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Qualitative Research Topics & Ideas For Students

The Best Qualitative Research Topics For Students

Do you have difficulty finding a qualitative research title for your project? If you are, you need not worry because you are not alone. However, there are many unique qualitative titles you can explore for your research. You just need a few qualitative research title examples to get you started. Qualitative research is focused on data obtained through a researcher’s first-hand observations, natural setting recording, artifacts, case studies, documents, questionnaires, and interviews. The findings in qualitative research are usually non-numerical. Also, it is common in humanities and social sciences. This post provides over 100 qualitative research topics you can consider.

The Best Qualitative Research Topics That Impress the Teacher

Exceptional Qualitative Research Topics In Social Science

Qualitative research title examples for students, fantastic examples of qualitative research titles, good topics to start for qualitative research, qualitative research topics in education, quick examples of qualitative research topics, qualitative research topics in the philippines, qualitative researches topics about humanity & social science, great choices of qualitative research title examples, qualitative research topics for students to think about, our examples of the best qualitative research topics that impress the teacher.

An excellent research topic will help you earn a good grade. Consider any example of a qualitative research title from the following options:

The impacts of social media on physical social engagement in society
The benefits of treating mental disorders with medication
The effects of Gender-Based Violence on women’s social lives in rural areas
The decline of academic pursuit in third-world countries
Sexual workers: the stigma they experience
How has the promotion of feminist values influenced workplaces?
Free education: its impact in third-world countries
What is the correlation between education and success?
Ableism: its effects on disabled people in society
Food insecurity in third-world nations

The topic of your research paper can influence how easily you can conduct your study and draw conclusions.

Here are fantastic examples of qualitative research titles:

Female harm: how it is influenced by culture
The socioeconomic impacts of free education
The link between food insecurity and poor performance in schools
Alcoholism among college students: a critical study
How to mitigate child labor in our society
The root causes of child labor in Latin America
The stigma of living with transmissive medical conditions
The root cause of the stigma of people living with disabilities
How to identify depression in small children
Signs of autism in kids below two years old

Choosing a qualitative research topic is not a task you should take lightly because it can influence your performance. Here are some noteworthy qualitative research titles examples:

Basic patient care policies in developing nations
The impacts of alcoholism on education
Adult learning: what does it entail?
Homeschooling: Is it the latest trend after the pandemic?
Does computer literacy influence the quality of education kids enjoy?
How to effectively teach students with learning disabilities
The relationship between poor education systems and crime rates in third-world countries
Student bullying: the psychological impacts
Should high school students go through university preparedness programs?
research writing in high schools: its significance

Are you looking for qualitative research topic examples to start your study? Below are some creative examples to consider:

Remote tests: are they as effective as in-class tests?
The value of social activities in academic institutions
Why should healthcare be free in all countries?
The implications of racist laws on society
The reception of COVID-19 vaccines and treatments
What is the difference between foreign policies in first-world and third-world nations?
Racism and Colorism: what is the difference?
Dissecting the causes of low voter turnouts in the 21 st century
The challenges of social media on kid’s brain development
The inclusion of black women in American politics and its impacts

When competing with several brilliant minds, a good research topic can do you greatly. The following qualitative research examples titles are a great place to start:

Should school uniforms be discarded for high schoolers?
The need for equal representation in global politics
The implications of police brutality on politics
The role of parental care in foster kids
The distinction between Islamic values and Christian values
The correlation between political instability and migration
Sex trafficking and violence against women: what is the link?
How can global governments eradicate homelessness?
Fraternities and sororities: are they still relevant?
The role of literature in promoting societal changes

Qualitative research is popular in the education field and other social sciences. Choose a qualitative research title example on the subject of education from the following list:

Effectively introducing foreign languages in the high school curriculum
How can teachers help students with disabilities improve their learning?
The link between social activities and comprehension among students
Research writing in high schools: is it necessary?
How has virtual learning influenced teacher-student relationships?
The implications of allowing smartphones in classes
Should all schools introduce sign language lessons in their curriculum?
Student loans: their impacts on black students
The impacts of race on college acceptance rates
Poverty and education: what is the link?
Ethnic and socioeconomic causes of poor school attendance in developing worlds
Various teaching methods and their efficiency
Efficient teaching methods for children below two years
Why do students perform better in humanities than in sciences?
The difference between college acceptance and completion in most nations
Remote learning in developing countries
What are the best ways of approaching bullying in schools?
How do teachers promote inequality among students?
Does social class influence academic performance negatively or positively?
How do teachers shape their students’ personalities?

Coming up with a qualitative research title can be hard because of the numerous subject areas and the issue of uniqueness. Therefore, we have prepared the following qualitative title examples for you:

How to promote oral learning in classrooms
Political instability in developing countries: its economic impacts
The impacts of weather on social activities
Boredom and poor-decision making: the connection
Exploring the connection between attachment types and love languages
Socioeconomic impacts of instability on a country
How does social media impact the perception of reality
Reality TV shows: are they a true reflection of reality?
How culture applies to different age groups
Is social media influencing the loss of cultural values?

You can base your research topic on a specific region or nation, like the Philippines. A sample qualitative research title can get you started. You can pick a sample qualitative research title from the ideas below:

Why are so many Philippines residents migrating to America?
The impact of politics on migration in the Philippines
How has violence led to food insecurity in rural areas in the Philippines?
The Philippine education system: an overview
How cultural norms influence social activities in the Philippines
Gender roles in the Philippines society
How popular Filipino cultures have served as agents of social change in the nation
The link between male dominance and GBV in the Philippines
Barriers to clean hygiene in health centers in the Philippines
The spread of COVID in rural areas in the Philippines

Most top performers in research subjects attribute their success to choosing the best title for qualitative research. Here are some qualitative research topics about humanities and social science to promote good performance:

The impact of poor market rivalry on supply and demand
The role of parents in shaping kids’ morals
Is social media the root cause of poor societal morals?
How does alcohol impact a person’s normal behavior?
How often should adults engage in sporting activities?
Children’s eating habits and their influences
Low socioeconomic backgrounds and their impacts on self-esteem
The effect of the COVID-19 pandemic on the world’s views on viral diseases
How can school-going kids manage depression
Causes of mental challenges among school-going kids

Finding a good topic for qualitative research is a critical task that requires a lot of thought and research. However, we have simplified the process with the following qualitative topic ideas:

Pop music and erratic youth behavior: is there a link?
How do public figures influence cultures?
Ideas for improving healthcare in developing nations
Possible solutions for alleviating the food crisis in developing nations
New ways of mitigating viral diseases
Social media trends among the elderly
Quarantine as a mitigation approach for infectious diseases
Promoting social justice in patriarchal societies
Worrying trends among the young population
Emerging marketing trends in 2023

Qualitative research for college and high school students helps improve reading, writing, and intellectual skills. Here are some qualitative research examples and topic ideas for students :

How to detect and prevent natural disasters beforehand
Can the whole world have the same education system?
What is the most effective therapy for patients recuperating from brain surgery?
Possible solutions for promoting ethical practices in telehealth
Can addicts overcome addiction without therapy?
The latest technology trends and their impacts?
How can global governments promote mental health awareness?
Have smartphones caused reduced attention spans among users?
Sexual violence in rural areas
The introduction of Islam in African nations

We Are Here for You

Qualitative research is an investigative analysis of intangible or inexact data, mostly non-numerical. The title of qualitative research you choose will guide your entire research process and influence its conclusions. Do you need a paper or an example of a research title qualitative topic? Our expert team is ready to write it for you.

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Tips on how to choose good qualitative research topics

Writing a research paper or a college assignment with success solely depends on your ability to choose suitable qualitative research topics. It’s essential to carefully examine and explore the field with all the challenges before you start writing to identify the key factors and aspects of your assignment. Here are a few tips on how to do that to get good research paper ideas.

Align your research topic with your field of interest

Your assignment topic should be something that interests you deeply so that you can completely get into it and make the most out of your efforts. More importantly, your topic should allow you to develop your personal skills and learn new things.

Make sure you have all the right research on the topic

If you choose a topic that has little to no supporting research available, you’ll end up getting stuck. You must properly research the topic before you start writing. This research will also help you shortlist unrelated topics and narrow down your scope so that you can focus on the information that matches your exact needs.

Follow your university guidelines!

Consulting with your professors and going through the assessment guidelines is paramount to writing a top-class paper. Follow your university guidelines to make sure your efforts get approved by your supervisor.

List of qualitative research topics examples

Long-term planning methods for better project management
How to deal with issues during a project implementation program
The best practices for dealing with tight project deadlines
Why time management is essential for goal setting
Flexibility in management: How to improve decision-making as a manager
Top professional techniques for developing management skills
Healthcare in low-income societies: How to achieve affordable medical care
Dealing with a loss and the process of recovery
How to make eco-friendly facemasks
Preventing flu during cold seasons: The most effective preventative methods
The importance of developing community-based sanitization programs
The best practices for quitting alcohol and cigarettes
Helping the young manage their obesity: The most effective obesity management strategies
Promoting healthcare during COVID-19: Strategies for expanding the health sector
Guide to collecting resources for building a centralized community
How academic and social practices can help uplift a society
Professional practices for building a one-on-one relationship between teachers and students
The science behind consumer motivations and appraisals
Reshaping the traditional form of virtual ethnography
Are homeschooling programs as efficient as they should be?
The importance of developing healthy eating habits
The best strategies for getting ahead of the prospective market
How to track the dynamics of real estate investments
How effective are modern newsgathering technologies?
Developing introvert behavior and its key effects
Can sharing help an individual overcome addictions?
Guide to creating a one-people community
The most effective methods for dealing with cyberbullying
The best way to bringing social equity to patriarchal societies
How quarantine prevents the spread of infectious diseases
The aging populations and the trends they follow
The latest digital media trends
Methods for mitigating communicable diseases
How governments work on protocol observance
Practices for preventing the spread of the coronavirus in crowded places
Alleviating pain during childbirth
Maternal healthcare in developing countries
Can pop music change erratic youth behavior?
The best therapies for recovering from brain surgery
How alcohol changes normal behavior
Depression management among school-going children
Strategies for avoiding a viral disease
Ways to influence the eating habits of children
How and when to engage in sporting activities
How low socioeconomic background impacts self-esteem
The importance of parenting for shaping children’s morals
The impact of poor market completion on supply and demand
Do children under four years need preschool education?
Single-gender schools vs. mixed schools
How the world would benefit from the same education system
How virtual reality helps reshape the world
The hottest destinations for traveling at the moment
How fast does the ozone layer deplete?
Is it possible to predict natural disasters before they occur?
The effects of digital marketing on modern businesses
Physical learning vs. online learning
How related are Windows and Apple products?
Study cases of bullying in schools
The effect of stress on human behavior
Patient behavior and the influence of social processes

If you’re looking for the best way to choose some of the most suitable qualitative research paper topics for your college assignment, these 60 topics should help you get ahead of your task and write an engaging paper. All topics above are for your personal education and motivation. If you still need help with your assignment, our professional paper writing services are available 24/7.

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131 Interesting Qualitative Research Topics For High Scoring Thesis

Qualitative research topics are undoubtedly not easy. While statistics enthralls some students, others don’t like the subject. That’s because qualitative assignments entail cognitive analysis, which complicates them. But apart from the hardships of completing the projects, selecting topics for qualitative research papers is also a challenge.

This article presents a list of 130-plus qualitative research topic ideas to help learners that struggle to get titles for their papers. It is helpful because many learners have difficulties picking titles that will make their essays impressive to educators. But before presenting the topics, this article defines qualitative research.

What Is Qualitative Research?

Qualitative research is an investigative and innovative abstract data analysis. When writing a qualitative research paper, a learner analyzes intangible data. Qualitative researchers code the data after or during collection. Therefore, having top-notch research topics is necessary for a first-class essay.

Knowing how to write a qualitative research paper is vital because it helps the student deliver a copy that provides a clear picture of an event or situation. A researcher can achieve this via practical experience, reliable reporting, and conversations. Gathering raw data is the initial step in qualitative research. A researcher can gather raw data by conducting reviews, observations, and surveys. Also, researchers can use creative methods to collect data.

Best Examples Of Qualitative Research Topics

Qualitative research covers many things. Here are examples of topics that learners can explore in their qualitative study.

What causes stigma around some health challenges?
Stigma facing the people living with disabilities- What is the cause?
Can Pro Bono legal assistance improve the criminal justice system?
How the less privileged can benefit from Pro Bono services
The educational challenges facing rural children- Are there ways to help them?
Child labor causes- How to mitigate the practice
Substance and drugs- What are young people abusing more?
How alcohol affects college students
Can food insecurity interfere with children’s performance in school?
Food banks intricacies- Understanding the challenge in low-income areas
Free education- Does it have socioeconomic benefits?
Culture and female harm- What’s the connection?
The impact of social media on physical and social engagement among teens in urban areas
Using medication to treat depression- What are the health benefits?
Investigating peer educators’ efficiency in creating awareness of health and social issues
Gender-based violence- What causes it in rural areas, and how does it affect victims?
Sexual reproductive health challenges of child brides- Are there ways to control it?
Investigating the causes of school dropout among teenagers
How to address school dropout among young adults
Investigating the deteriorating academic pursuit in Third-World countries
Social activities- Do they have benefits for depressed people?
Investigating cerebral palsy and the stigma that people associate with it.
Living with disabilities- Are there social implications?
The impact of ableism on disabled people
Exploring the promotion and benefits of feminist values
Why should society promote free education in all learning environments?
What causes food insecurities among low-income earners?
Food and housing insecurity- What are the root causes?
What are the effects of displacement- Investigating the homeless people’s mental health

These are good examples of qualitative research topics. However, a student that picks a title in this category should research it extensively to impress the educator with their work.

Qualitative Nursing Research Topics

Professors ask students to write about qualitative topics when pursuing nursing studies. Here are issues to consider in this category.

How does the nurse-patient relationship affect health outcomes?
How can nurses deal with complex patients?
How can nurses provide culturally competent care?
How do personal beliefs affect nursing practice?
What is the impact of spirituality on nursing care?
How does the nurse’s role change when working with terminally ill patients?
What challenges do nurses face when providing end-of-life care?
How can nurses best support families whose members have serious illnesses?
What are the unique challenges of caring for elderly patients?
How does the nurse’s role change when working in a hospice setting?
Health outreach programs- What are the most effective ways to execute them?
Effective methods of curbing drug abuse
Effective ways to help rape survivors
How can nurses administer care to female genital mutilation victims?
How to care for special needs individuals
Anxiety and depression symptoms
Methods of administering care to Dyslexia patients
How to help individuals dealing with mental disorders
Signs of Alzheimer’s disease in older people
How to provide primary patient care

These are good qualitative research topics for students pursuing nursing studies. Nevertheless, learners must research any of these titles before writing their papers.

Qualitative Research Topics In Education

Most topics spring up from the education niche despite fitting other specifications. Here are examples of qualitative research topics that include the education niche.

Are guidance and counseling essential in schools?
How computer literacy affects education
Why governments in developing schools should encourage adult education
Autistic children’s education- Which learning style suits them?
Is mental health education relevant in the modern school curriculum?
Exploring the learning conditions for kids in third world countries
Child education and food insecurity- What is the connection?
The impact of virtual learning on high school students
How does alcoholism affect a student and their education?
Homeschooling- What are its advantages and disadvantages?
How do teachers’ beliefs about intelligence affect their teaching?
What is the teacher’s role in developing a student’s self-concept?
Does race or ethnicity play a role in how teachers treat their students?
What are the teachers’ experiences with teaching students with special needs?
What methods do effective teachers use to motivate their students?
What are the most effective ways to teach reading and writing?
How does technology use affect how teachers teach, and students learn?
What are the challenges faced by teachers in rural areas?
What are the challenges faced by teachers in urban areas?
How do charter schools differ from traditional public schools?

Many topics and issues in the education system allow learners to find subjects to investigate and cover in their papers quickly. And this is not an exhaustive qualitative research topic list in this field. Nevertheless, it covers the most exciting ideas to explore.

Qualitative Research Topics In Public Health

Educators ask students to write academic papers while studying the public health sector. And this provides insights into crucial and relevant aspects of this sector. Here are qualitative research topics examples in this category.

How does the public health sector manage epidemics?
The role of public health in disaster management
Evaluating the effectiveness of public health campaigns
An analysis of the factors that hinder effective public health delivery
Access to healthcare: A study of rural and urban populations
Health needs assessment of refugees
Mental health support within the public health sector
The role of technology in public health
Understanding and addressing health disparities
Sexual and reproductive health rights in the public health discourse
How immunization benefits people in rural areas
What causes water-borne diseases, and how can society mitigate them?
Symptoms of high blood pressure among young people
How antenatal care helps pregnant women
How to boost breast cancer awareness

These are excellent qualitative research paper topics in the public health sector. Nevertheless, learners need sufficient time and resources to investigate their preferred titles in this category to write winning papers.

Qualitative Research Topics In Project Management

Project management writing focuses on ways to achieve results and goals while basing the achievement on the process. This subject covers planning, structuring, proffering, and controlling ways to execute plans to accomplish desired goals. Here are research topics for qualitative research in project management.

How effective communication strategies can impact the outcome of a project
How different leadership styles affect team productivity during a project
The role of conflict management in ensuring successful project outcomes
Gender differences in the perception and understanding of project risk
The impact of organizational culture on a project’s likelihood of success
How different project management methodologies affect its outcome
The effect of stakeholder involvement on project success
How to manage virtual teams effectively to ensure successful project outcomes
What motivates project managers to achieve successful results?
How can project managers create a positive work environment that leads to successful outcomes?
What challenges do project managers face when trying to achieve successful outcomes?
How can project management be used to achieve social change?
What are the ethical implications of project management?
What are the global impacts of project management?
Ways to achieve sustainable development through project management

These are topics to explore in project management. Nevertheless, learners need adequate time to investigate their chosen titles and write winning essays.

Qualitative Research Topics In Political Science

Qualitative research can also cover political science. Investigating this field enables people to understand it better and can be broad. Here are sample titles to consider in for your scientific thesis .

How do social media affect the way people engage with politics?
What motivates people to vote?
How does voting behavior change over time?
What are the consequences of gerrymandering?
How does campaign finance influence elections?
Interest groups- What is their role in politics?
How do the media cover politics?
What are the effects of political scandals?
How does public opinion influence policymakers?
How feminism enhanced the American politics
The adverse effects of misrepresentation
The American democracy- A look into its dimensions
Colorism, racism, and classism- How the American ideologies differ
What causes an election crisis?
Two-party system- What challenges does it face in America?
Black women’s inclusion in the American politics
Should America have a multi-party system?
Why mass media matters in politics’ scrutiny and promotion

While political science is a broad field, these narrow topics help learners handle their research effectively. Pick any of these ideas to write a winning essay.

Topics For Ethnography Qualitative Research

Ethnographic research entails studying and paying attention to society and describing it. Here are topics to consider for a research paper in this field.

Studying a subculture: Reasons people join and stay in gangs
How does social media use vary by culture?
An ethnographic study of a homeless shelter or soup kitchen
Understanding the lives of sex workers through ethnography
The impact of religion on family life
How does parenting vary between cultures?
How do children learn and socialize in different cultures?
What is the effect of migration on family life?
What are the experiences of refugees?- An explorative case study
What is the impact of poverty on family life?
How do people in different cultures understand and experience mental illness?
What is the role of the family in other cultures?
What are the end-of-life experiences and beliefs around death in different cultures?

This article has presented easy qualitative research topics. However, some need time and resources to investigate and write quality papers. Therefore, pick your paper title carefully to write an essay that will earn you an excellent grade.

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189+ Most Exciting Qualitative Research Topics For Students

Researchers conduct qualitative studies to gain a holistic understanding of the topic under investigation. Analyzing qualitative? Looking for the best qualitative research topics?

If yes, you are here at the right place. We are discussing here all the topics in every field. Basically, qualitative research is the most valuable approach within the fields of social sciences, humanities, and various other fields.

Qualitative research uses a wide array of methods such as interviews, focus groups, participant observation, content analysis, and case studies. Even among others, to gather and analyze non-numerical data.

In this blog, we will explore the diverse, most interesting qualitative research topics, highlighting their importance. Whether you are a student, a scholar, or a practitioner in your field, these best qualitative research ideas are most helpful for you.

Must Read: 21 Ways To Get Good Grades In College

What Is Qualitative Research?

Table of Contents

Qualitative research is a systematic and exploratory approach to research that focuses on understanding and interpreting the complexities of human experiences, behaviors, and phenomena. It aims to provide in-depth insights into the “how” and “why” of various issues by examining them in their natural settings and contexts. Unlike quantitative research, which primarily deals with numerical data and statistical analysis, qualitative research relies on non-numerical data such as interviews, observations, textual analysis, and participant narratives to uncover deeper meanings and patterns.

Key Characteristics of Qualitative Research

Purpose : Qualitative research is used to delve into new or less understood areas, aiming to generate new hypotheses and theories.
Example : Investigating the coping mechanisms of natural disaster survivors in regions where little prior research exists.
Purpose : It seeks to understand and interpret participants’ perspectives, emotions, and experiences.
Example : Examining how individuals with chronic pain perceive their condition and the medical care they receive.
Purpose : Highlights the importance of context and situational factors in shaping human behavior and experiences.
Example : Exploring how cultural backgrounds influence parenting styles in different communities.
Purpose : Employs adaptable and open-ended data collection methods that evolve as new insights are gained.
Example : Conducting semi-structured interviews where the researcher can ask follow-up questions based on participants’ answers.
Purpose : Generates detailed, narrative data that offer deep insights into the studied topic, capturing the complexity of human experiences.
Example : Collecting and analyzing detailed personal stories to understand career development and personal growth.

These characteristics enable qualitative research to provide a comprehensive, nuanced understanding of complex issues, often revealing insights that quantitative approaches might miss.

8 Great Tips On How To Choose Good Qualitative Research Topics

Here are some tips to help you select strong qualitative research topics:

1. Personal Interest and Passion: Start by considering what genuinely interests and excites you. Your enthusiasm for the topic will sustain your motivation throughout the research process.

2. Relevance: Ensure that your chosen topic is relevant to your field of study or the discipline you are working within. It should contribute to existing knowledge or address a meaningful research gap.

3. Research Gap Identification: Review relevant literature and research to identify gaps or areas where there is limited qualitative research. Look for unanswered questions or underexplored aspects of a particular subject.

4. Feasibility: Assess whether the topic is feasible within the scope of your research project. Consider factors like available time, resources, and access to potential participants or data sources.

5. Clarity and Specificity: Your research topic should be clear, specific, and well-defined. Avoid overly broad topics that are difficult to explore in depth. Narrow it down to a manageable focus.

6. Significance: Ask yourself why your research topic matters. Consider the potential implications and applications of your findings. How might your research contribute to understanding, policy, or practice?

7. Originality: Aim for a unique angle or perspective on the topic. While you can build on existing research, strive to offer a fresh viewpoint or new insights.

8. Researchable : Ensure that your topic is researchable using qualitative methods. It should allow you to collect relevant data and answer research questions effectively.

137+ Most Exciting Qualitative Research Topics For All Students

Qualitative research topics in health and medicine.

Experiences of healthcare workers during the COVID-19 pandemic.
Perceptions of alternative medicine among cancer patients.
Coping mechanisms of individuals with chronic illnesses.
The impact of telemedicine on patient-doctor relationships.
Barriers to mental health treatment-seeking among minority populations.
Qualitative analysis of patient experiences with organ transplantation.
Decision-making processes of families regarding end-of-life care.

Qualitative Research Topics In Education

The role of parental involvement in student academic achievement.
Teacher perceptions of remote learning during a pandemic.
Peer influence on academic motivation and performance.
Exploring the experiences of homeschooling families.
The impact of technology on the classroom environment.
Factors influencing student dropout rates in higher education.

Qualitative Research Topics In Psychology and Mental Health

Understanding the stigma associated with seeking therapy.
Experiences of individuals living with anxiety disorders.
Perceptions of body image among adolescents.
Coping strategies of survivors of traumatic events.
The impact of social support on mental health recovery.
Narratives of individuals with eating disorders.

Qualitative Research Topics In Sociology and Culture

Experiences of immigrants in adapting to a new culture.
The role of social media in shaping cultural identities.
Perceptions of police-community relations in marginalized communities.
Gender dynamics in the workplace and career progression.
Qualitative analysis of online dating experiences.
Narratives of LGBTQ+ individuals coming out to their families.

Qualitative Research Topics In Technology and Society

User experiences with augmented reality applications.
Perceptions of online privacy and data security.
The impact of social media on political activism.
Ethical considerations in artificial intelligence development.
Qualitative analysis of online gaming communities.
Experiences of individuals participating in virtual reality environments.

Qualitative Research Topics In Environmental Studies

Public perceptions of climate change and environmental policies.
Experiences of individuals involved in sustainable living practices.
Qualitative analysis of environmental activism movements.
Community responses to natural disasters and climate change.
Perspectives on wildlife conservation efforts.

Qualitative Research Topics In Business and Economics

Qualitative analysis of consumer behavior and brand loyalty.
Entrepreneurial experiences of women in male-dominated industries.
Factors influencing small business success or failure.
Corporate social responsibility and its impact on consumer trust.
Experiences of employees in remote work settings.

Qualitative Research Topics In Politics and Governance

Perceptions of voter suppression and electoral integrity.
Experiences of political activists in grassroots movements.
The role of social media in shaping political discourse.
Narratives of individuals involved in civil rights movements.
Qualitative analysis of government responses to crises.

Qualitative Research Topics In Family and Relationships

Experiences of couples in long-distance relationships.
Parenting styles and their impact on child development.
Sibling dynamics and their influence on individual development.
Narratives of individuals in arranged marriages.
Experiences of single parents in raising their children.

Qualitative Research Topics In Art and Culture

Qualitative analysis of the impact of art therapy on mental health.
Experiences of artists in exploring social and political themes.
Perceptions of cultural appropriation in the arts.
Narratives of individuals involved in the hip-hop culture.
The role of art in preserving cultural heritage.

Qualitative Research Topics In Crime and Justice

Experiences of formerly incarcerated individuals reentering society.
Perceptions of racial profiling and police violence.
Qualitative analysis of restorative justice programs.
Narratives of victims of cyberbullying.
Perspectives on juvenile justice reform.

Qualitative Research Topics In Sports and Recreation

Experiences of athletes in overcoming career-threatening injuries.
The role of sports in building resilience among youth.
Perceptions of performance-enhancing drugs in professional sports.
Qualitative analysis of sports fandom and its impact on identity.
Narratives of individuals involved in adaptive sports.

Qualitative Research Topics In History and Heritage

Experiences of descendants of historical events or figures.
Perceptions of cultural preservation and heritage conservation.
Narratives of individuals connected to indigenous cultures.
The impact of oral history on preserving traditions.
Qualitative analysis of historical reenactment communities.

Qualitative Research Topics In Religion and Spirituality

Experiences of individuals who have undergone religious conversion.
Perceptions of spirituality and well-being.
The role of religion in shaping moral values and ethics.
Narratives of individuals who have left religious communities.
Qualitative analysis of interfaith dialogue and cooperation.

Qualitative Research Topics In Travel and Tourism

Experiences of solo travelers in foreign countries.
Perceptions of sustainable tourism practices.
Qualitative analysis of cultural immersion through travel.
Narratives of individuals on pilgrimages or spiritual journeys.
Experiences of individuals living in tourist destinations.

Qualitative Research Topics In Human Rights and Social Justice

Narratives of human rights activists in advocating for change.
Experiences of refugees and asylum seekers.
Perceptions of income inequality and wealth distribution.
Qualitative analysis of anti-discrimination campaigns.
Perspectives on global efforts to combat human trafficking.

Qualitative Research Topics In Aging and Gerontology

Experiences of individuals in assisted living facilities.
Perceptions of aging and quality of life in older adults.
Narratives of caregivers for elderly family members.
The impact of intergenerational relationships on well-being.
Qualitative analysis of end-of-life decisions and hospice care.

Qualitative Research Topics In Language and Communication

Experiences of individuals learning a second language.
Perceptions of non-verbal communication in cross-cultural interactions.
Narratives of people who communicate primarily through sign language.
The role of language in shaping identity and belonging.
Qualitative analysis of online communication in virtual communities.

Qualitative Research Topics In Media and Entertainment

Experiences of content creators in the digital media industry.
Perceptions of representation in the film and television industry.
The impact of music on emotional well-being and identity.
Narratives of individuals involved in fan communities.
Qualitative analysis of the effects of binge-watching on mental health.

Qualitative Research Topics In Ethics and Morality

Experiences of individuals faced with ethical dilemmas.
Perceptions of moral relativism and cultural differences.
Narratives of whistleblowers in exposing corporate misconduct.
The role of empathy in ethical decision-making.
Qualitative analysis of the ethics of artificial intelligence.

Qualitative Research Topics In Technology and Education

Experiences of teachers integrating technology in the classroom.
Perceptions of online learning and its effectiveness.
The impact of educational apps on student engagement.
Narratives of students with disabilities using assistive technology.
Qualitative analysis of the digital divide in education.

Qualitative Research Topics In Gender and Sexuality

Experiences of transgender individuals in transitioning.
Perceptions of gender roles and expectations.
Narratives of individuals in same-sex relationships.
The impact of intersectionality on experiences of gender and sexuality.
Qualitative analysis of gender-based violence and advocacy.

Qualitative Research Topics In Migration and Diaspora

Experiences of immigrants in maintaining cultural ties to their home country.
Perceptions of identity among second-generation immigrants.
Narratives of refugees resettling in new countries.
The role of diaspora communities in supporting homeland causes.
Qualitative analysis of immigration policies and their impact on families.

Qualitative Research Topics In Food and Nutrition

Experiences of individuals with specific dietary restrictions.
Perceptions of food sustainability and ethical consumption.
Narratives of people with eating disorders seeking recovery.
The role of food in cultural identity and traditions.
Qualitative analysis of food insecurity and hunger relief efforts.

Qualitative Research Topics In Urban Studies and Community Development

Experiences of residents in gentrifying neighborhoods.
Perceptions of community engagement and empowerment.
Narratives of individuals involved in urban farming initiatives.
The impact of housing policies on homelessness.
Qualitative analysis of neighborhood safety and crime prevention.

Qualitative Research Topics In Science and Technology Ethics

Experiences of scientists in navigating ethical dilemmas.
Perceptions of scientific responsibility in climate change research.
Narratives of whistleblowers in scientific misconduct cases.
The role of ethics in emerging technology development.
Qualitative analysis of the ethics of genetic engineering.

Qualitative Research Topics In Social Media and Online Communities

Experiences of individuals in online support groups.
Perceptions of social media’s influence on self-esteem.
Narratives of social media influencers and their impact.
The role of online communities in social and political movements.
Qualitative analysis of cyberbullying and online harassment.

Qualitative Research Topics in Daily Life

The Impact of Social Media on Personal Relationships and Well-being.
Exploring the Experience of Remote Work during the COVID-19 Pandemic.
Perceptions of Sustainable Living Practices Among Urban Dwellers.
Qualitative Analysis of Food Choices and Eating Habits in a Fast-paced Society.
Understanding the Motivations and Barriers to Physical Activity Among Adults.

Qualitative Research Topics for Students

Student Perceptions of Online Learning: Challenges and Opportunities.
Peer Pressure and Decision-making Among Adolescents.
Exploring the Transition from High School to College: Student Experiences.
The Role of Extracurricular Activities in Student Development.
Motivations and Challenges of Student Entrepreneurs in Starting Their Businesses.

