Qualitative
Qualitative research can provide either stand alone results
or additional layers of understanding to quantitative research
results.
Qualitative research does not necessarily result in a set
of figures and does not require responses to fit pre-defined
categories, and therefore gives a rounder picture of audience
response. Qualitative research is particularly useful in
gaining an in-depth understanding and is often on a smaller
scale than quantitative research.
Qualitative research and waste management
At Resource Futures, we understand that to justify budgetary
spend and definitively prove the effects of an alteration
or addition to a service, or the outcomes of a promotional
campaign, qualitative data provides vital depth and understanding.
Qualitative research can be used to gain insight in the
following key areas:
- input into the design and delivery of
recycling services
- assessment and understanding of public
attitudes and beliefs with regard to waste and recycling
- understanding
the behaviour of particular target groups
- feedback and
review of promotional or communication campaigns and input
into future communications
- obtaining valuable public feedback
on service additions or alterations
- obtaining information
upon contractor delivery and service levels.
How we can help you
At Resource Futures, we regularly carry out qualitative
research projects for clients such as local authorities
or community groups aimed at collecting detailed and
targeted information from local residents, suppliers,
staff and
stakeholders,
to discover how waste and recycling services are delivered,
used and perceived.
We also carry out qualitative research projects specifically
designed to integrate with other research methods.
Wide range of methodologies
To achieve a broad picture and provide accurate results,
we regularly design and integrate a wide range of methodologies
in our qualitative research, such as:
- on-street
surveys
- telephone interviews
- e-surveys
- questionnaires
- in-depth, face-to-face interviews
- focus groups
- group research programmes
- residents’ panels.
Analysis, conclusions and recommendations
Once research is complete our research consultants undertake
full data verification and oversee collation and input.
They then analyse, cross reference, interpret and present
the findings and conclusions into a full report, including
recommendations for alterations and improvements for the
future. Our consultants can also be called upon to undertake
presentations to key audiences if required.
Local focus
We believe in the value of providing local employment and
using local knowledge and as such we don’t necessarily
use central data collection teams, but recruit, train and
run our data collection teams locally, providing a local
co-ordinator (wherever possible) or work with local data
collection agencies, to be the linchpin between the data
collection teams, ourselves and our clients and project partners.
To find out more about our qualitative research services – please
contact us.
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