Using Qualitative Research to Discover Deep Insight
Uncovering the 'Why Behind the Why' of Performance
While surveys and other quantitative research methods can tell you a lot about what is going on at a general level in the organisation, if you really want to get right ‘under the skin’ of a particular issue, there’s no substitute for qualitative research.
Apter Development’s Approach to Qualitative Research
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“You never really hear the truth from your subordinates until after 10 in the evening"
Jurgen Schrempp, former CEO, Daimler Chrysler |
Our approach is one of very deep discovery - finding out what were the important motivational and emotional issues and themes that might affect employee performance, change or engagement, for example.
To achieve this depth we use a toolkit of techniques on a one-on-one basis which allow people to discover and express insights about their perceptions, feelings, beliefs and attitudes which they would not normally have the opportunity to do.
The data is then thematically analysed using one of the most comprehensively researched approaches to understanding motivation and emotions (Reversal Theory). The 8 ‘psychological lenses’, defined by the theory each uncover the emotions, values and meaning at play within a particular experience. The framework highlights the paradoxes and inconsistencies of human experience.
Why is this so important?
The combination of the tools and techniques, with the analytical framework, means that we are able to access a level of understanding that is otherwise virtually impossible to achieve. One client described this as getting to the “why behind the why” people do what they do.
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What the findings brought to the table was the knock on effect of bureaucracy and its link to morale in ‘real terms’ to the business. Our approach to recruitment now emphasises capturing the right emotional chord in a realistic job preview to attract the right applicants and we are now piloting an amended set of recruitment questions.
Richard Durance |
Powerful Outcomes
The results are often truly compelling. The insights generated are powerful and create an impact that communicates vividly the highs, lows and reality of the working life that is rarely talked about – particularly among managers. The idea here is not to be able to generalise, but to create insight. Measurement of the issues uncovered may be a next step.
As well as reporting on the emotional and motivational themes in the date, we make key recommendations, which normally include ‘quick wins’ that can be implemented by line management, as well as more strategic recommendations.
View our Employee Research case studies
For further information, and to discuss how Apter Development can help you, please call +44 (0)1509 228896, email enquiries@apterinternational.com, or use our contact form.