6 Qualitative Research Methods Every Researcher Should Know
As per this report published in The Financial Express, India saw the shutdown of 11,223 start-ups in 2025, representing a 30% jump over the 8,649 closures in 2024. This number says how important it is to understand real customer needs before serving the market. Numbers and data alone does not capture the true human insights, understanding your customers by using qualitative research methods means going beyond numbers. Uncover motivations, unmet needs, and cultural nuances that matter for product design, communications, branding, and policy.
This guide covers six essential types of qualitative research every startup or SME should explore to understand the “why” behind user behaviour and, based on the research, make strategic decisions. For Indian founders aiming to achieve profitability in a competitive market, qualitative research methods are key to building products/services people truly want.
What is Qualitative Research?
Qualitative research methods don’t rely on numbers; they go beyond data to understand the reasons behind people’s decisions and actions. This approach explores human experiences, motivations, and behaviours to provide deeper insights that guide business or product decisions.
Common data collection methods in qualitative research include interviews, observations, and discussions. It’s typically cost-effective and works well with smaller sample sizes.
Whether you’re an academic, startup, or brand, our approach gives you rich, actionable stories – not just metrics.
The Difference Between Qualitative and Quantitative Research
Quantitative Research answers “how many” questions. It uses numbers and statistics. For example, “60% of users clicked the red button.”
Whereas qualitative research answers “why” questions. It captures emotions and motivations through words and observations – “Why did users click? What made them choose that red button?”
Smart research uses both. Numbers show what’s happening and words explain why it matters.
Want to learn more? Read: Qualitative vs Quantitative Research: How to Choose the Right Approach
6 Essential Types of Qualitative Research Methods
Market research transforms your plan from guesswork into a data-driven strategy. Here’s how:
1. In-Depth Interviews:
In-depth interviews are one of the most common qualitative research methods conducted either face-to-face or over the phone between an interviewer and a participant. The duration usually depends on the topic. It’s a conversational approach that encourages participants to share their views freely.
How it works: You prepare open-ended questions. You invite the right people. Then you talk via virtual meeting or face-to-face. Record the conversation, jot down your notes, and look for themes. Your main goal is to produce knowledge about a matter from a particular group’s opinion; this isn’t casual chit-chat.
When to use it: In-depth interviews are perfect for early stage research / start-up ideas, when you are not clear on the objectives. Good for sensitive topics like money problems. Great for testing product ideas early on.
Live Example: This millet-based food startup conducted in-depth interviews capturing real insights from 30 Indian citizens, before launching their full-scale millet products in the market. They recruited participants on ThinkSurvey’s audience panel.
2. Focus Group Discussions:
Focus group discussions are another common method of qualitative research. This method brings 6 to 10 people together for approximately 45 to 120 minutes. A moderator guides the conversation. It uses group energy to spark different viewpoints and honest talk.
How it works: A moderator follows a discussion guide. Everyone gets to share their thoughts. You can do this in person or online via Microsoft Teams, Google Meet. Record and write down everything for analysis.
When to use it: When you need many perspectives fast. When you want to see how people influence each other. Great for testing messages that depend on social context. Useful for understanding different cultures across India.
Example: An ed-tech company ran focus groups with students in Coimbatore and Jaipur. They found that learning styles varied by region. This changed how they built courses and ran ads.
3. Online Communities:
Online communities are private spaces where people interact for days or months. They share experiences and give feedback. This data collection method in qualitative research lets you observe / watch behaviour over time.
How it works: Set up a community on WhatsApp, Slack, or special platforms. Give people regular tasks and questions. They share photos, videos, and thoughts. You watch, ask follow-ups, and collect rich data throughout.
When to use it: For long-term studies of how people use your product, to track customer journeys, and to reach people across India’s many cities and towns, affordably. Perfect for startups.
Live Example: This research team from IIM Shillong and JGBS, utilised ThinkSurvey audience panel to capture participants insights, through tools created by our expert team for their Minimalism and Ethically Minded Consumer Behavior research.
4. Ethnographic Studies:
Ethnographic studies mean watching real behaviour. It puts you in the real world where people use products. You observe behavior and context firsthand. Unlike online communities, this type of qualitative research method does not require an objective beforehand. Researchers are expected to observe and capture raw human activities, behaviour and conversations.
How it works: Spend hours or days just by watching people’s actions. Jot down your notes and take survey study pictures. Document what people actually do, not just what they answer, which might be biased. The goal is to notice what affects their choices.
When to use it: When context matters a lot. Use to spot needs people don’t mention. This is one qualitative research method that reveals what customers truly value in real-world settings.
Real-life example: In the early 2000s, Samsung wanted to redesign its televisions. So, the company turned to ethnographic research to see how its consumers were currently using its products, and found that the majority of its TVs were turned off throughout the day because they were seen more as furniture than electronics.
5. Diary Entries:
In diary studies, you ask people to document their own lives for 1 to 4 weeks. This qualitative data collection method catches moments as they happen. People forget or change stories later, but diaries capture the real-time truth.
How it works: A researcher can first define the objective and give clear instructions to respondents on how to record their daily experiences. Then collect these texts, photos, videos, or voice notes to understand the pattern. Lastly, interpret them to make meaningful decisions.
When to use it: To track behaviour over time. To understand full customer journeys. To catch feelings and reactions in the moment. For studying daily habits. Perfect for health and wellness apps where timing matters.
6. Webinars and Seminars:
Webinars and seminars perform double duty. They teach and gather insights at the same time. You run interactive sessions with your target audience while collecting valuable qualitative research data.
How it works: Host online events on relevant topics. Add polls, Q&A, breakout rooms, and chat, most importantly, record everything. Track what people say, how they vote, and what they ask. Send post-event surveys.
When to use it: To reach lots of people across India quickly. For B2B research with busy professionals who value learning. To test ideas with interested groups. Cost-effective while building your brand’s authority.
How to Choose the Right Qualitative Research Method
Not all qualitative research methods work the same way. And there is no ‘one-method fits all’ concept as well. Pick one based on what you want to learn, who you’re talking to, and what you can afford.
Here are the factors to consider:
Time: Interviews and focus groups deliver insights fast. Diary studies and online communities take longer but reveal long-term behavior.
Audience and goals: Busy professionals prefer short interviews. Younger audiences engage better in online groups. Use interviews to explore emotions, focus groups to study influence, and diary studies to track habits.
Budget: Focus groups and webinars cover many voices at once. Online methods save travel costs across Indian cities.
Pro tip: Always use more than one method. Talk to people first, then bring groups together to test your solution. Add diary studies if you want to see what people actually do over time.
How ThinkSurvey enables Researchers Conduct High Quality Qualitative Research Studies
Good qualitative research needs the right people, skilled moderators, and time to analyze insights. Most startups and researchers don’t have all three – and at times it becomes a road-blocker for them.
That’s where ThinkSurvey stands out in the market. Our team makes sure you hear real stories by using the right qualitative research method, not just collecting responses.
Audience Panel Across India: Access a pre-screened panel of Indian citizens from all states and union territories, ensuring your qualitative research reveals real human stories.
Diverse Demographics: Students, professionals, women, senior citizens, rural and urban households – balanced by age, gender, caste, religion, and income.
Research Expertise: Our team is experienced in handling any qualitative research method, with quick turnaround time.
Scalable Data Collection: From small pilot studies with 100 respondents to large-scale surveys with 5,000+ participants.
Dedicated Support: From refining your questionnaire to running comparative analysis across regions, we provide end-to-end project management support.
Don’t become one of the 11,223 startups that shut down. Connect with our team today.
