclusive, we can also reduce potential biases and increase the validity of our findings.

By tackling biases and subjectivity in responses head-on, we can gather reliable and insightful data that can inform future research and enhance teaching methods.

Dealing with social desirability bias and response bias

In qualitative research, social desirability bias and response bias can pose significant challenges when analyzing data. Social desirability bias occurs when participants tend to respond in ways that align with social norms or expectations, rather than expressing their true feelings or beliefs. Response bias, on the other hand, happens when participants provide incomplete or inaccurate information due to factors like memory lapse or misunderstanding of the question.

To address these biases, researchers can use various strategies to encourage participants to be more candid and honest in their responses.

For instance, researchers can create a safe and supportive environment that fosters trust and openness, allowing participants to feel comfortable sharing their true thoughts and experiences. Researchers can also use probing techniques to encourage participants to elaborate on their answers, helping to uncover underlying beliefs and attitudes.

It’s also a good idea to mix up the types of questions you ask, utilizing both open-ended and closed-ended inquiries to get a variety of responses. Closed-ended questions can aid in the verification or confirmation of participants’ comments, but open-ended questions allow for a more in-depth investigation of themes and encourage participants to submit extensive and personal responses.

Balancing open-ended and closed-ended questions in your research design

An appropriate combination of open-ended and closed-ended questions is essential for developing an effective research design. Open-ended questions allow participants to provide detailed, nuanced responses and offer researchers the opportunity to uncover unexpected insights.

However, too many open-ended questions can make analysis challenging and time-consuming. Closed-ended questions, on the other hand, can provide concise and straightforward data that’s easy to analyze but may not capture the complexity of participants’ experiences.

Balancing the use of open-ended and closed-ended questions necessitates a careful evaluation of the study objectives, target audience, and issue under examination. Researchers must also consider the available time and resources for analysis.

When designing a research study, it’s essential to prioritize the research goals and choose questions that align with those goals. Careful selection of questions guarantees that the data gathered is pertinent and adds to a greater knowledge of the topic under consideration. Researchers should also consider the participants’ backgrounds and experiences and select questions that are appropriate and sensitive to their needs. Furthermore, adopting a mix of open-ended and closed-ended questions can assist researchers in triangulating data, which allows them to cross-validate their findings by comparing results from multiple sources or techniques.

Lastly, we will be exploring the best practices for utilizing open-ended questions in qualitative research. We cover a range of helpful tips and strategies for creating a research design that fosters rich and nuanced data while maintaining the integrity of your research.

Building an effective connection with your research participants, developing carefully developed research questions that align with your research objectives, remaining flexible and adaptable in your approach, and prioritizing ethical considerations throughout your research process are some of the key best practices we explore.

Building Rapport with Participants

Building rapport with research participants is an essential component of conducting effective qualitative research. Building rapport is all about creating trust and providing a comfortable environment where participants can feel free to share their thoughts and experiences.

The first thing a researcher should do is to introduce themselves and make the participant understand why the research is significant.  Additionally, active listening is critical in building rapport. Listening attentively to your participants’ responses and asking follow-up questions can demonstrate your interest in their experiences and perspective.

Maintaining a nonjudgmental, impartial position is also essential in developing rapport. Participants must feel free to express their opinions and experiences without fear of being judged or prejudiced.

Using respectful language, maintaining eye contact, and nodding along to participants’ responses can show that you are invested in their stories and care about their experiences.

Overall, establishing rapport with participants is an ongoing process that requires attention, care, and empathy.

Developing clear research questions

In research, developing clear research questions is an essential component of qualitative research using open-ended questions. The research questions provide a clear direction for the research process, enabling researchers to gather relevant and insightful data.

To create effective research questions, they must be specific, concise, and aligned with the overall research objectives. It is crucial to avoid overly broad or narrow questions that could impact the validity of the research.

Additionally, researchers should use language that is easy to understand. Researchers should avoid any technical jargon that may lead to confusion.

The order of the questions is also significant; they should flow logically, building on each other and ensuring they make sense. By developing clear research questions, researchers can collect and analyze data in a more effective and meaningful manner.                      

Maintaining a flexible and adaptable approach

When conducting qualitative research, maintaining a flexible and adaptable approach is crucial. Flexibility enables researchers to adjust their research methods and questions to ensure they capture rich and nuanced data that can answer their research questions.

However, staying adaptable can be a daunting task, as researchers may need to modify their research approach based on participants’ responses or unforeseen circumstances.

To maintain flexibility, researchers must have a clear understanding of their research questions and goals, while also remaining open to modifying their methods if necessary. It is also essential to keep detailed notes and regularly reflect on research progress to determine if adjustments are needed.

Staying adaptable is equally important as it requires researchers to be responsive to changes in participants’ attitudes and perspectives. Being able to pivot research direction and approach based on participant feedback is critical to achieving accurate and meaningful results.

Maintaining a flexible and adaptive strategy allows researchers to collect the most extensive and accurate data possible, resulting in a more in-depth understanding of the research topic. While it can be challenging to remain flexible and adaptable, doing so will ultimately lead to more robust research findings and greater insights into the topic at hand.

Being aware of ethical considerations

When conducting research, It is critical to remember the ethical aspects that control how individuals interact with one another in society and how these factors affect research. Ethical considerations refer to the principles or standards that should guide research to ensure it is conducted in an honest, transparent, and respectful manner.

Before beginning the study, researchers must obtain informed consent from participants. Obtaining consent means providing clear and comprehensive information about the research, its purpose, what participation entails, and the potential risks and benefits. Researchers must ensure that participants understand the information and voluntarily consent to participate.

Protecting the privacy and confidentiality of participants must be essential for researchers. They should look into safeguarding personal information, using pseudonyms or codes to protect identities, and securing any identifying information collected.

Researchers must avoid asking questions that are too personal, sensitive, or potentially harmful. If harm or distress occurs, researchers should provide participants with appropriate support and referral to relevant services.

Using open-ended questions in qualitative research presents both challenges and benefits. To address potential limitations, researchers should remain objective and neutral, create a safe and non-judgmental space, and use probing techniques. Best practices include building rapport, developing clear research questions, and being flexible. Open-ended questions offer the benefits of revealing rich and nuanced data, allowing for flexibility, and building rapport with participants. Ethical considerations must also be a top priority.

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45 Research Problem Examples & Inspiration

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

Learn about our Editorial Process

A research problem is an issue of concern that is the catalyst for your research. It demonstrates why the research problem needs to take place in the first place.

Generally, you will write your research problem as a clear, concise, and focused statement that identifies an issue or gap in current knowledge that requires investigation.

The problem will likely also guide the direction and purpose of a study. Depending on the problem, you will identify a suitable methodology that will help address the problem and bring solutions to light.

Research Problem Examples

In the following examples, I’ll present some problems worth addressing, and some suggested theoretical frameworks and research methodologies that might fit with the study. Note, however, that these aren’t the only ways to approach the problems. Keep an open mind and consult with your dissertation supervisor!

Psychology Problems

1. Social Media and Self-Esteem: “How does prolonged exposure to social media platforms influence the self-esteem of adolescents?”

• Theoretical Framework : Social Comparison Theory
• Methodology : Longitudinal study tracking adolescents’ social media usage and self-esteem measures over time, combined with qualitative interviews.

2. Sleep and Cognitive Performance: “How does sleep quality and duration impact cognitive performance in adults?”

• Theoretical Framework : Cognitive Psychology
• Methodology : Experimental design with controlled sleep conditions, followed by cognitive tests. Participant sleep patterns can also be monitored using actigraphy.

3. Childhood Trauma and Adult Relationships: “How does unresolved childhood trauma influence attachment styles and relationship dynamics in adulthood?

• Theoretical Framework : Attachment Theory
• Methodology : Mixed methods, combining quantitative measures of attachment styles with qualitative in-depth interviews exploring past trauma and current relationship dynamics.

4. Mindfulness and Stress Reduction: “How effective is mindfulness meditation in reducing perceived stress and physiological markers of stress in working professionals?”

• Theoretical Framework : Humanist Psychology
• Methodology : Randomized controlled trial comparing a group practicing mindfulness meditation to a control group, measuring both self-reported stress and physiological markers (e.g., cortisol levels).

5. Implicit Bias and Decision Making: “To what extent do implicit biases influence decision-making processes in hiring practices?

• Theoretical Framework : Cognitive Dissonance Theory
• Methodology : Experimental design using Implicit Association Tests (IAT) to measure implicit biases, followed by simulated hiring tasks to observe decision-making behaviors.

6. Emotional Regulation and Academic Performance: “How does the ability to regulate emotions impact academic performance in college students?”

• Theoretical Framework : Cognitive Theory of Emotion
• Methodology : Quantitative surveys measuring emotional regulation strategies, combined with academic performance metrics (e.g., GPA).

7. Nature Exposure and Mental Well-being: “Does regular exposure to natural environments improve mental well-being and reduce symptoms of anxiety and depression?”

• Theoretical Framework : Biophilia Hypothesis
• Methodology : Longitudinal study comparing mental health measures of individuals with regular nature exposure to those without, possibly using ecological momentary assessment for real-time data collection.

8. Video Games and Cognitive Skills: “How do action video games influence cognitive skills such as attention, spatial reasoning, and problem-solving?”

• Theoretical Framework : Cognitive Load Theory
• Methodology : Experimental design with pre- and post-tests, comparing cognitive skills of participants before and after a period of action video game play.

9. Parenting Styles and Child Resilience: “How do different parenting styles influence the development of resilience in children facing adversities?”

• Theoretical Framework : Baumrind’s Parenting Styles Inventory
• Methodology : Mixed methods, combining quantitative measures of resilience and parenting styles with qualitative interviews exploring children’s experiences and perceptions.

10. Memory and Aging: “How does the aging process impact episodic memory , and what strategies can mitigate age-related memory decline?

• Theoretical Framework : Information Processing Theory
• Methodology : Cross-sectional study comparing episodic memory performance across different age groups, combined with interventions like memory training or mnemonic strategies to assess potential improvements.

Education Problems

11. Equity and Access : “How do socioeconomic factors influence students’ access to quality education, and what interventions can bridge the gap?

• Theoretical Framework : Critical Pedagogy
• Methodology : Mixed methods, combining quantitative data on student outcomes with qualitative interviews and focus groups with students, parents, and educators.

12. Digital Divide : How does the lack of access to technology and the internet affect remote learning outcomes, and how can this divide be addressed?

• Theoretical Framework : Social Construction of Technology Theory
• Methodology : Survey research to gather data on access to technology, followed by case studies in selected areas.

13. Teacher Efficacy : “What factors contribute to teacher self-efficacy, and how does it impact student achievement?”

• Theoretical Framework : Bandura’s Self-Efficacy Theory
• Methodology : Quantitative surveys to measure teacher self-efficacy, combined with qualitative interviews to explore factors affecting it.

14. Curriculum Relevance : “How can curricula be made more relevant to diverse student populations, incorporating cultural and local contexts?”

• Theoretical Framework : Sociocultural Theory
• Methodology : Content analysis of curricula, combined with focus groups with students and teachers.

15. Special Education : “What are the most effective instructional strategies for students with specific learning disabilities?

• Theoretical Framework : Social Learning Theory
• Methodology : Experimental design comparing different instructional strategies, with pre- and post-tests to measure student achievement.

16. Dropout Rates : “What factors contribute to high school dropout rates, and what interventions can help retain students?”

• Methodology : Longitudinal study tracking students over time, combined with interviews with dropouts.

17. Bilingual Education : “How does bilingual education impact cognitive development and academic achievement?

• Methodology : Comparative study of students in bilingual vs. monolingual programs, using standardized tests and qualitative interviews.

18. Classroom Management: “What reward strategies are most effective in managing diverse classrooms and promoting a positive learning environment?

• Theoretical Framework : Behaviorism (e.g., Skinner’s Operant Conditioning)
• Methodology : Observational research in classrooms , combined with teacher interviews.

19. Standardized Testing : “How do standardized tests affect student motivation, learning, and curriculum design?”

• Theoretical Framework : Critical Theory
• Methodology : Quantitative analysis of test scores and student outcomes, combined with qualitative interviews with educators and students.

