How Chocolate Can Teach You All You Need to Know About Qualitative Research

“Startups that regularly conduct qualitative research (not just quantitative) experience faster results in their quest to achieve product-market-fit.”Mitchell Posada, I’m a startup, do I need to do Qualitative Research?


Because by regularly doing qualitative research, you are engaging with (and acting on) the voice of your ideal customer. To the point where the customer actually becomes a part of everything you do.

Whether you’re a founder about to launch a product or someone who is simply keen to understand and put into practice qualitative research methods – 👇🏼 you’re in the right place.

Just keep on scrolling and I assure you that on finishing this Process Street blog you will be well versed in all that is qualitative research.

Alternatively, to skip to a specific section of the post click the links below:

Keep reading to find out exactly what chocolate has to do with qualitative research!

Qualitative research is based on finding a solution to a particular problem. There are various types of qualitative research and various methods for collecting qualitative data. All of which will be covered in this post.

But first, let’s first clarify what qualitative data actually is.

The two main approaches of data collection are qualitative and quantitative research.

Qualitative research is a way to gain a deeper understanding of whatever it is you are researching. It gives you an understanding of events, data about human/ social groups, and broad patterns behind the phenomenon that you are researching.

The elementary method of conducting research was quantitative, which in other words means statistical/numerical research. But recently, qualitative methods have become increasingly popular amongst an array of academic and scientific fields (more on this later).


Well, there’s a heap of reasons; many of which align with the advantages qualitative data can have for a given study or project. Let’s take a closer look at some of these advantages:

Qualitative research is useful for finding out more about complex situations. 👀 Qualitative research allows for a humanistic and insider viewpoint to be included in research. 👫 The qualitative data collected is based upon the participant’s world view, rather than a world view created by a researcher. 🌎 Qualitative data can be used to interpret how people interact with constructs like IQ or fear (both of which are hard to quantify). 🧠 The focus of the qualitative research study can be adapted mid-way through if necessary. In a traditional lab setting, this would usually null-and-void the entire experiment. ❌ Qualitative data can support and back up quantitative data by creating an important case which can vividly paint a picture for the overall study. 🤝 Quantitative vs qualitative research

The key point here is that 🗝 qualitative research generates non-numerical data.

Quantitative data is used when a researcher is trying to quantify a problem, or address the “what” or “how many” components of a research question. It is data that can either be counted or compared on a numeric scale.

Quantitative data is usually gathered using surveys (amongst other methods) and statistical analysis software (like SPSS), is often used to analyze it.

For example: The number of people who subscribe to Process Street’s blog would be quantitative data. As would the number of ratings (on a scale of 1-4) of the quality

Continue reading

This post was originally published on this site