Qualitative Research
While empirically grounded methodology is at the heart of survey development, it must be supplemented with feedback from the population most directly affected by the instrument design. These first-hand accounts improve data quality by informing design recommendations for the final survey.
SSG methodologists are trained in a number of qualitative techniques designed to gather real-time respondent feedback and reactions to proposed designs:
Cognitive Interviewing
Cognitive interviewing can evaluate the quality of your instrument by administering it to a sample population and collecting information about their experience as respondents. SSG can conduct one-on-one cognitive interviews in order to evaluate:
- Contributors to response burden (survey length, complexity of questions, etc.)
- Appropriate breadth and depth of topic coverage
- Clarity of questions, instructions, and response options
- Comprehension of questions, instructions, and response options
We combine several techniques, such as “think aloud” interviewing; concurrent, spontaneous, and retrospective probing; and paraphrasing. This multi-pronged approach allows us to collect comprehensive experiential data with minimal cost and delay to conducting your research.
Focus Groups
Focus groups ensure the relevance of your data by examining the thoughts, opinions, and interactions of a group of individuals—such as potential respondents, future data-users, or other stakeholders in your research. These sessions may improve data quality by identifying potential sources of bias, informing the contact protocol, or clarifying content areas for inclusion in the questionnaire. SSG offers comprehensive focus group assistance, from designing the protocol and recruiting participants, to moderating the session and reporting data.
Our focus-group interviewers and moderators are skilled in translating this anecdotal information into concrete design recommendations, and our facilities house a comfortable, private environment for the conduct of focus groups.
Usability Studies
Usability studies monitor respondents’ interactions with the instrument—including the time required to complete the survey, navigational problems, and users' emotive reactions to instruments. They allow researchers to identify potential sources of burden and minimize respondent stress, resulting in improved response rates. Usability studies may also increase an instrument’s reliability and validity.
SSG’s sophisticated technology allows us to capture complex or subtle data. One product tracks respondents’ facial expressions and eye movements for minute, non-verbal indications of frustration or confusion. For web-based surveys, we use screen-capture software to track respondent choices and actions when interacting with the instrument. The software also allows us to code behavior, log important moments in the interview, and perform overall analyses of each session.