20. STEM Education : “What methods can be employed to increase interest and proficiency in STEM (Science, Technology, Engineering, and Mathematics) fields among underrepresented student groups?”

• Theoretical Framework : Constructivist Learning Theory
• Methodology : Experimental design comparing different instructional methods, with pre- and post-tests.

21. Social-Emotional Learning : “How can social-emotional learning be effectively integrated into the curriculum, and what are its impacts on student well-being and academic outcomes?”

• Theoretical Framework : Goleman’s Emotional Intelligence Theory
• Methodology : Mixed methods, combining quantitative measures of student well-being with qualitative interviews.

22. Parental Involvement : “How does parental involvement influence student achievement, and what strategies can schools use to increase it?”

• Theoretical Framework : Reggio Emilia’s Model (Community Engagement Focus)
• Methodology : Survey research with parents and teachers, combined with case studies in selected schools.

23. Early Childhood Education : “What are the long-term impacts of quality early childhood education on academic and life outcomes?”

• Theoretical Framework : Erikson’s Stages of Psychosocial Development
• Methodology : Longitudinal study comparing students with and without early childhood education, combined with observational research.

24. Teacher Training and Professional Development : “How can teacher training programs be improved to address the evolving needs of the 21st-century classroom?”

• Theoretical Framework : Adult Learning Theory (Andragogy)
• Methodology : Pre- and post-assessments of teacher competencies, combined with focus groups.

25. Educational Technology : “How can technology be effectively integrated into the classroom to enhance learning, and what are the potential drawbacks or challenges?”

• Theoretical Framework : Technological Pedagogical Content Knowledge (TPACK)
• Methodology : Experimental design comparing classrooms with and without specific technologies, combined with teacher and student interviews.

Sociology Problems

26. Urbanization and Social Ties: “How does rapid urbanization impact the strength and nature of social ties in communities?”

• Theoretical Framework : Structural Functionalism
• Methodology : Mixed methods, combining quantitative surveys on social ties with qualitative interviews in urbanizing areas.

27. Gender Roles in Modern Families: “How have traditional gender roles evolved in families with dual-income households?”

• Theoretical Framework : Gender Schema Theory
• Methodology : Qualitative interviews with dual-income families, combined with historical data analysis.

28. Social Media and Collective Behavior: “How does social media influence collective behaviors and the formation of social movements?”

• Theoretical Framework : Emergent Norm Theory
• Methodology : Content analysis of social media platforms, combined with quantitative surveys on participation in social movements.

29. Education and Social Mobility: “To what extent does access to quality education influence social mobility in socioeconomically diverse settings?”

• Methodology : Longitudinal study tracking educational access and subsequent socioeconomic status, combined with qualitative interviews.

30. Religion and Social Cohesion: “How do religious beliefs and practices contribute to social cohesion in multicultural societies?”

• Methodology : Quantitative surveys on religious beliefs and perceptions of social cohesion, combined with ethnographic studies.

31. Consumer Culture and Identity Formation: “How does consumer culture influence individual identity formation and personal values?”

• Theoretical Framework : Social Identity Theory
• Methodology : Mixed methods, combining content analysis of advertising with qualitative interviews on identity and values.

32. Migration and Cultural Assimilation: “How do migrants negotiate cultural assimilation and preservation of their original cultural identities in their host countries?”

• Theoretical Framework : Post-Structuralism
• Methodology : Qualitative interviews with migrants, combined with observational studies in multicultural communities.

33. Social Networks and Mental Health: “How do social networks, both online and offline, impact mental health and well-being?”

• Theoretical Framework : Social Network Theory
• Methodology : Quantitative surveys assessing social network characteristics and mental health metrics, combined with qualitative interviews.

34. Crime, Deviance, and Social Control: “How do societal norms and values shape definitions of crime and deviance, and how are these definitions enforced?”

• Theoretical Framework : Labeling Theory
• Methodology : Content analysis of legal documents and media, combined with ethnographic studies in diverse communities.

35. Technology and Social Interaction: “How has the proliferation of digital technology influenced face-to-face social interactions and community building?”

• Theoretical Framework : Technological Determinism
• Methodology : Mixed methods, combining quantitative surveys on technology use with qualitative observations of social interactions in various settings.

Nursing Problems

36. Patient Communication and Recovery: “How does effective nurse-patient communication influence patient recovery rates and overall satisfaction with care?”

• Methodology : Quantitative surveys assessing patient satisfaction and recovery metrics, combined with observational studies on nurse-patient interactions.

37. Stress Management in Nursing: “What are the primary sources of occupational stress for nurses, and how can they be effectively managed to prevent burnout?”

• Methodology : Mixed methods, combining quantitative measures of stress and burnout with qualitative interviews exploring personal experiences and coping mechanisms.

38. Hand Hygiene Compliance: “How effective are different interventions in improving hand hygiene compliance among nursing staff, and what are the barriers to consistent hand hygiene?”

• Methodology : Experimental design comparing hand hygiene rates before and after specific interventions, combined with focus groups to understand barriers.

39. Nurse-Patient Ratios and Patient Outcomes: “How do nurse-patient ratios impact patient outcomes, including recovery rates, complications, and hospital readmissions?”

• Methodology : Quantitative study analyzing patient outcomes in relation to staffing levels, possibly using retrospective chart reviews.

40. Continuing Education and Clinical Competence: “How does regular continuing education influence clinical competence and confidence among nurses?”

• Methodology : Longitudinal study tracking nurses’ clinical skills and confidence over time as they engage in continuing education, combined with patient outcome measures to assess potential impacts on care quality.

Communication Studies Problems

41. Media Representation and Public Perception: “How does media representation of minority groups influence public perceptions and biases?”

• Theoretical Framework : Cultivation Theory
• Methodology : Content analysis of media representations combined with quantitative surveys assessing public perceptions and attitudes.

42. Digital Communication and Relationship Building: “How has the rise of digital communication platforms impacted the way individuals build and maintain personal relationships?”

• Theoretical Framework : Social Penetration Theory
• Methodology : Mixed methods, combining quantitative surveys on digital communication habits with qualitative interviews exploring personal relationship dynamics.

43. Crisis Communication Effectiveness: “What strategies are most effective in managing public relations during organizational crises, and how do they influence public trust?”

• Theoretical Framework : Situational Crisis Communication Theory (SCCT)
• Methodology : Case study analysis of past organizational crises, assessing communication strategies used and subsequent public trust metrics.

44. Nonverbal Cues in Virtual Communication: “How do nonverbal cues, such as facial expressions and gestures, influence message interpretation in virtual communication platforms?”

• Theoretical Framework : Social Semiotics
• Methodology : Experimental design using video conferencing tools, analyzing participants’ interpretations of messages with varying nonverbal cues.

45. Influence of Social Media on Political Engagement: “How does exposure to political content on social media platforms influence individuals’ political engagement and activism?”

• Theoretical Framework : Uses and Gratifications Theory
• Methodology : Quantitative surveys assessing social media habits and political engagement levels, combined with content analysis of political posts on popular platforms.

Before you Go: Tips and Tricks for Writing a Research Problem

This is an incredibly stressful time for research students. The research problem is going to lock you into a specific line of inquiry for the rest of your studies.

So, here’s what I tend to suggest to my students:

• Start with something you find intellectually stimulating – Too many students choose projects because they think it hasn’t been studies or they’ve found a research gap. Don’t over-estimate the importance of finding a research gap. There are gaps in every line of inquiry. For now, just find a topic you think you can really sink your teeth into and will enjoy learning about.
• Take 5 ideas to your supervisor – Approach your research supervisor, professor, lecturer, TA, our course leader with 5 research problem ideas and run each by them. The supervisor will have valuable insights that you didn’t consider that will help you narrow-down and refine your problem even more.
• Trust your supervisor – The supervisor-student relationship is often very strained and stressful. While of course this is your project, your supervisor knows the internal politics and conventions of academic research. The depth of knowledge about how to navigate academia and get you out the other end with your degree is invaluable. Don’t underestimate their advice.

I’ve got a full article on all my tips and tricks for doing research projects right here – I recommend reading it:

• 9 Tips on How to Choose a Dissertation Topic

• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd-2/ 10 Reasons you’re Perpetually Single
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd-2/ 20 Montessori Toddler Bedrooms (Design Inspiration)
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd-2/ 21 Montessori Homeschool Setups
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd-2/ 101 Hidden Talents Examples

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Qualitative Research

What is qualitative research.

Qualitative research is a methodology focused on collecting and analyzing descriptive, non-numerical data to understand complex human behavior, experiences, and social phenomena. This approach utilizes techniques such as interviews, focus groups, and observations to explore the underlying reasons, motivations, and meanings behind actions and decisions. Unlike quantitative research, which focuses on measuring and quantifying data, qualitative research delves into the 'why' and 'how' of human behavior, providing rich, contextual insights that reveal deeper patterns and relationships.

The Basic Idea

Theory, meet practice.

TDL is an applied research consultancy. In our work, we leverage the insights of diverse fields—from psychology and economics to machine learning and behavioral data science—to sculpt targeted solutions to nuanced problems.

Ever heard of the saying “quality over quantity”? Well, some researchers feel the same way!

Imagine you are conducting a study looking at consumer behavior for buying potato chips. You’re interested in seeing which factors influence a customer’s choice between purchasing Doritos and Pringles. While you could conduct quantitative research and measure the number of bags purchased, this data alone wouldn’t explain why consumers choose one chip brand over the other; it would just tell you what they are purchasing. To gather more meaningful data, you may conduct interviews or surveys, asking people about their chip preferences and what draws them to one brand over another. Is it the taste of the chips? The font or color of the bag? This qualitative approach dives deeper to uncover why one potato chip is more popular than the other and can help companies make the adjustments that count.

Qualitative research, as seen in the example above, can provide greater insight into behavior, going beyond numbers to understand people’s experiences, attitudes, and perceptions. It helps us to grasp the meaning behind decisions, rather than just describing them. As human behavior is often difficult to qualify, qualitative research is a useful tool for solving complex problems or as a starting point to generate new ideas for research. Qualitative methods are used across all types of research—from consumer behavior to education, healthcare, behavioral science, and everywhere in between!

At its core, qualitative research is exploratory—rather than coming up with a hypothesis and gathering numerical data to support it, qualitative research begins with open-ended questions. Instead of asking “Which chip brand do consumers buy more frequently?”, qualitative research asks “Why do consumers choose one chip brand over another?”. Common methods to obtain qualitative data include focus groups, unstructured interviews, and surveys. From the data gathered, researchers then can make hypotheses and move on to investigating them. 

It’s important to note that qualitative and quantitative research are not two opposing methods, but rather two halves of a whole. Most of the best studies leverage both kinds of research by collecting objective, quantitative data, and using qualitative research to gain greater insight into what the numbers reveal.

You may have heard the world is made up of atoms and molecules, but it’s really made up of stories. When you sit with an individual that’s been here, you can give quantitative data a qualitative overlay. – William Turner, 16th century British scientist 1

Quantitative Research: A research method that involves collecting and analyzing numerical data to test hypotheses, identify patterns, and predict outcomes.

Exploratory Research: An initial study used to investigate a problem that is not clearly defined, helping to clarify concepts and improve research design.

Positivism: A scientific approach that emphasizes empirical evidence and objectivity, often involving the testing of hypotheses based on observable data. 2 

Phenomenology: A research approach that emphasizes the first-person point of view, placing importance on how people perceive, experience, and interpret the world around them. 3

Social Interaction Theory: A theoretical perspective that people make sense of their social worlds by the exchange of meaning through language and symbols. 4

Critical Theory: A worldview that there is no unitary or objective “truth” about people that can be discovered, as human experience is shaped by social, cultural, and historical contexts that influences reality and society. 5

Empirical research: A method of gaining knowledge through direct observation and experimentation, relying on real-world data to test theories. 

Paradigm shift: A fundamental change in the basic assumptions and methodologies of a scientific discipline, leading to the adoption of a new framework. 2

Interpretive/descriptive approach: A methodology that focuses on understanding the meanings people assign to their experiences, often using qualitative methods.

