Qualitative research is used - sometimes alongside a quantitative survey - to gain a deeper understanding of the views and opinions of particular individuals, to discover what motivates them to act or feel the way they do.

We can provide qualitative research through semi-depth and depth telephone interviews, face-to-face interviews and focus groups.

Telephone interviews may be fully qualitative Telephone Depth Interviewing (TDI) or a hybrid approach that includes quantitative Computer Assisted Telephone Interviewing (CATI).

Our work includes development of full discussion guides to optimise the questioning and communications planning to ensure maximum participation.

Typical projects may:

  • investigate the views of a sample of individuals who are less engaged and less positive towards the organisation.
  • gather insight into perceptions, attitudes, and emotional barriers to better member engagement
  • discover the support, services or resources that would increase member retention.
  • establish what the organisation could offer that would encourage non-members or lapsed members to join or re-join.

The Ashridge team are experienced at interviewing at all levels, and provide full analysis and reporting, including recommendations.