Qualitative Research Topics for STEM Students

Here are some original qualitative research topic ideas for STEM students:

Exploring the Ethical Implications of AI in Healthcare Decision-Making : Investigate healthcare professionals’ ethical perspectives and decision-making processes regarding the use of AI technologies in clinical settings.
Gender Dynamics in STEM Education and Career Aspirations : Analyze how gender influences students’ educational experiences and career choices in STEM fields at the university level.
Public Perception and Acceptance of Genome Editing Technologies : Conduct interviews and surveys to understand public attitudes and concerns about genome editing technologies such as CRISPR.
Effectiveness of Online Interactive Tools in Teaching Middle School Mathematics : Explore how digital tools impact student learning and engagement in middle school mathematics education.
Community Engagement and Impact of Renewable Energy Projects : Investigate community perceptions, concerns, and benefits related to local renewable energy initiatives like wind farms or solar installations.
Challenges and Opportunities in Adopting Blockchain Technology in Supply Chain Management : Interview industry professionals to identify barriers and opportunities for integrating blockchain into supply chain operations.
Decision-Making Processes in Software Development Methodologies : Explore how software engineers and development teams choose between different methodologies (e.g., Agile, Waterfall) and the factors influencing these decisions.
Cross-Cultural Perspectives on Space Exploration : Analyze interviews with stakeholders from different cultural backgrounds to understand diverse perspectives on space exploration missions and collaborations.
User Experience and Usability of Wearable Health Monitoring Devices : Conduct qualitative usability studies and interviews to evaluate user experiences with wearable health monitoring technologies.
Impact of Virtual Reality on Engineering Design Processes : Study how virtual reality tools influence the design process, collaboration among engineering teams, and project outcomes.

These research topics for stem students qualitative to explore a wide range of social, ethical, cultural, and practical dimensions within their fields of study, providing opportunities for meaningful qualitative research.

Qualitative Research Titles Examples

“Voices of Resilience: Narratives of Cancer Survivors.”
“Exploring Cultural Identity Among Immigrant Communities.”
“From Addiction to Recovery: Life Stories of Former Substance Abusers.”
“Inside the Classroom: Student and Teacher Perspectives on Inclusive Education.”
“Navigating Caregiving: Experiences of Family Members Caring for Alzheimer’s Patients.”

Qualitative Research Topics in Education

Teacher Beliefs and Practices in Culturally Responsive Pedagogy.
Qualitative Study of Bullying Incidents in Elementary Schools.
Homeschooling: Parent and Student Perspectives on Alternative Education.
Evaluating the Impact of Technology Integration in Classroom Learning.
Parental Involvement in Early Childhood Education: A Qualitative Analysis.

Qualitative Research Topics for Nursing Students

Patient Experiences of Chronic Illness Management.
The Role of Empathy in Nursing Practice: A Qualitative Study.
Qualitative Exploration of End-of-Life Care Decision-making.
Perceptions of Nurse-Patient Communication in Intensive Care Units.
Nursing Burnout: Causes, Consequences, and Coping Strategies.

Qualitative Research Topics for Human Studies

Understanding the Impact of Climate Change on Vulnerable Communities.
The Role of Social Support in Mental Health Recovery.
Experiences of First-time Homebuyers in the Real Estate Market.
Exploring the Motivations and Challenges of Volunteering.
Narratives of Trauma Survivors: Coping and Resilience.

Qualitative Research Topics 2023

Emerging Trends in Remote Work: Employee Perspectives.
The Influence of Social Media on Political Engagement in the Post-COVID-19 Era.
Qualitative Study of Mental Health Stigma Reduction Campaigns.
Sustainability Practices in Business: Stakeholder Perceptions and Implementation.
Narratives of Long COVID: The Lived Experience of Survivors.

Qualitative research methods such as interviews, focus groups, participant observation, and content analysis allow researchers to delve deeply into these topics, capturing rich and detailed data that can illuminate complexities, contradictions, and underlying meanings. These methods emphasize understanding context, exploring subjective experiences, and generating nuanced insights that can inform theory-building and contribute to addressing real-world challenges.

10 Major Differences Between Qualitative And Quantitative Research

Here are the 10 best differences between qualitative and quantitative research:


Focuses on understanding the meaning of people’s experiences	Focuses on measuring and quantifying data
Uses open-ended questions and interviews	Use closed-ended questions and surveys
Data is analyzed through interpretation and coding	Data is analyzed through statistical methods
Is more subjective	Is more objective
Is better suited for exploring new ideas and concepts	Is better suited for testing hypotheses and making predictions
Produces rich, detailed data	Produces more generalizable data
Is often used in the social sciences	Is often used in the natural sciences
Can be used to answer questions about why and how	Can be used to answer questions about who, what, when, and where
Is more time-consuming and labor-intensive	Is less time-consuming and labor-intensive
Is more expensive	Is less expensive

Consequently, the selection of qualitative research topics is a critical phase in the journey of any researcher or student pursuing qualitative inquiry. The process of choosing the right topic involves a delicate balance of personal passion, research significance, feasibility, and ethical considerations.

As we’ve discussed, it’s essential to choose a topic that not only resonates with your interests but also contributes to the broader academic or practical discourse. Qualitative research offers a unique lens through which to examine the complexities of human experiences, behaviors, and phenomena.

It provides the opportunity to delve deep into the “how” and “why” of various subjects, offering nuanced insights that quantitative methods may not capture. Whether you are investigating personal narratives, cultural dynamics, educational practices, or social phenomena, qualitative research allows you to uncover the rich tapestry of human existence.

What is a good topic for qualitative research?

Self-esteem among people from low socioeconomic backgrounds. The advantages of online learning over physical learning.

What are the five topics of qualitative research?

These are biography, ethnography, phenomenology, grounded theory, and case study.

What is the easiest type of qualitative research?

Content analysis is possibly the most common and straightforward QDA method. At the simplest level, content analysis.

What are the 4 R’s of qualitative research?

Qualitative social research, whether conducted as ethnography, participant observation, or in situ interviewing, fares poorly when examined by the criteria of representativeness, reactivity, reliability, and replicability.

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210 Qualitative Research Topics for Students To Consider

Table of Contents

Usually, while pursuing a course, you will be either asked to conduct qualitative or quantitative research and submit a detailed thesis or dissertation on a particular topic relevant to your subject or university guidelines. But no matter whether it is quantitative or qualitative research, a good topic is needed the most for academic paper preparation. In case, you are looking for the best qualitative research topics, then this blog will be more helpful to you. Here, we have presented an overview of qualitative research along with a list of 200+ unique qualitative research paper topics and ideas on different subjects.

Explore this blog to get an amazing idea.

What is a Qualitative Research?

Qualitative research is a type of research that involves non-numerical data collection and analysis for the understanding of certain concepts, experiences, or opinions. The ultimate aim of qualitative research is to get a deep understanding of an event or a situation through firsthand experience, reliable reporting, and quotations from actual conversations. Moreover, to collect raw data for your research process, you can conduct surveys, observations, interviews, or implement any other innovative methods on your topic of study.

Qualitative Research Topics and Ideas List

As said earlier, for the preparation of a qualitative research paper, a good topic is essential. In case, you are confused about what topic to choose for your qualitative research paper, feel free to go through the list of 200+ ideas shared below and pick any topic that is convenient for you to perform qualitative research and write about.

Educational Qualitative Research Topics

Food insecurity and child education
Understanding adult learning
The efficient learning style for autistic children
The importance of computer literacy
The importance of mental health education in the school curriculum
The effects of alcoholism on education
How does virtual learning affect high school students?
Disadvantages of homeschooling
The need to encourage adult education
The impacts of computer literacy on education

Extra Qualitative Research Topics on Education

Significance of school uniform to learning
The importance of guidance and counseling in schools
The impacts of the poor educational system
Psychological impacts of student bullying
The importance of research writing in schools
Easy ways to master foreign languages for students in high school.
The importance of social activities in schools
How do smartphones affect students’ academic performance in the academic system?
How to teach and improve the learning abilities of ADHD students
The negative impacts of student loans
What is the level of academic preparedness of university students?
Ethnic and socioeconomic reasons for poor school attendance in developing countries
Discuss the role of teachers in multicultural education.
How to improve oral learning in classrooms
The importance of reading to preschoolers
The importance of research writing in schools.
The effects of alcoholism on education.
Disadvantages of homeschooling.
Discuss the essentialities of prayers in school

Ethnography Qualitative Research Paper Topics

Discuss the challenges transgender people undergo within and outside the LGBTQ+ community.
The relationship that exists between political instability and migration
Evaluating the role of parental care and the lack of it thereof in the lives of some foster kids
Analyze the socioeconomic impacts of instability on a nation.
How does sexual violence in rural areas affect the psychological well-being of the women and girls in such a locality?
An insight into the primary causes of the swift migration happening from Africa to Europe.
Explore the link between violence against women and sex trafficking.
An overview of the rise of oral literature study in literature.
How do social media distort the perception of reality?
Outline some of the challenges of Muslims in Africa.
Understanding the effects of Gender-Based Violence (GBV) in rural areas and how this negatively impacts women in such areas
Benefits of engaging in social activities for depressed people and those struggling with certain mental health challenges
Displacement and its accompanying effects: a look into the mental health of homeless people
How culture contributes to female harm in the society

A Few More Qualitative Research Ideas on Ethnography

The impacts of Westernization on human perception.
How does male dominance breed male violence?
How does literature contribute to changing the world?
Understanding the effects of female genitalia mutilation in girls
The importance of books in the lives of children in rural areas.
How does violence breed housing and food insecurity?
The role of the smartphone in our deteriorating attention span
Discuss the leniency of the practice of Islam in foreign spaces.
A study into the ways through which government enables homelessness
A study into the importance of fraternities and sororities.
The role of capitalism in generating food insecurity
The place of social and academic practices in uplifting a society
Rethinking consumer appraisals and motivations
Transforming virtual ethnography into a modernized form.
Observing a group of children playing.
Observing employees in a corporate office.
Observing medical personnel in a high-volume hospital.
Observing an Indigenous village
What are the long-term planning methods for efficient project management?
Why there is a huge significance of time management for the setting of goals?
Evaluating the levels of nursing professionals’ satisfaction in private hospitals in the US.
Long-term planning methods for better project management.
How to deal with issues during a project implementation program.

Qualitative Project Management Research Topics

The impacts of financial management in the country and how it benefits citizens.
The root causes of the lack of medical insurance and possible ways to curb it.
Dealing with a backlash during a project implementation program.
The importance of developing healthy customer-client relationships
Foreign policy and its impact on developing industrial complexes.
How to ensure effective budget planning
Why managers should be flexible and apt in their decisions
The role of strategy in enhancing business management.
The efficient ways of regulating revenue distribution.
Various means of relieving pressure for tight project deadlines.
Analysis of the cost-effectiveness of manufacturing learning centers in urban areas.
An investigation into the current cost of living in society and how this is propagated by capitalism.
Design process and management of geolocators.
The assessment of the contributing factors that lead to failed healthcare systems in rural areas
The need to create a more inclusive healthcare system
Plausible ways through which food insecurity can be handled within a given society.
Design a system for building an online regulated parking system.
How to set up an operation pest control activity in a society
The benefits of building communication masts in rural areas
Understanding the essence of time management in goal setting
The best way to carry out the facility life cycle costing.
The contemporary approaches used in project management.

Nursing Qualitative Research Paper Topics

How do social processes influence patient behavior?
How to identify Alzheimer’s in older patients
Basics of patient care
The efficacy of a particular medication to a patient
Unique attributes of a culture that determines a patient’s success rate
The feminist empiricism perspective of the nursing profession
How to help patients with mental disorders
How nurses can handle cardiovascular challenges
Difference between workloads of ICU nurses and OR nurses
Environmental factors that necessitate quicker patient recover

Read more: Great Nursing Research Topics for Impressive Content

Additional Qualitative Research Topics on Nursing

Understanding how to deal with pregnant women and emergencies
Pros & cons of Nurses’ drug prescription
The effective ways to carry out health outreach programs
How to take care of the elderly
How to assist rape survivors
Bipolar symptoms in young adults
The role of nurses and healthcare corporations
The benefits of immunization in rural areas
Care for hypertensive patients with diabetes
Why are compassion and sensitivity important for nurses?
Patient care in psychiatric units
First aid treatments for gun victims
Intensive care for visually and verbally impaired patients
Signs of Depression and anxiety in patients
How to curb drug abuse

Qualitative Research Topics on Political Science

Racism as a dividing factor in America
Understanding neoliberalism and how it impacts our activities in the society
The negative impacts of peace war in affected countries
Dissect the causes of the election crisis
The negative impacts of misrepresentation
The role of feminism in enhancing American politics
The need for a free polling system to encourage free and fair voting practices
The role of mass media in promoting and scrutinizing politics
The distinction between Liberalism and Conservatism and the places where they merge
Segregation and racist laws
The effects of capitalism on America’s health system.
The abortion regulation bill and its effects
Address Police Brutality in America
Discuss the effects of American incarceration.
The inclusion of Black women in American politics.

Qualitative Research Paper Topics on Public Health

Preventative methods for flu during cold seasons
Ideas for quitting cigarettes and alcohol
How to achieve affordable healthcare in low-income societies
Ways to create awareness about breast cancer
Programs for community-based sanitization
Techniques of making eco-friendly facemasks
Effective obesity management strategies for the young
Causes of malnutrition in young children
The need to properly manage the source of our waste products disposal
Poorly maintained public hospitals and their effects
The difference between an epidemic and a pandemic
How to properly manage to live with diabetes type II
Barriers to clean hygiene in health centers
The importance of safe menstrual care for girls
Factors generating health issues in pregnant women
Understanding the health challenges of the lack of drinkable water in a community
The importance of post-natal to nursing mothers
The role of finance in propagating an inclusive and efficient healthcare system.
Control of the prevalence of drug and substance abuse
The benefits of exercise to obese people

Best Qualitative Research Ideas

The advantages of online learning over physical learning
Can we detect and prevent natural disasters before they occur?
How often should one engage in sporting activities?
How have businesses transitioned into online digital marketing?
The influence of pop music on erratic youth behavior
Is it possible to have the same education system throughout the whole world?
The impact of unhealthy market completion on supply and demand
Evaluate the performance of mixed schools over single-gender schools.
The effects of developing introverted behavior
Self-esteem among people from low socioeconomic backgrounds
Management of depression among school-going children
Approaches to improving maternal healthcare in developing countries
Effective strategies that can help curb the problem of cyberbullying
Worrying trends among the aging population
The latest newsgathering technologies and their effectiveness
Emerging trends in digital media
Is preschool education necessary for children under the age of four years?
Overcoming addictions through sharing with others
Understanding the key roles of healthy eating habits
Working government policies on protocol observance

Read more: Excellent Case Study Topics for College Students to Think About

Miscellaneous Qualitative Research Paper Ideas

Effective measures to combat the issue of cyberbullying
How can teachers establish a personal connection with each of their students?
The role of academic and social activities in improving a society
employing resources at hand to establish a centralized community
Opportunities to develop management strategies and skills
Discuss the importance of palliative care and EBP (evidence-based practice) for adult patients with terminal diseases
Analysis of the Role of substance abuse and Use of illicit drugs in Teenage and College student’s life
Explain the religious norms, laws, boundaries, and religious crimes in terms of developed and developing countries
Discuss the way there should be different strategies primary and secondary school teachers can apply to manage children with attention deficit hyperactivity disorder (ADHD)
Discuss the barrier children with autism face in learning and how teachers should cater to the needs of such students in their class
Discuss the kind of subjugation women experience in developed countries where gender-based domestic violence no longer exists
Describe the ways to handle and manage a business by getting out of the challenges given by geographical variations in a nation
Identify and analyze the importance of SCM (supply and chain management)and how it can be seen by applying the supply and demand theory
Why there is an urgent need to undertake effective measures to check the growth of the emissions of CO2 and other GHG (greenhouse gas) in the environment?
Psychology is a discipline that is very crucial for the proper development of a rational being: Explain with justifications

Engaging Qualitative Research Paper Topics

Does free education have socioeconomic benefits?
Explain the impact of Plato’s philosophy on mathematics.
What are the main influences on eating habits in children?
How to reduce violence in sports.
Analyze the effectiveness of Apple and Windows products in the Globe.
Write about sexual misconduct in colleges.
What are the effective ways to resolve conflicts in the workplace?
Discuss the application of AI in project management.
How to eliminate corruption in developing countries.
Why is job satisfaction important in brand management?

The above-suggested list of topics will definitely help you to write an excellent qualitative research paper. If you find it difficult to write an academic essay or research paper, then contact us immediately.

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What Is Qualitative Research? | Methods & Examples

What Is Qualitative Research? | Methods & Examples

Published on June 19, 2020 by Pritha Bhandari . Revised on June 22, 2023.

Qualitative research involves collecting and analyzing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research.

Qualitative research is the opposite of quantitative research , which involves collecting and analyzing numerical data for statistical analysis.

Qualitative research is commonly used in the humanities and social sciences, in subjects such as anthropology, sociology, education, health sciences, history, etc.

How does social media shape body image in teenagers?
How do children and adults interpret healthy eating in the UK?
What factors influence employee retention in a large organization?
How is anxiety experienced around the world?
How can teachers integrate social issues into science curriculums?

Approaches to qualitative research, qualitative research methods, qualitative data analysis, advantages of qualitative research, disadvantages of qualitative research, other interesting articles, frequently asked questions about qualitative research.

Qualitative research is used to understand how people experience the world. While there are many approaches to qualitative research, they tend to be flexible and focus on retaining rich meaning when interpreting data.

Common approaches include grounded theory, ethnography , action research , phenomenological research, and narrative research. They share some similarities, but emphasize different aims and perspectives.

Qualitative research approaches
Approach	What does it involve?
Grounded theory	Researchers collect rich data on a topic of interest and develop theories .
	Researchers immerse themselves in groups or organizations to understand their cultures.
Action research	Researchers and participants collaboratively link theory to practice to drive social change.
Phenomenological research	Researchers investigate a phenomenon or event by describing and interpreting participants’ lived experiences.
Narrative research	Researchers examine how stories are told to understand how participants perceive and make sense of their experiences.

Note that qualitative research is at risk for certain research biases including the Hawthorne effect , observer bias , recall bias , and social desirability bias . While not always totally avoidable, awareness of potential biases as you collect and analyze your data can prevent them from impacting your work too much.

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Each of the research approaches involve using one or more data collection methods . These are some of the most common qualitative methods:

Observations: recording what you have seen, heard, or encountered in detailed field notes.
Interviews: personally asking people questions in one-on-one conversations.
Focus groups: asking questions and generating discussion among a group of people.
Surveys : distributing questionnaires with open-ended questions.
Secondary research: collecting existing data in the form of texts, images, audio or video recordings, etc.
You take field notes with observations and reflect on your own experiences of the company culture.
You distribute open-ended surveys to employees across all the company’s offices by email to find out if the culture varies across locations.
You conduct in-depth interviews with employees in your office to learn about their experiences and perspectives in greater detail.

Qualitative researchers often consider themselves “instruments” in research because all observations, interpretations and analyses are filtered through their own personal lens.

For this reason, when writing up your methodology for qualitative research, it’s important to reflect on your approach and to thoroughly explain the choices you made in collecting and analyzing the data.

Qualitative data can take the form of texts, photos, videos and audio. For example, you might be working with interview transcripts, survey responses, fieldnotes, or recordings from natural settings.

Most types of qualitative data analysis share the same five steps:

Prepare and organize your data. This may mean transcribing interviews or typing up fieldnotes.
Review and explore your data. Examine the data for patterns or repeated ideas that emerge.
Develop a data coding system. Based on your initial ideas, establish a set of codes that you can apply to categorize your data.
Assign codes to the data. For example, in qualitative survey analysis, this may mean going through each participant’s responses and tagging them with codes in a spreadsheet. As you go through your data, you can create new codes to add to your system if necessary.
Identify recurring themes. Link codes together into cohesive, overarching themes.

There are several specific approaches to analyzing qualitative data. Although these methods share similar processes, they emphasize different concepts.

Qualitative data analysis
Approach	When to use	Example
	To describe and categorize common words, phrases, and ideas in qualitative data.	A market researcher could perform content analysis to find out what kind of language is used in descriptions of therapeutic apps.
	To identify and interpret patterns and themes in qualitative data.	A psychologist could apply thematic analysis to travel blogs to explore how tourism shapes self-identity.
	To examine the content, structure, and design of texts.	A media researcher could use textual analysis to understand how news coverage of celebrities has changed in the past decade.
	To study communication and how language is used to achieve effects in specific contexts.	A political scientist could use discourse analysis to study how politicians generate trust in election campaigns.

Qualitative research often tries to preserve the voice and perspective of participants and can be adjusted as new research questions arise. Qualitative research is good for:

Flexibility

The data collection and analysis process can be adapted as new ideas or patterns emerge. They are not rigidly decided beforehand.

Natural settings

Data collection occurs in real-world contexts or in naturalistic ways.

Meaningful insights

Detailed descriptions of people’s experiences, feelings and perceptions can be used in designing, testing or improving systems or products.

Generation of new ideas

Open-ended responses mean that researchers can uncover novel problems or opportunities that they wouldn’t have thought of otherwise.

Researchers must consider practical and theoretical limitations in analyzing and interpreting their data. Qualitative research suffers from:

Unreliability

The real-world setting often makes qualitative research unreliable because of uncontrolled factors that affect the data.

Subjectivity

Due to the researcher’s primary role in analyzing and interpreting data, qualitative research cannot be replicated . The researcher decides what is important and what is irrelevant in data analysis, so interpretations of the same data can vary greatly.

Limited generalizability

Small samples are often used to gather detailed data about specific contexts. Despite rigorous analysis procedures, it is difficult to draw generalizable conclusions because the data may be biased and unrepresentative of the wider population .

Labor-intensive

Although software can be used to manage and record large amounts of text, data analysis often has to be checked or performed manually.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

Chi square goodness of fit test
Degrees of freedom
Null hypothesis
Discourse analysis
Control groups
Mixed methods research
Non-probability sampling
Quantitative research
Inclusion and exclusion criteria

Research bias

Rosenthal effect
Implicit bias
Cognitive bias
Selection bias
Negativity bias
Status quo bias

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

There are five common approaches to qualitative research :

Grounded theory involves collecting data in order to develop new theories.
Ethnography involves immersing yourself in a group or organization to understand its culture.
Narrative research involves interpreting stories to understand how people make sense of their experiences and perceptions.
Phenomenological research involves investigating phenomena through people’s lived experiences.
Action research links theory and practice in several cycles to drive innovative changes.

Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organizations.

There are various approaches to qualitative data analysis , but they all share five steps in common:

Prepare and organize your data.
Review and explore your data.
Develop a data coding system.
Assign codes to the data.
Identify recurring themes.

The specifics of each step depend on the focus of the analysis. Some common approaches include textual analysis , thematic analysis , and discourse analysis .

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100 Qualitative Research topics to impress your teacher

Updated 27 Jun 2024

Qualitative research is a method of inquiry employed in various academic disciplines, traditionally in the social sciences, but also in market research and further contexts. This type of research is designed to provide a deep understanding of human behavior and the reasons that govern such behavior. Unlike quantitative research which focuses on numbers and statistical analysis, qualitative research delves into the experiences, perspectives, and narratives of individuals, aiming to comprehend the 'why' and 'how' of decision making.

The core of qualitative research lies in its ability to explore complex phenomena from a subjective angle. Researchers gather non-numerical data through methods such as interviews, focus groups, observations, and content analysis. This approach allows for a more detailed and rich exploration of issues, providing insights that are often missed by quantitative approaches. The aim is not to generalize the findings to the entire population, but to gain a more nuanced understanding of a particular group or issue.

Qualitative research is inherently adaptive, with study designs that are often flexible and evolving. Researchers in this field are not just passive collectors of information, but active participants in the construction of knowledge. They interpret the data through a process of coding and thematic analysis, often resulting in the identification of patterns or themes that provide a foundation for further research or action. This interpretive aspect of qualitative research underscores its unique contribution to evidence-based practice and policy-making, where the depth of understanding can lead to more effective interventions and strategies.

How to choose good qualitative research topics

Choosing a good qualitative research topic is a critical step in the research process, as it sets the direction for the entire project. A well-chosen topic not only sparks the researcher's passion but also meets the criteria of academic rigor and contributes new insights to the field. The first step in selecting a qualitative research topic is to identify an area of interest that is both significant and under-explored. This often involves extensive literature reviews to understand what has already been studied and where gaps in knowledge exist. The ideal topic should be one that can provide a fresh perspective or challenge existing assumptions within a specific domain.

When narrowing down potential topics, it's important to consider the feasibility of the research. This includes thinking about the accessibility of participants, the ethical implications of the study, and the resources available, such as time and funding. A good qualitative research topic should be specific enough to be manageable, yet broad enough to allow for the exploratory nature of qualitative inquiry. It should also be complex enough to warrant in-depth investigation, providing a rich field for data collection. For example, instead of a broad topic like "health," a more focused question could be "the experiences of community health workers in urban slums."

Additionally, a good qualitative research topic should align with the researcher's expertise and interests, as this will sustain motivation over the course of the study. It should also have a clear purpose, whether it's to inform policy, improve practice, contribute to theory, or address a social issue. The topic should lend itself to the development of research questions that are open-ended and flexible, allowing the researcher to explore the depth and complexity of the subject matter. Ultimately, the chosen topic should aim to add value to the field, whether by filling knowledge gaps, offering new theoretical insights, or providing practical solutions to real-world problems. Finding unique qualitative research topics can be challenging, but if you need assistance, there are professionals who write essays for money that can help you develop and refine your ideas.

List of qualitative research topics examples

Social and cultural issues:.

The role of social media in shaping body image perceptions among teenagers.
The impact of gentrification on long-term residents in urban neighborhoods.
Cultural adaptation processes among immigrants in a new country.
The influence of language on identity within bilingual communities.
The social effects of income inequality in urban settings.
The role of community organizations in fostering urban resilience.
The cultural significance of traditional festivals in modern society.
The impact of globalization on indigenous practices and rituals.
The role of public art in community identity and cohesion.
The effects of social policies on homeless populations.
The changing dynamics of family structures in the 21st century.
The role of religious institutions in contemporary social life.
The impact of digital nomad lifestyles on local communities.
The influence of pop culture on youth political engagement.
The role of social movements in shaping policy change.
The experiences of refugees integrating into different cultural contexts.
The impact of eco-tourism on local cultural practices.
The role of social entrepreneurship in addressing community issues.
The cultural implications of language extinction.
The social integration challenges faced by the LGBTQ+ community.

Health and Well-being:

The lived experiences of patients with chronic pain.
The role of peer support in addiction recovery.
Mental health challenges among university students.
The impact of telemedicine on patient-doctor relationships.
The experiences of families with children having rare diseases.
The role of cultural beliefs in health-seeking behaviors.
The impact of diet culture on eating habits and self-esteem.
The experiences of healthcare workers during a public health crisis.
The role of community health initiatives in improving urban health.
The impact of social stigma on mental health treatment.
The coping strategies of parents with children on the autism spectrum.
The role of spirituality in end-of-life care.
The experiences of women undergoing postpartum depression.
The impact of workplace wellness programs on employee health.
The challenges of implementing mental health programs in rural areas.
The role of traditional medicine in contemporary healthcare.
The experiences of transgender individuals in the healthcare system.
The impact of health insurance policies on patient care.
The role of art therapy in mental health rehabilitation.
The experiences of veterans with PTSD in accessing healthcare services.

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The impact of remote learning on student engagement.
The experiences of first-generation college students.
The role of technology in personalized learning.
The impact of standardized testing on teaching practices.
The experiences of minority students in predominantly white institutions.
The role of extracurricular activities in student development.
The challenges of bilingual education in public schools.
The impact of teacher-student relationships on learning outcomes.
The role of parental involvement in early childhood education.
The experiences of students with disabilities in inclusive classrooms.
The impact of school culture on bullying behaviors.
The role of mentorship programs in professional development for teachers.
The experiences of international students adapting to new educational systems.
The impact of socio-economic status on educational attainment.
The role of educational policies in addressing the achievement gap.
The experiences of educators in high-needs schools.
The impact of arts education on academic performance.
The role of school leadership in fostering innovation.
The experiences of LGBTQ+ students in school environments.
The impact of community involvement in school governance.

Organizational and Work:

The role of organizational culture in employee satisfaction.
The impact of leadership styles on team performance.
The experiences of women in male-dominated industries.
The role of communication in organizational change.
The impact of remote work on work-life balance.
The experiences of employees during corporate restructuring.
The role of employee engagement in retention rates.
The impact of diversity and inclusion initiatives on company culture.
The experiences of gig economy workers.
The role of corporate social responsibility in consumer perception.
The impact of workplace design on productivity.
The role of feedback culture in employee development.
The experiences of minority employees in career advancement.
The impact of technology on job roles and skills.
The role of work autonomy in job satisfaction.
The experiences of returning to work after parental leave.
The impact of job insecurity on mental health.
The role of interdepartmental collaboration in project success.
The experiences of whistleblowers in organizations.
The impact of organizational ethics on employee behavior.

Media and Communication:

The role of social media in shaping political discourse.
The impact of digital advertising on consumer behavior.
The experiences of journalists in conflict zones.
The role of public relations in crisis management.
The impact of streaming services on traditional television.
The experiences of influencers on social media platforms.
The role of media literacy in combating misinformation.
The impact of communication technology on family relationships.
The role of podcasts in contemporary media consumption.
The experiences of consumers with targeted advertising.
The role of media representation in shaping cultural identities.
The impact of mobile technology on news consumption.
The role of citizen journalism in social activism.
The experiences of censorship among content creators.
The impact of virtual reality on media experiences.
The role of language in cross-cultural communication.
The experiences of minority groups in media portrayals.
The impact of social media on celebrity culture.
The role of communication strategies in non-profit organizations.
The experiences of disconnecting from social media.

Wrapping up

In conclusion, the breadth and depth of qualitative research topics across various thematic categories showcase the versatility and profound potential of qualitative inquiry. Whether it's exploring the intricate dynamics of social and cultural issues, delving into the personal narratives within health and well-being, understanding the evolving landscapes of education, examining the complexities of organizational structures, or decoding the influential power of media and communication, qualitative research offers a rich tapestry of perspectives that quantitative methods alone cannot provide. Each topic presents an opportunity to uncover new insights, challenge conventional wisdom, and contribute to a more nuanced understanding of the world around us.

For researchers, students, academics, or professionals looking to embark on a qualitative research journey, the topics listed above serve as a springboard for inquiry. They are invitations to engage with the world in a meaningful way, to listen to stories yet untold, and to give voice to those often unheard. If any of these topics resonate with you, or if you're inspired to craft a research question that could illuminate the corners of human experience, we encourage you to take the next step. Dive into the literature, formulate your questions, and begin the fascinating process of qualitative exploration. Should you need guidance, support, or resources to embark on this journey, do not hesitate to reach out to academic mentors or professional services that can assist in shaping and refining your research endeavors. Your unique perspective is invaluable, and your contribution to the field awaits. Take that step, and let the journey of discovery begin.

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150+ Qualitative Research Topics

Even the most successful students sometimes have no clue what topic to choose for their qualitative research or how to organize the process correctly. If you’re facing this problem, our writing ideas generator and post is just what you need. Our qualitative research ideas will be useful to you if you’re searching for something to knock your teacher’s socks off. But before we proceed to the topics themselves, let’s figure out what “qualitative research projects” are.

What are qualitative research projects?

Qualitative research projects are projects that are based on research that involves the collection and analysis of data collected from primary sources. The most common qualitative research methods are focus groups and in-depth interviews. They are aimed at identifying the qualitative, rather than the quantitative, characteristics of people’s behavior. If quantitative research answers the question “How much?”, then using qualitative research we are able to answer the question “Why?” Qualitative research allows you to collect different opinions related to the issue that you’re studying, whether it’s an eating disorder essay , an essay about basketball , or an essay about soccer .

Qualitative research is considered well done when the researchers manage to collect a broad range of existing opinions, even uncommon ones.

Ideas for qualitative research in psychology

What life values do young people pursue in modern society?
Dreams and their meanings.
Eating disorders and anorexia.
The influence of colors on the human brain.
The psychological characteristics of adolescence.
Anxiety problem. How does anxiety affect a person’s life?
The influence of color on a person’s mood.
The effect of noise on the human body.
Bullying and its impact on the socialization of students.
The influence of temperament on the choice of profession in high school.
Teenage delinquency.
Conflict. Types and methods of conflict resolution.
Optics and fine arts.
Personality types.
Causes of stress and their impact on students’ lives.
The meaning of deviant behavior in young children.
Education based around sensory perception.
Enneagram – the path to personality knowledge.
Formation of communication skills in adolescents through sports.
Collective creative activity as a form of organizing leisure activities for middle-aged people.
The causes of smiling.
Interpersonal conflicts among schoolchildren: methods of resolution.
Causes and forms of deviant behavior among adolescents.
High school students’ perception of love.
Flexibility of thinking and ways to develop it.
What does handwriting say about a person?
Experience of loneliness in adolescence.
The influence of the family on the formation of the child’s personality.
The manifestation of aggressiveness in adolescence.
Exams as a stress factor for students.
Anthropomorphism of domestic animals.
Psychogeometry at school.
Twins: the likelihood of commonalities and differences.
Television advertising and children.
The influence of color on the performance of schoolchildren.