Unstructured interviews: A free-flowing conversation between researcher and participant without predetermined questions that must be asked to all participants. Instead, the researcher poses questions depending on the flow of the interview. 6

Focus Group: Group interviews where a researcher asks questions to guide a conversation between participants who are encouraged to share their ideas and information, leading to detailed insights and diverse perspectives on a specific topic.

Grounded theory : A qualitative methodology that generates a theory directly from data collected through iterative analysis.

When social sciences started to emerge in the 17th and 18th centuries, researchers wanted to apply the same quantitative approach that was used in the natural sciences. At this time, there was a predominant belief that human behavior could be numerically analyzed to find objective patterns and would be generalizable to similar people and situations. Using scientific means to understand society is known as a positivist approach. However, in the early 20th century, both natural and social scientists started to criticize this traditional view of research as being too reductive. 2  

In his book, The Structure of Scientific Revolutions, American philosopher Thomas Kuhn identified that a major paradigm shift was starting to occur. Earlier methods of science were being questioned and replaced with new ways of approaching research which suggested that true objectivity was not possible when studying human behavior. Rather, the importance of context meant research on one group could not be generalized to all groups. 2 Numbers alone were deemed insufficient for understanding the environment surrounding human behavior which was now seen as a crucial piece of the puzzle. Along with this paradigm shift, Western scholars began to take an interest in ethnography , wanting to understand the customs, practices, and behaviors of other cultures. 

Qualitative research became more prominent throughout the 20th century, expanding beyond anthropology and ethnography to being applied across all forms of research; in science, psychology, marketing—the list goes on. Paul Felix Lazarsfield, Austrian-American sociologist and mathematician often known as the father of qualitative research, popularized new methods such as unstructured interviews and group discussions. 7 During the 1940s, Lazarfield brought attention to the fact that humans are not always rational decision-makers, making them difficult to understand through numerical data alone.

The 1920s saw the invention of symbolic interaction theory, developed by George Herbert Mead. Symbolic interaction theory posits society as the product of shared symbols such as language. People attach meanings to these symbols which impacts the way they understand and communicate with the world around them, helping to create and maintain a society. 4 Critical theory was also developed in the 1920s at the University of Frankfurt Institute for Social Research. Following the challenge of positivism, critical theory is a worldview that there is no unitary or objective “truth” about people that can be discovered, as human experience is shaped by social, cultural, and historical contexts. By shedding light on the human experience, it hopes to highlight the role of power, ideology, and social structures in shaping humans, and using this knowledge to create change. 5

Other formalized theories were proposed during the 20th century, such as grounded theory , where researchers started gathering data to form a hypothesis, rather than the other way around. This represented a stark contrast to positivist approaches that had dominated the 17th and 18th centuries.

The 1950s marked a shift toward a more interpretive and descriptive approach which factored in how people make sense of their subjective reality and attach meaning to it. 2 Researchers began to recognize that the why of human behavior was just as important as the what . Max Weber, a German sociologist, laid the foundation of the interpretive approach through the concept of Verstehen (which in English translates to understanding), emphasizing the importance of interpreting the significance people attach to their behavior. 8 With the shift to an interpretive and descriptive approach came the rise of phenomenology, which emphasizes first-person experiences by studying how individuals perceive, experience, and interpret the world around them. 

Today, in the age of big data, qualitative research has boomed, as advancements in digital tools allow researchers to gather vast amounts of data (both qualitative and quantitative), helping us better understand complex social phenomena. Social media patterns can be analyzed to understand public sentiment, consumer behavior, and cultural trends to grasp how people attach subjective meaning to their reality. There is even an emerging field of digital ethnography which is entirely focused on how humans interact and communicate in virtual environments!

Thomas Kuhn

American philosopher who suggested that science does not evolve through merely an addition of knowledge by compiling new learnings onto existing theories, but instead undergoes paradigm shifts where new theories and methodologies replace old ones. In this way, Kuhn suggested that science is a reflection of a community at a particular point in time. 9

Paul Felix Lazarsfeld

Often referred to as the father of qualitative research, Austrian-American sociologist and mathematician Paul Lazarsfield helped to develop modern empirical methods of conducting research in the social sciences such as surveys, opinion polling, and panel studies. Lazarsfeld was best known for combining qualitative and quantitative research to explore America's voting habits and behaviors related to mass communication, such as newspapers, magazines, and radios. 10  

German sociologist and political economist known for his sociological approach of “Verstehen” which emphasized the need to understand individuals or groups by exploring the meanings that people attach to their decisions. While previously, qualitative researchers in ethnography acted like an outside observer to explain behavior from their point of view, Weber believed that an empathetic understanding of behavior, that explored both intent and context, was crucial to truly understanding behavior. 11  

George Herbert Mead

Widely recognized as the father of symbolic interaction theory, Mead was an American philosopher and sociologist who took an interest in how spoken language and symbols contribute to one’s idea of self, and to society at large. 4

Consequences

Humans are incredibly complex beings, whose behaviors cannot always be reduced to mere numbers and statistics. Qualitative research acknowledges this inherent complexity and can be used to better capture the diversity of human and social realities. 

Qualitative research is also more flexible—it allows researchers to pivot as they uncover new insights. Instead of approaching the study with predetermined hypotheses, oftentimes, researchers let the data speak for itself and are not limited by a set of predefined questions. It can highlight new areas that a researcher hadn’t even thought of exploring. 

By providing a deeper explanation of not only what we do, but why we do it, qualitative research can be used to inform policy-making, educational practices, healthcare approaches, and marketing tactics. For instance, while quantitative research tells us how many people are smokers, qualitative research explores what, exactly, is driving them to smoke in the first place. If the research reveals that it is because they are unaware of the gravity of the consequences, efforts can be made to emphasize the risks, such as by placing warnings on cigarette cartons. 

Finally, qualitative research helps to amplify the voices of marginalized or underrepresented groups. Researchers who embrace a true “Verstehen” mentality resist applying their own worldview to the subjects they study, but instead seek to understand the meaning people attach to their own behaviors. In bringing forward other worldviews, qualitative research can help to shift perceptions and increase awareness of social issues. For example, while quantitative research may show that mental health conditions are more prevalent for a certain group, along with the access they have to mental health resources, qualitative research is able to explain the lived experiences of these individuals and uncover what barriers they are facing to getting help. This qualitative approach can support governments and health organizations to better design mental health services tailored to the communities they exist in.

Controversies

Qualitative research aims to understand an individual’s lived experience, which although provides deeper insights, can make it hard to generalize to a larger population. While someone in a focus group could say they pick Doritos over Pringles because they prefer the packaging, it’s difficult for a researcher to know if this is universally applicable, or just one person’s preference. 12 This challenge makes it difficult to replicate qualitative research because it involves context-specific findings and subjective interpretation. 

Moreover, there can be bias in sample selection when conducting qualitative research. Individuals who put themselves forward to be part of a focus group or interview may hold strong opinions they want to share, making the insights gathered from their answers not necessarily reflective of the general population.13 People may also give answers that they think researchers are looking for leading to skewed results, which is a common example of the observer expectancy effect . 

However, the bias in this interaction can go both ways. While researchers are encouraged to embrace “Verstehen,” there is a possibility that they project their own views onto their participants. For example, if an American researcher is studying eating habits in China and observes someone burping, they may attribute this behavior to rudeness—when in fact, burping can be a sign that you have enjoyed your meal and it is a compliment to the chef. One way to mitigate this risk is through thick description , noting a great amount of contextual detail in their observations. Another way to minimize the researcher’s bias on their observations is through member checking , returning results to participants to check if they feel they accurately capture their experience.

Another drawback of qualitative research is that it is time-consuming. Focus groups and unstructured interviews take longer and are more difficult to logistically arrange, and the data gathered is harder to analyze as it goes beyond numerical data. While advances in technology alleviate some of these labor-intensive processes, they still require more resources. 

Many of these drawbacks can be mitigated through a mixed-method approach, combining both qualitative and quantitative research. Qualitative research can be a good starting point, giving depth and contextual understanding to a behavior, before turning to quantitative data to see if the results are generalizable. Or, the opposite direction can be used—quantitative research can show us the “what,” identifying patterns and correlations, and researchers can then better understand the “why” behind behavior by leveraging qualitative methods. Triangulation —using multiple datasets, methods, or theories—is another way to help researchers avoid bias. 

Linking Adult Behaviors to Childhood Experiences

In the mid-1980s, an obesity program at the KP San Diego Department of Preventive Medicine had a high dropout rate. What was interesting is that a majority of the dropouts were successfully losing weight, posing the question of why they were leaving the program in the first place. In this instance, greater investigation was required to understand the why behind their behaviors.

Researchers conducted in-depth interviews with almost 200 dropouts, finding that many of them had experienced childhood abuse that had led to obesity. In this unfortunate scenario, obesity was a consequence of another problem, rather than the root problem itself. This led Dr. Vincent J. Felitti, who was working for the department, to launch the Adverse Childhood Experiences (ACE) Study, aimed at exploring how childhood experiences impact adult health status. 

Felitti and the Department of Preventive Medicine studied over 17,000 adults with health plans that revealed a strong relationship between emotional experiences as children and negative health behaviors as adults, such as obesity, smoking, and intravenous drug use. This study demonstrates the importance of qualitative research to uncover correlations that would not be discovered by merely looking at numerical data. 14  

Understanding Voter Turnout

Voting is usually considered an important part of political participation in a democracy. However, voter turnout is an issue in many countries, including the US. While quantitative research can tell us how many people vote, it does not provide insights into why people choose to vote or not.

With this in mind, Dawn Merdelin Johnson, a PhD student in philosophy at Walden University, explored how public corruption has impacted voter turnout in Cook County, Illinois. Johnson conducted semi-structured telephone interviews to understand factors that contribute to low voter turnout and the impact of public corruption on voting behaviors. Johnson found that public corruption leads to voters believing public officials prioritize their own well-being over the good of the people, leading to distrust in candidates and the overall political system, and thus making people less likely to vote. Other themes revealed that to increase voter turnout, voting should be more convenient and supply more information about the candidates to help people make more informed decisions.

From these findings, Johnson suggested that the County could experience greater voter turnout through the development of an anti-corruption agency, improved voter registration and maintenance, and enhanced voting accessibility. These initiatives would boost voting engagement and positively impact democratic participation. 15

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• Versta Research. (n.d.). Bridging the quantitative-qualitative gap . Versta Research. Retrieved August 17, 2024, from https://verstaresearch.com/newsletters/bridging-the-quantitative-qualitative-gap/
• Merriam, S. B., & Tisdell, E. J. (2015). Qualitative research: A guide to design and implementation (4th ed.). Jossey-Bass.
• Smith, D. W. (2018). Phenomenology. In E. N. Zalta (Ed.), Stanford Encyclopedia of Philosophy . Retrieved from https://plato.stanford.edu/entries/phenomenology/#HistVariPhen
• Nickerson, C. (2023, October 16). Symbolic interaction theory . Simply Psychology. https://www.simplypsychology.org/symbolic-interaction-theory.html
• DePoy, E., & Gitlin, L. N. (2016). Introduction to research (5th ed.). Elsevier.
• ATLAS.ti. (n.d.). Unstructured interviews . ATLAS.ti. Retrieved August 17, 2024, from https://atlasti.com/research-hub/unstructured-interviews
• O'Connor, O. (2020, August 14). The history of qualitative research . Medium. https://oliconner.medium.com/the-history-of-qualitative-research-f6e07c58e439
• Sociology Institute. (n.d.). Max Weber: Interpretive sociology & legacy . Sociology Institute. Retrieved August 18, 2024, from https://sociology.institute/introduction-to-sociology/max-weber-interpretive-sociology-legacy
• Kuhn, T. S. (2012). The structure of scientific revolutions (4th ed.). University of Chicago Press.
• Encyclopaedia Britannica. (n.d.). Paul Felix Lazarsfeld . Encyclopaedia Britannica. Retrieved August 17, 2024, from https://www.britannica.com/biography/Paul-Felix-Lazarsfeld
• Nickerson, C. (2019). Verstehen in Sociology: Empathetic Understanding . Simply Psychology. Retrieved August 18, 2024, from: https://www.simplypsychology.org/verstehen.html
• Omniconvert. (2021, October 4). Qualitative research: Definition, methodology, limitations, and examples . Omniconvert. https://www.omniconvert.com/blog/qualitative-research-definition-methodology-limitation-examples/
• Vaughan, T. (2021, August 5). 10 advantages and disadvantages of qualitative research . Poppulo. https://www.poppulo.com/blog/10-advantages-and-disadvantages-of-qualitative-research
• Felitti, V. J. (2002). The relation between adverse childhood experiences and adult health: Turning gold into lead. The Permanente Journal, 6 (1), 44–47. https://www.thepermanentejournal.org/doi/10.7812/TPP/02.994
• Johnson, D. M. (2024). Voters' perception of public corruption and low voter turnout: A qualitative case study of Cook County (Doctoral dissertation). Walden University.

