Qualitative Research

Qualitative Research

Quantitative research can give you good indications as WHO holds certain attitudes. But if you want to understand more specifically what people think, and why they hold certain attitudes, you will need to engage into qualitative research

The MAP tells us it’s more important to understand how people think than to understand their level of support for your issue. You need to research into how  they talk about your issue. What metaphors and patterns of reasoning they use. What connections they form to other issues. What language or words trigger defensive reactions and seek any  clues rom what’s omitted and moments of inconsistency.

Knowing how many people in a selected group would be opposed to having an LGB and/or T neighbor might be useful to identify what target group to work on, or to perceive the importance of a certain stigma over others – for example if people respond favorably to equal rights in general, but very negatively to parenting rights, but they provide little insights into why people think this way.

That’s why for campaigners, it’s often understanding the why that will enable us to change attitudes and behaviours.

[dt-space height=”40″][ultimate_modal icon_type=”custom” icon_img=”id^6575|url^https://derechoshumanosydiversidad.org/wp-content/uploads/2018/04/bnaranja.png|caption^null|alt^null|title^bnaranja|description^null” modal_title=”Case Study: If They Do It, So Should We!” btn_bg_color=”#ffffff” btn_bg_hover_color=”#f2f2f2″ btn_text=”Case Study: If They Do It, So Should We!” modal_size=”medium” overlay_bg_opacity=”80″ img_size=”80″ btn_txt_color=”#dd9933″ button_text_font_style=”font-style:italic;,font-weight:bold;” button_text_font_size=”desktop:18px;” button_text_line_height=”desktop:18px;”]“The effective messaging of the political right has been a source of both admiration and frustration in progressive circles. One pollster, Frank Luntz, was particularly influential in guiding Republican messaging in the 2004 election. Frank Luntz’s messaging playbook, Language of the 21st Century, provided conservatives with ready-made messaging for use across a range of issues, from health care to the U.S. budget to affirmative action. In order to figure out what worked, Frank Luntz made a massive investment in qualitative research, conducting more than 200 focus groups.  He probed for values, fears, hopes, and dreams, going far beyond previous telephone polls.

For example, traditional phone surveys typically found that the economy and national security are a few of “the most important problems facing America today.” However, deeper probing found that the real issues people worry about are much more personal.

They include “the disintegration of morality in society,” “the breakup of the family,” and “the declining quality of life.”

These three worries appear to explain the fundamental motivation of more than 80% of Americans, though only 2% to 3% of telephone survey respondents identify them directly. »

Read more about it here[/ultimate_modal][dt-space height=”20″]

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In the context of your campaign (either the one you are conducting or a campaign that you’re thinking of doing), what would be the main qualitative questions that you would like to investigate?

In other words, what are the most burning questions that you have concerning your target group and their attitudes towards sexual and gender diversities?