Examples of qualitative research topics in social science

Personalized learning: new technologies for individual development of students.
Nations and how they arose.
The influence of social networks on teenagers.
Problems of the modern family and ways to overcome them.
The influence of advertising on consumer preferences of television viewers.
Bank cards in modern society.
Internet in the life of a high school student: pros and cons.
Problems and prospects of youth in the modern world.
Is it possible to accurately predict developments in international relations?
Juvenile crime.
Children’s bank cards.
What will help young people overcome bad habits?
The current most in-demand professions.
Problems of modern families in the USA.
Internet in the life of a teenager: pros and cons.
The influence of a computer on child development.
Subcultures in modern society.
Education in the 21 st century.

How advertising influences people. (You might also want to investigate some finance research topics to get deeper into the issue.)

The role of patriotic education in the formation of the values system of youth.

The meaning of life – how does it vary based on socioeconomic status?
The “punk” subculture.
Intergenerational conflicts and ways to resolve them.
Family closeness compared in urban and rural environments.
Moral foundations of family life.
Political activity of French citizens.
Internet bullying.
Causes of juvenile delinquency.
The threat of terrorism in the 21st century.
Is an army necessary in the modern world?
Demographic situation in modern China.
Values of modern teenagers.
The role and place of the middle child.
The usefulness of social advertising in school.
Rights of a teenager in modern society.
The influence of the media on teenagers.
The influence of audiovisual media on the formation of public opinion of middle-aged and older people.
Women in government.
The problem of choosing a profession.
Current problems of economic security of the USA.
Paying taxes – oppression or citizen duty?
The problem of homeless animals in the USA.
The power of habit.
Past and present: Olympic Games.
The role of diasporas in the political, economic and cultural life of the state.
Nanotechnology – a springboard into the great future of humanity.
Historical literacy of youth.
Is the modern teenager a savvy consumer?

If wondering how to write and structure an essay on education topics, please check a cheerleading research paper sample from our authors.

Qualitative research topics in educatio n

The inner world of a modern schoolchild.
Educational potential of epic texts in developing interest in the history of the motherland.
Educational functions of the media.
Educational potential of folk tales.
Self-knowledge and self-education.
Games’ power in childhood.
The art of living with dignity: the life path and pedagogical creativity of a teacher.
The importance of books in the self-education of an individual.
Family history’s role in the formation of cultural identity.
History of my school: events, teachers, pupils.
My ideal teacher.
Youth and the city.
My school: reality and dream.
On the waves of childhood memories.
Folk traditions in education.
Moral ideals of a modern school graduate.
The lifestyle of a modern high school student.
The image of American teachers in fiction.
The image of a teacher in the history of American education.
The image of a teacher through the eyes of modern students.
Social activities of high school students as a path to profession.
Features of the image of a “good” and “difficult”.
Features of creative imagination in primary schoolchildren.
Features of artistic creativity in the modern teenager.
Pedagogy around us: the civic formation of a growing person in the space of family and school.
Problems of national education in the domestic historical and pedagogical heritage.
The path to yourself: self-knowledge is the key to self-education.
A heart given to children: teachers’ destinies.
Values systems of students and their role in openness to new ideas.
Modern childhood and how it differs from our ancestors’ childhood.
Socialization of children outside the family home.
Social and psychological portrait of a young writer.
The theme of home in the memory of older generations.
Cultural traditions in the family (based on fiction and autobiographical literature).
My first teacher.
Teacher dynasties are a way of interconnecting generations.
Formation of cultural identity and tolerance based on the traditions of the region.
The values of childhood in fiction and poetry (classic and modern).
Values of family and childhood in folk pedagogy.
School is a warm and bright second home.
School of the future.
School brotherhood in memoirs.
“School years”: nostalgia vs reality.
Aesthetic education and how it influences career opportunities.
Ethical code of a teacher: based on the example of the personality of outstanding teachers.

Qualitative research topics examples in English and Literature

Nickname as a special type of modern anthroponyms.
Secrets of global communication.
Abbreviation as a linguistic feature of on-line communication.
Abbreviation in e-mail and on-line games.
Abbreviation in English computer slang.
Alfred the Great and his contribution to the development of the English language.
American English – new trends.
Analysis of print media headlines.
English vocabulary related to church and religion.
English as a global language of communication.
English language as a reflection of the history and identity of the English people.
Biography and creativity of A. Milne.
Biography and work of William Shakespeare.
Biography and work of Lewis Carroll.
Letters of the English alphabet.
The influence of J. Byron’s work on classical literature.
Globalization of the English language and its influence on other languages.

How to choose a qualitative research topic

Student life is a time of discovery and experimentation. This also applies to academic tasks, in particular choosing topics for qualitative research. Who said that all research papers should be tied to familiar and standard qualitative research topic examples? When you address research papers for sale , you can see the unique approach to choosing a topic. Reputable research paper writing services don’t limit themselves to standard subjects and issues to cover in essays they craft for students. Choosing an unusual topic can be your chance to stand out from the rest and show your ability to think outside the box.

Unusual and good qualitative research topics are an opportunity not only to demonstrate originality of thinking, but also to attract the attention of the teacher, and perhaps the entire academic community. They can stimulate your intellectual abilities and make you more interested in research work because you won’t feel limited by traditional approaches.

However, choosing such a topic can be challenging, especially if you collaborate with a research proposal writing service on it and need to decide whether their proposed topic is relevant enough to fit your needs. How does one find a balance between originality and scientific relevance? What qualitative research problems would be interesting but not too difficult to research? In this article, we tried to answer these questions by providing you with a list of unusual topics in various fields.

Once you decide to buy research paper online , you can offer any of them to your assigned writer and ask them to cover it inside and out in the final draft.

Tips for choosing an unusual topic

Choosing an unusual topic among qualitative research titles is a great way to stand out and add a fresh touch to your studies. However, before you dive headfirst, it is important to make sure that the chosen topic is acceptable and feasible. Here are some tips to help you with this:

Assess your interests and knowledge. Remember that the most important thing in working on a paper is your personal interest in the topic. If the topic does not appeal to you, the process will be difficult and tedious. Choose a topic that piques your curiosity and desire to study it.
Check your access to sources. Before you finalize your topic, make sure you have access to enough information. Conduct a preliminary search of sources: books, scientific articles, expert interviews, and so on. Also, you might want to review it via an AI essay checker to ensure it doesn’t sound too superficial and artificial.
Consult with your instructor. Before you begin work on your paper, discuss your chosen topic with your instructor. They can give you valuable advice and help you evaluate the feasibility of your topic
Break your topic down into subtopics. This will help you organize your research better and make it easier to deal with large amounts of work. Each subtopic can become a separate section in your paper.

Choosing an unusual topic can be a great experience that will expand your knowledge and help develop your research skills. Don’t be afraid to experiment and look for new approaches to learning the material!

If writing your paper doesn’t bring you joy, get help on EssayShark. Here, you can pay for a research paper anytime as our writers are able to write the best qualitative research papers fast. Prior to writing, they will conduct thorough research on your topic. Our writers demonstrate that it is possible to write high-quality papers by deadline. They never refuse to help students with whatever writing problems they have.

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Qualitative Research Questions: Gain Powerful Insights + 25 Examples

We review the basics of qualitative research questions, including their key components, how to craft them effectively, & 25 example questions.

Einstein was many things—a physicist, a philosopher, and, undoubtedly, a mastermind. He also had an incredible way with words. His quote, "Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted," is particularly poignant when it comes to research.

Some inquiries call for a quantitative approach, for counting and measuring data in order to arrive at general conclusions. Other investigations, like qualitative research, rely on deep exploration and understanding of individual cases in order to develop a greater understanding of the whole. That’s what we’re going to focus on today.

Qualitative research questions focus on the "how" and "why" of things, rather than the "what". They ask about people's experiences and perceptions , and can be used to explore a wide range of topics.

The following article will discuss the basics of qualitative research questions, including their key components, and how to craft them effectively. You'll also find 25 examples of effective qualitative research questions you can use as inspiration for your own studies.

Let’s get started!

What are qualitative research questions, and when are they used?

When researchers set out to conduct a study on a certain topic, their research is chiefly directed by an overarching question . This question provides focus for the study and helps determine what kind of data will be collected.

By starting with a question, we gain parameters and objectives for our line of research. What are we studying? For what purpose? How will we know when we’ve achieved our goals?

Of course, some of these questions can be described as quantitative in nature. When a research question is quantitative, it usually seeks to measure or calculate something in a systematic way.

For example:

How many people in our town use the library?
What is the average income of families in our city?
How much does the average person weigh?

Other research questions, however—and the ones we will be focusing on in this article—are qualitative in nature. Qualitative research questions are open-ended and seek to explore a given topic in-depth.

According to the Australian & New Zealand Journal of Psychiatry , “Qualitative research aims to address questions concerned with developing an understanding of the meaning and experience dimensions of humans’ lives and social worlds.”

This type of research can be used to gain a better understanding of people’s thoughts, feelings and experiences by “addressing questions beyond ‘what works’, towards ‘what works for whom when, how and why, and focusing on intervention improvement rather than accreditation,” states one paper in Neurological Research and Practice .

Qualitative questions often produce rich data that can help researchers develop hypotheses for further quantitative study.

What are people’s thoughts on the new library?
How does it feel to be a first-generation student at our school?
How do people feel about the changes taking place in our town?

As stated by a paper in Human Reproduction , “...‘qualitative’ methods are used to answer questions about experience, meaning, and perspective, most often from the standpoint of the participant. These data are usually not amenable to counting or measuring.”

Both quantitative and qualitative questions have their uses; in fact, they often complement each other. A well-designed research study will include a mix of both types of questions in order to gain a fuller understanding of the topic at hand.

If you would like to recruit unlimited participants for qualitative research for free and only pay for the interview you conduct, try using Respondent today.

Crafting qualitative research questions for powerful insights

Now that we have a basic understanding of what qualitative research questions are and when they are used, let’s take a look at how you can begin crafting your own.

According to a study in the International Journal of Qualitative Studies in Education, there is a certain process researchers should follow when crafting their questions, which we’ll explore in more depth.

1. Beginning the process

Start with a point of interest or curiosity, and pose a draft question or ‘self-question’. What do you want to know about the topic at hand? What is your specific curiosity? You may find it helpful to begin by writing several questions.

For example, if you’re interested in understanding how your customer base feels about a recent change to your product, you might ask:

What made you decide to try the new product?
How do you feel about the change?
What do you think of the new design/functionality?
What benefits do you see in the change?

2. Create one overarching, guiding question

At this point, narrow down the draft questions into one specific question. “Sometimes, these broader research questions are not stated as questions, but rather as goals for the study.”

As an example of this, you might narrow down these three questions:

into the following question:

What are our customers’ thoughts on the recent change to our product?

3. Theoretical framing

As you read the relevant literature and apply theory to your research, the question should be altered to achieve better outcomes. Experts agree that pursuing a qualitative line of inquiry should open up the possibility for questioning your original theories and altering the conceptual framework with which the research began.

If we continue with the current example, it’s possible you may uncover new data that informs your research and changes your question. For instance, you may discover that customers’ feelings about the change are not just a reaction to the change itself, but also to how it was implemented. In this case, your question would need to reflect this new information:

How did customers react to the process of the change, as well as the change itself?

4. Ethical considerations

A study in the International Journal of Qualitative Studies in Education stresses that ethics are “a central issue when a researcher proposes to study the lives of others, especially marginalized populations.” Consider how your question or inquiry will affect the people it relates to—their lives and their safety. Shape your question to avoid physical, emotional, or mental upset for the focus group.

In analyzing your question from this perspective, if you feel that it may cause harm, you should consider changing the question or ending your research project. Perhaps you’ve discovered that your question encourages harmful or invasive questioning, in which case you should reformulate it.

5. Writing the question

The actual process of writing the question comes only after considering the above points. The purpose of crafting your research questions is to delve into what your study is specifically about” Remember that qualitative research questions are not trying to find the cause of an effect, but rather to explore the effect itself.

Your questions should be clear, concise, and understandable to those outside of your field. In addition, they should generate rich data. The questions you choose will also depend on the type of research you are conducting:

If you’re doing a phenomenological study, your questions might be open-ended, in order to allow participants to share their experiences in their own words.
If you’re doing a grounded-theory study, your questions might be focused on generating a list of categories or themes.
If you’re doing ethnography, your questions might be about understanding the culture you’re studying.

Whenyou have well-written questions, it is much easier to develop your research design and collect data that accurately reflects your inquiry.

In writing your questions, it may help you to refer to this simple flowchart process for constructing questions:

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25 examples of expertly crafted qualitative research questions

It's easy enough to cover the theory of writing a qualitative research question, but sometimes it's best if you can see the process in practice. In this section, we'll list 25 examples of B2B and B2C-related qualitative questions.

Let's begin with five questions. We'll show you the question, explain why it's considered qualitative, and then give you an example of how it can be used in research.

1. What is the customer's perception of our company's brand?

Qualitative research questions are often open-ended and invite respondents to share their thoughts and feelings on a subject. This question is qualitative because it seeks customer feedback on the company's brand.

This question can be used in research to understand how customers feel about the company's branding, what they like and don't like about it, and whether they would recommend it to others.

2. Why do customers buy our product?

This question is also qualitative because it seeks to understand the customer's motivations for purchasing a product. It can be used in research to identify the reasons customers buy a certain product, what needs or desires the product fulfills for them, and how they feel about the purchase after using the product.

3. How do our customers interact with our products?

Again, this question is qualitative because it seeks to understand customer behavior. In this case, it can be used in research to see how customers use the product, how they interact with it, and what emotions or thoughts the product evokes in them.

4. What are our customers' biggest frustrations with our products?

By seeking to understand customer frustrations, this question is qualitative and can provide valuable insights. It can be used in research to help identify areas in which the company needs to make improvements with its products.

5. How do our customers feel about our customer service?

Rather than asking why customers like or dislike something, this question asks how they feel. This qualitative question can provide insights into customer satisfaction or dissatisfaction with a company.

This type of question can be used in research to understand what customers think of the company's customer service and whether they feel it meets their needs.

20 more examples to refer to when writing your question

Now that you’re aware of what makes certain questions qualitative, let's move into 20 more examples of qualitative research questions:

How do your customers react when updates are made to your app interface?
How do customers feel when they complete their purchase through your ecommerce site?
What are your customers' main frustrations with your service?
How do people feel about the quality of your products compared to those of your competitors?
What motivates customers to refer their friends and family members to your product or service?
What are the main benefits your customers receive from using your product or service?
How do people feel when they finish a purchase on your website?
What are the main motivations behind customer loyalty to your brand?
How does your app make people feel emotionally?
For younger generations using your app, how does it make them feel about themselves?
What reputation do people associate with your brand?
How inclusive do people find your app?
In what ways are your customers' experiences unique to them?
What are the main areas of improvement your customers would like to see in your product or service?
How do people feel about their interactions with your tech team?
What are the top five reasons people use your online marketplace?
How does using your app make people feel in terms of connectedness?
What emotions do people experience when they're using your product or service?
Aside from the features of your product, what else about it attracts customers?
How does your company culture make people feel?

As you can see, these kinds of questions are completely open-ended. In a way, they allow the research and discoveries made along the way to direct the research. The questions are merely a starting point from which to explore.

This video offers tips on how to write good qualitative research questions, produced by Qualitative Research Expert, Kimberly Baker.

Wrap-up: crafting your own qualitative research questions.

Over the course of this article, we've explored what qualitative research questions are, why they matter, and how they should be written. Hopefully you now have a clear understanding of how to craft your own.

Remember, qualitative research questions should always be designed to explore a certain experience or phenomena in-depth, in order to generate powerful insights. As you write your questions, be sure to keep the following in mind:

Are you being inclusive of all relevant perspectives?
Are your questions specific enough to generate clear answers?
Will your questions allow for an in-depth exploration of the topic at hand?
Do the questions reflect your research goals and objectives?

If you can answer "yes" to all of the questions above, and you've followed the tips for writing qualitative research questions we shared in this article, then you're well on your way to crafting powerful queries that will yield valuable insights.

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Top 70 qualitative research topics to ace 2022.

November 16, 2020

There is no denying it; qualitative research topics are not as easy as ABC. To some, statistics is an enthralling subject while others may opt to clean the sea rather than sit in a statistics class. Millions of students around the globe face this crossroad. The task is further complicated by the fact that qualitative assignments deal with a cognitive analysis of data.

If this is you, calm down. Our expert writers have already analyzed your problem and collated a list of 70 qualitative research paper topics for your inspiration. Keep your eyes peeled.

However, before we venture into our topic list, here is something you need to have at your fingertips;

What Is Qualitative Research?

It is the creative and investigative analysis of intangible and inexact data. The method is inductive in that the researcher codes the data during or after the collection. It is, therefore, necessary to have top-notch qualitative research topics for a first-class paper.

Qualitative Nursing Research Topics

How stress affects people’s behaviour
The efficacy of a particular medication to a patient
Environmental factors that necessitate quicker patient recovery
The feminist empiricism perspective of the nursing profession
How social processes influence patient behaviour
Unique attributes of a culture that determines a patient’s success rate

Qualitative Research Topics in Education

Ethnic and socioeconomic reasons for poor school attendance in developing countries
The efficiency of the teaching methods
Why most students perform poorly in sciences as compared to humanities
The number of students who pursue their college studies to the end
What is the level of academic preparedness of university students?
A case study on the victims of bullying in schools

Qualitative Research Topics Ideas

Correlation between Apple and Windows products
The advantages of online learning over physical learning
How have businesses transited into online digital marketing?
The 30 most travelled places in the world
Discuss on the rate at which the ozone layer is depleting
Can we detect and prevent natural disasters before they occur?

College Qualitative Research Topics List

How virtual reality worlds are transforming society
Is it possible to have the same education system throughout the whole world?
Evaluate the performance of mixed schools over single-gender schools
Is preschool education necessary for children under four years
The impact of unhealthy market completion on supply and demand
The role of parents in shaping their children’s morals

Qualitative Research Topics Examples

The impact of alcohol on a person’s normal behaviour
Self-esteem among people from low socioeconomic backgrounds
How often should one engage in sporting activities?
What influences the eating habits of children?
How to reduce the chances of contracting a viral disease
Management of depression among school-going children

Good Qualitative Research Topics

Effective therapy for patients recovering brain surgery
Influence of pop music on erratic youth behaviour
Approaches to improving maternal healthcare in developing countries
Possible solutions for alleviating pain during childbirth
Prevention measures against contracting coronavirus in crowded places
Working government policies on protocol observance

Research Topics For Qualitative Research

New ways of mitigating communicable diseases
Emerging trends in digital media
Worrying trends among the ageing population
The importance of quarantine during the spread of infectious diseases
How to promote social equity in patriarchal societies
Effective strategies that can help curb the problem of cyberbullying

Easy Qualitative Research Topics

The efficacy of homeschooling programs
Understanding the key roles of healthy eating habits
New ways of reaching out to the prospective market
Factoring in the dynamics of real estate investment
Latest newsgathering technologies and their effectiveness
The effects of developing introvert behaviour
Overcoming addictions through sharing with others
Creating a community of one people

Topics For Ethnography Qualitative Research

Transforming virtual ethnography into a modernized form
How to be close to each other yet so far away
Rethinking consumer appraisals and motivations
How can teachers develop a one-on-one relationship with their students
The place of social and academic practices in uplifting a society
Creating a centralized community using available resources

Qualitative Research Topics in Public Health

Strategies for promoting the health sector during the coronavirus pandemic
Effective obesity management strategies for the young
Ideas for quitting cigarettes and alcohol
Programs for community-based sanitization
Preventative methods for flu during cold seasons
Techniques of making eco-friendly facemasks
Positive ways of recovering from a loss
Means of achieving affordable healthcare in low-income societies

Qualitative Research Topics in Project Management

Ways of planning for a long-term project
Dealing with a backlash during a project implementation programme
Means of relieving pressure for tight project deadlines
Understanding the essence of time management in goal setting
Why managers should be flexible and apt in their decisions
Opportunities for the growth of management skills and techniques

You can never miss a qualitative research assignment. Therefore, use any of the examples of qualitative research topics above for your motivation. The issues should propel you to composing a top-rated qualitative research paper.

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300 Qualitative Research Topics For Easy Academic Victory

You are on the right page if you are looking for a perfect qualitative research topic and have difficulty finding it.

Writing a qualitative research paper is not a piece of cake. Let alone the research and writing; the first and most significant challenge is finding the qualitative research topic that is a perfect fit for you. You have to be sure about a handful of things to decide the best topic for you, and you can ace it. First and most important, you must choose a topic that you find appealing and motivating. If you are not interested in a topic, not only will it tire you, but it will make your research dull and exhausting as well. Two, choose a relevant topic that adds value to the academia. Last but not least, there must be enough data about the theme that you are about to choose. In case of any confusion, concerns, or questions, you can consult for paper writing help from Paper Perk .

Table of Contents

Qualitative Research Topics: Psych, Education, Health, Medicine & More

Wandering around the internet looking for qualitative research topics can be exhausting. We are writing this article to make it a one-stop solution for you. There is enough inspiration to come up with the most suitable topic for you, no matter your academic area.

Psychological Qualitative Research Topics

Emotional Intelligence: Can it be an excellent alternative to IQ?
Oxytocin in autistic children.
Meditation: A means to control emotions
Emotional dependency during pregnancy
Schizophrenia: Causes and treatment
Post-traumatic stress disorder: Causes, symptoms, diagnosis, treatment
Psychology of physical attraction in opposite sexes
What is a borderline personality disorder? Facts and myths
Psychological elements in electronic media: Marketing, persuasion, and propaganda
Psychology in public relations
Psychology in international relations
Causes of depression and what to do to avoid it?
Detailed analysis of speech disorders
Criminal psychology and the origin of serial killers
Psychological aspects of the aging process
The character of NGOs regarding awareness about mental health
How to prevent child abuse with the help of psychology?
Aspects of criminal psychology
Emotional imbalance: Causes, symptoms, and treatment
Memory loss? Is it a neural problem or a psychological problem?
The secrets to well-being
Mental disorders in teens

Read More: Psychology Research Paper Topics

Political Qualitative Research Topics

What role did masons’ living conditions have in forming workers’ political movements ?
How do presidential elections matter?
Political compass: A critical analysis
Is a representative democracy genuinely democratic?
How has Europe evolved in terms of democracy?
Democratic evolution in the United States in the last three centuries
Is democracy a myth or a reality?
Why is voter abstention a danger to democracy?
Role of minorities in the United States politics
Freedom of expression in developing countries
Freedom of expression under Islamist regimes
Misconduct on television: Awareness and Legislation

Read More: Political Science Research Topics

Qualitative Research Topics for Art and Culture

Is history a universally shared concept?
Can a man be indifferent to art?
How do we articulate the link between science and technology?
What is the purpose of art?
What does the artist show us? Expression and symbolism
What is an artist? What does an artist do?
What is an artist?
Is art always transgressive?
Work of art: The proof of the freedom of the spirit
Can art compete with nature?
Does art only have the function of freeing us from our passions?
Passion and emotion in art
Absurd surrealism
Grotesque surrealism
Different movements in art
Progress and evolution of art
The art of the middle ages
The art of the renaissance
Is the work of art necessarily beautiful?
Does art change our relationship with reality?
Does the critic able to regard something as art or not?
Does the experience of beauty necessarily pass through the work of art?
Things that art teaches us, artists, as a technician
Importance of meaning in a work of art
Meaningless art and absurdist existentialism
The need for a model in the production of art
Can we conceive of a society without art?
Different aspects of society are defined and differentiated by art
The fear of industrial production among the artists
Dystopian art: The ability to predict the future among artists
Elements that distinguish the work of art from any object
Why the artists deserve a special place in the world
Rules and regulations in art
Reproduction of art: Plagiarism in art and harm of repetition
Art and escapism
Anachronistic art and the element of satire
Should the artist seek to please the audience
Can we blame a work of art for not being worth anything?
Does every human being understand and appreciate art?
Do you think that, according to Aristotle’s formula, art is an “imitation of nature”?
Why does what we dislike in life please us in a work of art?
Does art seem to be a “revolt against the tyranny of desire”?
Why do we apply the term “creation” to artistic activity?
Sacrosanctity of art and human duty to uphold it

Qualitative Research Topics Involving Environment Issues

Advantages and disadvantages of technology for the environment
Benefits of environmental education in children
Methods to make modern society aware of the environment
Alternative energies
Nuclear energy production: An alternative to the planet’s growing energy demand
X degree care for the environment
Analyze the advantages and disadvantages of the different types of renewable energy
Need to develop environmentally friendly products
Documentation of experience: Protection of nature
Elements involved in environmental deterioration
Environment and strategies for sustainability
Environmental activism in adolescents and young people
Sustainability and security for environmental justice
Raising awareness about the protection of the environment through sports, literature, and culture
Environment influenced by collective and individual actions
Awareness of the advantages and disadvantages of the use of technologies
Effects and causes of acid rain and groundwater
Ways to live sustainably or focus on a specific aspect of sustainability
Recent disasters caused by global warming
Greenhouse effect and melting ice
Importance of renewable energy
Wildlife and endangered species
Air quality and pollution
Water quality in underdeveloped countries
Famines caused by environmental changes
Various recycling programs: Which one is the most effective
Awareness to participate in the initiatives about the protection of the environment
How deforestation has affected animals or how it is related to climate change
Importance of the coral reef, the dangers of its destruction, or preservation strategies

Read More: Best Legal Research Paper Topics

Qualitative Research Topics on Public Relations

Public Relations and socio-productive activity
Organizational Communication and Public Relations
Ethics in the practice of Public Relations
Epistemological foundations of Public Relations.
Factors that limit the practice of Public Relations.
Public Relations is a strategic factor of the company.
Relationship workers and professional practice in the United States
Corporate image and Public Relations
Corporate identity and Public Relations.
Public Relations and social enterprise
Public Relations as an integration factor.
Profile of the teacher of Public Relations.
Legislation of Public Relations in Europe
The free exercise of Public Relations
Public Relations and the labor market
Public Relations and digital communication
History of Public Relations in Europe
History of Public Relations in the United States
History of Public Relations in Canada
Semiology and Public Relations
Linguistics and Public Relations
Indicators to evaluate Public Relations programs
Planning of Public Relations in organizations
Public Relations through radio and television
University teaching in Public Relations

Read More: Criminal Justice Research Paper Topics

Qualitative Research Topics for High School Students

How has technological development helped hospitals?
Benefits of technological advances in the classroom
Advantages and disadvantages of technology in children
How and why are fun activities different during every stage of the educational period, Montessori, school, college, and university?
Most dangerous challenges that must be avoided as students
Challenges made by celebrities: How do future career choices and jobs look for you in the next decade?
The pros and cons of viral challenges from Tiktok and reels
How/what do social networks help?
Disadvantages of social networks
Problems of social network in adolescents
What is the most suitable age for children to have a social media presence?
Toxic behaviors accompanied by social media: Prevention and Solution

Educational Qualitative Research Topics

History of education
How education has changed over time in one place
Importance of sports and games in early childhood education
Possible results of adding playtime to education
Pros and cons of a grading system
Most effective grading methods
How tests affect the success or mental health of students
Assessment methods: Such as standardized tests or open tests
Investigate how dress codes affect student performance
Different schools of learning
Qualities that effective teachers possess
Effects of teaching and lesson planning
Different approaches of public and private schools
Pros or cons of a charter school systems
How class size and number of students affect student performance
Qualities of an Effective Teacher
The length of the school day, or the length of breaks, and how the durations affect the progress of the students
How the start time of school affects performance

Read More: Biology Research Paper Topics

Qualitative Research Topics for Business and Economy

The chartered accountant and the client: what relationship today?
How does the arrival of the low-cost accountant change differentiation practices in accounting?
Law and accounting: how do the new laws impact the profession of a chartered accountant?
Accountants, why are they so difficult to recruit?
How does accounting make it possible to assess the state of health of a company?
Accounting and new technologies: the future or the end of the accountant?
Can inequalities be reduced with new technologies?
What distribution of wealth in France (or other)?
Why do companies relocate?
Protectionism or free trade?
Has the organization of work changed after the pandemic?
Do flexibility and home-working reduce unemployment?
Should we be afraid of financial bubbles?
Financial crises, similar cogs? Are we headed to a new recession?
What is money, and who creates it?
The stock market against growth?
How does economic growth lead to sustainable development?
What is the impact of innovation on growth?
What role does investment play?
What are the keys to productivity?
Is it possible to measure economic growth?
Why do stock markets crash?

Read More Law / Legal Research Paper Topics

Medical Qualitative Research Topics

Current situation of palliative care in health institutions in the United States
Complications of acute diarrheal disease in children under five years of age
Nutritional status of surgical oncology patients and its relationship with postoperative complications
Cost-effectiveness of cervical cancer screening strategies in California
Thyroid cancer and risk factors in patients treated at San Jose Hospital
Communicative processes in American ancestral medicine
Seronegative rheumatoid arthritis in a patient with a pulmonary septic complication
Telemedicine and Tele-health of the inhabitants of Massachusetts
Feasibility study and technical, infrastructure and human sustainability for the implementation of the care model
Epidemiological profile of the general surgery outpatient service
Physical activity and sport as determinants of health
Cost of treatment and follow-up of people with the human immunodeficiency virus (HIV)
National Health System for the formal introduction of the family doctor
How is the social security system in France unsustainable?
Comparative study of health systems in the United States and Europe?
Allergies and intolerances, what are the differences for lactose?
Is gluten intolerance an actual disease?
Social inequalities in health in rural countries
Public health policy or health policy
Public health at the European level, what public policies
Public health in developing countries
Public health and environmental issues through the prism of red meat consumption
Communication of medicines when advertising is prohibited

Related: Medical research paper writing services

Qualitative Research Topics for Law and Crime

Consequences of the death penalty.
Capital offenses: Law, persecution, and penalties
Classic methods used in the death penalty
Arguments for or against this punishment
The stipulation for others and the promise of a stronghold
Consumer protection in the American Law
The social attributions of the captain of the ship
Recent developments in the constitutional justice
Reframing the civil code
Critical analysis of the scope of the principle of free justice
Institutions of the criminal records
Equality of the creditors in collective proceedings
Risk management in expertise
The repressive jurisdiction of the court of peace in the event of insufficiency of the judges
Labor law and the rights of workers
Secularism and labor law: Question of religion in business
The Management of transit migration
The legal framework of bank credit
Legal regime of intellectual rights
Compensation for moral damage
Family criminal law in the relation between parents and children
Unilateral termination of the contract
Role of the military in public prosecution
Critical analysis of the pre-jurisdictional procedure regarding human rights
The fault of the administration in land matters
The subsequent attitude of the victim and compensation for the damages
Action for retrocession in the event of excessive liberalities
The exploitation of child labor under Labor Law
Reflection on the introduction of the system of the dematerialization of bearer shares
Study on the feasibility of a structure for the amicable settlement of consumer disputes
The life insurance contract
Legal liability of the community pharmacist
The legal age of marriage: legislative, jurisprudential, and doctrinal approach
Protection of the unpaid seller in the event of insolvency of the buyer
The renewal of the employment contract
The regulatory framework for outdoor advertising, signs, and pre-sign
Extra-judicial resolution of land disputes

Qualitative Research Topics Concerning Drug Abuse

Drug use in adolescents
Consequences of excessive drug use
Legal and illegal addictive substances
Effects of drugs on the brain
Effects of alcohol and tobacco
Social science research on drugs
Psychological research on drugs
Biomedical research in the field of drugs
Drug addiction treatment
Cannabis in Europe: a study of social research
Drug expectations
Dynamics of drug cartels: Perception, politics, and markets
Sources and uses of methamphetamine
Sensation seeking
Contribution of research in psychology on drugs
Drug research: recent developments
in the field of psychology
Places of cannabis consumption
Drug prevention for the most vulnerable young people
Cannabis retail markets
Cultivation of cannabis at home
Cannabis Dependence and the Strength of Marijuana
Cannabis and youth
Cannabis and schizophrenia

Women Issues and Rights Qualitative Research Topics

How to educate teens about pregnancy
Women’s rights violations in the middle east
Forced-Hijab conflict in Iran
How to live a healthy pregnancy period
Access to health is a fundamental right: what role can parliaments play in ensuring health for women and children?
The wave of feminist movements in the Middle East
The situation of women and children in times of conflict
The role of women parliamentarians in the prevention of national and international terrorism and in the promotion of peace
Promoting women’s participation and gender equality in multilateral negotiations
The contribution of women to the establishment of a new global financial and economic model
Feminism in Egypt
Impact of the media on the status of women and image of women politicians in the media
Poverty and extreme poverty: women as victims of this phenomenon and as key actors in the fight to eradicate it
Complementarity of women’s rights and children’s rights
Health and well-being of older people, especially women
Women in Armed Conflict
Feminism in the South Asian Subcontinent
Violence against women
Role of women in ensuring environmental protection within the framework of development
Women in the informal economic sector and their access to microcredits
Women in economic life and the world of work
Impact of women on the democratic process
Women in the political process
Women’s rights violations in Africa
Financing women’s electoral campaigns
Women’s political and electoral training
Women in political parties
United Nations Initiatives for Women’s Education and the role of Malala Yousafzai
Women in national parliaments
The partnership between men and women in politics

Still feel the need to know more? It is noble to be insatiable about knowledge, so here are 402 More Research Paper Topics for you.