About the Author

Emilie Rose Jones

Emilie currently works in Marketing & Communications for a non-profit organization based in Toronto, Ontario. She completed her Masters of English Literature at UBC in 2021, where she focused on Indigenous and Canadian Literature. Emilie has a passion for writing and behavioural psychology and is always looking for opportunities to make knowledge more accessible. 

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Examples of survey questions open ended examples.

Home » Examples of Survey Questions Open Ended Examples

Open-ended survey questions play a crucial role in gathering in-depth insights from respondents. Unlike closed questions, they allow individuals to express their thoughts freely, providing richer data that can reveal underlying motivations and preferences. This qualitative approach enables researchers to uncover themes that might not be captured through standard options, enhancing the overall quality of the findings.

Incorporating open-ended questions encourages creativity in responses and fosters a more engaging survey experience. By inviting participants to share their perspectives, organizations can gain valuable information that guides decision-making and strategy development. Ultimately, these questions are essential for obtaining a holistic view of customer sentiments, paving the way for informed actions based on accurate insights.

Benefits of Using Open-ended Survey Questions

Open-ended survey questions offer a multitude of benefits that can significantly enhance data collection processes. These questions allow respondents to articulate their thoughts freely, providing deeper insights that closed-ended questions often fail to capture. By encouraging participants to express their opinions in their own words, researchers can uncover unique perspectives and themes that might otherwise remain hidden.

Moreover, open-ended survey questions yield rich qualitative data, facilitating a more nuanced understanding of participant experiences. This format allows respondents to elaborate on their answers, giving context and meaning beyond simple numerical ratings. It promotes honesty and openness, leading to more authentic feedback, which can greatly inform decision-making processes and strategies. Ultimately, using open-ended questions can transform surveys from mere data collection tools into instruments of genuine insight, driving organizational improvement and innovation.

Encouraging Detailed Responses

Open-ended survey questions are invaluable for eliciting detailed responses from participants. To encourage deeper insights, consider framing your questions in a way that prompts the respondent to think critically about their experiences. For instance, rather than asking, "Did you enjoy our service?" you might ask, "Can you describe a specific instance where our service met or did not meet your expectations?" This approach invites more comprehensive feedback.

Additionally, it's important to create a comfortable environment for respondents. They are more likely to share detailed answers if they feel their opinions are valued. Consider including follow-up questions that encourage them to expand on their thoughts. For example, you might follow up with, "What factors contributed to that experience?" or "How could we improve in that area?" By thoughtfully crafting your open-ended survey questions, you can enhance the quality of the feedback and derive actionable insights.

Uncovering New Insights

Open-ended survey questions are invaluable tools for uncovering new insights. They provide respondents with the freedom to articulate their thoughts and feelings, leading to richer and more nuanced data. Unlike closed-ended questions, which limit responses to predefined options, open-ended questions encourage creativity and depth in answers. As a result, businesses can identify unique themes, trends, and challenges that might not surface through typical surveys.

The responses gathered can reveal hidden pain points or desires that inform decision-making processes. By analyzing these rich narratives, organizations can adapt their strategies to meet customer needs more effectively. Insights drawn from open-ended questions not only enhance understanding but also foster innovation. Ultimately, this approach helps unlock a wealth of contextual information that can drive meaningful change and improvement in practices. By embracing open-ended survey questions, companies can create a feedback loop that nurtures growth and responsiveness.

Crafting Effective Open-ended Survey Questions

Crafting effective open-ended survey questions is essential for gathering insightful and meaningful responses. These questions allow participants to express their thoughts in detail, providing richer data than closed-ended questions can. Start by identifying the primary goal of your survey. Is it to understand customer satisfaction, discover pain points, or assess user needs? Tailoring your questions to these objectives can yield more relevant information.

To create impactful open-ended survey questions, consider a few key strategies. First, use clear and concise language to avoid confusion. Next, provide context to guide respondents in formulating their responses. Finally, encourage elaboration by inviting participants to share their experiences or suggestions. By following these principles, you can uncover valuable insights that resonate with your audience and enhance the quality of your survey data.

Examples of Open-ended Survey Questions

Open-ended survey questions invite respondents to share their thoughts and experiences without the constraints of multiple-choice answers. These types of questions can yield rich, qualitative data that reveal deeper insights into customer preferences and attitudes. For instance, instead of asking, "How satisfied are you with our product?" a more open-ended version would be, "Can you describe your experience with our product?" This approach encourages participants to elaborate, providing detailed feedback that can be more valuable for analysis.

Another example could be, "What features would you like to see in our next product?" Such questions not only improve user engagement but also offer companies qualitative insights that can drive improvements and innovations. By asking respondents to express themselves freely, businesses can uncover unique perspectives and ideas that may not arise through standard survey formats. Thus, implementing open-ended survey questions can significantly enhance the depth and quality of data collected, fostering a better understanding of customer needs.

Understanding Customer Experience

Understanding Customer Experience involves delving into the sentiments and preferences of customers through tools like open-ended survey questions. These questions provide invaluable insights by allowing customers to express thoughts in their own words. Capturing their genuine feedback can reveal areas for improvement and highlight strengths. By using open-ended survey questions, businesses can better understand individual customer journeys, which ultimately helps them tailor their services more effectively.

When customers articulate their experiences, it opens a dialogue that can inform strategic decision-making. These responses often provide context that scaled or closed questions cannot. Engaging with customers this way fosters trust and demonstrates that their opinions influence business practices. Therefore, open-ended survey questions are crucial for identifying actionable insights and enhancing overall customer experience. This proactive approach can help businesses increase their market share by addressing the evolving needs and expectations of their clientele.

Gauging Employee Satisfaction

Understanding employee satisfaction is pivotal for fostering a healthy workplace culture and enhancing productivity. Open-ended survey questions play a crucial role in this process, allowing employees to express their thoughts freely and provide meaningful feedback. These questions encourage deeper insights beyond simple yes or no answers, giving management a clearer picture of employee emotions, concerns, and suggestions.

To effectively gauge employee satisfaction, consider employing a few strategic approaches. First, ask employees to describe what they enjoy most about their roles. This inquiry helps identify strengths within the organization. Next, request feedback on challenges they face in the workplace, revealing areas in need of improvement. Finally, inquire about their aspirations and career goals, ensuring that employees feel valued and heard. Collecting such qualitative data fosters an environment of trust and engagement, ultimately driving a more satisfied workforce.

Analyzing Responses from Open-ended Survey Questions

Analyzing responses from open-ended survey questions can reveal crucial insights about your audience. These questions allow respondents to express their thoughts freely, often leading to richer and more nuanced data. To effectively analyze these responses, start by coding the data. This involves identifying themes and categorizing responses based on common ideas. For instance, a question about product satisfaction can yield various replies that may highlight strengths, weaknesses, or suggestions for improvement.

Next, summarize the findings by looking for patterns. Determine how many participants mentioned specific aspects and how they felt about them. Visual representations, such as charts or word clouds, can help illustrate the data clearly. This approach not only aids in making sense of the feedback but also enhances your understanding of customer sentiment, helping to guide strategic decisions in the future. Thus, thoroughly analyzing open-ended survey questions enables organizations to capture the true voice of their audience.

Techniques for Qualitative Analysis

Qualitative analysis is crucial for interpreting the rich data collected through open-ended survey questions. By employing various techniques, researchers can uncover deeper insights that numbers alone often miss. One effective method is thematic analysis, where responses are carefully grouped into themes or patterns, providing clarity and context to the participants' experiences. This helps in understanding not just what respondents think, but why they think that way.

Another technique is coding, which involves assigning labels to specific responses or phrases. This allows for easier identification of trends or significant feedback across responses. Combining these approaches with tools designed for qualitative data analysis can enhance the research process, making it more efficient and accurate. Ultimately, using these techniques leads to insights that can significantly influence decision-making and strategy. Understanding how to analyze these nuanced responses ensures that the voices behind the open-ended survey questions are heard and valued.

Thematic Analysis

Thematic analysis is a crucial method for interpreting qualitative data, especially from open-ended survey questions. This approach allows researchers to identify and analyze patterns within textual responses, revealing underlying themes and sentiments. By carefully reviewing responses, analysts can uncover common topics that emerge, guiding important insights and decisions.

To conduct effective thematic analysis, there are several steps to consider. First, familiarize yourself with the data by reading through all responses. Second, code the data by identifying recurring words or ideas that represent significant concepts. Once coding is complete, look for broader themes that emerge from these codes, and organize them systematically. Finally, interpret these themes within the context of the research objectives, enabling a deeper understanding of participant sentiments. This thorough process not only enhances the quality of insights derived from open-ended survey questions but also fosters more informed decision-making.

Coding and Categorization

In the analysis of open-ended survey questions, coding and categorization are essential steps for extracting meaningful insights. Coding involves transforming respondents' qualitative answers into quantifiable data, allowing for easier analysis. Each response can be assigned a code or label that reflects its theme or content. This process streamlines data interpretation and makes it more manageable.

Categorization follows coding by grouping responses into broader themes or categories. This helps identify patterns within the data and highlights recurring sentiments or ideas. By analyzing these patterns, researchers can uncover valuable insights that influence decision-making. It is important to approach both coding and categorization systematically to minimize bias and ensure consistency in findings. Keep in mind that thorough coding and careful categorization increase the reliability of the insights drawn from open-ended survey questions.

Conclusion: The Power of Open-ended Survey Questions

Open-ended survey questions hold a unique strength within the realm of data collection. They invite participants to express their thoughts freely, providing rich, nuanced insights that closed questions often miss. When participants share their experiences and feelings, the data collected becomes vastly more valuable and informative. This level of detail allows researchers to uncover trends, emotions, and insights that can shape future strategies.

Moreover, open-ended questions foster a deeper connection between the respondent and the survey itself. By encouraging personal expression, they create an environment of trust and openness. This dynamic not only enhances the relevance of responses but also leads to more comprehensive analyses. In conclusion, embracing open-ended survey questions can transform data collection from a simple task into a powerful tool for understanding complex human behavior.

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Top tips for research questionnaire design

Master question types, prioritise user experience, and boost data quality..

A well-thought-out questionnaire is the backbone of any great piece of research. However, this is often overlooked as people tend to focus on the output rather than the process of how to get there. Refining and perfecting your questionnaire with the output in mind will make the process much easier when it comes to analysing the data and will also ensure that this data is robust.

A good questionnaire can help you build a story before you even have any data, ensure high data quality, and maximise completion rates.

But how can you do this?

Top six tips for questionnaire design

Tip 1 – know the headlines you are looking for.

Having a set of desired headlines that you’d like to get from the survey as a base makes writing the questionnaire much easier. Do you have a hypothesis to validate? Do you have an impact or maturity model to create? If so, make sure you create questions that lend themselves to that specific headline or model.

The questions should support the story you’re looking to tell or the headlines you need for your campaign, and it will be easier to get the desired angles to explore in the data. The type of question used here will also be crucial in dictating the kind of data that the research generates.

Tip 2 – Understand which question type is appropriate

Use ‘select one’ when you want to know exactly which is the ‘most important’ (or equivalent), or when it’s appropriate (e.g. on an agreement scale). However, bear in mind that if you ask respondents to select one from a long answer list, it can not only be tricky to answer but can result in very split results with no clear ‘winner’.

