4.8 Conclusion

The focus of this chapter is on the characteristics, benefits and types of qualitative research methodologies. The take-home messages, as highlighted in the opening scenario, emphasise the importance of conducting qualitative research. Sophie’s assumption that a high number of people accepting the free ice cream offer indicated satisfaction with the new flavour was proven incorrect when she conducted qualitative research and found out that people accepted the offer primarily because the ice cream was free.

Qualitative research involves gathering non-numerical data through methods such as interviews, focus groups, and observations. It provides an in-depth understanding of people’s experiences, perspectives, and attitudes towards a specific subject matter. In this scenario, Sophie’s decision to conduct interviews with the participants who accepted the free ice cream offer helped her to gain deeper insights into their preferences and perceptions.

Overall, the scenario illustrates the importance of qualitative research methods to obtain a more comprehensive understanding of healthcare stakeholders’ preferences and behaviours. While quantitative data provides valuable information about people’s behaviour, attitudes, and preferences, qualitative research provides insights into the reasons behind those behaviours and attitudes and can help inform the development of more effective intervention strategies and health outcomes.