As we said in the beginning, writing a qualitative research paper is not a piece of cake. But after reading all these topics above, you now know that it is not rocket science either. All you need is a little commitment and a pint of inspiration potion that we have above 300 research paper topics.

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Neurol Res Pract

How to use and assess qualitative research methods

Loraine busetto.

1 Department of Neurology, Heidelberg University Hospital, Im Neuenheimer Feld 400, 69120 Heidelberg, Germany

Wolfgang Wick

2 Clinical Cooperation Unit Neuro-Oncology, German Cancer Research Center, Heidelberg, Germany

Christoph Gumbinger

Associated data.

Not applicable.

This paper aims to provide an overview of the use and assessment of qualitative research methods in the health sciences. Qualitative research can be defined as the study of the nature of phenomena and is especially appropriate for answering questions of why something is (not) observed, assessing complex multi-component interventions, and focussing on intervention improvement. The most common methods of data collection are document study, (non-) participant observations, semi-structured interviews and focus groups. For data analysis, field-notes and audio-recordings are transcribed into protocols and transcripts, and coded using qualitative data management software. Criteria such as checklists, reflexivity, sampling strategies, piloting, co-coding, member-checking and stakeholder involvement can be used to enhance and assess the quality of the research conducted. Using qualitative in addition to quantitative designs will equip us with better tools to address a greater range of research problems, and to fill in blind spots in current neurological research and practice.

The aim of this paper is to provide an overview of qualitative research methods, including hands-on information on how they can be used, reported and assessed. This article is intended for beginning qualitative researchers in the health sciences as well as experienced quantitative researchers who wish to broaden their understanding of qualitative research.

What is qualitative research?

Qualitative research is defined as “the study of the nature of phenomena”, including “their quality, different manifestations, the context in which they appear or the perspectives from which they can be perceived” , but excluding “their range, frequency and place in an objectively determined chain of cause and effect” [ 1 ]. This formal definition can be complemented with a more pragmatic rule of thumb: qualitative research generally includes data in form of words rather than numbers [ 2 ].

Why conduct qualitative research?

Because some research questions cannot be answered using (only) quantitative methods. For example, one Australian study addressed the issue of why patients from Aboriginal communities often present late or not at all to specialist services offered by tertiary care hospitals. Using qualitative interviews with patients and staff, it found one of the most significant access barriers to be transportation problems, including some towns and communities simply not having a bus service to the hospital [ 3 ]. A quantitative study could have measured the number of patients over time or even looked at possible explanatory factors – but only those previously known or suspected to be of relevance. To discover reasons for observed patterns, especially the invisible or surprising ones, qualitative designs are needed.

While qualitative research is common in other fields, it is still relatively underrepresented in health services research. The latter field is more traditionally rooted in the evidence-based-medicine paradigm, as seen in " research that involves testing the effectiveness of various strategies to achieve changes in clinical practice, preferably applying randomised controlled trial study designs (...) " [ 4 ]. This focus on quantitative research and specifically randomised controlled trials (RCT) is visible in the idea of a hierarchy of research evidence which assumes that some research designs are objectively better than others, and that choosing a "lesser" design is only acceptable when the better ones are not practically or ethically feasible [ 5 , 6 ]. Others, however, argue that an objective hierarchy does not exist, and that, instead, the research design and methods should be chosen to fit the specific research question at hand – "questions before methods" [ 2 , 7 – 9 ]. This means that even when an RCT is possible, some research problems require a different design that is better suited to addressing them. Arguing in JAMA, Berwick uses the example of rapid response teams in hospitals, which he describes as " a complex, multicomponent intervention – essentially a process of social change" susceptible to a range of different context factors including leadership or organisation history. According to him, "[in] such complex terrain, the RCT is an impoverished way to learn. Critics who use it as a truth standard in this context are incorrect" [ 8 ] . Instead of limiting oneself to RCTs, Berwick recommends embracing a wider range of methods , including qualitative ones, which for "these specific applications, (...) are not compromises in learning how to improve; they are superior" [ 8 ].

Research problems that can be approached particularly well using qualitative methods include assessing complex multi-component interventions or systems (of change), addressing questions beyond “what works”, towards “what works for whom when, how and why”, and focussing on intervention improvement rather than accreditation [ 7 , 9 – 12 ]. Using qualitative methods can also help shed light on the “softer” side of medical treatment. For example, while quantitative trials can measure the costs and benefits of neuro-oncological treatment in terms of survival rates or adverse effects, qualitative research can help provide a better understanding of patient or caregiver stress, visibility of illness or out-of-pocket expenses.

How to conduct qualitative research?

Given that qualitative research is characterised by flexibility, openness and responsivity to context, the steps of data collection and analysis are not as separate and consecutive as they tend to be in quantitative research [ 13 , 14 ]. As Fossey puts it : “sampling, data collection, analysis and interpretation are related to each other in a cyclical (iterative) manner, rather than following one after another in a stepwise approach” [ 15 ]. The researcher can make educated decisions with regard to the choice of method, how they are implemented, and to which and how many units they are applied [ 13 ]. As shown in Fig. 1 , this can involve several back-and-forth steps between data collection and analysis where new insights and experiences can lead to adaption and expansion of the original plan. Some insights may also necessitate a revision of the research question and/or the research design as a whole. The process ends when saturation is achieved, i.e. when no relevant new information can be found (see also below: sampling and saturation). For reasons of transparency, it is essential for all decisions as well as the underlying reasoning to be well-documented.

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Iterative research process

While it is not always explicitly addressed, qualitative methods reflect a different underlying research paradigm than quantitative research (e.g. constructivism or interpretivism as opposed to positivism). The choice of methods can be based on the respective underlying substantive theory or theoretical framework used by the researcher [ 2 ].

Data collection

The methods of qualitative data collection most commonly used in health research are document study, observations, semi-structured interviews and focus groups [ 1 , 14 , 16 , 17 ].

Document study

Document study (also called document analysis) refers to the review by the researcher of written materials [ 14 ]. These can include personal and non-personal documents such as archives, annual reports, guidelines, policy documents, diaries or letters.

Observations

Observations are particularly useful to gain insights into a certain setting and actual behaviour – as opposed to reported behaviour or opinions [ 13 ]. Qualitative observations can be either participant or non-participant in nature. In participant observations, the observer is part of the observed setting, for example a nurse working in an intensive care unit [ 18 ]. In non-participant observations, the observer is “on the outside looking in”, i.e. present in but not part of the situation, trying not to influence the setting by their presence. Observations can be planned (e.g. for 3 h during the day or night shift) or ad hoc (e.g. as soon as a stroke patient arrives at the emergency room). During the observation, the observer takes notes on everything or certain pre-determined parts of what is happening around them, for example focusing on physician-patient interactions or communication between different professional groups. Written notes can be taken during or after the observations, depending on feasibility (which is usually lower during participant observations) and acceptability (e.g. when the observer is perceived to be judging the observed). Afterwards, these field notes are transcribed into observation protocols. If more than one observer was involved, field notes are taken independently, but notes can be consolidated into one protocol after discussions. Advantages of conducting observations include minimising the distance between the researcher and the researched, the potential discovery of topics that the researcher did not realise were relevant and gaining deeper insights into the real-world dimensions of the research problem at hand [ 18 ].

Semi-structured interviews

Hijmans & Kuyper describe qualitative interviews as “an exchange with an informal character, a conversation with a goal” [ 19 ]. Interviews are used to gain insights into a person’s subjective experiences, opinions and motivations – as opposed to facts or behaviours [ 13 ]. Interviews can be distinguished by the degree to which they are structured (i.e. a questionnaire), open (e.g. free conversation or autobiographical interviews) or semi-structured [ 2 , 13 ]. Semi-structured interviews are characterized by open-ended questions and the use of an interview guide (or topic guide/list) in which the broad areas of interest, sometimes including sub-questions, are defined [ 19 ]. The pre-defined topics in the interview guide can be derived from the literature, previous research or a preliminary method of data collection, e.g. document study or observations. The topic list is usually adapted and improved at the start of the data collection process as the interviewer learns more about the field [ 20 ]. Across interviews the focus on the different (blocks of) questions may differ and some questions may be skipped altogether (e.g. if the interviewee is not able or willing to answer the questions or for concerns about the total length of the interview) [ 20 ]. Qualitative interviews are usually not conducted in written format as it impedes on the interactive component of the method [ 20 ]. In comparison to written surveys, qualitative interviews have the advantage of being interactive and allowing for unexpected topics to emerge and to be taken up by the researcher. This can also help overcome a provider or researcher-centred bias often found in written surveys, which by nature, can only measure what is already known or expected to be of relevance to the researcher. Interviews can be audio- or video-taped; but sometimes it is only feasible or acceptable for the interviewer to take written notes [ 14 , 16 , 20 ].

Focus groups

Focus groups are group interviews to explore participants’ expertise and experiences, including explorations of how and why people behave in certain ways [ 1 ]. Focus groups usually consist of 6–8 people and are led by an experienced moderator following a topic guide or “script” [ 21 ]. They can involve an observer who takes note of the non-verbal aspects of the situation, possibly using an observation guide [ 21 ]. Depending on researchers’ and participants’ preferences, the discussions can be audio- or video-taped and transcribed afterwards [ 21 ]. Focus groups are useful for bringing together homogeneous (to a lesser extent heterogeneous) groups of participants with relevant expertise and experience on a given topic on which they can share detailed information [ 21 ]. Focus groups are a relatively easy, fast and inexpensive method to gain access to information on interactions in a given group, i.e. “the sharing and comparing” among participants [ 21 ]. Disadvantages include less control over the process and a lesser extent to which each individual may participate. Moreover, focus group moderators need experience, as do those tasked with the analysis of the resulting data. Focus groups can be less appropriate for discussing sensitive topics that participants might be reluctant to disclose in a group setting [ 13 ]. Moreover, attention must be paid to the emergence of “groupthink” as well as possible power dynamics within the group, e.g. when patients are awed or intimidated by health professionals.

Choosing the “right” method

As explained above, the school of thought underlying qualitative research assumes no objective hierarchy of evidence and methods. This means that each choice of single or combined methods has to be based on the research question that needs to be answered and a critical assessment with regard to whether or to what extent the chosen method can accomplish this – i.e. the “fit” between question and method [ 14 ]. It is necessary for these decisions to be documented when they are being made, and to be critically discussed when reporting methods and results.

Let us assume that our research aim is to examine the (clinical) processes around acute endovascular treatment (EVT), from the patient’s arrival at the emergency room to recanalization, with the aim to identify possible causes for delay and/or other causes for sub-optimal treatment outcome. As a first step, we could conduct a document study of the relevant standard operating procedures (SOPs) for this phase of care – are they up-to-date and in line with current guidelines? Do they contain any mistakes, irregularities or uncertainties that could cause delays or other problems? Regardless of the answers to these questions, the results have to be interpreted based on what they are: a written outline of what care processes in this hospital should look like. If we want to know what they actually look like in practice, we can conduct observations of the processes described in the SOPs. These results can (and should) be analysed in themselves, but also in comparison to the results of the document analysis, especially as regards relevant discrepancies. Do the SOPs outline specific tests for which no equipment can be observed or tasks to be performed by specialized nurses who are not present during the observation? It might also be possible that the written SOP is outdated, but the actual care provided is in line with current best practice. In order to find out why these discrepancies exist, it can be useful to conduct interviews. Are the physicians simply not aware of the SOPs (because their existence is limited to the hospital’s intranet) or do they actively disagree with them or does the infrastructure make it impossible to provide the care as described? Another rationale for adding interviews is that some situations (or all of their possible variations for different patient groups or the day, night or weekend shift) cannot practically or ethically be observed. In this case, it is possible to ask those involved to report on their actions – being aware that this is not the same as the actual observation. A senior physician’s or hospital manager’s description of certain situations might differ from a nurse’s or junior physician’s one, maybe because they intentionally misrepresent facts or maybe because different aspects of the process are visible or important to them. In some cases, it can also be relevant to consider to whom the interviewee is disclosing this information – someone they trust, someone they are otherwise not connected to, or someone they suspect or are aware of being in a potentially “dangerous” power relationship to them. Lastly, a focus group could be conducted with representatives of the relevant professional groups to explore how and why exactly they provide care around EVT. The discussion might reveal discrepancies (between SOPs and actual care or between different physicians) and motivations to the researchers as well as to the focus group members that they might not have been aware of themselves. For the focus group to deliver relevant information, attention has to be paid to its composition and conduct, for example, to make sure that all participants feel safe to disclose sensitive or potentially problematic information or that the discussion is not dominated by (senior) physicians only. The resulting combination of data collection methods is shown in Fig. 2 .

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Possible combination of data collection methods

Attributions for icons: “Book” by Serhii Smirnov, “Interview” by Adrien Coquet, FR, “Magnifying Glass” by anggun, ID, “Business communication” by Vectors Market; all from the Noun Project

The combination of multiple data source as described for this example can be referred to as “triangulation”, in which multiple measurements are carried out from different angles to achieve a more comprehensive understanding of the phenomenon under study [ 22 , 23 ].

Data analysis

To analyse the data collected through observations, interviews and focus groups these need to be transcribed into protocols and transcripts (see Fig. 3 ). Interviews and focus groups can be transcribed verbatim , with or without annotations for behaviour (e.g. laughing, crying, pausing) and with or without phonetic transcription of dialects and filler words, depending on what is expected or known to be relevant for the analysis. In the next step, the protocols and transcripts are coded , that is, marked (or tagged, labelled) with one or more short descriptors of the content of a sentence or paragraph [ 2 , 15 , 23 ]. Jansen describes coding as “connecting the raw data with “theoretical” terms” [ 20 ]. In a more practical sense, coding makes raw data sortable. This makes it possible to extract and examine all segments describing, say, a tele-neurology consultation from multiple data sources (e.g. SOPs, emergency room observations, staff and patient interview). In a process of synthesis and abstraction, the codes are then grouped, summarised and/or categorised [ 15 , 20 ]. The end product of the coding or analysis process is a descriptive theory of the behavioural pattern under investigation [ 20 ]. The coding process is performed using qualitative data management software, the most common ones being InVivo, MaxQDA and Atlas.ti. It should be noted that these are data management tools which support the analysis performed by the researcher(s) [ 14 ].

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From data collection to data analysis

Attributions for icons: see Fig. Fig.2, 2 , also “Speech to text” by Trevor Dsouza, “Field Notes” by Mike O’Brien, US, “Voice Record” by ProSymbols, US, “Inspection” by Made, AU, and “Cloud” by Graphic Tigers; all from the Noun Project

How to report qualitative research?

Protocols of qualitative research can be published separately and in advance of the study results. However, the aim is not the same as in RCT protocols, i.e. to pre-define and set in stone the research questions and primary or secondary endpoints. Rather, it is a way to describe the research methods in detail, which might not be possible in the results paper given journals’ word limits. Qualitative research papers are usually longer than their quantitative counterparts to allow for deep understanding and so-called “thick description”. In the methods section, the focus is on transparency of the methods used, including why, how and by whom they were implemented in the specific study setting, so as to enable a discussion of whether and how this may have influenced data collection, analysis and interpretation. The results section usually starts with a paragraph outlining the main findings, followed by more detailed descriptions of, for example, the commonalities, discrepancies or exceptions per category [ 20 ]. Here it is important to support main findings by relevant quotations, which may add information, context, emphasis or real-life examples [ 20 , 23 ]. It is subject to debate in the field whether it is relevant to state the exact number or percentage of respondents supporting a certain statement (e.g. “Five interviewees expressed negative feelings towards XYZ”) [ 21 ].

How to combine qualitative with quantitative research?

Qualitative methods can be combined with other methods in multi- or mixed methods designs, which “[employ] two or more different methods [ …] within the same study or research program rather than confining the research to one single method” [ 24 ]. Reasons for combining methods can be diverse, including triangulation for corroboration of findings, complementarity for illustration and clarification of results, expansion to extend the breadth and range of the study, explanation of (unexpected) results generated with one method with the help of another, or offsetting the weakness of one method with the strength of another [ 1 , 17 , 24 – 26 ]. The resulting designs can be classified according to when, why and how the different quantitative and/or qualitative data strands are combined. The three most common types of mixed method designs are the convergent parallel design , the explanatory sequential design and the exploratory sequential design. The designs with examples are shown in Fig. 4 .

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Three common mixed methods designs

In the convergent parallel design, a qualitative study is conducted in parallel to and independently of a quantitative study, and the results of both studies are compared and combined at the stage of interpretation of results. Using the above example of EVT provision, this could entail setting up a quantitative EVT registry to measure process times and patient outcomes in parallel to conducting the qualitative research outlined above, and then comparing results. Amongst other things, this would make it possible to assess whether interview respondents’ subjective impressions of patients receiving good care match modified Rankin Scores at follow-up, or whether observed delays in care provision are exceptions or the rule when compared to door-to-needle times as documented in the registry. In the explanatory sequential design, a quantitative study is carried out first, followed by a qualitative study to help explain the results from the quantitative study. This would be an appropriate design if the registry alone had revealed relevant delays in door-to-needle times and the qualitative study would be used to understand where and why these occurred, and how they could be improved. In the exploratory design, the qualitative study is carried out first and its results help informing and building the quantitative study in the next step [ 26 ]. If the qualitative study around EVT provision had shown a high level of dissatisfaction among the staff members involved, a quantitative questionnaire investigating staff satisfaction could be set up in the next step, informed by the qualitative study on which topics dissatisfaction had been expressed. Amongst other things, the questionnaire design would make it possible to widen the reach of the research to more respondents from different (types of) hospitals, regions, countries or settings, and to conduct sub-group analyses for different professional groups.

How to assess qualitative research?

A variety of assessment criteria and lists have been developed for qualitative research, ranging in their focus and comprehensiveness [ 14 , 17 , 27 ]. However, none of these has been elevated to the “gold standard” in the field. In the following, we therefore focus on a set of commonly used assessment criteria that, from a practical standpoint, a researcher can look for when assessing a qualitative research report or paper.

Assessors should check the authors’ use of and adherence to the relevant reporting checklists (e.g. Standards for Reporting Qualitative Research (SRQR)) to make sure all items that are relevant for this type of research are addressed [ 23 , 28 ]. Discussions of quantitative measures in addition to or instead of these qualitative measures can be a sign of lower quality of the research (paper). Providing and adhering to a checklist for qualitative research contributes to an important quality criterion for qualitative research, namely transparency [ 15 , 17 , 23 ].

Reflexivity

While methodological transparency and complete reporting is relevant for all types of research, some additional criteria must be taken into account for qualitative research. This includes what is called reflexivity, i.e. sensitivity to the relationship between the researcher and the researched, including how contact was established and maintained, or the background and experience of the researcher(s) involved in data collection and analysis. Depending on the research question and population to be researched this can be limited to professional experience, but it may also include gender, age or ethnicity [ 17 , 27 ]. These details are relevant because in qualitative research, as opposed to quantitative research, the researcher as a person cannot be isolated from the research process [ 23 ]. It may influence the conversation when an interviewed patient speaks to an interviewer who is a physician, or when an interviewee is asked to discuss a gynaecological procedure with a male interviewer, and therefore the reader must be made aware of these details [ 19 ].

Sampling and saturation

The aim of qualitative sampling is for all variants of the objects of observation that are deemed relevant for the study to be present in the sample “ to see the issue and its meanings from as many angles as possible” [ 1 , 16 , 19 , 20 , 27 ] , and to ensure “information-richness [ 15 ]. An iterative sampling approach is advised, in which data collection (e.g. five interviews) is followed by data analysis, followed by more data collection to find variants that are lacking in the current sample. This process continues until no new (relevant) information can be found and further sampling becomes redundant – which is called saturation [ 1 , 15 ] . In other words: qualitative data collection finds its end point not a priori , but when the research team determines that saturation has been reached [ 29 , 30 ].

This is also the reason why most qualitative studies use deliberate instead of random sampling strategies. This is generally referred to as “ purposive sampling” , in which researchers pre-define which types of participants or cases they need to include so as to cover all variations that are expected to be of relevance, based on the literature, previous experience or theory (i.e. theoretical sampling) [ 14 , 20 ]. Other types of purposive sampling include (but are not limited to) maximum variation sampling, critical case sampling or extreme or deviant case sampling [ 2 ]. In the above EVT example, a purposive sample could include all relevant professional groups and/or all relevant stakeholders (patients, relatives) and/or all relevant times of observation (day, night and weekend shift).

Assessors of qualitative research should check whether the considerations underlying the sampling strategy were sound and whether or how researchers tried to adapt and improve their strategies in stepwise or cyclical approaches between data collection and analysis to achieve saturation [ 14 ].

Good qualitative research is iterative in nature, i.e. it goes back and forth between data collection and analysis, revising and improving the approach where necessary. One example of this are pilot interviews, where different aspects of the interview (especially the interview guide, but also, for example, the site of the interview or whether the interview can be audio-recorded) are tested with a small number of respondents, evaluated and revised [ 19 ]. In doing so, the interviewer learns which wording or types of questions work best, or which is the best length of an interview with patients who have trouble concentrating for an extended time. Of course, the same reasoning applies to observations or focus groups which can also be piloted.

Ideally, coding should be performed by at least two researchers, especially at the beginning of the coding process when a common approach must be defined, including the establishment of a useful coding list (or tree), and when a common meaning of individual codes must be established [ 23 ]. An initial sub-set or all transcripts can be coded independently by the coders and then compared and consolidated after regular discussions in the research team. This is to make sure that codes are applied consistently to the research data.

Member checking

Member checking, also called respondent validation , refers to the practice of checking back with study respondents to see if the research is in line with their views [ 14 , 27 ]. This can happen after data collection or analysis or when first results are available [ 23 ]. For example, interviewees can be provided with (summaries of) their transcripts and asked whether they believe this to be a complete representation of their views or whether they would like to clarify or elaborate on their responses [ 17 ]. Respondents’ feedback on these issues then becomes part of the data collection and analysis [ 27 ].

Stakeholder involvement

In those niches where qualitative approaches have been able to evolve and grow, a new trend has seen the inclusion of patients and their representatives not only as study participants (i.e. “members”, see above) but as consultants to and active participants in the broader research process [ 31 – 33 ]. The underlying assumption is that patients and other stakeholders hold unique perspectives and experiences that add value beyond their own single story, making the research more relevant and beneficial to researchers, study participants and (future) patients alike [ 34 , 35 ]. Using the example of patients on or nearing dialysis, a recent scoping review found that 80% of clinical research did not address the top 10 research priorities identified by patients and caregivers [ 32 , 36 ]. In this sense, the involvement of the relevant stakeholders, especially patients and relatives, is increasingly being seen as a quality indicator in and of itself.

How not to assess qualitative research

The above overview does not include certain items that are routine in assessments of quantitative research. What follows is a non-exhaustive, non-representative, experience-based list of the quantitative criteria often applied to the assessment of qualitative research, as well as an explanation of the limited usefulness of these endeavours.

Protocol adherence

Given the openness and flexibility of qualitative research, it should not be assessed by how well it adheres to pre-determined and fixed strategies – in other words: its rigidity. Instead, the assessor should look for signs of adaptation and refinement based on lessons learned from earlier steps in the research process.

Sample size

For the reasons explained above, qualitative research does not require specific sample sizes, nor does it require that the sample size be determined a priori [ 1 , 14 , 27 , 37 – 39 ]. Sample size can only be a useful quality indicator when related to the research purpose, the chosen methodology and the composition of the sample, i.e. who was included and why.

Randomisation

While some authors argue that randomisation can be used in qualitative research, this is not commonly the case, as neither its feasibility nor its necessity or usefulness has been convincingly established for qualitative research [ 13 , 27 ]. Relevant disadvantages include the negative impact of a too large sample size as well as the possibility (or probability) of selecting “ quiet, uncooperative or inarticulate individuals ” [ 17 ]. Qualitative studies do not use control groups, either.

Interrater reliability, variability and other “objectivity checks”

The concept of “interrater reliability” is sometimes used in qualitative research to assess to which extent the coding approach overlaps between the two co-coders. However, it is not clear what this measure tells us about the quality of the analysis [ 23 ]. This means that these scores can be included in qualitative research reports, preferably with some additional information on what the score means for the analysis, but it is not a requirement. Relatedly, it is not relevant for the quality or “objectivity” of qualitative research to separate those who recruited the study participants and collected and analysed the data. Experiences even show that it might be better to have the same person or team perform all of these tasks [ 20 ]. First, when researchers introduce themselves during recruitment this can enhance trust when the interview takes place days or weeks later with the same researcher. Second, when the audio-recording is transcribed for analysis, the researcher conducting the interviews will usually remember the interviewee and the specific interview situation during data analysis. This might be helpful in providing additional context information for interpretation of data, e.g. on whether something might have been meant as a joke [ 18 ].

Not being quantitative research

Being qualitative research instead of quantitative research should not be used as an assessment criterion if it is used irrespectively of the research problem at hand. Similarly, qualitative research should not be required to be combined with quantitative research per se – unless mixed methods research is judged as inherently better than single-method research. In this case, the same criterion should be applied for quantitative studies without a qualitative component.

The main take-away points of this paper are summarised in Table Table1. 1 . We aimed to show that, if conducted well, qualitative research can answer specific research questions that cannot to be adequately answered using (only) quantitative designs. Seeing qualitative and quantitative methods as equal will help us become more aware and critical of the “fit” between the research problem and our chosen methods: I can conduct an RCT to determine the reasons for transportation delays of acute stroke patients – but should I? It also provides us with a greater range of tools to tackle a greater range of research problems more appropriately and successfully, filling in the blind spots on one half of the methodological spectrum to better address the whole complexity of neurological research and practice.

Take-away-points


• Assessing complex multi-component interventions or systems (of change) • What works for whom when, how and why? • Focussing on intervention improvement	• Document study • Observations (participant or non-participant) • Interviews (especially semi-structured) • Focus groups	• Transcription of audio-recordings and field notes into transcripts and protocols • Coding of protocols • Using qualitative data management software

• Combinations of quantitative and/or qualitative methods, e.g.: • : quali and quanti in parallel • : quanti followed by quali • : quali followed by quanti	• Checklists • Reflexivity • Sampling strategies • Piloting • Co-coding • Member checking • Stakeholder involvement	• Protocol adherence • Sample size • Randomization • Interrater reliability, variability and other “objectivity checks” • Not being quantitative research

Acknowledgements

Abbreviations.

EVT	Endovascular treatment
RCT	Randomised Controlled Trial
SOP	Standard Operating Procedure
SRQR	Standards for Reporting Qualitative Research

Authors’ contributions

LB drafted the manuscript; WW and CG revised the manuscript; all authors approved the final versions.

no external funding.

Availability of data and materials

Ethics approval and consent to participate, consent for publication, competing interests.

The authors declare no competing interests.

Publisher’s Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Qualitative research: methods and examples

Last updated

13 April 2023

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Qualitative research involves gathering and evaluating non-numerical information to comprehend concepts, perspectives, and experiences. It’s also helpful for obtaining in-depth insights into a certain subject or generating new research ideas.

As a result, qualitative research is practical if you want to try anything new or produce new ideas.

There are various ways you can conduct qualitative research. In this article, you'll learn more about qualitative research methodologies, including when you should use them.

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What is qualitative research?

Qualitative research is a broad term describing various research types that rely on asking open-ended questions. Qualitative research investigates “how” or “why” certain phenomena occur. It is about discovering the inherent nature of something.

The primary objective of qualitative research is to understand an individual's ideas, points of view, and feelings. In this way, collecting in-depth knowledge of a specific topic is possible. Knowing your audience's feelings about a particular subject is important for making reasonable research conclusions.

Unlike quantitative research , this approach does not involve collecting numerical, objective data for statistical analysis. Qualitative research is used extensively in education, sociology, health science, history, and anthropology.

Types of qualitative research methodology

Typically, qualitative research aims at uncovering the attitudes and behavior of the target audience concerning a specific topic. For example, “How would you describe your experience as a new Dovetail user?”

Some of the methods for conducting qualitative analysis include:

Focus groups

Hosting a focus group is a popular qualitative research method. It involves obtaining qualitative data from a limited sample of participants. In a moderated version of a focus group, the moderator asks participants a series of predefined questions. They aim to interact and build a group discussion that reveals their preferences, candid thoughts, and experiences.

Unmoderated, online focus groups are increasingly popular because they eliminate the need to interact with people face to face.

Focus groups can be more cost-effective than 1:1 interviews or studying a group in a natural setting and reporting one’s observations.

Focus groups make it possible to gather multiple points of view quickly and efficiently, making them an excellent choice for testing new concepts or conducting market research on a new product.

However, there are some potential drawbacks to this method. It may be unsuitable for sensitive or controversial topics. Participants might be reluctant to disclose their true feelings or respond falsely to conform to what they believe is the socially acceptable answer (known as response bias).

Case study research

A case study is an in-depth evaluation of a specific person, incident, organization, or society. This type of qualitative research has evolved into a broadly applied research method in education, law, business, and the social sciences.

Even though case study research may appear challenging to implement, it is one of the most direct research methods. It requires detailed analysis, broad-ranging data collection methodologies, and a degree of existing knowledge about the subject area under investigation.

Historical model

The historical approach is a distinct research method that deeply examines previous events to better understand the present and forecast future occurrences of the same phenomena. Its primary goal is to evaluate the impacts of history on the present and hence discover comparable patterns in the present to predict future outcomes.

Oral history

This qualitative data collection method involves gathering verbal testimonials from individuals about their personal experiences. It is widely used in historical disciplines to offer counterpoints to established historical facts and narratives. The most common methods of gathering oral history are audio recordings, analysis of auto-biographical text, videos, and interviews.

Qualitative observation

One of the most fundamental, oldest research methods, qualitative observation , is the process through which a researcher collects data using their senses of sight, smell, hearing, etc. It is used to observe the properties of the subject being studied. For example, “What does it look like?” As research methods go, it is subjective and depends on researchers’ first-hand experiences to obtain information, so it is prone to bias. However, it is an excellent way to start a broad line of inquiry like, “What is going on here?”

Record keeping and review

Record keeping uses existing documents and relevant data sources that can be employed for future studies. It is equivalent to visiting the library and going through publications or any other reference material to gather important facts that will likely be used in the research.

Grounded theory approach

The grounded theory approach is a commonly used research method employed across a variety of different studies. It offers a unique way to gather, interpret, and analyze. With this approach, data is gathered and analyzed simultaneously. Existing analysis frames and codes are disregarded, and data is analyzed inductively, with new codes and frames generated from the research.

Ethnographic research

Ethnography is a descriptive form of a qualitative study of people and their cultures. Its primary goal is to study people's behavior in their natural environment. This method necessitates that the researcher adapts to their target audience's setting.

Thereby, you will be able to understand their motivation, lifestyle, ambitions, traditions, and culture in situ. But, the researcher must be prepared to deal with geographical constraints while collecting data i.e., audiences can’t be studied in a laboratory or research facility.