In these situations, using ‘select all that apply’ or ‘select up to three’ is the best option. This allows you to get higher percentages whilst also providing a rank order of answers (i.e. you can still see which comes out as first, second, and third from the list). You can see a list of good and bad questions below after ‘Key Takeaways’.

Tip 3 – Be mindful of the respondent’s experience

To make it as easy as possible, try to avoid ranking questions as they are more complex than they seem for respondents to answer and don’t tend to provide high-quality, interesting data. Instead, we recommend using Likert scales (from strongly agree to strongly disagree) or asking the respondents to select their top 3 challenges. This provides better quality responses and can still be reported as the most popular or most preferred when doing PR research, for example.

Try not to ask more than 25 questions (roughly a 10-minute survey), as this can mean people lose interest and engagement, which impacts the quality of responses as the survey progresses.

Tip 4 – Cover all the bases in question options to ensure data quality

Use closed questions that have a list of ready-made responses (i.e. code frames) that respondents can tick.  Understanding and researching issues related to the topic/market before code-frame creation is key to ensure a comprehensive list. If you’re in doubt about knowing all the potential ready-made options, use an ‘other’ category, particularly if you want to understand the impact of a problem or list of information sources.

We also strongly recommend including a neutral and ‘don’t know’ options as this allows for a larger breadth of responses rather than forcing participants to select options that might not reflect the truth, resulting in skewed data. Forcing respondents to choose an option they do not necessarily align with can also lead to higher dropout rates.

Tip 5 – Pick the correct format and ensure variety throughout

There are many ways that you can ensure the most engaging and varied set up for the respondent:  mix it up with short and long questions; include images or video where relevant. Put some simple to answer questions among a set that require more thought.

Also, make sure to keep the formatting of the questions clear and interesting. Don’t just ask lots of grid questions (e.g., rating questions), as respondents easily get bored with these.

Tip 6 – Watch the flow of your questionnaire and know your audience

Asking questions in the right order can be the difference between good and bad data. Ensuring questions which are related to each other are asked consecutively and placing questions into sections means that respondents will be ‘in the zone’ for that type of question before moving on to the next topic.

Try to be sensitive in the way that the questions are posed and the topics that are handled. Ask yourself how you would feel if you were in the respondent’s shoes and asked that question. Adding instructional text or pages with definitions can also aid the respondent’s experience.

Key Takeaways

There are numerous benefits to having a good questionnaire but there are two key outcomes you should focus on:

• Setting yourself up to succeed – The goal of any research project is to have a great output that meets your objectives. It is pivotal to frame your questionnaire with headlines in mind and in a way that meets these objectives. The types of questions used and the context of the questions asked are very important and can vary depending on what it is you want to find out.
• Improving data quality – Here at Sapio Research, our purpose is to  provide data confidence for all. A major part of this is about optimising data quality, and a good questionnaire can significantly influence this by increasing respondent engagement, ensuring the respondents views are covered, and reducing dropout rates. Quality data means quality results and should always be at the forefront of any research project.

Example Questions

Yes/no questions:.

We recommend splitting the Yes / No options to provide more insight .

Don’t do this ❌

Q1. Do you currently know how to write a good questionnaire? Select one  

Do this instead ✅

Q1. Do you currently know how to write a good questionnaire? Select one  

• Yes , I am proficient
• Yes, but I would like more training
• No, but I would like to get better
• No, and I don’t think I need to know this

Select all questions:

• Ensure there are enough options for the respondent to choose from
• Check whether a ‘select up to three’ question would be more appropriate to avoid respondents selecting all the options, which can result in flat data
• Give respondents an option if none of the options apply to them

Q2. Which of the following are the key elements of a good questionnaire? Select all that apply.   

• Interesting topic
• Different types of questions
• Short length

Q2. Which of the following are the key elements of a good questionnaire? Select up to three.  

• Plenty of options to choose from for each question
• Opportunities to write in own answers
• Understandable language
• Other (Please specify) 
• I don’t know the key elements of a good questionnaire (Exclusive) 

Select one questions:

• Ensure the options do not overlap 
• Make sure all options are covered
• Give respondents another option if none of the options apply to them

  Q3.  What is your current level of expertise on questionnaire writing? Select one  

• Our organisation is very good at it
• We make our best effort to write good questionnaires
• Questionnaire writing is a time-consuming task
• Questionnaire writing is fun

Q3.  What is your current level of expertise on questionnaire writing? Select one  

• Expert – Our questionnaire writing is the best
• Competent – We make the best effort to write good questionnaires but can still improve
• Novice – We have had some training but can definitely improve further
• Not applicable – Questionnaire writing is something we are not trained in at all

Numerical questions:

• Ensure the bands do not overlap 
• Where possible, try and keep the bands consistent (one-year gap, for example)

Q4.  How long have you been writing questionnaires? Select one   

• 3-6 years 
• I have never written a questionnaire
• Less than a year
• 3-4 years 
• More than 5 years

Scale / Grid questions:

• Make sure the questions are not leading 
• Try to keep the options neutral to avoid bias 
• Try to be more specific and avoid using subjective terminology 
• Allow for answering neither agree nor disagree or don’t know to avoid false data and high dropout rates

Q5.  To what extent do you agree with the following statements? Select one per row  

• My team is well-trained in questionnaire writing
• My team finds it difficult to pick up new skills 
• Strongly agree 
• Strongly disagree
• My business likes to support staff with personal development
• My team prefers to stick with the tasks that employees are experienced in
• Somewhat agree
• Neither agree nor disagree
• Somewhat disagree

How can we help?

Below are the trio of services that we provide when it comes to questionnaire design:.

Full design:   If your team is low on time and/or if you would love our expertise, we can build a questionnaire from scratch using your objectives, ideal headlines, business problems or stories for a campaign, and feedback rounds. This is also very useful when the questionnaire builds on a previous stage, such as the desk research or the qualitative stage. 

Partial design: We’d recommend this for people who have some good ideas of what questions they would like to ask but need a bit of support structing them and their ideas. We will feed in with suggesting questionnaire edits that will support your objectives and carefully review at every stage to make sure that your needs are being supported with our expertise.  

Questionnaire advice: This is the best approach if you have a lot of experience creating questionnaires in-house and are confident in writing questions, with little or no support needed. We’ll flag any potential changes that could improve the questionnaire that your team can choose to implement (or not), and support on developing the screening questions to define the survey audience.

And if you have any questions, feel free to contact us here to chat with us.

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• Open access
• Published: 26 August 2024

Evaluating panel discussions in ESP classes: an exploration of international medical students’ and ESP instructors’ perspectives through qualitative research

• Elham Nasiri   ORCID: orcid.org/0000-0002-0644-1646 1 &
• Laleh Khojasteh   ORCID: orcid.org/0000-0002-6393-2759 1  

BMC Medical Education volume  24 , Article number:  925 ( 2024 ) Cite this article

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Metrics details

This study investigates the effectiveness of panel discussions, a specific interactive teaching technique where a group of students leads a pre-planned, topic-focused discussion with audience participation, in English for Specific Purposes (ESP) courses for international medical students. This approach aims to simulate professional conference discussions, preparing students for future academic and clinical environments where such skills are crucial. While traditional group presentations foster critical thinking and communication, a gap exists in understanding how medical students perceive the complexities of preparing for and participating in panel discussions within an ESP setting. This qualitative study investigates the perceived advantages and disadvantages of these discussions from the perspectives of both panelists (medical students) and the audience (peers). Additionally, the study explores potential improvements based on insights from ESP instructors. Utilizing a two-phase design involving reflection papers and focus group discussions, data were collected from 46 medical students and three ESP instructors. Thematic analysis revealed that panel discussions offer unique benefits compared to traditional presentations, including enhanced engagement and more dynamic skill development for both panelists and the audience. Panelists reported gains in personal and professional development, including honing critical thinking, communication, and presentation skills. The audience perceived these discussions as engaging learning experiences that fostered critical analysis and information synthesis. However, challenges such as academic workload and concerns about discussion quality were also identified. The study concludes that panel discussions, when implemented effectively, can be a valuable tool for enhancing critical thinking, communication skills, and subject matter knowledge in ESP courses for medical students. These skills are transferable and can benefit students in various academic and professional settings, including future participation in medical conferences. This research provides valuable insights for ESP instructors seeking to integrate panel discussions into their curriculum, ultimately improving student learning outcomes and preparing them for future success in professional communication.

Peer Review reports

Introduction

In the field of medical education, the acquisition and application of effective communication skills are crucial for medical students in today’s global healthcare environment [ 1 ]. This necessitates not only strong English language proficiency but also the ability to present complex medical information clearly and concisely to diverse audiences.

Language courses, especially English for Specific Purposes (ESP) courses for medical students, are highly relevant in today’s globalized healthcare environment [ 2 ]. In non-English speaking countries like Iran, these courses are particularly important as they go beyond mere language instruction to include the development of critical thinking, cultural competence, and professional communication skills [ 3 ]. Proficiency in English is crucial for accessing up-to-date research, participating in international conferences, and communicating with patients and colleagues from diverse backgrounds [ 4 ]. Additionally, ESP courses help medical students understand and use medical terminologies accurately, which is essential for reading technical articles, listening to audio presentations, and giving spoken presentations [ 5 ]. In countries where English is not the primary language, ESP courses ensure that medical professionals can stay current with global advancements and collaborate effectively on an international scale [ 6 ]. Furthermore, these courses support students who may seek to practice medicine abroad, enhancing their career opportunities and professional growth [ 7 ].

Moreover, ESP courses enable medical professionals to communicate effectively with international patients, which is crucial in multicultural societies and for medical tourism, ensuring that patient care is not compromised due to language barriers [ 8 ]. Many medical textbooks, journals, and online resources are available primarily in English, and ESP courses equip medical students with the necessary language skills to access and comprehend these resources, ensuring they are well-informed about the latest medical research and practices [ 9 ].

Additionally, many medical professionals from non-English speaking countries aim to take international certification exams, such as the USMLE or PLAB, which are conducted in English, and ESP courses prepare students for these exams by familiarizing them with the medical terminology and language used in these assessments [ 10 ]. ESP courses also contribute to the professional development of medical students by improving their ability to write research papers, case reports, and other academic documents in English, which is essential for publishing in international journals and contributing to global medical knowledge [ 11 ]. In the increasingly interdisciplinary field of healthcare, collaboration with professionals from other countries is common, and ESP courses facilitate effective communication and collaboration with international colleagues, fostering innovation and the exchange of ideas [ 12 ].

With the rise of telemedicine and online medical consultations, proficiency in English is essential for non-English speaking medical professionals to provide remote healthcare services to international patients, and ESP courses prepare students for these modern medical practices [ 13 ].

Finally, ESP courses often include training on cultural competence, which is crucial for understanding and respecting the cultural backgrounds of patients and colleagues, leading to more empathetic and effective patient care and professional interactions [ 14 ]. Many ESP programs for medical students incorporate group presentations as a vital component of their curriculum, recognizing the positive impact on developing these essential skills [ 15 ].

Group projects in language courses, particularly in ESP for medical students, are highly relevant for several reasons. They provide a collaborative environment that mimics real-world professional settings, where healthcare professionals often work in multidisciplinary teams [ 16 ]. These group activities foster not only language skills but also crucial soft skills such as teamwork, leadership, and interpersonal communication, which are essential in medical practice [ 17 ].

The benefits of group projects over individual projects in language learning are significant. Hartono, Mujiyanto [ 18 ] found that group presentation tasks in ESP courses led to higher self-efficacy development compared to individual tasks. Group projects encourage peer learning, where students can learn from each other’s strengths and compensate for individual weaknesses [ 19 ]. They also provide a supportive environment that can reduce anxiety and increase willingness to communicate in the target language [ 20 ]. However, it is important to note that group projects also come with challenges, such as social loafing and unequal contribution, which need to be managed effectively [ 21 ].

Traditional lecture-based teaching methods, while valuable for knowledge acquisition, may not effectively prepare medical students for the interactive and collaborative nature of real-world healthcare settings [ 22 ]. Panel discussions (hereafter PDs), an interactive teaching technique where a group of students leads a pre-planned, topic-focused discussion with audience participation, are particularly relevant in this context. They simulate professional conference discussions and interdisciplinary team meetings, preparing students for future academic and clinical environments where such skills are crucial [ 23 ].

