The Best Qualitative Research Questions

Explore many qualitative research questions to support your analysis and ensure you asked the proper question.

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Whether you’re conducting qualitative or quantitative research, it’s important to understand what makes a good question. When you’re asking qualitative research questions from your respondents, you want to make sure that you’re getting the right information from them. Qualitative research is different than quantitative research because it relies on interview responses and observation rather than surveys and data collection (1). This means that the questions you ask during interviews are going to be different from those used in quantitative surveys.

When you’re trying to conduct qualitative research, it’s important to ask the right questions.

That’s because an ill-conceived question can lead to an inaccurate or incomplete answer. A bad question can even get you the wrong information altogether.

Good questions lead to good answers and help you get closer to the truth of what’s going on. They also help you understand your customers and your industry better, which is essential for creating a great product or service.

But how do you know which questions are going to be the most helpful?

That’s where this guide comes in! We’ve scoured the internet to find the best qualitative research questions. These questions will help you learn everything from what your customers think about your brand and we’ll also discuss some of the best practices for writing qualitative research questions.

What Is Qualitative Research?

Qualitative research is an approach to understanding people, places, cultures, and communities through the collection and analysis of data that is often unstructured or semi-structured. Qualitative methods allow for a more in-depth exploration of human behavior, beliefs, and opinions.

What Is Qualitative Research

Qualitative research is an important part of any study because it gives you insight into the motivations of your participants, which can help you better understand why they do what they do. Qualitative research is also useful for getting at the “why” behind your data.

Qualitative research allows you to ask open-ended questions, which means that you don’t know exactly what the answers will be and how they’ll be phrased. This makes it challenging to come up with the right questions: if you ask closed-ended questions (like yes/no questions), there’s only one way to answer them correctly. But if you ask open-ended questions, there’s more room for exploration and discovery.

The best qualitative research questions allow participants to tell their stories in their own words via interviews or focus groups. So that they feel comfortable sharing information with researchers—and so that researchers can get a better understanding of what motivates people and how they make decisions.

Qualitative research is used in many different settings, including market research, organizational development, and education. Industries use this means of gathering information to support quantitative research methods such as surveys or experiments.

Businesses use qualitative research methods to:

  • Explore consumers’ perceptions of brands, products, and marketing campaigns
  • Identify different consumer segments
  • Understand what drives consumer behavior
  • Develop new ideas for marketing strategies
  • A better understanding of customer needs before developing new products or services
  • Improve customer service and satisfaction by understanding what customers expect from interactions with companies

How And When Are Qualitative Research Questions Utilized?

Asking the right questions is the first step in qualitative research.

How And When Are Qualitative Research Questions Utilized

Qualitative research aims to explore how people think, feel and behave in real-life situations. It is used to gain a deeper understanding of people’s experiences and opinions. Qualitative research questions are open-ended and aim to uncover new information rather than measure it. They help researchers understand why people act in certain ways, what they think about something, or what their feelings are about it.

You’ll often find qualitative research questions asked as part of a larger survey or interview, where they’re used to explore specific issues and topics in more detail.

Qualitative research questions will focus on the following types of information:

Participants’ experiences: What did participants experience? What were their thoughts and feelings? How did they feel about something?

Participants’ opinions: What do participants think about something? What are their opinions? Why do they feel this way? How did they make a decision? Are there any factors that led to this opinion or decision?

Participants’ beliefs: What beliefs do participants hold about a given situation or topic? Why do they hold these beliefs?

Elements Included In Creating An Excellent Qualitative Research Question

A good qualitative question should be:

· Be Specific

When asking or making assertions of a qualitative nature, it’s important to be as specific as possible.

Consider the question, “Why is your interest in our brand declining?”. It’s possible they won’t have a definitive answer for you. This is because there are a variety of factors that might cause this, and many consumers will be blissfully unaware of the fact that their interest in your brand is waning.

Elements Included In Creating An Excellent Qualitative Research Question

Change the focus of your inquiry to something like, “What improvements can we make to our goods to better serve you?”

· Sensitive

You should choose the words carefully so that you aren’t putting your respondents on the spot. This means you should try not to make assumptions about how people think or feel when you’re designing your study or writing your question.

· Open-ended

A good qualitative question isn’t something that can be answered with a simple yes or no response; it needs room for interpretation. Open-ended questions are good because they allow respondents to answer in their own words and provide context that can’t be gleaned from closed-end responses. For example, “What do you like about our product?” allows the respondent to share more information than “How would you rate our product?”.

· Use Broad Phrases

Use broad phrases that encourage detailed responses from respondents. Phrases like “Tell me about…” or “Describe…” help respondents elaborate on their experiences and feelings without leading them toward a specific answer or response.

Use neutral language instead of judgmental language when possible. Words like “good” or “bad” can lead people toward a particular response, so try using terms such as “easy” instead of “difficult”.

· Focus On Clear Purpose

Before you start writing your question, decide what it’s going toward (i.e., an opportunity or insight). This will help you make sure that each question you ask is relevant and focused on achieving one thing at a time, instead of trying to accomplish multiple things at once (e.g., understanding why someone buys something while also learning how they feel about price points). The clearer your purpose is, the easier it will be for participants to answer the question accurately without getting confused by other factors.

Examples Of The Best Qualitative Research Questions

The best qualitative research questions are the ones that help you move your business forward. They’re not just about gathering information, but about researching to make sure you’re making the right decisions for your clients and customers.

Examples Of The Best Qualitative Research Questions

A good qualitative research question will help you get answers to questions like:

  1. What do people want from our product or service?
  2. How do we create a better experience for them?
  3. How can we improve our brand?
  4. Do they like the way your brand communicates with them?
  5. What are the main motivations behind customer loyalty to your brand?
  6. What are our customers’ biggest frustrations with our products?
  7. What are their expectations around using this product?
  8. What is a customer’s emotional reaction when they use your product?
  9. How do customers rate the quality of your goods in comparison to the goods offered by your competitors?
  10. What value do they get from your product or service?


The best qualitative research questions are those that are simple, focused, and well-formed. They do not have to be long, but they should be clear and easy for participants to understand.

These questions help you find the answers to your most important business concerns. They should be able to generate rich data that will help you make better decisions, and they should be able to do so in less time than other methods.

Speak Ai is a tool that can help you find exactly the right questions for your research needs. It uses artificial intelligence to analyze data from your existing sources.

Therefore, you must use Speak Ai to examine qualitative research data like 7,000 satisfied customers. Request a demo or start a trial if you need assistance with scraping, analyzing, and understanding qualitative research questions.

Get insights from your language data - fast and with no code.

Join 100,000+ individuals and teams who rely on Speak Ai to capture and analyze unstructured language data for valuable insights. Streamline your workflows, unlock new revenue streams and keep doing what you love.

Get a 14-day fully-featured trial. No credit card is required.

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