This study can last from a couple of days to several years. Thus, it is time-consuming and complicated, requiring you to have both the time to gather the relevant data as well as the expertise in analyzing, observing, and interpreting data to draw meaningful conclusions.

Narrative framework

A narrative framework is a qualitative research approach that relies on people's written text or visual images. It entails people analyzing these events or narratives to determine certain topics or issues. With this approach, you can understand how people represent themselves and their experiences to a larger audience.

Phenomenological approach

The phenomenological study seeks to investigate the experiences of a particular phenomenon within a group of individuals or communities. It analyzes a certain event through interviews with persons who have witnessed it to determine the connections between their views. Even though this method relies heavily on interviews, other data sources (recorded notes), and observations could be employed to enhance the findings.

Qualitative research methods (tools)

Some of the instruments involved in qualitative research include:

Document research: Also known as document analysis because it involves evaluating written documents. These can include personal and non-personal materials like archives, policy publications, yearly reports, diaries, or letters.

Focus groups: This is where a researcher poses questions and generates conversation among a group of people. The major goal of focus groups is to examine participants' experiences and knowledge, including research into how and why individuals act in various ways.

Secondary study: Involves acquiring existing information from texts, images, audio, or video recordings.

Observations: This requires thorough field notes on everything you see, hear, or experience. Compared to reported conduct or opinion, this study method can assist you in getting insights into a specific situation and observable behaviors.

Structured interviews : In this approach, you will directly engage people one-on-one. Interviews are ideal for learning about a person's subjective beliefs, motivations, and encounters.

Surveys: This is when you distribute questionnaires containing open-ended questions

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What are common examples of qualitative research?

Everyday examples of qualitative research include:

Conducting a demographic analysis of a business

For instance, suppose you own a business such as a grocery store (or any store) and believe it caters to a broad customer base, but after conducting a demographic analysis, you discover that most of your customers are men.

You could do 1:1 interviews with female customers to learn why they don't shop at your store.

In this case, interviewing potential female customers should clarify why they don't find your shop appealing. It could be because of the products you sell or a need for greater brand awareness, among other possible reasons.

Launching or testing a new product

Suppose you are the product manager at a SaaS company looking to introduce a new product. Focus groups can be an excellent way to determine whether your product is marketable.

In this instance, you could hold a focus group with a sample group drawn from your intended audience. The group will explore the product based on its new features while you ensure adequate data on how users react to the new features. The data you collect will be key to making sales and marketing decisions.

Conducting studies to explain buyers' behaviors

You can also use qualitative research to understand existing buyer behavior better. Marketers analyze historical information linked to their businesses and industries to see when purchasers buy more.

Qualitative research can help you determine when to target new clients and peak seasons to boost sales by investigating the reason behind these behaviors.

Qualitative research: data collection

Data collection is gathering information on predetermined variables to gain appropriate answers, test hypotheses, and analyze results. Researchers will collect non-numerical data for qualitative data collection to obtain detailed explanations and draw conclusions.

To get valid findings and achieve a conclusion in qualitative research, researchers must collect comprehensive and multifaceted data.

Qualitative data is usually gathered through interviews or focus groups with videotapes or handwritten notes. If there are recordings, they are transcribed before the data analysis process. Researchers keep separate folders for the recordings acquired from each focus group when collecting qualitative research data to categorize the data.

Qualitative research: data analysis

Qualitative data analysis is organizing, examining, and interpreting qualitative data. Its main objective is identifying trends and patterns, responding to research questions, and recommending actions based on the findings. Textual analysis is a popular method for analyzing qualitative data.

Textual analysis differs from other qualitative research approaches in that researchers consider the social circumstances of study participants to decode their words, behaviors, and broader meaning.

Learn more about qualitative research data analysis software

When to use qualitative research

Qualitative research is helpful in various situations, particularly when a researcher wants to capture accurate, in-depth insights.

Here are some instances when qualitative research can be valuable:

Examining your product or service to improve your marketing approach

When researching market segments, demographics, and customer service teams

Identifying client language when you want to design a quantitative survey

When attempting to comprehend your or someone else's strengths and weaknesses

Assessing feelings and beliefs about societal and public policy matters

Collecting information about a business or product's perception

Analyzing your target audience's reactions to marketing efforts

When launching a new product or coming up with a new idea

When seeking to evaluate buyers' purchasing patterns

Qualitative research methods vs. quantitative research methods

Qualitative research examines people's ideas and what influences their perception, whereas quantitative research draws conclusions based on numbers and measurements.

Qualitative research is descriptive, and its primary goal is to comprehensively understand people's attitudes, behaviors, and ideas.

In contrast, quantitative research is more restrictive because it relies on numerical data and analyzes statistical data to make decisions. This research method assists researchers in gaining an initial grasp of the subject, which deals with numbers. For instance, the number of customers likely to purchase your products or use your services.

What is the most important feature of qualitative research?

A distinguishing feature of qualitative research is that it’s conducted in a real-world setting instead of a simulated environment. The researcher is examining actual phenomena instead of experimenting with different variables to see what outcomes (data) might result.

Can I use qualitative and quantitative approaches together in a study?

Yes, combining qualitative and quantitative research approaches happens all the time and is known as mixed methods research. For example, you could study individuals’ perceived risk in a certain scenario, such as how people rate the safety or riskiness of a given neighborhood. Simultaneously, you could analyze historical data objectively, indicating how safe or dangerous that area has been in the last year. To get the most out of mixed-method research, it’s important to understand the pros and cons of each methodology, so you can create a thoughtfully designed study that will yield compelling results.

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surveys | August 27, 2020

The Guide to Qualitative Research: Methods, Types, and Examples

Daniel Ndukwu

Qualitative research is an important part of any project. It gives you insights that quantitative research can’t hope to match.

To receive the benefits that qualitative research can bring to the table, it’s essential to do it properly. That’s easier said than done.

This in-depth guide will give you a better understanding of qualitative research, how it can be used, the methods for carrying it out, and its limitations.

Table of Contents

What is qualitative research?

Qualitative research is the process of gathering non-numerical data that helps you understand the deeper meaning behind a topic. It can help you decipher the motivations, thought processes, and opinions of people who are experiencing the problem or situation.

For example, an entrepreneur wants to start a shoe brand targeted at a younger demographic. They know younger people spend more money on name-brand basketball shoes. Qualitative research will help them understand the motivations and thought processes behind why those shoes are appealing.

With the help of capable marketing teams and mentors , they can use this data to craft communication plans that will resonate with their audience.

The data gained helps develop better hypotheses, confirm or disprove theories, and informs quantitative research studies. There are multiple quantitative research methods that are ideal for certain situations and this guide delves deeper into those data collection processes .

Keep in mind that qualitative research gives you descriptive data that must then be analyzed and interpreted. This process is much more difficult than a quantitative analysis which is why many organizations opt to skip it entirely.

What’s the purpose of qualitative research?

Qualitative research was popularized by psychologists and sociologists who were unhappy with the scientific method in use.

In the legal industry, understanding qualitative insights can significantly enhance strategies for law firm SEO , helping firms to better align their services with client needs.

Traditional scientific methods were only able to tell what was happening but failed to understand why.

Qualitative research, on the other hand, seeks to find the deeper meaning behind actions and situations. For example, you may realize a relationship between two things exist like poverty and lower literacy rates. It’s qualitative data that can help you understand why this relationship exists.

In the diverse landscape of qualitative research its application extends beyond conventional fields offering valuable insights in specialized areas take for instance the legal sector where understanding nuanced human experiences is crucial a cerebral palsy lawyer leveraging qualitative research delves deeper into the multifaceted experiences of individuals and families impacted by cerebral palsy this methodical approach aids in comprehending the broader social emotional and economic ramifications thereby guiding more compassionate and effective legal representation.

When should qualitative research be used

There’s a simple stress test to understand whether qualitative research or quantitative research should be used. Ask yourself the following questions:

Do you have a clear understanding of the problem? If not, use it;
Do you understand the reasons that contribute to the problem or situation? If not, use it;
Are the attitudes of the people who experience or display the behavior clear to you? If not, use it;
Have you already analyzed first-person accounts or research related to the topic? If not, use it.

Qualitative research vs quantitative research

There’s a big difference between the two types of research. For the most part, qualitative research is exploratory. You’re trying to figure out the reasons behind situations and form a clearer hypothesis. Those hypotheses are then tested with further qualitative or quantitative research.

Quantitative research focuses on collecting numerical data that can be used to quantify the magnitude of a situation. The data gained can be organized and statistical analysis carried out.

For example, qualitative research may tell you that people in lower-income areas drop out of school and have lower literacy rates. Quantitative research can tell you the percentage of people that end up dropping out of school within a given population.

As you can see, they work together to give you a holistic understanding of a market or problem.

Qualitative research data collection Methods

We’ve written an in-depth guide about the data collection methods you can use for both quantitative and qualitative research. This section will give you a quick overview of the data collection methods available.

The first data collection method and the most common are surveys. More specifically, surveys with open-ended questions . These give your respondents the opportunity to explain things with their own words.

Another benefit of surveys, especially with online survey tools like KyLeads is that you can quickly distribute your survey to a huge audience. This can cut down on your costs while still giving you the insights you need.

There are two problems with surveys. The first one is that you’re unable to ask relevant clarifying questions. Some of the data you collect may be unclear and lead you to the wrong conclusions.

The second problem is that respondents, unless adequately incentivized, may abandon the survey or give inadequate answers. This is known as survey fatigue and is a challenge when you have longer surveys. You can mitigate the effects by placing the most important questions first.

Focus groups

A focus group involves 3 – 10 people and a specialized moderator. Groups larger than ten should be broken up and those fewer than three won’t be able to deliver the insights you need.

The benefits of a focus group come from the ability to recreate specific situations or test scenarios before they happen. To get the most out of the focus group, it’s important to carefully select the participants based on their demographic and psychographic profiles .

The advantage of a focus group is that the information is insightful and comes from multiple people within your target market. The disadvantage is that groupthink can be a real problem.

You can prevent groupthink by having people write their opinions down before voicing them and even assigning one person to play devil’s advocate. Don’t discourage divergent opinions or perspectives.

Another challenge is that focus groups are expensive compared to other methods listed here. The participants are usually paid for their time and it requires things like meeting space and specialized staff.

Interviews are an old staple of qualitative research and are almost as common as surveys. Interviews can be conducted over the phone, in person, or even through a video conference. The important part is that they’re real-time and you can ask clarifying questions so you don’t draw the wrong conclusions.

There are multiple types of interviews. You can use structured interviews, unstructured interviews, or semi-structured interviews. Keep in mind that the structured interview may not be the best option if you’re doing exploratory =research.

Observation/immersion

This is the process of observing the ongoing behavior of an individual or group. It’s most prevalent in social sciences and marketing applications. This data collection method is the most passive and may not be ideal when doing initial exploratory research. You may be drawing conclusions on incomplete information.

There is an option of participating actively in what you’re observing. Keep in mind that this is frowned upon because the researcher may accidentally introduce biases. The biggest disadvantage is that some things simply can’t be observed by a researcher without interaction.

Try to use team collaboration to cut down on the biases that will be introduced. Compare notes and, as much as possible, look at things objectively. A teammate is invaluable for this kind of exercise.

Pros and cons of qualitative research

Qualitative research is powerful and has many benefits but it also has multiple disadvantages you should be aware of before jumping in.

Get a deep understanding of the behaviors and attitudes of your target group
You can get those insights from smaller samples sizes
As long as you choose the right aspects to focus on and groups to work with, the insights can have much wider applications.
Helps reduce biases because you’re doing exploratory research to get a baseline of information
Most qualitative research is fluid meaning it adapts to the inputs to get a better understanding of the overall situation
The data itself is subjective because it’s based on the experiences and biases of the respondents
It’s more expensive than quantitative research
It can take much longer to go through the more involved data collection methods like focus groups and interviews
It’s more difficult to analyze and often requires people with specialized skills
It’s nonnumerical in nature so statistical analysis cannot be applied to the data
Results can’t be easily replicated following the scientific method

Qualitative research can be a powerful tool in your arsenal but there are many things to take into consideration. It tends to take longer to collect the data and analyze it. It’s also more expensive than most quantitative research methods.

Before diving into a qualitative research strategy, define clear goals, a timeframe for completion, and the kind of information you need to solve your problem.

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Frequently asked questions

Qualitative Research

What is qualitative research.

Qualitative research is the methodology researchers use to gain deep contextual understandings of users via non-numerical means and direct observations. Researchers focus on smaller user samples—e.g., in interviews—to reveal data such as user attitudes, behaviors and hidden factors: insights which guide better designs.

“ There are also unknown unknowns, things we don’t know we don’t know.” — Donald Rumsfeld, Former U.S. Secretary of Defense

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See how you can use qualitative research to expose hidden truths about users and iteratively shape better products.

Qualitative Research Focuses on the “Why”

Qualitative research is a subset of user experience (UX) research and user research . By doing qualitative research, you aim to gain narrowly focused but rich information about why users feel and think the ways they do. Unlike its more statistics-oriented “counterpart”, quantitative research , qualitative research can help expose hidden truths about your users’ motivations, hopes, needs, pain points and more to help you keep your project’s focus on track throughout development. UX design professionals do qualitative research typically from early on in projects because—since the insights they reveal can alter product development dramatically—they can prevent costly design errors from arising later. Compare and contrast qualitative with quantitative research here:

Qualitative research

Quantitative Research

You Aim to Determine

The “why” – to get behind how users approach their problems in their world

The “what”, “where” & “when” of the users’ needs & problems – to help keep your project’s focus on track during development

Loosely structured (e.g., contextual inquiries) – to learn why users behave how they do & explore their opinions

Highly structured (e.g., surveys) – to gather data about what users do & find patterns in large user groups

Number of Representative Users

Often around 5

Ideally 30+

Level of Contact with Users

More direct & less remote (e.g., usability testing to examine users’ stress levels when they use your design)

Less direct & more remote (e.g., analytics)

Statistically

You need to take great care with handling non-numerical data (e.g., opinions), as your own opinions might influence findings

Reliable – given enough test users

Regarding care with opinions, it’s easy to be subjective about qualitative data, which isn’t as comprehensively analyzable as quantitative data. That’s why design teams also apply quantitative research methods, to reinforce the “why” with the “what”.

Qualitative Research Methods You Can Use to Get Behind Your Users

You have a choice of many methods to help gain the clearest insights into your users’ world – which you might want to complement with quantitative research methods. In iterative processes such as user-centered design , you/your design team would use quantitative research to spot design problems, discover the reasons for these with qualitative research, make changes and then test your improved design on users again. The best method/s to pick will depend on the stage of your project and your objectives. Here are some:

Diary studies – You ask users to document their activities, interactions, etc. over a defined period. This empowers users to deliver context-rich information. Although such studies can be subjective—since users will inevitably be influenced by in-the-moment human issues and their emotions—they’re helpful tools to access generally authentic information.

Structured – You ask users specific questions and analyze their responses with other users’.

Semi-structured – You have a more free-flowing conversation with users, but still follow a prepared script loosely.

Ethnographic – You interview users in their own environment to appreciate how they perform tasks and view aspects of tasks.

Usability testing

Moderated – In-person testing in, e.g., a lab.

Unmoderated – Users complete tests remotely: e.g., through a video call.

Guerrilla – “Down-the-hall”/“down-and-dirty” testing on a small group of random users or colleagues.

User observation – You watch users get to grips with your design and note their actions, words and reactions as they attempt to perform tasks.

Qualitative research can be more or less structured depending on the method.

Qualitative Research – How to Get Reliable Results

Some helpful points to remember are:

Participants – Select a number of test users carefully (typically around 5). Observe the finer points such as body language. Remember the difference between what they do and what they say they do.

Moderated vs. unmoderated – You can obtain the richest data from moderated studies, but these can involve considerable time and practice. You can usually conduct unmoderated studies more quickly and cheaply, but you should plan these carefully to ensure instructions are clear, etc.

Types of questions – You’ll learn far more by asking open-ended questions. Avoid leading users’ answers – ask about their experience during, say, the “search for deals” process rather than how easy it was. Try to frame questions so users respond honestly: i.e., so they don’t withhold grievances about their experience because they don’t want to seem impolite. Distorted feedback may also arise in guerrilla testing, as test users may be reluctant to sound negative or to discuss fine details if they lack time.

Location – Think how where users are might affect their performance and responses. If, for example, users’ tasks involve running or traveling on a train, select the appropriate method (e.g., diary studies for them to record aspects of their experience in the environment of a train carriage and the many factors impacting it).

Overall, no single research method can help you answer all your questions. Nevertheless, The Nielsen Norman Group advise that if you only conduct one kind of user research, you should pick qualitative usability testing, since a small sample size can yield many cost- and project-saving insights. Always treat users and their data ethically. Finally, remember the importance of complementing qualitative methods with quantitative ones: You gain insights from the former; you test those using the latter.

Learn More about Qualitative Research

Take our course on User Research to see how to get the most from qualitative research.

Read about the numerous considerations for qualitative research in this in-depth piece.

This blog discusses the importance of qualitative research , with tips.

Explore additional insights into qualitative research here .

Answer a Short Quiz to Earn a Gift

What is the primary focus of qualitative research in user experience?

To determine statistical significance of user behavior
To explore user behaviors and motivations in-depth
To quantify user interaction across multiple platforms

How many participants typically participate in qualitative research studies?

About 5 to allow in-depth exploration
Between 30 and 50 for moderate generalization
Over 100 to guarantee statistical reliability

Which method do researchers often use in qualitative research to understand user experiences in their natural environment?

Ethnographic interviews
Laboratory experiments
Online surveys

What characterizes the analysis of data in qualitative research?

Simple tabulation of numeric responses
Statistical analysis of large data sets
Thematic analysis of detailed descriptions

What is a common challenge researchers face when they conduct qualitative research?

The ability to obtain a large enough sample size for statistical analysis.
The ability to remain objective and avoid bias in data interpretation.
The ability to use advanced statistical tools to analyze data.

Better luck next time!

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Literature on Qualitative Research

Here’s the entire UX literature on Qualitative Research by the Interaction Design Foundation, collated in one place:

Learn more about Qualitative Research

Take a deep dive into Qualitative Research with our course User Research – Methods and Best Practices .

How do you plan to design a product or service that your users will love , if you don't know what they want in the first place? As a user experience designer, you shouldn't leave it to chance to design something outstanding; you should make the effort to understand your users and build on that knowledge from the outset. User research is the way to do this, and it can therefore be thought of as the largest part of user experience design .

In fact, user research is often the first step of a UX design process—after all, you cannot begin to design a product or service without first understanding what your users want! As you gain the skills required, and learn about the best practices in user research, you’ll get first-hand knowledge of your users and be able to design the optimal product—one that’s truly relevant for your users and, subsequently, outperforms your competitors’ .

This course will give you insights into the most essential qualitative research methods around and will teach you how to put them into practice in your design work. You’ll also have the opportunity to embark on three practical projects where you can apply what you’ve learned to carry out user research in the real world . You’ll learn details about how to plan user research projects and fit them into your own work processes in a way that maximizes the impact your research can have on your designs. On top of that, you’ll gain practice with different methods that will help you analyze the results of your research and communicate your findings to your clients and stakeholders—workshops, user journeys and personas, just to name a few!

By the end of the course, you’ll have not only a Course Certificate but also three case studies to add to your portfolio. And remember, a portfolio with engaging case studies is invaluable if you are looking to break into a career in UX design or user research!

We believe you should learn from the best, so we’ve gathered a team of experts to help teach this course alongside our own course instructors. That means you’ll meet a new instructor in each of the lessons on research methods who is an expert in their field—we hope you enjoy what they have in store for you!

All open-source articles on Qualitative Research

How to do a thematic analysis of user interviews.

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How to Visualize Your Qualitative User Research Results for Maximum Impact

3 years ago

Creating Personas from User Research Results

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Card Sorting

Contextual Interviews and How to Handle Them

Understand the User’s Perspective through Research for Mobile UX

Ethnography

7 simple ways to get better results from ethnographic research.

Semi-structured qualitative studies

Pros and cons of conducting user interviews.

Workshops to Establish Empathy and Understanding from User Research Results

How to Moderate User Interviews

Question Everything

Adding Quality to Your Design Research with an SSQS Checklist

8 years ago

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Home » Qualitative Research – Methods, Analysis Types and Guide

Qualitative Research – Methods, Analysis Types and Guide

Table of Contents

Qualitative Research

Qualitative research is a type of research methodology that focuses on exploring and understanding people’s beliefs, attitudes, behaviors, and experiences through the collection and analysis of non-numerical data. It seeks to answer research questions through the examination of subjective data, such as interviews, focus groups, observations, and textual analysis.

Qualitative research aims to uncover the meaning and significance of social phenomena, and it typically involves a more flexible and iterative approach to data collection and analysis compared to quantitative research. Qualitative research is often used in fields such as sociology, anthropology, psychology, and education.

Qualitative Research Methods

Qualitative Research Methods are as follows:

One-to-One Interview

This method involves conducting an interview with a single participant to gain a detailed understanding of their experiences, attitudes, and beliefs. One-to-one interviews can be conducted in-person, over the phone, or through video conferencing. The interviewer typically uses open-ended questions to encourage the participant to share their thoughts and feelings. One-to-one interviews are useful for gaining detailed insights into individual experiences.

Focus Groups

This method involves bringing together a group of people to discuss a specific topic in a structured setting. The focus group is led by a moderator who guides the discussion and encourages participants to share their thoughts and opinions. Focus groups are useful for generating ideas and insights, exploring social norms and attitudes, and understanding group dynamics.

Ethnographic Studies

This method involves immersing oneself in a culture or community to gain a deep understanding of its norms, beliefs, and practices. Ethnographic studies typically involve long-term fieldwork and observation, as well as interviews and document analysis. Ethnographic studies are useful for understanding the cultural context of social phenomena and for gaining a holistic understanding of complex social processes.

Text Analysis

This method involves analyzing written or spoken language to identify patterns and themes. Text analysis can be quantitative or qualitative. Qualitative text analysis involves close reading and interpretation of texts to identify recurring themes, concepts, and patterns. Text analysis is useful for understanding media messages, public discourse, and cultural trends.

This method involves an in-depth examination of a single person, group, or event to gain an understanding of complex phenomena. Case studies typically involve a combination of data collection methods, such as interviews, observations, and document analysis, to provide a comprehensive understanding of the case. Case studies are useful for exploring unique or rare cases, and for generating hypotheses for further research.

Process of Observation

This method involves systematically observing and recording behaviors and interactions in natural settings. The observer may take notes, use audio or video recordings, or use other methods to document what they see. Process of observation is useful for understanding social interactions, cultural practices, and the context in which behaviors occur.

Record Keeping

This method involves keeping detailed records of observations, interviews, and other data collected during the research process. Record keeping is essential for ensuring the accuracy and reliability of the data, and for providing a basis for analysis and interpretation.

This method involves collecting data from a large sample of participants through a structured questionnaire. Surveys can be conducted in person, over the phone, through mail, or online. Surveys are useful for collecting data on attitudes, beliefs, and behaviors, and for identifying patterns and trends in a population.

Qualitative data analysis is a process of turning unstructured data into meaningful insights. It involves extracting and organizing information from sources like interviews, focus groups, and surveys. The goal is to understand people’s attitudes, behaviors, and motivations

Qualitative Research Analysis Methods

Qualitative Research analysis methods involve a systematic approach to interpreting and making sense of the data collected in qualitative research. Here are some common qualitative data analysis methods:

Thematic Analysis

This method involves identifying patterns or themes in the data that are relevant to the research question. The researcher reviews the data, identifies keywords or phrases, and groups them into categories or themes. Thematic analysis is useful for identifying patterns across multiple data sources and for generating new insights into the research topic.

Content Analysis

This method involves analyzing the content of written or spoken language to identify key themes or concepts. Content analysis can be quantitative or qualitative. Qualitative content analysis involves close reading and interpretation of texts to identify recurring themes, concepts, and patterns. Content analysis is useful for identifying patterns in media messages, public discourse, and cultural trends.

Discourse Analysis

This method involves analyzing language to understand how it constructs meaning and shapes social interactions. Discourse analysis can involve a variety of methods, such as conversation analysis, critical discourse analysis, and narrative analysis. Discourse analysis is useful for understanding how language shapes social interactions, cultural norms, and power relationships.

Grounded Theory Analysis

This method involves developing a theory or explanation based on the data collected. Grounded theory analysis starts with the data and uses an iterative process of coding and analysis to identify patterns and themes in the data. The theory or explanation that emerges is grounded in the data, rather than preconceived hypotheses. Grounded theory analysis is useful for understanding complex social phenomena and for generating new theoretical insights.

Narrative Analysis

This method involves analyzing the stories or narratives that participants share to gain insights into their experiences, attitudes, and beliefs. Narrative analysis can involve a variety of methods, such as structural analysis, thematic analysis, and discourse analysis. Narrative analysis is useful for understanding how individuals construct their identities, make sense of their experiences, and communicate their values and beliefs.

Phenomenological Analysis

This method involves analyzing how individuals make sense of their experiences and the meanings they attach to them. Phenomenological analysis typically involves in-depth interviews with participants to explore their experiences in detail. Phenomenological analysis is useful for understanding subjective experiences and for developing a rich understanding of human consciousness.

Comparative Analysis

This method involves comparing and contrasting data across different cases or groups to identify similarities and differences. Comparative analysis can be used to identify patterns or themes that are common across multiple cases, as well as to identify unique or distinctive features of individual cases. Comparative analysis is useful for understanding how social phenomena vary across different contexts and groups.

Applications of Qualitative Research

Qualitative research has many applications across different fields and industries. Here are some examples of how qualitative research is used:

Market Research: Qualitative research is often used in market research to understand consumer attitudes, behaviors, and preferences. Researchers conduct focus groups and one-on-one interviews with consumers to gather insights into their experiences and perceptions of products and services.
Health Care: Qualitative research is used in health care to explore patient experiences and perspectives on health and illness. Researchers conduct in-depth interviews with patients and their families to gather information on their experiences with different health care providers and treatments.
Education: Qualitative research is used in education to understand student experiences and to develop effective teaching strategies. Researchers conduct classroom observations and interviews with students and teachers to gather insights into classroom dynamics and instructional practices.
Social Work : Qualitative research is used in social work to explore social problems and to develop interventions to address them. Researchers conduct in-depth interviews with individuals and families to understand their experiences with poverty, discrimination, and other social problems.
Anthropology : Qualitative research is used in anthropology to understand different cultures and societies. Researchers conduct ethnographic studies and observe and interview members of different cultural groups to gain insights into their beliefs, practices, and social structures.
Psychology : Qualitative research is used in psychology to understand human behavior and mental processes. Researchers conduct in-depth interviews with individuals to explore their thoughts, feelings, and experiences.
Public Policy : Qualitative research is used in public policy to explore public attitudes and to inform policy decisions. Researchers conduct focus groups and one-on-one interviews with members of the public to gather insights into their perspectives on different policy issues.

How to Conduct Qualitative Research

Here are some general steps for conducting qualitative research:

Identify your research question: Qualitative research starts with a research question or set of questions that you want to explore. This question should be focused and specific, but also broad enough to allow for exploration and discovery.
Select your research design: There are different types of qualitative research designs, including ethnography, case study, grounded theory, and phenomenology. You should select a design that aligns with your research question and that will allow you to gather the data you need to answer your research question.
Recruit participants: Once you have your research question and design, you need to recruit participants. The number of participants you need will depend on your research design and the scope of your research. You can recruit participants through advertisements, social media, or through personal networks.
Collect data: There are different methods for collecting qualitative data, including interviews, focus groups, observation, and document analysis. You should select the method or methods that align with your research design and that will allow you to gather the data you need to answer your research question.
Analyze data: Once you have collected your data, you need to analyze it. This involves reviewing your data, identifying patterns and themes, and developing codes to organize your data. You can use different software programs to help you analyze your data, or you can do it manually.
Interpret data: Once you have analyzed your data, you need to interpret it. This involves making sense of the patterns and themes you have identified, and developing insights and conclusions that answer your research question. You should be guided by your research question and use your data to support your conclusions.
Communicate results: Once you have interpreted your data, you need to communicate your results. This can be done through academic papers, presentations, or reports. You should be clear and concise in your communication, and use examples and quotes from your data to support your findings.

Examples of Qualitative Research

Here are some real-time examples of qualitative research:

Customer Feedback: A company may conduct qualitative research to understand the feedback and experiences of its customers. This may involve conducting focus groups or one-on-one interviews with customers to gather insights into their attitudes, behaviors, and preferences.
Healthcare : A healthcare provider may conduct qualitative research to explore patient experiences and perspectives on health and illness. This may involve conducting in-depth interviews with patients and their families to gather information on their experiences with different health care providers and treatments.
Education : An educational institution may conduct qualitative research to understand student experiences and to develop effective teaching strategies. This may involve conducting classroom observations and interviews with students and teachers to gather insights into classroom dynamics and instructional practices.
Social Work: A social worker may conduct qualitative research to explore social problems and to develop interventions to address them. This may involve conducting in-depth interviews with individuals and families to understand their experiences with poverty, discrimination, and other social problems.
Anthropology : An anthropologist may conduct qualitative research to understand different cultures and societies. This may involve conducting ethnographic studies and observing and interviewing members of different cultural groups to gain insights into their beliefs, practices, and social structures.
Psychology : A psychologist may conduct qualitative research to understand human behavior and mental processes. This may involve conducting in-depth interviews with individuals to explore their thoughts, feelings, and experiences.
Public Policy: A government agency or non-profit organization may conduct qualitative research to explore public attitudes and to inform policy decisions. This may involve conducting focus groups and one-on-one interviews with members of the public to gather insights into their perspectives on different policy issues.

Purpose of Qualitative Research

The purpose of qualitative research is to explore and understand the subjective experiences, behaviors, and perspectives of individuals or groups in a particular context. Unlike quantitative research, which focuses on numerical data and statistical analysis, qualitative research aims to provide in-depth, descriptive information that can help researchers develop insights and theories about complex social phenomena.

Qualitative research can serve multiple purposes, including:

Exploring new or emerging phenomena : Qualitative research can be useful for exploring new or emerging phenomena, such as new technologies or social trends. This type of research can help researchers develop a deeper understanding of these phenomena and identify potential areas for further study.
Understanding complex social phenomena : Qualitative research can be useful for exploring complex social phenomena, such as cultural beliefs, social norms, or political processes. This type of research can help researchers develop a more nuanced understanding of these phenomena and identify factors that may influence them.
Generating new theories or hypotheses: Qualitative research can be useful for generating new theories or hypotheses about social phenomena. By gathering rich, detailed data about individuals’ experiences and perspectives, researchers can develop insights that may challenge existing theories or lead to new lines of inquiry.
Providing context for quantitative data: Qualitative research can be useful for providing context for quantitative data. By gathering qualitative data alongside quantitative data, researchers can develop a more complete understanding of complex social phenomena and identify potential explanations for quantitative findings.

When to use Qualitative Research

Here are some situations where qualitative research may be appropriate:

Exploring a new area: If little is known about a particular topic, qualitative research can help to identify key issues, generate hypotheses, and develop new theories.
Understanding complex phenomena: Qualitative research can be used to investigate complex social, cultural, or organizational phenomena that are difficult to measure quantitatively.
Investigating subjective experiences: Qualitative research is particularly useful for investigating the subjective experiences of individuals or groups, such as their attitudes, beliefs, values, or emotions.
Conducting formative research: Qualitative research can be used in the early stages of a research project to develop research questions, identify potential research participants, and refine research methods.
Evaluating interventions or programs: Qualitative research can be used to evaluate the effectiveness of interventions or programs by collecting data on participants’ experiences, attitudes, and behaviors.