PDs, also known as moderated discussions or moderated panels, are a specific type of interactive format where a group of experts or stakeholders engage in a facilitated conversation on a particular topic or issue [ 22 ]. In this format, a moderator guides the discussion, encourages active participation from all panelists, and fosters a collaborative environment that promotes constructive dialogue and critical thinking [ 24 ]. The goal is to encourage audience engagement and participation, which can be achieved through various strategies such as asking open-ended questions, encouraging counterpoints and counterarguments, and providing opportunities for audience members to pose questions or share their own experiences [ 25 ]. These discussions can take place in-person or online, and can be designed to accommodate diverse audiences and settings [ 26 ].

In this study, PD is considered a speaking activity where medical students are assigned specific roles to play during the simulation, such as a physician, quality improvement specialist, policymaker, or patient advocate. By taking on these roles, students can gain a better understanding of the diverse perspectives and considerations that come into play in real-world healthcare discussions [ 23 ]. Simulating PDs within ESP courses can be a powerful tool for enhancing medical students’ learning outcomes in multiple areas. This approach improves language proficiency, academic skills, and critical thinking abilities, while also enabling students to communicate effectively with diverse stakeholders in the medical field [ 27 , 28 ].

Theoretical framework

The panel discussions in our study are grounded in the concept of authentic assessment (outlined by Villarroel, Bloxham [ 29 ]), which involves designing tasks that mirror real-life situations and problems. In the context of medical education, this approach is particularly relevant as it prepares students for the complex, multidisciplinary nature of healthcare communication. Realism can be achieved through two means: providing a realistic context that describes and delivers a frame for the problem to be solved and creating tasks that are similar to those faced in real and/or professional life [ 30 ]. In our study, the PDs provide a realistic context by simulating scenarios where medical students are required to discuss and present complex medical topics in a professional setting, mirroring the types of interactions they will encounter in their future careers.

The task of participating in PDs also involves cognitive challenge, as students are required to think critically about complex medical topics, analyze information, and communicate their findings effectively. This type of task aims to generate processes of problem-solving, application of knowledge, and decision-making that correspond to the development of cognitive and metacognitive skills [ 23 ]. For medical students, these skills are crucial in developing clinical reasoning and effective patient communication. The PDs encourage students to go beyond the textual reproduction of fragmented and low-order content and move towards understanding, establishing relationships between new ideas and previous knowledge, linking theoretical concepts with everyday experience, deriving conclusions from the analysis of data, and examining both the logic of the arguments present in the theory and its practical scope [ 24 , 25 , 27 ].

Furthermore, the evaluative judgment aspect of our study is critical in helping students develop criteria and standards about what a good performance means in medical communication. This involves students judging their own performance and regulating their own learning [ 31 ]. In the context of panel discussions, students reflect on their own work, compare it with desired standards, and seek feedback from peers and instructors. By doing so, students can develop a sense of what constitutes good performance in medical communication and what areas need improvement [ 32 ]. Boud, Lawson and Thompson [ 33 ] argue that students need to build a precise judgment about the quality of their work and calibrate these judgments in the light of evidence. This skill is particularly important for future medical professionals who will need to continually assess and improve their communication skills throughout their careers.

The theoretical framework presented above highlights the importance of authentic learning experiences in medical education. By drawing on the benefits of group work and panel discussions, university instructor-researchers aimed to provide medical students with a unique opportunity to engage with complex cases and develop their communication and collaboration skills. As noted by Suryanarayana [ 34 ], authentic learning experiences can lead to deeper learning and improved retention. Considering the advantages of group work in promoting collaborative problem-solving and language development, the instructor-researchers designed a panel discussion task that simulates real-world scenarios, where students can work together to analyze complex cases, share knowledge, and present their findings to a simulated audience.

While previous studies have highlighted the benefits of interactive learning experiences and critical thinking skills in medical education, a research gap remains in understanding how medical students perceive the relevance of PDs in ESP courses. This study aims to address this gap by investigating medical students’ perceptions of PD tasks in ESP courses and how these perceptions relate to their language proficiency, critical thinking skills, and ability to communicate effectively with diverse stakeholders in the medical field. This understanding can inform best practices in medical education, contributing to the development of more effective communication skills for future healthcare professionals worldwide [ 23 ]. The research questions guiding this study are:

What are the perceived advantages of PDs from the perspectives of panelists and the audience?

What are the perceived disadvantages of PDs from the perspectives of panelists and the audience?

How can PDs be improved for panelists and the audience based on the insights of ESP instructors?

Methodology

Aim and design.

For this study, a two-phase qualitative design was employed to gain an understanding of the advantages and disadvantages of PDs from the perspectives of both student panelists and the audience (Phase 1) and to acquire an in-depth understanding of the suggested strategies provided by experts to enhance PPs for future students (Phase 2).

Participants and context of the study

This study was conducted in two phases (Fig.  1 ) at Shiraz University of Medical Sciences (SUMS), Shiraz, Iran.

Participants of the study in two phases

In the first phase, the student participants were 46 non-native speakers of English and international students who studied medicine at SUMS. Their demographic characteristics can be seen in Table  1 .

These students were purposefully selected because they were the only SUMS international students who had taken the ESP (English for Specific Purposes) course. The number of international students attending SUMS is indeed limited. Each year, a different batch of international students joins the university. They progress through a sequence of English courses, starting with General English 1 and 2, followed by the ESP course, and concluding with academic writing. At the time of data collection, the students included in the study were the only international students enrolled in the ESP course. This mandatory 3-unit course is designed to enhance their language and communication skills specifically tailored to their profession. As a part of the Medicine major curriculum, this course aims to improve their English language proficiency in areas relevant to medicine, such as understanding medical terminology, comprehending original medicine texts, discussing clinical cases, and communicating with patients, colleagues, and other healthcare professionals.

Throughout the course, students engage in various interactive activities, such as group discussions, role-playing exercises, and case studies, to develop their practical communication skills. In this course, medical students receive four marks out of 20 for their oral presentations, while the remaining marks are allocated to their written midterm and final exams. From the beginning of the course, they are briefed about PDs, and they are shown two YouTube-downloaded videos about PDs at medical conferences, a popular format for discussing and sharing knowledge, research findings, and expert opinions on various medical topics.

For the second phase of the study, a specific group of participants was purposefully selected. This group consisted of three faculty members from SUMS English department who had extensive experience attending numerous conferences at national and international levels, particularly in the medical field, as well as working as translators and interpreters in medical congresses. Over the course of ten years, they also gained considerable experience in PDs. They were invited to discuss strategies helpful for medical students with PDs.

Panel discussion activity design and implementation

When preparing for a PD session, medical students received comprehensive guidance on understanding the roles and responsibilities of each panel member. This guidance was aimed at ensuring that each participant was well-prepared and understood their specific role in the discussion.

Moderators should play a crucial role in steering the conversation. They are responsible for ensuring that all panelists have an opportunity to contribute and that the audience is engaged effectively. Specific tasks include preparing opening remarks, introducing panelists, and crafting transition questions to facilitate smooth topic transitions. The moderators should also manage the time to ensure balanced participation and encourage active audience involvement.

Panelists are expected to be subject matter experts who bring valuable insights and opinions to the discussion. They are advised to conduct thorough research on the topic and prepare concise talking points. Panelists are encouraged to draw from their medical knowledge and relevant experiences, share evidence-based information, and engage with other panelists’ points through active listening and thoughtful responses.

The audience plays an active role in the PDs. They are encouraged to participate by asking questions, sharing relevant experiences, and contributing to the dialogue. To facilitate this, students are advised to take notes during the discussion and think of questions or comments they can contribute during the Q&A segment.

For this special course, medical students were advised to choose topics either from their ESP textbook or consider current medical trends, emerging research, and pressing issues in their field. Examples included breast cancer, COVID-19, and controversies in gene therapy. The selection process involved brainstorming sessions and consultation with the course instructor to ensure relevance and appropriateness.

To accommodate the PD sessions within the course structure, students were allowed to start their PD sessions voluntarily from the second week. However, to maintain a balance between peer-led discussions and regular course content, only one PD was held weekly. This approach enabled the ESP lecturer to deliver comprehensive content while also allowing students to engage in these interactive sessions.

A basic time structure was suggested for each PD (Fig.  2 ):

Time allocation for panel discussion stages in minutes

To ensure the smooth running of the course and maintain momentum, students were informed that they could cancel their PD session only once. In such cases, they were required to notify the lecturer and other students via the class Telegram channel to facilitate rescheduling and minimize disruptions. This provision was essential in promoting a sense of community among students and maintaining the course’s continuity.

Research tools and data collection

The study utilized various tools to gather and analyze data from participants and experts, ensuring a comprehensive understanding of the research topic.

Reflection papers

In Phase 1 of the study, 46 medical students detailed their perceptions of the advantages and disadvantages of panel discussions from dual perspectives: as panelists (presenters) and as audience members (peers).

Participants were given clear instructions and a 45-minute time frame to complete the reflection task. With approximately 80% of the international language students being native English speakers and the rest fluent in English, the researchers deemed this time allocation reasonable. The questions and instructions were straightforward, facilitating quick comprehension. It was estimated that native English speakers would need about 30 min to complete the task, while non-native speakers might require an extra 15 min for clarity and expression. This time frame aimed to allow students to respond thoughtfully without feeling rushed. Additionally, students could request more time if needed.

Focus group discussion

In phase 2 of the study, a focus group discussion was conducted with three expert participants. The purpose of the focus group was to gather insights from expert participants, specifically ESP (English for Specific Purposes) instructors, on how presentation dynamics can be improved for both panelists and the audience.

According to Colton and Covert [ 35 ], focus groups are useful for obtaining detailed input from experts. The appropriate size of a focus group is determined by the study’s scope and available resources [ 36 ]. Morgan [ 37 ] suggests that small focus groups are suitable for complex topics where specialist participants might feel frustrated if not allowed to express themselves fully.

The choice of a focus group over individual interviews was based on several factors. First, the exploratory nature of the study made focus groups ideal for interactive discussions, generating new ideas and in-depth insights [ 36 ]. Second, while focus groups usually involve larger groups, they can effectively accommodate a limited number of experts with extensive knowledge [ 37 ]. Third, the focus group format fostered a more open environment for idea exchange, allowing participants to engage dynamically [ 36 ]. Lastly, conducting a focus group was more time- and resource-efficient than scheduling three separate interviews [ 36 ].

Data analysis

The first phase of the study involved a thorough examination of the data related to the research inquiries using thematic analysis. This method was chosen for its effectiveness in uncovering latent patterns from a bottom-up perspective, facilitating a comprehensive understanding of complex educational phenomena [ 38 ]. The researchers first familiarized themselves with the data by repeatedly reviewing the reflection papers written by the medical students. Next, an initial round of coding was independently conducted to identify significant data segments and generate preliminary codes that reflected the students’ perceptions of the advantages and disadvantages of presentation dynamics PDs from both the presenter and audience viewpoints [ 38 ].

The analysis of the reflection papers began with the two researchers coding a subset of five papers independently, adhering to a structured qualitative coding protocol [ 39 ]. They convened afterward to compare their initial codes and address any discrepancies. Through discussion, they reached an agreement on the codes, which were then analyzed, organized into categories and themes, and the frequency of each code was recorded [ 38 ].

After coding the initial five papers, the researchers continued to code the remaining 41 reflection paper transcripts in batches of ten, meeting after each batch to review their coding, resolve any inconsistencies, and refine the coding framework as needed. This iterative process, characterized by independent coding, joint reviews, and consensus-building, helped the researchers establish a robust and reliable coding approach consistently applied to the complete dataset [ 40 ]. Once all 46 reflection paper transcripts were coded, the researchers conducted a final review and discussion to ensure accurate analysis. They extracted relevant excerpts corresponding to the identified themes and sub-themes from the transcripts to provide detailed explanations and support for their findings [ 38 ]. This multi-step approach of separate initial coding, collaborative review, and frequency analysis enhanced the credibility and transparency of the qualitative data analysis.

To ensure the trustworthiness of the data collected in this study, the researchers adhered to the Guba and Lincoln standards of scientific accuracy in qualitative research, which encompass credibility, confirmability, dependability, and transferability [ 41 ] (Table  2 ).

The analysis of the focus group data obtained from experts followed the same rigorous procedure applied to the student participants’ data. Thematic analysis was employed to examine the experts’ perspectives, maintaining consistency in the analytical approach across both phases of the study. The researchers familiarized themselves with the focus group transcript, conducted independent preliminary coding, and then collaboratively refined the codes. These codes were subsequently organized into categories and themes, with the frequency of each code recorded. The researchers engaged in thorough discussions to ensure agreement on the final themes and sub-themes. Relevant excerpts from the focus group transcript were extracted to provide rich, detailed explanations of each theme, thereby ensuring a comprehensive and accurate analysis of the experts’ insights.

1. What are the advantages of PDs from the perspective of panelists and the audience?

The analysis of the advantages of PDs from the perspectives of both panelists and audience members revealed several key themes and categories. Tables  2 and 3 present the frequency and percentage of responses for each code within these categories.

From the panelists’ perspective (Table  3 ), the overarching theme was “Personal and Professional Development.” The most frequently reported advantage was knowledge sharing (93.5%), followed closely by increased confidence (91.3%) and the importance of interaction in presentations (91.3%).

Notably, all categories within this theme had at least one code mentioned by over 80% of participants, indicating a broad range of perceived benefits. The category of “Effective teamwork and communication” was particularly prominent, with collaboration (89.1%) and knowledge sharing (93.5%) being among the most frequently cited advantages. This suggests that PDs are perceived as valuable tools for fostering interpersonal skills and collective learning. In the “Language mastery” category, increased confidence (91.3%) and better retention of key concepts (87.0%) were highlighted, indicating that PDs are seen as effective for both language and content learning.

The audience perspective (Table  4 ), encapsulated under the theme “Enriching Learning Experience,” showed similarly high frequencies across all categories.

The most frequently mentioned advantage was exposure to diverse speakers (93.5%), closely followed by the range of topics covered (91.3%) and increased audience interest (91.3%). The “Broadening perspectives” category was particularly rich, with all codes mentioned by over 70% of participants. This suggests that audience members perceive PDs as valuable opportunities for expanding their knowledge and viewpoints. In the “Language practice” category, the opportunity to practice language skills (89.1%) was the most frequently cited advantage, indicating that even as audience members, students perceive significant language learning benefits.

Comparing the two perspectives reveals several interesting patterns:

High overall engagement: Both panelists and audience members reported high frequencies across all categories, suggesting that PDs are perceived as beneficial regardless of the role played.

Language benefits: While panelists emphasized increased confidence (91.3%) and better retention of concepts (87.0%), audience members highlighted opportunities for language practice (89.1%). This indicates that PDs offer complementary language learning benefits for both roles.

Interactive learning: The importance of interaction was highly rated by panelists (91.3%), while increased audience interest was similarly valued by the audience (91.3%). This suggests that PDs are perceived as an engaging, interactive learning method from both perspectives.

Professional development: Panelists uniquely emphasized professional growth aspects such as experiential learning (84.8%) and real-world application (80.4%). These were not directly mirrored in the audience perspective, suggesting that active participation in PDs may offer additional professional development benefits.

Broadening horizons: Both groups highly valued the diversity aspect of PDs. Panelists appreciated diversity and open-mindedness (80.4%), while audience members valued diverse speakers (93.5%) and a range of topics (91.3%).

2. What are the disadvantages of PDs from the perspective of panelists and the audience?

The analysis of the disadvantages of panel discussions (PDs) from the perspectives of both panelists and audience members revealed several key themes and categories. Tables  4 and 5 present the frequency and percentage of responses for each code within these categories.

From the panelists’ perspective (Table  5 ), the theme “Drawbacks of PDs” was divided into two main categories: “Academic Workload Challenges” and “Coordination Challenges.” The most frequently reported disadvantage was long preparation (87.0%), followed by significant practice needed (82.6%) and the time-consuming nature of PDs (80.4%). These findings suggest that the primary concern for panelists is the additional workload that PDs impose on their already demanding academic schedules. The “Coordination Challenges” category, while less prominent than workload issues, still presented significant concerns. Diverse panel skills (78.3%) and finding suitable panelists (73.9%) were the most frequently cited issues in this category, indicating that team dynamics and composition are notable challenges for panelists.

The audience perspective (Table  6 ), encapsulated under the theme “Drawbacks of PDs,” was divided into two main categories: “Time-related Issues” and “Interaction and Engagement Issues.” In the “Time-related Issues” category, the most frequently mentioned disadvantage was the inefficient use of time (65.2%), followed by the perception of PDs as too long and boring (60.9%). Notably, 56.5% of respondents found PDs stressful due to overwhelming workload from other studies, and 52.2% considered them not very useful during exam time. The “Interaction and Engagement Issues” category revealed more diverse concerns. The most frequently mentioned disadvantage was the repetitive format (82.6%), followed by limited engagement with the audience (78.3%) and the perception of PDs as boring (73.9%). The audience also noted issues related to the panelists’ preparation and coordination, such as “Not practiced and natural” (67.4%) and “Coordination and Interaction Issues” (71.7%), suggesting that the challenges faced by panelists directly impact the audience’s experience.

Workload concerns: Both panelists and audience members highlighted time-related issues. For panelists, this manifested as long preparation times (87.0%) and difficulty balancing with other studies (76.1%). For the audience, it appeared as perceptions of inefficient use of time (65.2%) and stress due to overwhelming workload from other studies (56.5%).

Engagement issues: While panelists focused on preparation and coordination challenges, the audience emphasized the quality of the discussion and engagement. This suggests a potential mismatch between the efforts of panelists and the expectations of the audience.

Boredom and repetition: The audience frequently mentioned boredom (73.9%) and repetitive format (82.6%) as issues, which weren’t directly mirrored in the panelists’ responses. This indicates that while panelists may be focused on content preparation, the audience is more concerned with the delivery and variety of the presentation format.

Coordination challenges: Both groups noted coordination issues, but from different perspectives. Panelists struggled with team dynamics and finding suitable co-presenters, while the audience observed these challenges manifesting as unnatural or unpracticed presentations.

Academic pressure: Both groups acknowledged the strain PDs put on their academic lives, with panelists viewing it as a burden (65.2%) and the audience finding it less useful during exam times (52.2%).

3. How can PDs be improved for panelists and the audience from the experts’ point of view?

The presentation of data for this research question differs from the previous two due to the unique nature of the information gathered. Unlike the quantifiable student responses in earlier questions, this data stems from expert opinions and a reflection discussion session, focusing on qualitative recommendations for improvement rather than frequency of responses (Braun & Clarke, 2006). The complexity and interconnectedness of expert suggestions, coupled with the integration of supporting literature, necessitate a more narrative approach (Creswell & Poth, 2018). This format allows for a richer exploration of the context behind each recommendation and its potential implications (Patton, 2015). Furthermore, the exploratory nature of this question, aimed at generating ideas for improvement rather than measuring prevalence of opinions, is better served by a detailed, descriptive presentation (Merriam & Tisdell, 2016). This approach enables a more nuanced understanding of how PDs can be enhanced, aligning closely with the “how” nature of the research question and providing valuable insights for potential implementation (Yin, 2018).

The experts provided several suggestions to address the challenges faced by students in panel discussions (PDs) and improve the experience for both panelists and the audience. Their recommendations focused on six key areas: time management and workload, preparation and skill development, engagement and interactivity, technological integration, collaboration and communication, and institutional support.

To address the issue of time management and heavy workload, one expert suggested teaching students to “ break down the task to tackle the time-consuming nature of panel discussions and balance it with other studies .” This approach aims to help students manage the extensive preparation time required for PDs without compromising their other academic responsibilities. Another expert emphasized “ enhancing medical students’ abilities to prioritize tasks , allocate resources efficiently , and optimize their workflow to achieve their goals effectively .” These skills were seen as crucial not only for PD preparation but also for overall academic success and future professional practice.

Recognizing the challenges of long preparation times and the perception of PDs being burdensome, an expert proposed “ the implementation of interactive training sessions for panelists .” These sessions were suggested to enhance coordination skills and improve the ability of group presenters to engage with the audience effectively. The expert emphasized that such training could help students view PDs as valuable learning experiences rather than additional burdens, potentially increasing their motivation and engagement in the process.

To combat issues of limited engagement and perceived boredom, experts recommended increasing engagement opportunities for the audience through interactive elements like audience participation and group discussions. They suggested that this could transform PDs from passive listening experiences to active learning opportunities. One expert suggested “ optimizing time management and restructuring the format of panel discussions ” to address inefficiency during sessions. This restructuring could involve shorter presentation segments interspersed with interactive elements to maintain audience attention and engagement.

An innovative solution proposed by one expert was “ using ChatGPT to prepare for PDs by streamlining scenario presentation preparation and role allocation. ” The experts collectively discussed the potential of AI to assist medical students in reducing their workload and saving time in preparing scenario presentations and allocating roles in panel discussions. They noted that AI could help generate initial content drafts, suggest role distributions based on individual strengths, and even provide practice questions for panelists, significantly reducing preparation time while maintaining quality.

Two experts emphasized the importance of enhancing collaboration and communication among panelists to address issues related to diverse panel skills and coordination challenges. They suggested establishing clear communication channels and guidelines to improve coordination and ensure a cohesive presentation. This could involve creating structured team roles, setting clear expectations for each panelist, and implementing regular check-ins during the preparation process to ensure all team members are aligned and progressing.

All experts were in agreement that improving PDs would not be possible “ if nothing is done by the university administration to reduce the ESP class size for international students .” They believed that large class sizes in ESP or EFL classes could negatively influence group oral presentations, hindering language development and leading to uneven participation. The experts suggested that smaller class sizes would allow for more individualized attention, increased speaking opportunities for each student, and more effective feedback mechanisms, all of which are crucial for developing strong presentation skills in a second language.

Research question 1: what are the advantages of PDs from the perspective of panelists and the audience?

The results of this study reveal significant advantages of PDs for both panelists and audience members in the context of medical education. These findings align with and expand upon previous research in the field of educational presentations and language learning.

Personal and professional development for panelists

The high frequency of reported benefits in the “Personal and Professional Development” theme for panelists aligns with several previous studies. The emphasis on language mastery, particularly increased confidence (91.3%) and better retention of key concepts (87.0%), supports the findings of Hartono, Mujiyanto [ 42 ], Gedamu and Gezahegn [ 15 ], Li [ 43 ], who all highlighted the importance of language practice in English oral presentations. However, our results show a more comprehensive range of benefits, including professional growth aspects like experiential learning (84.8%) and real-world application (80.4%), which were not as prominently featured in these earlier studies.

Interestingly, our findings partially contrast with Chou [ 44 ] study, which found that while group oral presentations had the greatest influence on improving students’ speaking ability, individual presentations led to more frequent use of metacognitive, retrieval, and rehearsal strategies. Our results suggest that PDs, despite being group activities, still provide significant benefits in these areas, possibly due to the collaborative nature of preparation and the individual responsibility each panelist bears. The high frequency of knowledge sharing (93.5%) and collaboration (89.1%) in our study supports Harris, Jones and Huffman [ 45 ] emphasis on the importance of group dynamics and varied perspectives in educational settings. However, our study provides more quantitative evidence for these benefits in the specific context of PDs.

Enriching learning experience for the audience

The audience perspective in our study reveals a rich learning experience, with high frequencies across all categories. This aligns with Agustina [ 46 ] findings in business English classes, where presentations led to improvements in all four language skills. However, our study extends these findings by demonstrating that even passive participation as an audience member can lead to significant perceived benefits in language practice (89.1%) and broadening perspectives (93.5% for diverse speakers). The high value placed on diverse speakers (93.5%) and range of topics (91.3%) by the audience supports the notion of PDs as a tool for expanding knowledge and viewpoints. This aligns with the concept of situated learning experiences leading to deeper understanding in EFL classes, as suggested by Li [ 43 ] and others [ 18 , 31 ]. However, our study provides more specific evidence for how this occurs in the context of PDs.