Characteristics of Qualitative Research

Qualitative research is characterized by several key features, including:

Focus on subjective experience: Qualitative research is concerned with understanding the subjective experiences, beliefs, and perspectives of individuals or groups in a particular context. Researchers aim to explore the meanings that people attach to their experiences and to understand the social and cultural factors that shape these meanings.
Use of open-ended questions: Qualitative research relies on open-ended questions that allow participants to provide detailed, in-depth responses. Researchers seek to elicit rich, descriptive data that can provide insights into participants’ experiences and perspectives.
Sampling-based on purpose and diversity: Qualitative research often involves purposive sampling, in which participants are selected based on specific criteria related to the research question. Researchers may also seek to include participants with diverse experiences and perspectives to capture a range of viewpoints.
Data collection through multiple methods: Qualitative research typically involves the use of multiple data collection methods, such as in-depth interviews, focus groups, and observation. This allows researchers to gather rich, detailed data from multiple sources, which can provide a more complete picture of participants’ experiences and perspectives.
Inductive data analysis: Qualitative research relies on inductive data analysis, in which researchers develop theories and insights based on the data rather than testing pre-existing hypotheses. Researchers use coding and thematic analysis to identify patterns and themes in the data and to develop theories and explanations based on these patterns.
Emphasis on researcher reflexivity: Qualitative research recognizes the importance of the researcher’s role in shaping the research process and outcomes. Researchers are encouraged to reflect on their own biases and assumptions and to be transparent about their role in the research process.

Advantages of Qualitative Research

Qualitative research offers several advantages over other research methods, including:

Depth and detail: Qualitative research allows researchers to gather rich, detailed data that provides a deeper understanding of complex social phenomena. Through in-depth interviews, focus groups, and observation, researchers can gather detailed information about participants’ experiences and perspectives that may be missed by other research methods.
Flexibility : Qualitative research is a flexible approach that allows researchers to adapt their methods to the research question and context. Researchers can adjust their research methods in real-time to gather more information or explore unexpected findings.
Contextual understanding: Qualitative research is well-suited to exploring the social and cultural context in which individuals or groups are situated. Researchers can gather information about cultural norms, social structures, and historical events that may influence participants’ experiences and perspectives.
Participant perspective : Qualitative research prioritizes the perspective of participants, allowing researchers to explore subjective experiences and understand the meanings that participants attach to their experiences.
Theory development: Qualitative research can contribute to the development of new theories and insights about complex social phenomena. By gathering rich, detailed data and using inductive data analysis, researchers can develop new theories and explanations that may challenge existing understandings.
Validity : Qualitative research can offer high validity by using multiple data collection methods, purposive and diverse sampling, and researcher reflexivity. This can help ensure that findings are credible and trustworthy.

Limitations of Qualitative Research

Qualitative research also has some limitations, including:

Subjectivity : Qualitative research relies on the subjective interpretation of researchers, which can introduce bias into the research process. The researcher’s perspective, beliefs, and experiences can influence the way data is collected, analyzed, and interpreted.
Limited generalizability: Qualitative research typically involves small, purposive samples that may not be representative of larger populations. This limits the generalizability of findings to other contexts or populations.
Time-consuming: Qualitative research can be a time-consuming process, requiring significant resources for data collection, analysis, and interpretation.
Resource-intensive: Qualitative research may require more resources than other research methods, including specialized training for researchers, specialized software for data analysis, and transcription services.
Limited reliability: Qualitative research may be less reliable than quantitative research, as it relies on the subjective interpretation of researchers. This can make it difficult to replicate findings or compare results across different studies.
Ethics and confidentiality: Qualitative research involves collecting sensitive information from participants, which raises ethical concerns about confidentiality and informed consent. Researchers must take care to protect the privacy and confidentiality of participants and obtain informed consent.

Also see Research Methods

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

Focus Groups – Steps, Examples and Guide

Applied Research – Types, Methods and Examples

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Article Contents

Introduction, challenging some common methodological assumptions about online qualitative surveys, ten practical tips for designing, implementing and analysing online qualitative surveys, acknowledgements, conflict of interest statement, data availability, ethical approval.

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Methodological and practical guidance for designing and conducting online qualitative surveys in public health

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Samantha L Thomas, Hannah Pitt, Simone McCarthy, Grace Arnot, Marita Hennessy, Methodological and practical guidance for designing and conducting online qualitative surveys in public health, Health Promotion International , Volume 39, Issue 3, June 2024, daae061, https://doi.org/10.1093/heapro/daae061

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Online qualitative surveys—those surveys that prioritise qualitative questions and interpretivist values—have rich potential for researchers, particularly in new or emerging areas of public health. However, there is limited discussion about the practical development and methodological implications of such surveys, particularly for public health researchers. This poses challenges for researchers, funders, ethics committees, and peer reviewers in assessing the rigour and robustness of such research, and in deciding the appropriateness of the method for answering different research questions. Drawing and extending on the work of other researchers, as well as our own experiences of conducting online qualitative surveys with young people and adults, we describe the processes associated with developing and implementing online qualitative surveys and writing up online qualitative survey data. We provide practical examples and lessons learned about question development, the importance of rigorous piloting strategies, use of novel techniques to prompt detailed responses from participants, and decisions that are made about data preparation and interpretation. We consider reviewer comments, and some ethical considerations of this type of qualitative research for both participants and researchers. We provide a range of practical strategies to improve trustworthiness in decision-making and data interpretation—including the importance of using theory. Rigorous online qualitative surveys that are grounded in qualitative interpretivist values offer a range of unique benefits for public health researchers, knowledge users, and research participants.

Public health researchers are increasingly using online qualitative surveys.

There is still limited practical and methodological information about the design and implementation of these studies.

Building on Braun and Clarke (2013) , Terry and Braun (2017) and Braun et al . (2021) , we reflect on the methodological and practical lessons we have learnt from our own experience with conducting online qualitative surveys.

We provide guidance and practical examples about the design, implementation and analysis processes.

We argue that online qualitative surveys have rich potential for public health researchers and can be an empowering and engaging way to include diverse populations in qualitative research.

Public health researchers mostly engage in experiential (interpretive) qualitative approaches ( Braun and Clarke, 2013 ). These approaches are ‘centred on the exploration of participants’ subjective experiences and sense-making’ [( Braun and Clarke, 2021c ), p. 39]. Given the strong focus in public health on social justice, power and inequality, researchers proactively use the findings from these qualitative studies—often in collaboration with lived experience experts and others who are impacted by key decisions ( Reed et al ., 2024 )—to advocate for changes to public health policy and practice. There is also an important level of theoretical, methodological and empirical reflection that is part of the public health researcher’s role. For example, as qualitative researchers actively construct and interpret meaning from data, they constantly challenge their assumptions, their way of knowing and their way of ‘doing’ research ( Braun and Clarke, 2024 ). This reflexive practice also includes considering how to develop more inclusive opportunities for people to participate in research and to share their opinions and experiences about the issues that matter to them.

While in-depth interviews and focus groups provide rich and detailed narratives that are central to understanding people’s lives, these forms of data collection may sometimes create practical barriers for both researchers and participants. For example, they can be time consuming, and the power dynamics associated with face-to-face interviews (even in online settings) may make them less accessible for groups that are marginalized or stigmatized ( Edwards and Holland, 2020 ). While some population subgroups (and contexts) may suit (or require) face-to-face qualitative data collection approaches, others may lend themselves to different forms of data collection. Young people, for example, may be keen to be civically involved in research about the issues that matter to them, such as the climate crisis, but they may find it more convenient and comfortable using anonymized digital technologies to do so ( Arnot et al ., 2024b ). As such, part of our reflexive practice as public health researchers must be to explore, and be open to, a range of qualitative methodological approaches that could be more convenient, less intimidating and more engaging for a diverse range of population subgroups. This includes thinking about pragmatic ways of operationalizing qualitative data collection methods. How can we develop methods and engagement strategies that enable us to gain insights from a diverse range of participants about new issues or phenomenon that may pose threats to public health, or look at existing issues in new ways?

Advancements in online data collection methods have also created new options for researchers and participants about how they can be involved in qualitative studies ( Hensen et al ., 2021 ; Chen, 2023 ; Fan et al ., 2024 ). Online qualitative surveys—those surveys that prioritize qualitative values and questions—have rich potential for qualitative researchers. Braun and Clarke (2013 , p. 135) state that qualitative surveys:

…consist of a series of open-ended questions about a topic, and participants type or hand-write their responses to each question. They are self-administered; a researcher-administered qualitative survey would basically be an interview.

While these types of studies are increasingly utilized in public health, researchers have highlighted that there is still relatively limited discussion about the methodological and practical implications of these surveys ( Braun and Clarke, 2013 ; Terry and Braun, 2017 ; Braun et al ., 2021 ). This poses challenges for qualitative public health researchers, funders, ethics committees and peer reviewers in assessing the purpose, rigour and contribution of such research, and in deciding the appropriateness of the method for answering different research questions.

Using examples from online qualitative surveys that we have been involved in, this article discusses a range of methodological and practical lessons learnt from developing, implementing and analysing data from these types of surveys. While we do not claim to have all the answers, we aim to develop and extend on the methodological and practical guidance from Braun and Clarke (2013) , Terry and Braun (2017) and Braun et al . (2021) about the potential for online qualitative surveys. This includes how they can provide a rigorous ‘wide-angle picture’ [( Toerien and Wilkinson, 2004 ), p. 70] from a diverse range of participants about contemporary public health phenomena.

Figure 1 aims to develop and extend on the key points made by Braun and Clarke (2013) , Terry and Braun (2017) and Braun et al . (2021) , which provide the methodological and empirical foundation for our article.

: Methodological considerations in conducting online qualitative surveys.

Harnessing interpretivist approaches and qualitative values in online qualitative surveys

Online qualitative surveys take many forms. They may be fully qualitative or qualitative dominant—mostly qualitative with some quantitative questions ( Terry and Braun, 2017 ). There are also many different ways of conducting these studies—from using a smaller number of questions that engage specific population groups or knowledge users in understanding detailed experiences ( Hennessy and O’Donoghue, 2024 ), to a larger number of questions (which may use market research panel providers to recruit participants), that seek broader opinions and attitudes about public health issues ( Marko et al ., 2022a ; McCarthy et al ., 2023 ; Arnot et al ., 2024a ). However, based on our experiences of applying for grant funding and conducting, publishing and presenting these studies, there are still clear misconceptions and uncertainties about these types of surveys.

One of the concerns raised about online qualitative surveys is how they are situated within broader qualitative values and approaches. This includes whether they can provide empirically innovative, rigorous, rich and theoretically grounded qualitative contributions to knowledge. Our experience is that online qualitative surveys have the most potential when they harness the values of interpretivist ‘Big Q’ approaches to collect information from a diverse range of participants about their experiences, opinions and practices ( Braun et al ., 2021 ). The distinction between positivist (small q) and interpretivist (Big Q) approaches to online qualitative surveys is an important one that requires some initial methodological reflection, particularly in considering the (largely unhelpful) critiques that are made about the rigour and usefulness of these surveys. These critiques often overlook the theoretical underpinnings and qualitative values inherent in such surveys. For example, while there may be a tendency to think of surveys and survey data as atheoretical and descriptive, the use of theory is central in informing online qualitative surveys. For example, Varpio and Ellaway (2021 , p. 343) explain that theory can ‘offer explanations and detailed premises that we can wrestle with, agree with, disagree with, reject and/or accept’. This includes the research design, the approach to data collection and analysis, the interpretation of findings and the conclusions that are drawn. Theory is also important in helping researchers to engage in reflexive practice. The use of theory is essential in progressing online qualitative surveys beyond description and towards in-depth interpretation and explanations—thus facilitating a deeper understanding of the studied phenomenon ( Collins and Stockton, 2018 ; Jamie and Rathbone, 2022 ).

Considering the assumptions that online qualitative surveys can only collect ‘thin’ data

The main assumptions about online qualitative surveys are that they can only collect ‘thin’ textual data, and that they are not flexible enough as a data collection tool for researchers to prompt or ask follow-up questions or to co-create detailed and rich data with participants ( Braun and Clarke, 2013 ; Terry and Clarke, 2017 ; Braun et al ., 2021 ). While we acknowledge that the type of data that is collected in these types of studies is different from those in in-depth interview studies, these surveys may be a more accessible and engaging way to collect rich insights from a diverse range of participants who may otherwise not participate in qualitative research ( Braun and Clarke, 2013 ; Terry and Braun, 2017 ; Braun et al ., 2021 ). Despite this, peer reviewers can question the depth of information that may be collected in these studies. Assumptions about large but ‘thin’ datasets may also mean that researchers, funders and reviewers take (and perhaps expect) a more positivist approach to the design and analytical processes associated with these surveys. For example, the multiple topics and questions, larger sample sizes, and the generally smaller textual responses that online qualitative surveys generate may lead researchers to approach these surveys using more descriptive and atheoretical paradigms. This approach may focus on ‘measuring’ phenomena, using variables, developing thinner analytical description and adding numerical values to the number of responses for different categories or themes.

We have found that assumptions can also impact the review processes associated with these types of studies, receiving critiques from those with both positivist and interpretivist positions. Positivist critiques focus on matters associated with whether the samples are ‘representative’, and the flaws associated with ‘self-selecting convenience’ samples. Critiques from interpretivist colleagues question why such large sample sizes are needed for qualitative studies, seeing surveys as a less rigorous method for gaining rich and meaningful data. For example, we have had reviewers query the scope and depth of the analysis of the data that we present from these studies because they are concerned that the type of data collected lacks depth and does not fully contextualize and explain how participants think about issues. We have also had reviewers request that we should return to the study to collect quantitative data to supplement the qualitative findings of the survey. They also question how ‘representative’ the samples are of population groups. These comments, of course, are not unique to online qualitative surveys but do highlight the difficulty that reviewers may have in placing and situating these types of studies in broader qualitative approaches. With this in mind, we have also found that some reviewers can ask for additional information to justify both the use of online qualitative surveys and why we have chosen these over other qualitative approaches. For example, reviewers have asked us to justify why we have chosen an online qualitative survey and also to explain what we may have missed out on by not conducting in-depth interviews or quantitative or mixed methods surveys instead.

Requests for ‘numbers’ and ‘strategies to minimize bias’

While there is now a general understanding that attributing ‘numbers’ to qualitative data is largely unhelpful and inappropriate ( Chowdhury, 2015 ), there may be expectations that the larger sample sizes associated with online qualitative surveys enable researchers to provide numerical indicators of data. Rather than focusing on the ‘artfully interpretive’ techniques used to analyse and construct themes from the data ( Finlay, 2021 ), we have found that reviewers often ask us to provide numerical information about how many people provided different responses to different questions (or constructed themes), and the number at which ‘saturation’ was determined. Reviewer feedback that we have received about analytical processes has asked for detailed explanations about why attempts to ‘minimize bias’ (including calculations of inter-rater reliability and replicability of data quality) were not used. This demonstrates that peer reviewers may misinterpret the interpretivist values that guide online qualitative surveys, asking for information that is essentially ‘meaningless’ in qualitative paradigms in which researchers’ subjectivity ‘sculpts’ the knowledge that is produced ( Braun and Clarke, 2021a ).

The benefits and limitations of online qualitative surveys for participants, researchers and knowledge users

As well as a ‘wide-angle picture’ [( Toerien and Wilkinson, 2004 ), p. 70] on phenomenon, online qualitative surveys can also: (i) generate both rich and focused data about perceptions and practices, and (ii) have multiple participatory and practical advantages—including helping to overcome barriers to research participation ( Braun and Clarke, 2013 ; Terry and Braun, 2017 ; Braun et al ., 2021 ). For researchers , online qualitative surveys can be a more cost-effective alternative ( Braun and Clarke, 2013 ; Terry and Braun, 2017 )—they are generally more time-efficient and less labour-intensive (particularly if working with market research companies to recruit panels). They are also able to reach a broad range of participants—such as those who are geographically dispersed ( Braun and Clarke, 2013 ; Terry and Braun, 2017 ), and those who may not have internet connectivity that is reliable enough to complete online interviews (a common issue for individuals living in regional or rural settings) ( de Villiers et al ., 2022 ). We are also more able to engage young people in qualitative research through online surveys, perhaps partly due to extensive panel company databases but also because they may be a more accessible and familiar way for young people to participate in research. The ability to quickly investigate new public health threats from the perspective of lived experience can also provide important information for researchers, providing justification for new areas of research focus, including setting agendas and advocating for the need for funding (or policy attention). Collecting data from a diverse range of participants—including from those who hold views that we may see as less ‘politically acceptable’, or inconsistent with our own public health reasoning about health and equity—is important in situating and contextualizing community attitudes towards particular issues.

For participants , benefits include having a degree of autonomy and control over their participation, including completing the survey at a time and place that suits them, and the anonymous nature of participation (that may be helpful for people from highly stigmatized groups). Participants can take time to reflect on their responses or complete the survey, and may feel more able to ‘talk back’ to the researcher about the framing of questions or the purpose of the research ( Braun et al ., 2021 ). We would also add that a benefit of these types of studies is that participants can also drop out of the study easily if the survey does not interest them or meet their expectations—something that we think might be more onerous or uncomfortable for participants in an interview or focus group.

For knowledge users, including advocates, service providers and decision-makers, qualitative research provides an important form of evidence, and the ‘wide-angle picture' [( Toerien and Wilkinson, 2004 ), p. 70] on issues from a diverse range of individuals in a community or population can be a powerful advocacy tool. Online qualitative surveys can also provide rapid insights into how changes to policy and practice may impact population subgroups in different ways.

There are, of course, some limitations associated with online qualitative surveys ( Braun et al ., 2021 ; Marko et al ., 2022b ). For example, there is no ability to engage individuals in a ‘traditional’ conversation or to prompt or probe meaning in the interactive ways that we are familiar with in interview studies. There is less ability to refine the questions that we ask participants in an iterative way throughout a study based on participant responses (particularly when working with market research panel companies). There may also be barriers associated with written literacy, access to digital technologies and stable internet connections ( Braun et al ., 2021 ). They may also not be the most suitable for individuals who have different ways of ‘knowing, being and doing’ qualitative research—including Indigenous populations [( Kennedy et al ., 2022 ), p. 1]. All of these factors should be taken into consideration when deciding whether online qualitative surveys are an appropriate way of collecting data. Finally, while these types of surveys can collect data quickly ( Marko et al ., 2022b ), there can also be additional decision-making processes related to data preparation and inclusion that can be time-consuming.

There are a range of practical considerations that can improve the rigour, trustworthiness and quality of online qualitative survey data. Again, developing and expanding on ( Braun and Clarke, 2013 ; Terry and Braun, 2017 ; Braun et al ., 2021 ), Figure 2 gives an overview of some key practical considerations associated with the design, implementation and analysis of these surveys. We would also note that before starting your survey design, you should be aware that people may use different types of technology to complete the survey, and in different spaces. For example, we cannot assume that people will be sitting in front of a computer or laptop at home or in the office, with people more likely to complete surveys on a mobile phone, perhaps on a train or bus on the way to work or school.

: Top ten practical tips for conducting online qualitative surveys.

Survey design

Creating an appropriate and accessible structure

The first step in designing an online qualitative survey is to plan the structure of your survey. This step is important because the structure influences the way that participants interact with and participate through the survey. The survey structure helps to create an ‘environment’ that helps participants to share their perspectives, prompt their views and develop their ideas ( Braun and Clarke, 2013 ; Terry and Braun, 2017 ). Similar to an interview study, the structure of the survey guides participants from one set of questions (and topics) to the next. It is important to consider the ordering of topics to enable participants to complete a survey that has a logical flow, introduces participants to concepts and allows them to develop their depth of responses.

Before participants start the survey, we provide a clear and simple lay language summary of the survey. Because many individuals will be familiar with completing quantitative surveys, we include a welcoming statement and reiterate the qualitative nature of the survey, stating that their answers can be about their own experiences:

Thank you for agreeing to take part in this survey about [topic] . This survey involves writing responses to questions rather than checking boxes.

We then clearly reiterate the purpose of the survey, providing a short description of the topic that we are investigating. We state that we do not seek to collect any data that is identifiable, that we are interested in participants perspectives, that there are no right or wrong answers, and that participants can withdraw from the survey at any time without giving a reason.

Similar to Braun et al . (2021) , we start our surveys with questions about demographic and related characteristics (which we often call ‘ participant/general characteristics ’). These can be discrete choice questions, but can also utilize open text—for example, in relation to gender identity. We have found that there is always a temptation with surveys to ask many questions about the demographic characteristics of participants. However, we caution that too many questions can be intrusive for participants and can take away valuable time from open-text questions, which are the core focus of the survey. We recommend asking participant characteristic and demographic questions that situate and contextualize the sample ( Elliott et al ., 1999 ).

We generally start the open-text sections of these surveys by asking broad introductory questions about the topic. This might include questions such as: ‘Please describe the main reasons you drink alcohol ’, and ‘W hat do you think are the main impacts of climate change on the world? ’ We have found that these types of questions get participants used to responding to open-text questions relevant to the study’s research questions and aims. For each new topic of investigation (which are based on our theoretical concepts and overall study aims and research questions), we provide a short explanation about what we will ask participants. We also use tools and text to signpost participant progress through the survey. This can be a valuable way to avoid high attrition rates where participants exit the survey because they are getting fatigued and are unclear when the survey will end:

Great! We are just over half-way through the survey.

We ask more detailed questions that are more aligned with our theoretical concepts in the middle of the survey. For example, we may start with broad questions about a harmful industry and their products (such as gambling, vaping or alcohol) and then in the middle of the survey ask more detailed questions about the commercial determinants of health and the specific tactics that these industries use (for example, about product design, political tactics, public relations strategies or how these practices may influence health and equity). In relation to these more complex questions, it is particularly important that we reiterate that there are no wrong answers and try to include encouraging text throughout the survey:

There are no right or wrong answers—we are curious to hear your opinions .

We always try to end the survey on a positive. While these types of questions depend on the study, we try to ask questions which enable participants to reflect on what could be done to address or improve an issue. This might include their attitudes about policy, or what they would say to those in positions of power:

What do you think should be done to protect young people from sports betting advertising on social media? If there was one thing that could be done to prevent young people from being exposed to the risks associated with alcohol, cigarettes, vaping, or gambling, what would it be? If you could say one thing to politicians about climate change, what would it be?

Finally, we ask participants if there is anything we have missed or if they have anything else to add, sometimes referred to as a ‘clean-up’ question ( Braun and Clarke, 2013 ). The following provides a few examples of how we have framed these questions in some of our studies:

Is there anything you would like to say about alcohol, cigarettes, vaping, and gambling products that we have not covered? Is there anything we haven’t asked you about the advertising of alcohol to women that you would like us to know?

Considering the impact of the length of the survey on responses

The length of the survey (both the number of questions and the time it takes an individual to complete the survey) is guided by a range of methodological and practical considerations and will vary between studies ( Braun and Clarke, 2013 ). Many factors will influence completion times. We try to give individuals a guide at the start of the survey about how long we think it will take to complete the survey (for example, between 20 and 30 minutes). We highlight that it may take people a little longer or shorter and that people are able to leave their browser open or save the survey and come back to finish it later. For our first few online qualitative surveys, we found that we asked lots of questions because we felt less in control of being able to prompt or ask follow-up questions from participants. However, we have learned that less is more! Asking too many questions may lead to more survey dropouts, and may significantly reduce the textual quality of the information that you receive from participants ( Braun and Clarke, 2013 ; Terry and Clarke, 2017 ). This includes considering how the survey questions might lead to repetition, which may be annoying for participants, leading to responses such as ‘like I’ve already said’ , ‘I’ve already answered that’ or ‘see above’ .

Providing clear and simple guidance

When designing an online qualitative survey, we try to think of ways to make participation in the survey engaging. We do not want individuals to feel that we are ‘mining’ them for data. Rather we want to demonstrate that we are genuinely interested in their perspectives and views. We use a range of mechanisms to do this. Because there is no opportunity to verbally explain or clarify concepts to participants, there is a particular need to ensure that the language used is clear and accessible ( Braun and Clarke, 2013 ; Terry and Clarke, 2017 ). If language or concepts are complex, you are more likely to receive ‘I don’t know’ responses to your questions. We need to remember that participants have a range of written and comprehension skills, and inclusive and accessible language is important. We also never try to assume a level of knowledge about an issue (unless we have specifically asked for participants who are aware and engaged in an issue—such as women who drink alcohol) ( Pitt et al ., 2023 ). This includes avoiding highly technical or academic language and not making assumptions that the individuals completing the survey will understand concepts in the same way that researchers do ( Braun and Clarke, 2013 ). Clearly explaining concepts or using text or images to prompt memories can help to overcome this:

Some big corporations (such as the tobacco, vaping, alcohol, junk food, or gambling industries) sponsor women's sporting teams or clubs, or other events. You might see sponsor logos on sporting uniforms, or at sporting grounds, or sponsoring a concert or arts event.

At all times, we try to centre the language that we use with the population from which we are seeking responses. Advisory groups can be particularly helpful in framing language for different population subgroups. We often use colloquial language, even if it might not be seen as the ‘correct’ academic language or terminology. Where possible, we also try to define theoretical concepts in a clear and easy to understand way. For example, in our study investigating parent perceptions of the impact of harmful products on young people, we tried to clearly define ‘normalization’:

In this section we ask you about some of the perceived health impacts of the above products on young people. We also ask you about the normalisation of these products for young people. When we talk about normalisation, we are thinking about the range of factors that might make these products more acceptable for young people to use. These factors might include individual factors, such as young people being attracted to risk, the influence of family or peers, the accessibility and availability of these products, or the way the industry advertises and promotes these products.

Using innovative approaches to improve accessibility and prompt responses

Online qualitative surveys can include features beyond traditional question-and-answer formats ( Braun and Clarke, 2013 ; Terry and Braun, 2017 ). For example, we often use a range of photo elicitation techniques (using images or videos) to make surveys more accessible to participate in, address different levels of literacy, and overcome the assumption that we are not able to ‘prompt’ responses. These types of visual methodologies enable a collaborative and creative research experience by asking the participant to reflect on aspects of the visual materials, such as symbolic representations, and discuss these in relation to the research objectives ( Glaw et al ., 2017 ). The combination of visual images and clear descriptions helps to provide a focus for responses about different issues, as well as prompting nuanced information such as participant memories and emotions ( Glaw et al ., 2017 ). We use different types of visuals in our studies, such as photographs (including of the public health issues we’re investigating); screenshots from websites and social media posts (including newspaper headlines) and videos (including short videos from social media sites such as TikTok) ( Arnot et al ., 2024b ). For example, when talking about government responses to the climate crisis, we used a photograph of former Australian Prime Minister Scott Morrison holding a piece of coal in the Australian parliament to prompt participants’ thinking about the government’s relationship with fossil fuels and to provide a focal point for their answer. However, we would caution against using any images that may be confronting for participants or deliberately provocative. The purpose of using visuals must always be in the interests of the participants—to clarify, prompt and reflect on concepts. Ethics committees should carefully review the images used in surveys to ensure that they have a clear purpose and are unlikely to cause any discomfort.

Survey implementation

Thinking carefully about your criteria for recruitment

Determining the sample size of online qualitative studies is not an exact science. The sample sizes for recent studies have ranged from n = 46 in a study about pregnancy loss ( Hennessy and O’Donoghue, 2024 ), to n = 511 in a study with young people about the climate crisis ( Arnot et al ., 2023b ). We follow ‘rules of thumb’ [( Braun and Clarke, 2021b ), p. 211] which try to balance the needs of the research and data richness with key practical considerations (such as funding and time constraints), funder expectations, discipline-specific norms and our knowledge and experience of designing and implementing online qualitative surveys. However, we have found that peer reviewers expect much more justification of sample sizes than they do for other types of qualitative research. Robust justification of sample sizes are often needed to prevent any ‘concerns’ that reviewers may raise. Our response to these reviews often reiterates that our focus (as with all qualitative research) is not to produce a ‘generalisable’ or ‘representative’ sample but to recruit participants who will help to provide ‘rich, complex and textured data’ [( Terry and Braun, 2017 ), p. 15] about an issue. Instead of focusing on data saturation, a contested concept which is incongruent with reflexive thematic analysis in particular ( Braun and Clarke, 2021b ), we find it useful to consider information power to determine the sample size for these surveys ( Malterud et al ., 2016 ). Information power prioritizes the adequacy, quality and variability of the data collected over the number of participants.

Recruitment for online qualitative surveys can be influenced by a range of factors. Monetary and time constraints will impact the size and, if using market research company panels, the specificity of participant quotas. Recruitment strategies must be developed to ensure that the data provides enough information to answer the research questions of the study. For our research purposes, we often try to ensure that participants with a range of socio-demographic characteristics are invited to participate in the sample. We set soft quotas for age, gender and geographic location to ensure some diversity. We have found that some population subgroups may also be recruited more easily than others—although this may depend on the topic of the survey. For example, we have found that quotas for women and those living in metropolitan areas may fill more quickly. In these scenarios, the research team must weigh up the timelines associated with recruitment and data collection (e.g. How long do we want to run data collection for? How much of our budget can be spent on achieving a more equally split sample? Are quotas necessary?) versus the purpose and goals of the research (i.e. to generate ideas rather than data representativeness), and the study-specific aims and research questions.

There are, of course, concerns about not being able to ‘see’ the people that are completing these surveys. There is an increasing focus in the academic literature on ‘false’ respondents, particularly in quantitative online surveys ( Levi et al ., 2021 ; Wang et al ., 2023 ). This will be an important ongoing discussion for qualitative researchers, and we do not claim to have the answers for how to overcome these issues. For example, some individuals may say that they meet the inclusion criteria to access the survey, while others may not understand or misinterpret the inclusion criteria. There is also a level of discomfort about who and how we judge who may be a ‘legitimate’ participant or not. However, we can talk practically about some of the strategies that we use to ensure the rigour of data. For example, we find that screening questions can provide a ‘double-check’ in relation to inclusion criteria and can also help with ensuring that there is consistency between the information an individual provides about how they meet the inclusion criteria and subsequent responses. For example, in a recent survey of parents of young people, a participant stated that they were 18 years old and were a parent to a 16-year-old and 15-year-old. Their overall responses were inconsistent with being a parent of children these ages. Similarly, in our gambling studies, people may tick that they have gambled in the last year but then in subsequent questions say they have not gambled at all. This highlights the importance of checking data across all questions, although it should be noted that time and cost constraints associated with comprehensively scanning the data for such responses are not always feasible and can result in overlooking these participants.

Ensuring that there are strategies to create agency and engage participants in the research

One of the benefits of online qualitative surveys compared to traditional quantitative surveys is the scope for participants to explain their answers and to disagree with the research team’s position. An indication that participants are feeling able to do this is when they are asked for any additional comments at the end of the survey. For example, in a survey about women’s attitudes towards alcohol marketing, the following participant concluded the survey by writing: ‘I think you have covered everything. I think that you need to stop shaming women for having fun’. Other participants demonstrate their engagement and interest in the survey by reaffirming the perspectives they have shared throughout the survey. For example, in a study with young people on climate, participants responded at the end that ‘it’s one of the few things I actually care about’ , while another commented on the quality of the survey questions, stating, ‘I think this survey did a great job with probing questions to prompt all the thoughts I have on it’ .

We also think that online qualitative surveys may lead to less social desirability in participants’ responses. Participants seem less wary about communicating less politically correct opinions than they may do in a face-to-face interview. For example, at times, participants communicate attitudes that may not align with public health values (e.g. supporting personal responsibility, anti-nanny state, and neoliberal ideologies of health and wellbeing), that we rarely see communicated to us in in-depth interview or focus group studies. We would argue that these perspectives are valuable for public health researchers because they capture a different community voice that may not otherwise be represented in research. This may show where there is a lack of support for health interventions and policy reforms and may indicate where further awareness-raising needs to occur. These types of responses also contribute to reflexive practice by challenging our assumptions and positions about how we think people should think or feel about responses to particular public health issues. Examples of such responses from our surveys include:

"Like I have already said, if you try to hide it you will only make it more attractive. This nanny-state attitude of the elite drives me crazy. People must be allowed to decide for themselves."

Ethical issues for participants and researchers

Researchers should also be aware that some of the ethical issues associated with online qualitative surveys may be different from those in in-depth interviews—and it is important that these are explained in any ethical consideration of the study. Providing a clear and simply worded Plain Language Statement (in written or video form) is important in establishing informed consent and willingness to participate. While participants are given information about who to contact if they have further questions about the study, this may be an extra step for participants, and they may not feel as able to ask for clarification about the study. Because of this, we try to provide multiple examples of the types of questions that we will ask, as well as providing downloadable support details (for example, for mental health support lines). A positive aspect of surveys is that participants are able to easily ignore recruitment notices to participate in the study. They are also able to stop the survey at any time by exiting out of the browser if they feel discomfort without having to give a reason in person to a researcher.