Interactive learning and engagement

Both panelists and audience members in our study highly valued the interactive aspects of PDs, with the importance of interaction rated at 91.3% by panelists and increased audience interest at 91.3% by the audience. This strong emphasis on interactivity aligns with Azizi and Farid Khafaga [ 19 ] study on the benefits of dynamic assessment and dialogic learning contexts. However, our study provides more detailed insights into how this interactivity is perceived and valued by both presenters and audience members in PDs.

Professional growth and real-world application

The emphasis on professional growth through PDs, particularly for panelists, supports Li’s [ 43 ] assertion about the power of oral presentations as situated learning experiences. Our findings provide more specific evidence for how PDs contribute to professional development, with high frequencies reported for experiential learning (84.8%) and real-world application (80.4%). This suggests that PDs may be particularly effective in bridging the gap between academic learning and professional practice in medical education.

Research question 2: what are the disadvantages of pds from the perspective of panelists and the audience?

Academic workload challenges for panelists.

The high frequency of reported challenges in the “Academic Workload Challenges” category for panelists aligns with several previous studies in medical education [ 47 , 48 , 49 ]. The emphasis on long preparation (87.0%), significant practice needed (82.6%), and the time-consuming nature of PDs (80.4%) supports the findings of Johnson et al. [ 24 ], who noted that while learners appreciate debate-style journal clubs in health professional education, they require additional time commitment. This is further corroborated by Nowak, Speed and Vuk [ 50 ], who found that intensive learning activities in medical education, while beneficial, can be time-consuming for students.

Perceived value of pds relative to time investment

While a significant portion of the audience (65.2%) perceived PDs as an inefficient use of time, the high frequency of engagement-related concerns (82.6% for repetitive format, 78.3% for limited engagement) suggests that the perceived lack of value may be more closely tied to the quality of the experience rather than just the time investment. This aligns with Dyhrberg O’Neill [ 27 ] findings on debate-based oral exams, where students perceived value despite the time-intensive nature of the activity. However, our results indicate a more pronounced concern about the return on time investment in PDs. This discrepancy might be addressed through innovative approaches to PD design and implementation, such as those proposed by Almazyad et al. [ 22 ], who suggested using AI tools to enhance expert panel discussions and potentially improve efficiency.

Coordination challenges for panelists

The challenges related to coordination in medical education, such as diverse panel skills (78.3%) and finding suitable panelists (73.9%), align with previous research on teamwork in higher education [ 21 ]. Our findings support the concept of the free-rider effect discussed by Hall and Buzwell [ 21 ], who explored reasons for non-contribution in group projects beyond social loafing. This is further elaborated by Mehmood, Memon and Ali [ 51 ], who proposed that individuals may not contribute their fair share due to various factors including poor communication skills or language barriers, which is particularly relevant in medical education where clear communication is crucial [ 52 ]. Comparing our results to other collaborative learning contexts in medical education, Rodríguez-Sedano, Conde and Fernández-Llamas [ 53 ] measured teamwork competence development in a multidisciplinary project-based learning environment. They found that while teamwork skills improved over time, initial coordination challenges were significant. This aligns with our findings on the difficulties of coordinating diverse panel skills and opinions in medical education settings.

Our results also resonate with Chou’s [ 44 ] study comparing group and individual oral presentations, which found that group presenters often had a limited understanding of the overall content. This is supported by Wilson, Ho and Brookes [ 54 ], who examined student perceptions of teamwork in undergraduate science degrees, highlighting the challenges and benefits of collaborative work, which are equally applicable in medical education [ 52 ].

Quality of discussions and perception for the audience

The audience perspective in our study reveals significant concerns about the quality and engagement of PDs in medical education. The high frequency of issues such as repetitive format (82.6%) and limited engagement with the audience (78.3%) aligns with Parmar and Bickmore [ 55 ] findings on the importance of addressing individual audience members and gathering feedback. This is further supported by Nurakhir et al. [ 25 ], who explored students’ views on classroom debates as a strategy to enhance critical thinking and oral communication skills in nursing education, which shares similarities with medical education. Comparing our results to other interactive learning methods in medical education, Jones et al. [ 26 ] reviewed the use of journal clubs and book clubs in pharmacy education. They found that while these methods enhanced engagement, they also faced challenges in maintaining student interest over time, similar to the boredom issues reported in our study of PDs in medical education. The perception of PDs as boring (73.9%) and not very useful during exam time (52.2%) supports previous research on the stress and pressure experienced by medical students [ 48 , 49 ]. Grieve et al. [ 20 ] specifically examined student fears of oral presentations and public speaking in higher education, which provides context for the anxiety and disengagement observed in our study of medical education. Interestingly, Bhuvaneshwari et al. [ 23 ] found positive impacts of panel discussions in educating medical students on specific modules. This contrasts with our findings and suggests that the effectiveness of PDs in medical education may vary depending on the specific context and implementation.

Comparative analysis and future directions

Our study provides a unique comparative analysis of the challenges faced by both panelists and audience members in medical education. The alignment of concerns around workload and time management between the two groups suggests that these are overarching issues in the implementation of PDs in medical curricula. This is consistent with the findings of Pasandín et al. [ 56 ], who examined cooperative oral presentations in higher education and their impact on both technical and soft skills, which are crucial in medical education [ 52 ]. The mismatch between panelist efforts and audience expectations revealed in our study is a novel finding that warrants further investigation in medical education. This disparity could be related to the self-efficacy beliefs of presenters, as explored by Gedamu and Gezahegn [ 15 ] in their study of TEFL trainees’ attitudes towards academic oral presentations, which may have parallels in medical education. Looking forward, innovative approaches could address some of the challenges identified in medical education. Almazyad et al. [ 22 ] proposed using AI tools like ChatGPT to enhance expert panel discussions in pediatric palliative care, which could potentially address some of the preparation and engagement issues identified in our study of medical education. Additionally, Ragupathi and Lee [ 57 ] discussed the role of rubrics in higher education, which could provide clearer expectations and feedback for both panelists and audience members in PDs within medical education.

Research question 3: how can PDs be improved for panelists and the audience from the experts’ point of view?

The expert suggestions for improving PDs address several key challenges identified in previous research on academic presentations and student workload management. These recommendations align with current trends in educational technology and pedagogical approaches, while also considering the unique needs of medical students.

The emphasis on time management and workload reduction strategies echoes findings from previous studies on medical student stress and academic performance. Nowak, Speed and Vuk [ 50 ] found that medical students often struggle with the fast-paced nature of their courses, which can lead to reduced motivation and superficial learning approaches. The experts’ suggestions for task breakdown and prioritization align with Rabbi and Islam [ 58 ] recommendations for reducing workload stress through effective assignment prioritization. Additionally, Popa et al. [ 59 ] highlight the importance of acceptance and planning in stress management for medical students, supporting the experts’ focus on these areas.

The proposed implementation of interactive training sessions for panelists addresses the need for enhanced presentation skills in professional contexts, a concern highlighted by several researchers [ 17 , 60 ]. This aligns with Grieve et al. [ 20 ] findings on student fears of oral presentations and public speaking in higher education, emphasizing the need for targeted training. The focus on interactive elements and audience engagement also reflects current trends in active learning pedagogies, as demonstrated by Pasandín et al. [ 56 ] in their study on cooperative oral presentations in engineering education.

The innovative suggestion to use AI tools like ChatGPT for PD preparation represents a novel approach to leveraging technology in education. This aligns with recent research on the potential of AI in scientific research, such as the study by Almazyad et al. [ 22 ], which highlighted the benefits of AI in supporting various educational tasks. However, it is important to consider potential ethical implications and ensure that AI use complements rather than replaces critical thinking and creativity.

The experts’ emphasis on enhancing collaboration and communication among panelists addresses issues identified in previous research on teamwork in higher education. Rodríguez-Sedano, Conde and Fernández-Llamas [ 53 ] noted the importance of measuring teamwork competence development in project-based learning environments. The suggested strategies for improving coordination align with best practices in collaborative learning, as demonstrated by Romero-Yesa et al. [ 61 ] in their qualitative assessment of challenge-based learning and teamwork in electronics programs.

The unanimous agreement on the need to reduce ESP class sizes for international students reflects ongoing concerns about the impact of large classes on language learning and student engagement. This aligns with research by Li [ 3 ] on issues in developing EFL learners’ oral English communication skills. Bosco et al. [ 62 ] further highlight the challenges of teaching and learning ESP in mixed classes, supporting the experts’ recommendation for smaller class sizes. Qiao, Xu and bin Ahmad [ 63 ] also emphasize the implementation challenges for ESP formative assessment in large classes, further justifying the need for reduced class sizes.

These expert recommendations provide a comprehensive approach to improving PDs, addressing not only the immediate challenges of preparation and delivery but also broader issues of student engagement, workload management, and institutional support. By implementing these suggestions, universities could potentially transform PDs from perceived burdens into valuable learning experiences that enhance both academic and professional skills. This aligns with Kho and Ting [ 64 ] systematic review on overcoming oral presentation anxiety among tertiary ESL/EFL students, which emphasizes the importance of addressing both challenges and strategies in improving presentation skills.

This study has shed light on the complex challenges associated with PDs in medical education, revealing a nuanced interplay between the experiences of panelists and audience members. The findings underscore the need for a holistic approach to implementing PDs that addresses both the academic workload concerns and the quality of engagement.

Our findings both support and extend previous research on the challenges of oral presentations and group work in medical education settings. The high frequencies of perceived challenges across multiple categories for both panelists and audience members suggest that while PDs may offer benefits, they also present significant obstacles that need to be addressed in medical education. These results highlight the need for careful consideration in the implementation of PDs in medical education, with particular attention to workload management, coordination strategies, and audience engagement techniques. Future research could focus on developing and testing interventions to mitigate these challenges while preserving the potential benefits of PDs in medical education.

Moving forward, medical educators should consider innovative approaches to mitigate these challenges. This may include:

Integrating time management and stress coping strategies into the PD preparation process [ 59 ].

Exploring the use of AI tools to streamline preparation and enhance engagement [ 22 ].

Developing clear rubrics and expectations for both panelists and audience members [ 57 ].

Incorporating interactive elements to maintain audience interest and participation [ 25 ].

Limitations and future research

One limitation of this study is that it focused on a specific population of medical students, which may limit the generalizability of the findings to other student populations. Additionally, the study relied on self-report data from panelists and audience members, which may introduce bias and affect the validity of the results. Future research could explore the effectiveness of PDs in different educational contexts and student populations to provide a more comprehensive understanding of the benefits and challenges of panel discussions.

Future research should focus on evaluating the effectiveness of these interventions and exploring how PDs can be tailored to the unique demands of medical education. By addressing the identified challenges, PDs have the potential to become a more valuable and engaging component of medical curricula, fostering both academic and professional development. Ultimately, the goal should be to transform PDs from perceived burdens into opportunities for meaningful learning and skill development, aligning with the evolving needs of medical education in the 21st century.

Future research could also examine the long-term impact of PDs on panelists’ language skills, teamwork, and communication abilities. Additionally, exploring the effectiveness of different training methods and tools, such as AI technology, in improving coordination skills and reducing workload stress for panelists could provide valuable insights for educators and administrators. Further research could also investigate the role of class size and audience engagement in enhancing the overall effectiveness of PDs in higher education settings. By addressing these gaps in the literature, future research can contribute to the ongoing development and improvement of PDs as a valuable learning tool for students in higher education.

However, it is important to note that implementing these changes may require significant institutional resources and a shift in pedagogical approaches. Future research could focus on piloting these recommendations and evaluating their effectiveness in improving student outcomes and experiences with PDs.

Data availability

We confirm that the data supporting the findings are available within this article. Raw data supporting this study’s findings are available from the corresponding author, upon request.

Abbreviations

Artificial Intelligence

English as a Foreign Language

English for Specific Purposes

Panel Discussion

Shiraz University of Medical Sciences

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Nasiri, E., Khojasteh, L. Evaluating panel discussions in ESP classes: an exploration of international medical students’ and ESP instructors’ perspectives through qualitative research. BMC Med Educ 24 , 925 (2024). https://doi.org/10.1186/s12909-024-05911-3

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