While the anonymous nature of the survey may be empowering for some participants ( Braun and Clarke, 2013 ; Terry and Braun, 2017 ; Braun et al. , 2021 ), it can also make it difficult for researchers to ascertain if people need any further support after completing the survey. Participants may also fill in surveys with someone else and may be influenced about how they should respond to questions (with the exception of some studies in which people may require assistance from someone to type their responses). Because of the above, some researchers, ethics committees and funders may be more cautious about using these studies for highly sensitive subjects. However, we would argue that the important point is that the studies follow ethical principles and take the lack of direct contact with participants into the ethical considerations of the study. It is also important to ensure that platforms used to collect survey data are trusted and secure. Here, we would argue that universities have an obligation to investigate and, where possible, approve survey providers to ensure that researchers are using platforms that meet rigorous standards for data and privacy.

It is also important to note that there may be responses from participants that may be challenging ( Terry and Braun, 2017 ; Braun and Clarke, 2021 ). Online spaces are rife with trolling due to their anonymous nature, and online surveys are not immune to this behaviour. Naturally, this leads to some silly responses—‘ Deakin University is responsible for all of this ’, but researchers should also be aware that the anonymity of surveys can (although in our experience not often) lead to responses that may cause discomfort for the researchers. For example, when asked if participants had anything else to add to a climate survey ( Arnot et al ., 2024c ), one responded ‘ nope, but you sure asked a lot of dumbass questions’ . Just as with interview-based studies, there must be processes built into the research for debriefing—particularly for students and early career researchers—as well as clear decisions about whether to include or exclude these types of responses when preparing the dataset for analysis and in writing up the results from the survey.

The importance of piloting the survey

Because of the lack of ability to explain and clarify concepts, piloting is particularly important ( Braun and Clarke, 2013 ; Terry and Braun, 2017 ; Braun et al. , 2021 ) to ensure that: (i) the technical aspects of the survey work as intended; (ii) the survey is eliciting quality responses (with limited ‘nonsensical’ responses such as random characters); (iii) the survey responses indicate comprehension of the survey questions; and (vi) there is not a substantial number of people who ‘drop-out’ of the study. Typically, we pilot our survey with 10% of the intended sample size. After piloting, we often change question wording, particularly to address questions that elicit very small text responses, the length of the survey and sometimes refine definitions or language to ensure increased comprehension. Researchers should remember that changes to the survey questions may need to be reviewed by ethics committees before launching the full survey. It is important to build in time for piloting and the revision of the survey to ensure you get this right as once you launch the full survey, there is no going back!

Survey analysis and write-up

Preparing the dataset

Once launching the full survey, the quality of data and types of responses you receive in these types of surveys can vary. There is very limited transparency around how the dataset was prepared (more familiar to some as ‘data cleaning’) in published papers, including the decisions about which (if any) participants (or indeed responses) were excluded from the dataset and why. Nonsensical responses can be common—and can take a range of forms ( Figure 3 ). These can include random numbers or letters, a chunk of text that has been copied and pasted from elsewhere, predictive text or even repeat emojis. In one study, we had a participant quote the script of The Bee Movie in response to questions.

: Visual examples of nonsensical responses in online qualitative surveys.

Part of our familiarization with the dataset [Phase One in Braun and Clarke’s reflexive approach to thematic analysis ( Braun and Clarke, 2013 ; Braun et al ., 2021 )] includes preparing the dataset for analysis. We use this phase to help make decisions about what to include and exclude from the final dataset. While a row of emojis in the data file can easily be spotted and removed from the dataset, sometimes responses can look robust until you read, become familiar and engage with the data. For example, when asked about what they thought about collective climate action ( Arnot et al ., 2023a , 2024c ), some participants entered random yet related terms such as ‘ plastic ’, or repeated similar phrases across multiple questions:

“ why do we need paper straws ”, “ paper straws are terrible ”, “ papers straws are bad for you ”, “ paper straws are gross .”

Participants can also provide comprehensive answers for the first few questions and then nonsensical responses for the rest, which may also be due to question fatigue [( Braun and Clarke, 2013 ), p. 138]. Therefore, it is important to closely go through each participant’s response to ensure they have attempted to provide bone-fide responses. For example, in one of our young people and climate surveys ( Arnot et al ., 2023a , 2024c ), one participant responded genuinely to the first half of the survey before their quality dropped dramatically:

“I can’t even be bothered to read that question ”, “ why so many questions ”, “ bro too many sections. ”

Some market research panel providers may complete an initial quality screen of data. However, this does not replace the need for the research teams’ own data preparation processes. Researchers should ensure they are checking that responses are coherent—for example, not giving information that contradicts or is not credible. In our more recent studies, we have increasingly seen responses cut and pasted from ChatGPT and other AI tools—providing a new challenge in assessing the quality of responses. If you are seeing these types of responses, it might be an opportunity to think about the style and suitability of the questions being asked. For example, the use of AI tools might suggest that people are finding it difficult to answer questions or may feel that they have to present a ‘correct’ answer. We would also note that because of the volume of data in these surveys, the preparation of data involves multiple members of the team. In many cases, decisions need to be made about participants who may not have provided authentic responses across the survey. The research team should make clear in any paper their decisions about their choices to include or exclude participants from the study. There is a careful balancing act that can require assessing the quality of the participants’ responses across the whole dataset to determine if the overall quality of responses contributes to the research.

Navigating the volume of data and writing up results

Finally, discussions about how to navigate the volume of data that these types of studies produce could be a standalone paper. In general, principles of reflexive practices apply to the analysis of data from these studies. However, as a starting point, here are a few considerations when approaching these datasets.

We would argue that online qualitative surveys lend themselves to some types of analytical approaches over others—for example, reflexive thematic analysis, as compared to grounded theory or interpretive phenomenological analysis (though it can be used with these) ( Braun and Clarke, 2013 ; Terry and Braun, 2017 ).

While initial familiarization, coding and analysis can focus on specific questions and associated responses, it is important to analyse the dataset as a whole (or as clusters associated with particular topics) as participants may provide relevant data to a topic under multiple questions ( Terry and Braun, 2017 ). We initially focus our coding on specific questions or a group of survey questions under a topic of investigation. Once we have developed and constructed preliminary themes from the data associated with these clusters of questions, we then move to looking at responses across the dataset as we review themes further.

Researchers should think carefully about how to manage the data—which may not be available as ‘individual participant transcripts’ but rather as a ‘whole’ dataset in an Excel spreadsheet. Some may prefer qualitative data analysis software (QDAS) to manage and navigate data. However, many of us find that Excel (and particularly the use of labelled Tabs) is useful in grouping data and moving from codes to constructing themes.

As with all rigorous qualitative research, coding and theme development should be guided by the research questions. A clear record of decision-making about analytical choices (and being reflexive about these) should be kept. In any write-up, we would recommend that researchers are clear about which survey questions they used in the analysis [researchers could consider providing a supplementary file of some or all of the survey questions—see, for example Hennessy and O’Donoghue (2024) ].

In writing up the results, researchers should still seek to present a rich description of the data, as demonstrated in the presentation of results in the following papers ( Marko et al ., 2022a , 2022b ; McCarthy et al ., 2023 ; Pitt et al ., 2023 ; Hennessy and O’Donoghue, 2024 ). We have found the use of tables with additional examples of quotes as they relate to themes and subthemes can be a practical way of providing the reader with further examples of the data, particularly when constrained by journal word count limits [see, for example, Table 2 in Arnot et al ., (2024c) ]. However, these tables do not replace a full and complete presentation of the interpretation of the data.

This article offers methodological reflections and practical guidance around online qualitative survey design, implementation and analysis. While online qualitative surveys engage participants in a different type of conversation, they have design features that enable the collection of rich data. We recognize that we have much to learn and that while no survey of ours has been perfect, each new experience with developing and conducting online qualitative surveys has brought new understandings and lessons for future studies. In recognizing that we are learning, we also feel that our experience to date could be valuable for progressing the conversation about the rigour of online qualitative surveys and maximizing this method for public health gains.

H.P. is funded through a VicHealth Postdoctoral Research Fellowship. S.M. is funded through a Deakin University Faculty of Health Deans Postdoctoral Fellowship. G.A. is funded by an Australian Government Research Training Program Scholarship. M.H. is funded through an Irish Research Council Government of Ireland Postdoctoral Fellowship Award [GOIPD/2023/1168].

The pregnancy loss study was funded by the Irish Research Council through its New Foundations Awards and in partnership with the Irish Hospice Foundation as civil society partner [NF/2021/27123063].

S.T. is Editor in Chief of Health Promotion International, H.P. is a member of the Editorial Board of Health Promotion International, S.M. and G.A. are Social Media Coordinators for Health Promotion International, M.H. is an Associate Editor for Health Promotion International. They were not involved in the review process or in any decision-making on the manuscript.

The data used in this study are not available.

Ethical approval for studies conducted by Deakin University include the climate crisis (HEAG-H 55_2020, HEAG-H 162_2021); parents perceptions of harmful industries on young people (HEAG-H 158_2022); women and alcohol marketing (HEAG-H 123_2022) and gambling (HEAG 227_2020).

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Exploring Fascinating Sociology Research Topics: A Comprehensive Guide

Are you a student with a keen interest in understanding society and its complex dynamics? Look no further than sociology research!

Sociology offers a captivating exploration of human social behavior, relationships, and institutions.

In this blog post, we will dive into the world of sociology research topics, guiding you through the elements of sociology research, where to find compelling topics, and providing a curated list of 40+ intriguing research ideas.

We will also highlight the significance of selecting the right topic and offer tips to ensure the success of your sociology research endeavors. So, let’s embark on this enlightening journey together!

What is Sociology?

Table of Contents

Sociology is the scientific study of society, human social interactions, and social institutions. It seeks to understand how individuals and groups shape and are shaped by social structures, norms, and values. By employing various research methods, sociologists examine topics such as social inequality, family dynamics, cultural practices, and political systems.

Elements of Sociology Research

To conduct effective sociology research, several key elements come into play:

a) Research Question

Formulating a clear and focused research question is essential. It serves as the foundation for your study and guides the entire research process.

b) Literature Review

A comprehensive literature review involves exploring scholarly work related to your research topic. This step helps you understand the current state of knowledge, identify research gaps, and refine your research question.

c) Research Design

Choosing the appropriate research design is crucial. Common methodologies in sociology research include surveys, interviews, observations, experiments, and content analysis. Each method has its strengths and limitations. Therefore, select the one that aligns best with your research goals.

d) Data Collection

Collecting reliable and valid data is vital for meaningful research. Depending on your research design, data collection methods can include surveys, interviews, focus groups, or analyzing existing datasets. Ensure ethical considerations are adhered to throughout the process.

e) Data Analysis

Once you have gathered your data, the next step is to analyze it. Statistical software, qualitative coding techniques, and thematic analysis can assist in uncovering patterns, themes, and relationships within the data.

f) Findings and Conclusions

Interpreting your research findings and drawing meaningful conclusions is the culmination of your efforts. This stage allows you to contribute to the existing body of sociological knowledge and generate new insights.

Where to Find Sociology Research Topics:

Finding the right research topic can be a stimulating yet challenging task. Here are some avenues to explore:

a) Academic Journals and Publications

Sociology journals such as the American Sociological Review, Social Forces, and Sociology Compass often publish cutting-edge research and can inspire ideas for your own work.

b) Research Databases

Online databases like JSTOR, Google Scholar, and Social Science Research Network (SSRN) provide access to a vast collection of academic articles, dissertations, and conference papers, allowing you to explore a wide range of topics.

c) Sociological Associations and Conferences

Engaging with professional sociological associations and attending conferences can expose you to the latest research trends and provide networking opportunities with scholars in the field.

d) Sociological Research Centers and Institutes

Many universities and research institutions have dedicated centers or institutes that focus on sociological research. Exploring their websites can lead to interesting topics and ongoing projects.

40+ Sociology Research Topics For Students In 2023

Here are 40+ sociology research topics for students in 2023:

1. Gender Inequality In The Workplace

Explore the causes, consequences, and potential solutions for gender disparities in employment.

2. The Influence Of Cultural Norms On Marriage And Family Dynamics

Examine how cultural norms shape marriage and family structures, roles, and expectations.

3. The Sociology Of Crime And Deviance

Investigate theories and patterns of criminal behavior and social responses to deviant actions.

4. Social Mobility And Class Dynamics

Analyze the factors that contribute to social mobility and class stratification in society.

5. Racism And Discrimination

Examine the various forms of racism and discrimination prevalent in society and their impacts on individuals and communities.

6. Social Movements And Activism

Explore the dynamics of social movements, their goals, strategies, and impact on social change.

7. Immigration and social integration

Investigate the experiences of immigrants in the process of social integration and the challenges they face.

8. Education And Social Inequality

Examine the relationship between education and social inequality, including access, quality, and outcomes.

9. Health Disparities And Social Determinants Of Health

Explore the social factors that influence health outcomes and contribute to health disparities.

10. Aging And Society

Investigate the social, cultural, and economic aspects of aging and its impact on individuals and communities.

11. Environmental Sociology

Analyze the social dimensions of environmental issues, such as climate change, pollution, and sustainability.

12. Media Representation And Stereotypes

Examine how media shapes perceptions, reinforces stereotypes, and influences social attitudes.

13. Youth Culture And Identity

Explore the formation of youth cultures, subcultures, and the construction of youth identities.

14. Social Networks And Social Capital

Investigate the role of social networks and social capital in individual well-being and social integration.

15. Religion And Society

Analyze the interactions between religion, culture, and social institutions, and their impacts on society.

16. Globalization and its effects

Examine the social, cultural, and economic consequences of globalization on individuals and societies.

17. Social Inequality And Access To Healthcare

Investigate the relationship between social inequality and access to healthcare services.

18. Political Sociology

Analyze the dynamics of power, governance, and political systems in society.

19. Urbanization And Urban Sociology

Explore the social, economic, and environmental impacts of urbanization on communities and individuals.

20. Socialization And Identity Formation

Investigate how individuals acquire social norms, values, and identities through socialization processes.

21. Mental Health And Society

Examine the social factors influencing mental health, stigma, and access to mental health services.

22. Family Structures And Dynamics

Analyze changing family structures, roles, and functions in contemporary society.

23. Social Support Systems And Well-Being

Investigate the role of social support networks in promoting individual well-being and resilience.

24. Technology And Society

Examine the social implications of technological advancements, such as artificial intelligence, automation, and privacy concerns.

25. Social Movements and LGBTQ+Rights

Explore the role of social movements in advancing LGBTQ+ rights and fostering inclusivity.

26. Poverty And Social Welfare

Analyze the causes and consequences of poverty and the effectiveness of social welfare programs.

27. Social Construction Of Gender

Investigate how society constructs and perpetuates gender roles, norms, and expectations.

28. Disability And Society

Examine the social barriers faced by individuals with disabilities and the efforts towards inclusion and accessibility.

29. Social Capital And Community Development

Explore the role of social capital in community development, collective action, and resilience.

30. Media Effects On Body Image And Self-Esteem

Investigate the influence of media portrayals of beauty standards on body image dissatisfaction and self-esteem issues.

31. Political Polarization And Social Divisions

Analyze the factors contributing to political polarization and its impact on social cohesion and divisions.

32. Social Movements And Environmental Activism

Explore the role of social movements in promoting environmental awareness and activism.

32. Youth Unemployment And Its Consequences

Investigate the causes and consequences of youth unemployment on individuals and society.

33. Social Media And Political Engagement

Examine the influence of social media on political participation, activism, and engagement.

34. Cultural Assimilation And Multiculturalism

Analyze the challenges and benefits of cultural assimilation and multiculturalism in diverse societies.

35. Social Entrepreneurship And Social Innovation

Explore the role of social entrepreneurship in addressing social issues and driving positive change.

36. Body Modification And Identity

Investigate the social and cultural aspects of body modification practices, such as tattoos, piercings, and cosmetic surgeries.

37. Socialization And Gender Roles

Examine how socialization processes contribute to the formation and perpetuation of gender roles and expectations.

38. Religion And Social Cohesion

Analyze the role of religion in fostering social cohesion, community building, and moral values.

39. Intersectionality and social justice

Explore the concept of intersectionality and its implications for understanding and addressing social inequalities.

40. Social Stigma And Marginalized Communities

Investigate the impact of social stigma on marginalized communities and strategies for combating stigma.

41. Technology Addiction And Its Social Consequences

Examine the societal implications of technology addiction, such as excessive internet use and smartphone dependency.

42. Global Migration And Refugee Crises

Analyze the social, economic, and political impacts of global migration and refugee crises.

43. Social Capital And Economic Development

Investigate the role of social capital in promoting economic development and reducing poverty.

44. Education And Social Mobility

Explore the relationship between education access, quality, and its impact on social mobility.

45. Social Inequalities In Healthcare Access

Analyze the social factors contributing to disparities in healthcare access and outcomes.

46. Socialization And Media Influence On Youth

Investigate how media influences the socialization process and impacts the behavior and attitudes of young people.

47. Social Entrepreneurship And Sustainable Development

Explore how social entrepreneurship contributes to sustainable development and social innovation.

48. Social Movements And Racial Justice

Analyze the role of social movements in addressing systemic racism, promoting racial justice, and equality.

Remember, these topics are just starting points, and you can further refine them based on your interests and research goals. Good luck with your sociology research!

Significance of Choosing the Right Sociology Research Topics

Here are some significance of choosing the right sociology research topics :

1. Relevance and Contribution

Choosing a relevant research topic allows you to address important social issues and contribute to the existing body of sociological knowledge. It enables you to explore topics that have practical implications and potential for societal impact.

2. Personal Interest and Motivation

When you select a sociology research topic that aligns with your personal interests and passions, you are more likely to stay motivated and engaged throughout the research process. Your enthusiasm for the topic will fuel your commitment and drive to produce high-quality research.

3. Academic and Professional Growth

Engaging in research on the right sociology topics provides opportunities for academic and professional growth. It allows you to deepen your understanding of sociological theories, research methods, and analytical skills, enhancing your expertise in the field.

4. Student Engagement and Learning

For students, choosing interesting and relevant sociology research topics enhances the learning experience. It encourages active engagement with the subject matter, fosters critical thinking, and promotes a deeper understanding of social dynamics and complexities.

5. Contribution to Societal Debates

Sociology research has the potential to inform and shape public discourse on important social issues. By selecting the right topics, you can shed light on social inequalities, challenge dominant narratives, and contribute to informed discussions on topics such as racism, gender inequality, poverty, and more.

6. Practical Applications

Research topics that address practical societal challenges offer opportunities for real-world applications. The insights gained from your research can be used to develop interventions, policies, and programs aimed at addressing social issues and promoting positive social change.

7. Career Opportunities

Choosing the right sociology research topics can open doors to various career opportunities. Employers in fields such as social research, policy analysis, advocacy, and social services value individuals with a strong research background and expertise in relevant sociological issues.

8. Networking and Collaboration

Engaging in research on relevant sociology topics allows you to connect with other researchers, scholars, and professionals in the field. This networking can lead to collaborations, knowledge sharing, and exposure to different perspectives and research approaches.

9. Personal Growth and Empathy

Sociology research often involves studying and understanding diverse social groups and their experiences. This process fosters empathy, cultural sensitivity, and a broader worldview, contributing to personal growth and a deeper understanding of human societies.

10. Potential for Publication and Recognition

Selecting the right sociology research topics increases the likelihood of producing impactful and publishable research. It enhances your chances of disseminating your work through academic journals, conferences, and other platforms, gaining recognition within the scholarly community.

Statistics Research Topics
Sociology Project Topics

Tips to Making Your Sociology Research Successful

When embarking on a sociology research journey, there are several tips to ensure your research is successful. Here are some key tips to consider:

1. Choose a Clear and Focused Research Question

Start by formulating a clear and focused research question. A well-defined research question will guide your entire research process and provide a framework for your study.

2.Conduct a Comprehensive Literature Review

Before diving into your research, conduct a thorough literature review. Familiarize yourself with existing scholarly work on the topic to understand the current state of knowledge, identify research gaps, and build upon previous research.

3. Select Appropriate Research Methods

Choose the research methods that align with your research question and objectives. Consider qualitative, quantitative, or mixed methods approaches based on the nature of your research topic and the data you need to collect.

4. Collect Reliable and Valid Data

Ensure your data collection methods are robust and reliable. Depending on your research design, employ techniques such as surveys, interviews, observations, or content analysis. Take measures to ensure the validity and reliability of your data.

5. Analyze Data Effectively

Once you have collected your data, analyze it using appropriate analytical techniques. Depending on your research methods, use statistical analysis software, qualitative coding, or thematic analysis to derive meaningful insights from your data.

6. Remain Ethical

Adhere to ethical guidelines throughout your research process. Obtain informed consent from participants, maintain confidentiality, and ensure the privacy and anonymity of individuals involved. Respect ethical considerations when working with sensitive topics or vulnerable populations.

7. Organize and Manage Your Research

Establish a system to organize and manage your research materials effectively. Keep track of references, data, and research notes to facilitate easy retrieval and citation.

8. Seek Guidance and Feedback

Seek guidance from your professors, mentors, or peers who have expertise in sociology or your specific research area. They can provide valuable insights, offer feedback on your work, and help you refine your research.

9. Stay Organized and Manage Time Wisely

Develop a research plan and timeline to ensure you allocate sufficient time for each research phase. Break your research project into smaller, manageable tasks, set deadlines, and stay organized to avoid unnecessary stress and last-minute rushes.

10. Revise, Edit, and Proofread

Take the time to revise, edit, and proofread your research work thoroughly. Pay attention to clarity, coherence, and logical flow in your writing. Ensure proper formatting, citation, and adherence to any specific guidelines or requirements.

11. Embrace Collaboration and Networking

Engage in discussions and collaborations with fellow researchers, scholars, and professionals in the field. Attend conferences, workshops, and seminars to share your research, gain feedback, and expand your network.

12. Stay Updated with Current Research

Continuously update your knowledge by reading current research in sociology. Stay informed about the latest theories, methodologies, and debates within the field. This will help you position your research within the broader context of sociological scholarship.

13. Communicate Your Research Findings Effectively

Lastly, communicate your research findings effectively through well-written research papers , presentations, or other appropriate mediums. Tailor your communication to your target audience, whether it be fellow researchers, policymakers, or the general public.

By following these tips, you can enhance the success of your sociology research, contribute to the field, and make a meaningful impact with your findings. Good luck with your research endeavors!

Conclusion

In conclusion, conducting successful sociology research requires careful planning, meticulous execution, and a passion for understanding and addressing social issues. By following the tips outlined above, you can maximize the impact and quality of your research.

A well-defined research question sets the direction for your research journey, guiding your efforts and ensuring a focused approach.

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This paper is in the following e-collection/theme issue:

Published on 2.7.2024 in Vol 26 (2024)

Issues Related to the Use of Visual Social Networks and Perceived Usefulness of Social Media Literacy During the Recovery Phase: Qualitative Research Among Girls With Eating Disorders

Authors of this article:

Original Paper

Elena Faccio 1 , Prof Dr ;
Margherita Reggiani 2 , Dr ;
Michele Rocelli 1 , PhD, Dr ;
Sabrina Cipolletta 3 , PhD, Prof Dr

1 Department of Philosophy, Sociology, Education and Applied Psychology, University of Padova, Padua, Italy

2 Psychologist-Operator at Vivere Verde Onlus, Roma, Italy

3 Department of General Psychology, Padova, Italy

Corresponding Author:

Elena Faccio, Prof Dr

Department of Philosophy, Sociology, Education and Applied Psychology

University of Padova

Via Venezia 14

Padua, 35131

Phone: 39 3479607182

Email: [email protected]

Background: The patient-centered approach is essential for quality health care and patient safety. Understanding the service user’s perspective on the factors maintaining the health problem is crucial for successful treatment, especially for patients who do not recognize their condition as clinically relevant or concerning. Despite the association between intensive use of visual social media and body dissatisfaction and eating disorders, little is known about the meanings users assign to posting or searching for edited photos and the strategies they use to protect themselves from digital risks.

Objective: This study aims to examine how young women recovering from eating disorders in Northern Italy perceive the health risks and potential benefits associated with visual social networks (ie, Instagram and Snapchat). The literature has found these platforms to be detrimental to online body comparisons. It also explores the perceived usefulness, willingness, and personal interest in coconstructing social media literacy programs with girls recovering from eating disorders.

Methods: A total of 30 semistructured interviews were conducted with adolescent girls aged 14-17 years at the end of their treatment for eating disorders. The following areas of research were addressed: (1) the meanings associated with the use of Instagram and Snapchat; (2) the investment in the photographic dimension and feedback; (3) the impact of visual social networks on body experiences; (4) the potential and risks perceived in their use; (5) the importance of supporting girls undergoing treatment for eating disorders in using social networks; and (6) the usefulness and willingness to co-design social network literacy programs. Content analysis was applied.

Results: A total of 7 main contents emerged: active or passive role in using social networks, the impact of online interactions on body image, investment in the photographic dimension, effects on self-representation, perceived risks, self-protective strategies, and potential benefits. The findings highlight a strong awareness of the processes that trigger body comparisons in the virtual context, creating insecurity and worsening the relationship with oneself. The self-protective behaviors identified are the development of critical thinking, the avoidance of sensitive content, increased control over social networking site use, and a certain skepticism toward developing antagonistic ideologies. All these topics were considered fundamental.

Conclusions: The findings provide important insights for health professionals working with youth in preparing media literacy programs. These programs aim to reduce potential risks and amplify the positive effects of online resources. They underscore the importance of addressing this issue during hospitalization to develop skills and critical thinking aimed at changing small habits that perpetuate the problem in everyday life. The inherent limitations in current service practices, which may not adequately address individual needs or impact posttreatment life, must also be considered.

Introduction

Although intensive use of visual social media and online body comparisons have been strongly linked to body dissatisfaction and eating disorders (EDs) [ 1 , 2 ], the literature has only partially explored the potential impact of competence development in the mindful use of social media during hospitalization for EDs [ 3 ].

Recent research on the topic has primarily been divided into 2 main strands: one focusing on the specific ways social media is used by individuals with EDs [ 4 , 5 ], and the other exploring the online environment as a potential “place” for therapy [ 6 , 7 ]. There are no examples of collaborative projects involving mental health professionals and service users during recovery from EDs that aim to jointly examine visual social media in new ways and co-construct new awareness about its use.

The concept that the process of care is a collaborative journey involving various stakeholders—researchers, health care providers, and service users—is a principle prominently featured in official health care documents [ 8 ] but less frequently implemented in practice [ 9 ]. This principle suggests that patients are “real experts” and that their embodied knowledge can form the foundation for coproducing the care pathway. This approach presupposes that care program design occurs within the context of people’s lived experiences, including their discourses around the body, how they perceive it, and the environments in which they socialize about ideals of desirable bodies (eg, social media). It emphasizes the importance of engaging with users in their own worlds and languages, rather than being confined to the perspectives of health care professionals [ 9 ].

During hospitalization for ED treatment, girls are usually either not allowed to use mobile phones or only permitted to use them during restricted time slots. If the use of social networking sites (SNSs) is not discussed and explicitly addressed, returning home may lead patients to revert to their previous SNS usage and interpretations, potentially undermining the long-term effectiveness of the treatment. Social media literacy programs aimed at improving body image–related outcomes should be implemented not only in the context of ED prevention but also in rehabilitation [ 3 ]. According to Fitzsimmons-Craft et al [ 10 ], only 20% of therapists have asked patients with ED about the perceived impact of social media on their body image experiences. Understanding the meanings and ways in which girls use SNSs is essential for designing educational and rehabilitation pathways that help build self- and body perception based on criteria different from those that contributed to the development of the ED [ 11 , 12 ].

Our research represents the first step in drafting a collaborative project involving researchers, health professionals, and service users. The goal is to identify the most salient and relevant issues related to social media use from the perspective of girls undergoing treatment.

SN Use and Body Image Concern: What Psychological Processes Come Into Play?

Social media is a significant source of sociocultural pressure regarding appearance and influences adolescents’ relationships with others as well as their perceptions of their own bodies. Active engagement in activities related to the photographic dimension on social networks (SNs) has been shown to contribute significantly to the development and perpetuation of concerns related to body image and food intake [ 13 , 14 ]. Such activities include publishing photographs, viewing others’ photographs, commenting or liking posts, and receiving feedback. Compared with the passive use of SN platforms, these active behaviors are more insidious in fostering dynamics of comparison and competition between bodies, thereby exposing individuals to the scrutiny of social judgment [ 15 - 17 ].

A clear and direct connection between posting edited photos and risk factors for EDs has been consistently confirmed by various studies [ 18 ]. Indeed, social media usage is a plausible risk factor for the development of EDs, a finding supported by research from Asia, indicating that this association is not limited to traditionally Western cultures [ 19 ].

Intensive use of SNSs has been linked to the internalization of the thinness ideal, self-objectification, and body dissatisfaction [ 20 - 22 ]. The literature defines the internalization of the thinness ideal as the degree to which an individual cognitively adopts socially defined standards of attractiveness and engages in behaviors aimed at approximating these ideals [ 20 ]. This process of striving for an ideal physique through the intensive use of social media can lead to body dissatisfaction and subsequently to disordered eating behaviors. Individuals may pursue an idealized body image that is often unattainable, which can persist even during recovery from EDs and increase the risk of relapse. Moreover, the habit of viewing bodies as objects on social media can socialize girls into self-objectification, as they internalize an external spectator’s perspective of their own bodies. This encourages habitual monitoring of one’s physical appearance, a phenomenon known as self-surveillance. It can lead to feelings of anxiety, reduced awareness of one’s own internal states, body shame, and a fear of internalized judgment from others. Another factor that could influence the relationship between exposure to SNSs and the development of EDs is the significance placed on feedback received through social media. Research has shown that the extent of one’s SN, as measured by the number of “friends” [ 23 ], may predict a stronger inclination toward pursuing thinness. Facebook (Meta Platforms, Inc.) use has been identified as a prospective predictor of increased symptoms related to EDs [ 13 ]. Moreover, research indicates that high “appearance exposure” specifically through Facebook, rather than overall Facebook use, is positively correlated with increased body image issues among adolescent girls [ 14 ].

Visual SNs and the Risk of Developing EDs

Regular sharing of self-images on social media platforms such as Facebook, Instagram (Meta Platforms, Inc.), or Snapchat (Snap Inc.), along with actively manipulating these images before sharing, seems to be linked to heightened perceptions of body shape and weight, increased body dissatisfaction, and tendencies toward dietary restriction [ 24 ]. Facebook users tend to be older compared with Instagram users, and this age difference may contribute to younger Instagram users being at higher risk of developing EDs and expressing greater concerns about the impacts of sharing their images on SNs [ 4 ]. Analyzing fitness content on Instagram, particularly posts tagged with hashtags such as #fitspiration, #fitspo, and #thinspiration, reveals that the majority of images depict women with 2 prominent characteristics: thin bodies that are also visibly toned and muscular. This portrayal reinforces the notion that only a thin body can be considered fit [ 25 ]. The pairing of thinness with muscularity appears in as many as two-thirds of the photos posted by influencers [ 20 ], and these images have a more significant impact on body image concerns compared with photos posted by celebrities or models [ 25 ].

Another SNS that emphasizes the visual dimension and has experienced rapid growth is Snapchat. Currently, there is limited research dedicated to investigating the effects of this platform. One of its distinctive features is that users can apply filters to alter their appearance before sharing photos. Additionally, Snapchat is known for its privacy settings and the ephemerality of content, which is typically automatically deleted shortly after being viewed [ 26 ].

Comparative research indicates that the correlation between photo manipulation using specific editing tools (filters) and body image concerns appears to be stronger on Snapchat than on Instagram [ 27 ]. Those who frequently use Snapchat’s lenses to enhance their photos appear to experience higher levels of dissatisfaction with their appearance, leading them to seek out environments that are highly appearance-oriented and focused on enhancing their appearance. Posts on Instagram tend to be more curated, with teenagers often spending considerable time and effort choosing the “right” content before taking a photo, rather than editing it after it has been taken [ 28 ]. This investment of time and energy before capturing the photo may strongly correlate with concerns about body image compared with postphoto retouching [ 29 , 30 ]. Moreover, while Snapchat is often used to connect with close contacts, users may be less focused on their physical appearance when taking pictures. By contrast, the larger audience on Instagram may have a more significant influence on body image concerns.

Research Aims

In light of these considerations, one might inquire about how adolescent girls undergoing treatment for EDs utilize SNs. What significance do they attribute to their SN usage? Do they differentiate between manipulated and unedited images? What strategies do they use to shield themselves from the impact of the content they post or view? Are they cognizant of which modes of SN use could potentially influence clinically significant outcomes?

Our focus is on exploring the usage of purely photographic platforms such as Instagram and Snapchat, which are particularly insidious in terms of fostering comparisons between bodies on the network [ 27 - 30 ]. We are interested in investigating the different emotions and experiences participants have when sharing their own photos in a private and intimate network among friends, such as Snapchat [ 27 ], versus sharing them in front of a larger audience, as is the case with Instagram [ 30 ].

Another area of interest for our investigation involves understanding the meanings associated with the permanence or short duration of content created and received on social media platforms. Specifically, while content published or shared on Instagram is permanent, on Snapchat, users determine the lifespan of their content, after which it is automatically deleted [ 27 ].

Additionally, we are interested in understanding whether girls use strategies to mitigate the potential influence of exposure to certain images, whether they can differentiate between edited and unedited photos, and whether they protect themselves from uncritically accepting messages from SNs. The literature [ 29 ] has demonstrated that visual social media can also be utilized during the recovery process from an ED to promote health messages and well-being. Paradoxically, the use of SNs that involve transforming one’s own photos has also been identified as an important tool, albeit in a positive sense [ 26 ]. Therefore, it is not merely the photo itself but how it is used that determines whether it serves as an “exit” or “entry” point in managing eating behaviors.

The ability to alter one’s images has both positive and negative implications. It allows individuals to transform their appearance inexpensively and democratically, fostering a sense of personal empowerment. However, the ease of digitally altering one’s appearance also leads to an increase in the number of manipulated images that people view and are confronted with. This phenomenon may subsequently heighten dissatisfaction with one’s physical appearance and intensify the pressure to alter it.

In conclusion, we also sought participants’ opinions on the relevance of the proposed topics and what other subjects they would consider important in a collaboratively designed program focused on the responsible use of SNs, intended for potential users in the recovery process.

Sampling and Recruitment

After sharing the objectives and content of the research with health care staff, we informed users of the local health unit for the treatment of EDs within the National Health Service in Eastern Veneto (specifically, the Casa delle Farfalle Residential Protected Therapeutic Community for Children).

The health care staff presented the research to the girls, obtained their consent, requested authorization from their parents, and provided information about the study. They also organized the schedule for appointments. All the girls who were invited agreed to participate; none declined the invitation. The participants and their families were informed of their right to withdraw from the study at any time. They signed a written informed consent form regarding their participation in the research and its potential publication.

Thirty adolescent girls, with a mean age of 15 (range 14-17) years, expressed interest in participating. The inclusion criteria were as follows: a diagnosis of an ED, being in the early stages of treatment with at least 15 days of hospitalization, having an active Instagram and Snapchat profile for at least six months before admission, and willingness to participate in interviews.

We extended the invitation to participants who were at the beginning of their treatment journey because we preferred individuals who had not yet been significantly influenced by the discussions occurring between users and health care providers during their hospitalization period.

The interviews were conducted by MRe, one of the authors of this study. After confirming their availability, she held several preliminary meetings to establish rapport and further explain the study’s objectives and implications. The interviews were conducted individually in a room on the ward where each participant met with the research assistant.

Ethical Considerations

The research protocol was approved by the Ethical Committee of the School of Padova, University of Padova (approval number 2018/2745-10/7). Before commencing the interviews, participants and their parents were informed that participation in the research was voluntary and without any compensation, and their consent was obtained. The original informed consent that participants signed included permission to conduct secondary analysis without additional consent. The final data set is anonymized, ensuring that no identifiable private information linked to participants is included.

Data Collection and Analysis

A semistructured interview consisting of 9 open-ended questions was designed specifically for this research ( Table 1 ). It covered the following areas: (1) the meanings attributed to the use of Instagram and Snapchat; (2) the level of engagement with the photographic aspect and the interactivity generated around it, particularly in terms of feedback; (3) the perceived impact of Instagram and Snapchat usage on body experiences; (4) the potential benefits and risks associated with the use of SNs; (5) the importance of providing support and guidance to girls undergoing treatment for EDs in their use of SNs; and (6) the willingness to participate in and contribute to the co-design of SN literacy programs.

Areas of research addressed by the semistructured interview	Open questions that compose the interview

The researchers formulated the questions based on the research objectives. Initially, there were twice as many questions, but they were later streamlined to focus on the most comprehensible ones. The first interviews helped refine these questions further, addressing any areas that appeared unclear or prone to misunderstanding.

Finally, the girls were asked to provide feedback on the relevance of the suggested themes for developing programs on critical thinking regarding SN use during hospitalization. They were also encouraged to add any additional topics they considered important. The interviews took place between June and July 2021. Each interview lasted approximately 45 minutes and was audio-recorded and transcribed verbatim.

Content analysis was conducted following the guidelines outlined by Creswell [ 31 ]. The responses from participants were read and coded, creating meaning units that were categorized accordingly. This process resulted in the development of a codebook, which was then systematically applied to analyze all responses. A triangulation of analyses involving 3 researchers (MRe, EF, and SC) was conducted. This process included sharing one researcher’s initial coding to critically discuss the initial coding patterns and subsequently reach a consensus on the overall interpretation of the data. This approach allowed for interpretations to be challenged, refined, and ultimately agreed upon through collaborative discussion among the researchers.

As the analysis moved from macrocategories (general) to microcategories (specific), there was a progressive refinement and detailed coding of the responses. Initially, responses were categorized at a broader and more anonymous level, providing a general commentary. As the analysis proceeded, categories became more specific, focusing on individual experiences and emotional impacts on personal lives. For instance, the macrocategory “virtual world configuration (VW)” is subdivided into 2 categories: “VW as an extension of reality” and “VW as a world distinct from real life.” These categories represent opposite ends of a continuum that delineates how participants perceive the relationship between the virtual world and the real world. The category “virtual world as an extension of reality” is further detailed in the subcategory (self-reference) “the virtual world significantly influences self-perception.” Participants who hold this view consider the virtual world relevant, viewing it as a source of inspiration for their real-life decisions (microcategory, fourth level of analysis). Conversely, individuals who perceive the virtual world as “separate and distinct from the real world” (category—second level of analysis) specify that the virtual world “has no impact on their self-concept” (subcategory—third level of analysis) and they “regard it as transient” (microcategory, fourth level of analysis). Another example of the categorization system and codebook created can be seen in describing the use of SNSs: we classified as “active use” everything related to actively seeking contacts and interactions, engaging in discussions, sharing personal information, and editing photos and stories. By contrast, we classified as “passive use” those actions oriented toward reading and viewing content made available by others, without active personal involvement. This position entails observing rather than actively participating in the virtual scene.

The second step was quantitative: each category was assigned a code of 1 or 0 based on its presence or absence. We focused on the number of respondents who mentioned a particular category, rather than the frequency of mentions for that category. This approach allowed us to provide an overview of the girls’ attitudes toward the investigated issue. It was particularly important for us to gain a general understanding of the impact and prevalence of specific types of experiences, as well as to explore the personal meanings the girls attributed to the topic in a more qualitative manner.

After completing the analysis, all authors of the paper convened to review the results and make any required adjustments. The draft summary of the main results paper was also shared and discussed during the collaborative analysis and writing phases.

Virtual Word’s Configuration

An overview of the results and the codebook developed during the analysis can be found in Multimedia Appendix 1 .

The thematic coding of the text collected in reference to the first answer revealed 2 main categories: the first, mentioned 28 times, portrays the virtual world as an extension of everyday reality, where online activities have a tangible impact on how respondents perceive themselves. The second category, mentioned only twice, contrasts with the first by viewing the virtual world as an ephemeral and transient realm where an idealized self-image is projected. In this perspective, the impact of online activities is perceived as less significant compared with activities in “real” life, which are seen as separate and more concrete.

SNs’ Active or Passive Ways of Use

Regarding the mode of SN use, 2 main polarities emerged: one characterized by more active engagement and the other by more passive interaction. The proactive category included initiating relationships with others (5 mentions), sharing personal narratives (11 mentions), posting personal photos or stories (3 mentions), and searching for information (23 mentions). By contrast, the passive end of the spectrum included consulting content posted by others (21 mentions). Regarding proactive use, Instagram was noted for fostering positive emotional experiences through contact and exchange with other users (3 mentions), whereas Snapchat was valued for its utility in sharing daily life and disclosing personal information (2 mentions). The most frequently mentioned activity, active information seeking through SNs, was primarily described as a source of stimulation and inspiration, driven by curiosity (13 mentions), to reinforce and update interests (2 mentions), and also as focused information seeking on body-related issues (16 mentions).

As for the eating disorder, I used it a lot to watch food videos, videos of people cooking or even people doing particular sports, gym, like, I don’t know, all those fitness posts. That was the main use. [Participant 2]

Finally, the use of photo editing functions was noted. Passive use of Instagram and Snapchat refers to the reception of content generated by other users for entertainment purposes.

Online Interactions’ Impact

The impact attributed to SNS use is expressed in terms of “social confirmation,” as they are viewed as significant for providing a channel of self-recognition (20 mentions) that includes both approval and disapproval (12 mentions). This results in emotions of personal gratification (7 mentions), support (3 mentions), and encouragement (5 mentions), but also anxiety related to the fear of judgment (5 mentions) and feelings of disconfirmation when few likes are received (10 mentions).

Back then, I thought that if more people commented on my content, that meant more people liked me. The more likes I received, the more others liked me [...]. [Participant 6]

The impact of online interactions varied depending on the specific use of Instagram or Snapchat (20 mentions): Instagram is perceived as having a more tangible and “real” impact compared with Snapchat (18 mentions). Feedback received on Instagram is deemed more significant, to the extent that some respondents consider it a metric for determining their personal worth (8 mentions). There was also a notable sense of distrust toward feedback gathered through SNSs (10 mentions). Consequently, receiving likes and comments was perceived as unimportant due to skepticism about the authenticity of posts. Some respondents rarely received likes and comments, feeling unpopular (6 mentions) and disregarded both on social media and in everyday life.

Regarding Snapchat, the automatic deletion of content and the narrow composition of the network seem to foster a playful, humorous atmosphere (5 mentions) and encourage creativity. This moderates the impact of feedback received (11 mentions).

Investment in the Photographic Dimension

The use of photographs on social media platforms shifts from total involvement (24 mentions) to complete disengagement (6 mentions). Photographs serve not only for self-promotion (20 mentions), fulfilling the desire to be seen (11 mentions), and presenting the best version of oneself (7 mentions), but also for gaining a deeper understanding of oneself (9 mentions) and celebrating specific events (4 mentions). Active involvement in the photographic dimension was specifically associated with Instagram, attributed to its high degree of self-image exposure (16 mentions). SNSs are portrayed as platforms where users consistently share only the best aspects of themselves to appear perfect (7 mentions). The use of Instagram, in particular, fosters second thoughts and inhibitions regarding photo publication (10 mentions). The high degree of exposure on Instagram promotes a tendency to hyper-control the quality of photographs, induces concerns about the perfection of one’s images, and encourages individuals to scrutinize and edit their photos extensively.

When I was going to use Instagram, I never published photos [...] because many more people can see it there, even two hundred, three hundred people can see it [...] [Participant 3]

The “disinvestment” contents (6 mentions) were primarily attributed to feelings of embarrassment (3 mentions) and discomfort (4 mentions). By contrast, Snapchat’s emphasis on ephemerality (3 mentions) and frivolity (2 mentions) in its content contributes to a platform dominated by carefree attitudes toward self-image. This reflects a disengagement from the photographic dimension.

Self-Representation

The collected texts appear polarized: they describe a correlation between the body presented online and the body perceived in the real world (17 mentions), but also refute this congruence (10 mentions) in favor of emphasizing the dominance of the real. Users primarily discussed self-representation on Instagram due to Snapchat’s ephemeral nature. Sharing photographs of themselves is viewed as a means to express their ways of being and interacting with others and the world (5 mentions), as well as a method to foster deeper personal understanding (3 mentions). There was considerable emphasis on portraying a “true” image of themselves (8 mentions). In some cases, it seems feasible to accept photos from the past, particularly those depicting a thinner body, alongside acceptance of the current body image (2 mentions). However, in other cases, confronting images of oneself from a thinner period can be agonizing (3 mentions), often evoking a sense of regret. Ten responses conveyed a sense of discrepancy between the real-life body and the online representation, attributed to efforts to present oneself in a more favorable light, sometimes accentuating flaws or concealing them (2 mentions). This can lead to a perception of projecting a false self-image (8 mentions) compared with one’s subjective self-image. The existence of photos that diverge so significantly from each other also contributes to a sense of fragmentation in one’s self-image (1 mention).

SNs’ Risks

All the collected texts addressed the risks associated with SNSs’ use, especially activities involving the photographic dimension (30 mentions). Content on Instagram, along with related interactive activities, is perceived as significantly influential in shaping ideas about the body and self-representation (21 mentions). This influence is evident in the promotion of a singular body prototype characterized by thinness, perfection, and muscularity (17 mentions). Viewing photos of others is seen as the initial step toward attaining this ideal, although it is perceived subjectively as deceptive (8 mentions). Unrealistic content shared on Instagram aims to bolster this ideal through maladaptive behaviors (11 mentions), sometimes progressing toward images that align with the “Pro-Ana” direction (5 mentions).

Many responses (24 mentions) emphasized the risk of deteriorating one’s relationship with their body due to a heightened focus on physical appearance and an increased attention to the body dimension. Participants acknowledged the role played by Instagram in exacerbating concerns about weight and body shape (11 mentions), particularly through pages where individuals provide tips related to EDs (10 mentions). The heightened concerns are perceived to induce feelings of being “wrong” (2 mentions) and body dissatisfaction (8 mentions). Comparison with images posted online is a dominant theme (19 mentions), where physical attributes, particularly thinness, are frequently cited as comparison criteria, often accompanied by feelings of envy (4 mentions) and inferiority (9 mentions).

A sort of “vicious circle” of negative influence through imitation has been described:

A famous girl puts up a picture then maybe she sees that the picture has many comments from girls who say, “You’re so thin, you’re so beautiful”, and all this, and then she continues to put up pictures of that type, and the girls obsess more and more. [Participant 4]

In relation to the interactive dimension, risks are linked to social judgment and the pressure toward conformity (2 mentions). Finally, another risk identified is the underestimation and casual approach with which users engage with SNs, not fully recognizing the impact and influence that published content can have on people’s lives (5 mentions).

Regarding Snapchat, the texts indicated a more self-deprecating attitude toward sharing content and less anxiety about posting images. This makes Snapchat perceived as a platform where users feel free from concerns about their physical appearance and comparison with others.

Self-Protective Strategies While Using SNSs

Regarding self-protective strategies, the primary defense that empowers the use of SNs without negative impacts on one’s body image is subjective critical capacity (17 mentions). This includes the ability to recognize and distinguish true content from edited ones (4 mentions) and an awareness that each person has about their own unique body (11 mentions). Useful strategies to promote this critical capacity could be implemented by the Instagram platform itself (4 mentions). One form of defense involves actively avoiding sensitive content (7 mentions), self-exposure (2 mentions), or excessive SN use (1 mention). However, some participants noted the challenge of implementing this strategy due to their strong curiosity to view certain content. The Instagram platform itself should develop protective measures regarding the generation of certain content, which could include content control (2 mentions) or content removal (2 mentions).

From the text analysis, skepticism (8 mentions) and a sense of helplessness (4 mentions) emerged regarding the lack of control over online content, as well as a feeling of inescapability (5 mentions) due to the unavoidable accessibility of certain content on Instagram’s home page, even when not intentionally sought. Additionally, other defensive strategies should involve parental controls (1 mention) and the sharing of experiences and content (3 mentions).

SNs’ Potentials

Several potentials were identified regarding the use of SNs, especially concerning the photographic dimension. These potentials are linked to the possibility of improving one’s relationship with their body by emphasizing spontaneity and naturalness in content creation (4 mentions), which is also perceived as a protective measure against the potential for negative comments (2 mentions). The act of searching for content is perceived as supportive during difficult times (3 mentions), providing an opportunity to follow individuals who have faced similar challenges and who, having overcome them, serve as sources of support (2 mentions) and encouragement (1 mention). Platforms such as Instagram also facilitate personal expression (9 mentions) and allow individuals to take an external perspective on their experiences (3 mentions). Exploring profiles of influencers and artists who promote diverse ideas about the body offers an opportunity to discover perspectives that might not be encountered otherwise. These individuals can inspire the exploration of values that challenge prevailing trends.

Another potential lies in actively creating content that emphasizes authenticity (6 mentions) and carefreeness (5 mentions) rather than solely focusing on physical appearance or presenting oneself in an idealized manner. By promoting authentic content, individuals can contribute to limiting the proliferation of unrealistic body ideals and reducing the circulation of idealized and unrealistic representations of the body (3 mentions). However, this aspiration is tempered by skepticism regarding the actual impact of sharing “realistic” content and finding nondeceptive body ideals. Finally, some texts emphasize the potential offered by the opportunity to connect with other people (6 mentions).

With regard to the importance of guiding girls undergoing treatment for EDs to reflect on the topic, there was unanimous agreement (30 mentions), confirming all proposed topics as relevant. If the project had been implemented, the girls would have enthusiastically participated in the group, viewing it as a safe space to find the courage and express themselves (28 mentions) and being inspired by individual choices (20 mentions). To advocate for content that goes beyond the pursuit of bodily perfection, one needs to observe behaviors in others (15 mentions). Expressing oneself with humor and levity is considered the best antidote (15 mentions), but it necessitates self-confidence and a willingness to reject the sanctity often placed on one’s image (15 mentions).

The interest and willingness were confirmed for both participating in person to listen to other girls undergoing rehabilitation (30 mentions) and discussing these issues on an equal footing with peers in similar situations. Additionally, after completing the therapy course, there is interest in potentially serving as a testimonial to set a positive example of the conscious use of social media based on personal life experiences (28 mentions). This opportunity could enable several outcomes: providing support to others (15 mentions), creating a space for personal reflection (7 mentions), hearing about the challenges others have faced in overcoming EDs (8 mentions), and connecting with peers who share similar experiences (7 mentions).

Principal Findings and Comparison With Prior Studies

This research investigated how young women recovering from EDs perceive both the health risks and potential benefits of visual SNs, specifically Instagram and Snapchat, which have been identified in the literature as platforms where harmful body comparisons can occur. Additionally, the study explored the participants’ willingness and interest in collaboratively developing social media literacy programs aimed at supporting individuals recovering from EDs.

The study’s findings underscore a keen awareness among participants of the mechanisms that trigger body comparisons in the online realm, which contribute to feelings of insecurity and detrimentally impact self-relationships. However, the girls do not consistently harness this awareness to their benefit. The identified self-protective behaviors include the development of critical thinking, avoidance of sensitive content, increased control over SNSs, and a degree of skepticism toward the propagation of conflicting ideologies. All these topics were deemed fundamental by the participants.

For the young people participating in the study, 3 primary modes of using Instagram and Snapchat emerged. The first mode was characterized by the relational dimension, involving affective experiences of contact and exchange, which reduced feelings of loneliness and enhanced perceptions of social support. The second mode of use focused on self-presentation and self-disclosure, particularly evident in relation to Instagram. The third mode of use involved active information seeking, specifically the search for stimuli, inspiration, curiosity, and updates related to one’s passions, interests, appearance, and eating behaviors.

The topics emerging from the data confirm findings in the literature regarding the problematic use of SNs and the development of EDs among preclinical samples. Following appearance-focused accounts on Instagram and engaging in photo-based activities, such as posting selfies or liking and commenting on photos, were associated with poorer body image outcomes [ 14 , 15 , 28 , 31 , 32 ]. Passive use characterized by role passivity, which involves the passive reception of content generated by other users for entertainment or spectatorship purposes, has been linked to a decrease in subjective well-being through social comparison [ 2 ]. Among our participants, even the passive mode of social media use—simply opening food- and body-related videos—was acknowledged by the girls as reinforcing problematic behaviors from a symptomological point of view, such as dieting and exercise obsession.

One of the most alarming findings from our research was the significant disparity between perspectives regarding the online environment either as a continuation of reality or as distinct from it (28 vs 2). Participants who viewed the virtual world as an extension of reality tended to perceive the feedback received as highly impactful on their self-perception and sense of self-worth. The significance of online feedback was closely tied to the validation it provided, through either approval or disapproval. However, some participants expressed skepticism about the authenticity of SNs, viewing the images and content as misleading. As a result, they perceived the impact of online feedback as less meaningful compared with feedback received in real life [ 33 , 34 ].

This finding could be pivotal for a project focused on training, discussing, and reflecting on the subject: Highlighting the distinction between individuals who trust the authenticity of the online environment and those who approach it with skepticism is an initial step toward fostering distance and increasing awareness of one’s online presence and behavior.

Self-promotion emerged as a significant motivator for engaging in photographic activities on SNs. Users aimed to portray their best selves and sought positive recognition from others, aligning with existing findings in the literature [ 35 , 36 ]. The study also identified other motivations such as celebrating moments or events and seeking visibility among others [ 2 ], which are enhanced by Instagram’s exposure and amplification features. Conversely, users’ disengagement was primarily driven by feelings of embarrassment and discomfort associated with self-exposure, as well as the ephemeral and light-hearted nature of content shared on Snapchat [ 37 ].

All participants reported using criteria to select photographs for publication, particularly on Instagram. Those who noted a gap between their online self-presentation and their real selves emphasized an awareness that the virtual world perpetuates a sense of falsity by showcasing only the most desirable image of oneself. Regarding risks associated with photo-related activities, Instagram was seen as a highly visual platform centered around photos, with a strong focus on aesthetic content and a prevalence of edited photos that promote unhealthy, unrealistic, and deceptive body ideals [ 38 ]. These body ideals are perceived as highly influential in promoting and striving for perfection and the thin ideal [ 29 ]. Despite often being perceived as unattainable, media portrayal of this ideal leads women to view it as normative and central to attractiveness, thereby internalizing socially constructed appearance ideals [ 39 , 40 ]. This internalization and subsequent comparison lead to decreased satisfaction with one’s own body, efforts to manage one’s appearance to reach this ideal, and increased concerns about body image [ 41 ]. Social comparisons upward tend to evoke envy and feelings of inferiority, in terms of not only physical appearance but also the personality and lifestyle of individuals within one’s SN. Moreover, participants emphasized the risks associated with the interactivity facilitated by SNs. This phenomenon is referred to in the literature as “body talk,” which involves interpersonal interactions focused on bodies and physical appearance [ 42 ]. Body talk reinforces the value and significance of appearance and contributes to the construction of appearance ideals [ 43 ]. Previous research has demonstrated that body talk is positively correlated with body surveillance, body shame, and perceived pressure to conform to thinness ideals [ 42 ].

In terms of the potential of SNSs, participants emphasized the significance of being able to create, choose, and share content freely. They viewed promoting active sharing of naturalistic and unedited content, characterized by authenticity and spontaneity, as a potential means to enhance their relationship with their own bodies and for personal self-expression [ 44 ]. Improving the relationship with their own bodies was also seen as potentially helpful in finding support from people who have had a similar experience. Finally, users highlighted the potential of SNs to stabilize and enhance peer relationships with previously inaccessible groups, as well as the possibility of discovering things that might be difficult to encounter in everyday offline life. Our participants also highlighted the challenge of self-discipline and avoiding potentially harmful online content. Therefore, in the context of social media literacy programs, it could be beneficial to create spaces where girls can cultivate the courage to block the use of social media in such situations, as they suggested.

Regarding defense strategies against the influence of content published on SNSs, users primarily proposed empowering subjective critical capacity. They suggested developing and enhancing social media awareness and adopting a critical approach to viewing and scrutinizing images and posts, including considerations about the realism of the images and the intentions of the posters. They also suggested enhancing the control that platforms themselves could exercise over the type and quality of images and content posted online, even advocating for automatic deletion of content that could pose risks to users’ body image. However, some users expressed skepticism and uncertainty about the feasibility and legitimacy of such controls. They believed that the best strategy was to avoid content perceived as subjectively risky for their body image and that could potentially expose their image in an undesirable way.

It should be noted, however, that recent literature suggests enhancing critical thinking about the media may not be the sole or primary mechanism of change in effective media literacy interventions. There is uncertainty about whether literacy programs aimed at reducing the risk of EDs also effectively address critical thinking about the media. Future research will need to clarify this ambiguity [ 45 ].

What emerged from our research as a whole is that girls often have an awareness of risks but struggle to use this awareness to their advantage. They can recognize edited photos but still perceive them as authentic. Only a few responses indicated that “distrust” can serve as a strategy to mitigate perceived influence. These findings suggest that enhancing critical thinking about the media may not be the sole or primary mechanism of change for effective media literacy interventions.

However, we did not explore the influence of context, particularly the role of parents and the school environment, in moderating social media use and coping with body dissatisfaction. Among the limited qualitative research available on the meanings associated with social media use, Burnette et al’s [ 46 ] study sheds light on this topic. The authors found that among adolescent girls in general (not necessarily those in treatment for EDs), parental control devices for social media and school environments may be particularly effective in helping adolescents enhance their strategies for filtering out the most harmful messages and developing a broader conception of beauty. These factors act as protective measures against the risks associated with social media use.

Practical Implications

Given the intricate connection between SN usage and its effects on mental health [ 47 ], it is crucial to investigate this phenomenon by valuing the personal perspectives of individuals who directly experience discomfort and pain related to SN use. Health professionals should integrate discussions about SN use into their treatment of body dissatisfaction and disordered eating [ 2 ]. Much of the content emerging from the research explores new dimensions of SNS use beyond existing literature. These include identifying 3 primary modes of use, understanding the challenge of distinguishing between real and online environments and the resulting behaviors, addressing emotional detachment strategies, and considering the implications of interacting with apps that feature permanent visual content and large followings. Additionally, the study discusses platforms with temporary photo availability and intimate networks, strategies to enhance positive social media use through peer support, and methods to mitigate risks shared between users and platform providers.

Considering the ineffectiveness of prohibiting adolescents from using SNs, it could be beneficial to focus on teaching them how to navigate these environments safely instead. Rather than restricting access [ 48 ], leveraging existing SN platforms for targeted interventions is possible. This approach can utilize anonymous access to health information available on the internet, which is appealing to young people seeking such resources [ 49 ]. This strategy aims to empower youth with the knowledge and skills needed to use SNs responsibly and effectively manage their online experiences.

We believe that every problem has its solution. In other words, starting from where young people are—specifically, their desire to engage and immerse themselves in the methods and meanings of SN use—we can empower credible and interested role models (such as girls with EDs) to influence others toward more mindful use of self-protective strategies on SNs. The most impactful approach to wield this influence is to engage these individuals as influencers and collaborate with them to develop literacy programs within treatment frameworks. This research introduces fresh insights and underscores the necessity of addressing sensitive issues to design and implement more effective and tailored educational programs tailored to individual health care recipients [ 47 ].

Limitations

Several study limitations should be noted, including the small sample size and the fact that all participants had undergone treatment at a specialized center for EDs, indicating they already had awareness of the issue. Future research could broaden the survey to include a wider range of participants, including those in the preclinical phase of EDs. This approach would enable professionals to enhance their understanding of potential histories, distress forms, and health promotion strategies, thereby guiding the management of early signs of distress. Another limitation is self-selection, as participants were invited by health care staff and chose to participate voluntarily rather than being randomly selected. This may result in a biased and unrepresentative sample of the population, as those who choose to participate may possess specific characteristics that distinguish them from the broader population. However, it is important to note that qualitative research such as this does not aim to generalize findings to the entire population. Instead, its focus is on exploring the lived experiences and meanings ascribed to those experiences by the participants themselves.

Another limitation arises from the context of ED treatment services where participants were restricted from using phones, which meant their responses relied on memory rather than current experiences. A third limitation that could be addressed in future research involves assessing the long-term retention and application of knowledge about the risks and potentials of social media use over time.

Conclusions

While previous literature extensively covers studies on the risks of using SNs and prevention programs, our study contributes numerous ideas on addressing this topic with young people undergoing therapy for EDs by involving them as experts by experience. It allows the identification of the most significant themes that may arise, enabling health professionals to incorporate them into discussions and share the self-protection strategies identified. There is a call to leverage the potential of SNSs, such as user-generated content and interactivity, to promote beauty ideals divergent from the prevailing model, alongside content that emphasizes humor rather than appearance-centric narratives. However, the crux of the research lies not only in what to propose but also in how to propose it. Enrolling girls as coparticipants in the programs represents, in our view, the real breakthrough.

Being able to share their experiences and offer their stories as a potential source of inspiration and influence among peers allows individuals to transform from passive recipients of life, influenced by others, into conscious leaders who guide and inspire others. This involves coconstructing care pathways, creating space, and negotiating ideas with those willing to take on the new role, such as that of a patient who, after completing their treatment journey, makes themselves available to assist others at the beginning of their own journey. Co-design indeed necessitates flexibility and a strong willingness from all participants. It is not about predefined content but rather entails collaborative decision-making where meetings and individuals together determine the objectives to pursue.

Acknowledgments

We express our gratitude to all the mental health workers who contributed to the research, actively participating in every stage of it, and to all the girls with whom the research project was collaboratively constructed. They gave their time to reflect and share their experiences sincerely and showed a genuine and generous interest in this work. We are also very grateful to our young colleagues Ludovica Aquili (PhD student in Social Sciences) and Lia Bitetti (psychologist, psychotherapist in training, graduated from the University of Padua) for their support and expertise in editing this work.

Data Availability

The data sets generated or analyzed during this study are not publicly available due to privacy restrictions. Indeed, they contain information that could compromise the privacy of research participants. They are available from the corresponding author upon reasonable request.

Authors' Contributions

EF contributed substantially to the conception and design of the work. MRe created the structure and collected the data. Together, both drafted the work and revised it critically for important intellectual content. All authors participated in the analysis and interpretation of the data.

Conflicts of Interest

None declared.

Overview of the results and the codebook of analysis. The 4 categories are indicated from the general (macrocategories and categories) to the particular (subcategories and microcategories). The number in brackets refers to the number of respondents who evoked the relevant category upon the 30 involved. The categories were not always subdivided further; in some cases, in fact, no details were added during the interview. Interviews with young women in recovery from eating disorders (EDs) were held in North Italy in 2021.

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Abbreviations

eating disorder

social network

social networking site

Edited by A Mavragani; submitted 04.10.23; peer-reviewed by L Aquili, Y Wang, R Vitelli, A Nerini, A Mentasti, R von Brachel; comments to author 02.02.24; revised version received 29.03.24; accepted 20.05.24; published 02.07.24.

©Elena Faccio, Margherita Reggiani, Michele Rocelli, Sabrina Cipolletta. Originally published in the Journal of Medical Internet Research (https://www.jmir.org), 02.07.2024.

This is an open-access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work, first published in the Journal of Medical Internet Research (ISSN 1438-8871), is properly cited. The complete bibliographic information, a link to the original publication on https://www.jmir.org/, as well as this copyright and license information must be included.

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500+ Qualitative Research Titles and Topics
Qualitative Research Topics. Qualitative Research Topics are as follows: Understanding the lived experiences of first-generation college students. Exploring the impact of social media on self-esteem among adolescents. Investigating the effects of mindfulness meditation on stress reduction. Analyzing the perceptions of employees regarding ...
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Qualitative research is a method of inquiry that explores and understands complex phenomena by examining the subjective experiences, perspectives, and behaviors of individuals and groups. It is a way to dive into the richness and depth of human experiences, providing insights that go beyond numbers and statistics.
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Choosing a good qualitative research topic is a critical step in the research process, as it sets the direction for the entire project. A well-chosen topic not only sparks the researcher's passion but also meets the criteria of academic rigor and contributes new insights to the field. The first step in selecting a qualitative research topic is ...
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Harnessing interpretivist approaches and qualitative values in online qualitative surveys. Online qualitative surveys take many forms. They may be fully qualitative or qualitative dominant—mostly qualitative with some quantitative questions (Terry and Braun, 2017).There are also many different ways of conducting these studies—from using a smaller number of questions that engage specific ...
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