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Methodologies in Qualitative Healthcare Research

06 Aug 2024

The heart of qualitative research in healthcare remains in its methodologies. How researchers gather, analyse, and interpret data significantly impacts the quality and relevance of their findings.

In this blog article, we’ll delve into the evolving methodologies that are shaping healthcare qualitative research today, while keeping in mind the insights shared by our panel of experts.

Online Research and the Digital Shift

The most prominent shift in recent years has been the increasing reliance on online research methodologies. As Mao Takeshita, Project Manager and Trainer from the Japan division, noted, “factors like the COVID-19 pandemic have accelerated the adoption of online research methods.” The ability to connect with respondents remotely has opened up new opportunities for engagement and data collection.

Web Surveys and Questionnaires: Online surveys and questionnaires have become a staple in supplementary traditional healthcare qualitative research approaches. The web surveys and questionnaires offer a cost-effective and efficient way to gather structured data from large respondent pools. Tools like QQFS’s own QualStage have made it easier than ever to design, distribute, and analyse web-based surveys to supplement qualitative techniques.
Online Bulletin Boards: Online bulletin boards provide a platform for asynchronous discussions. Researchers can engage with respondents over several days or weeks, fostering in-depth conversations and uncovering nuanced insights. As Mao mentioned, “Online bulletin boards allow for richer, more considered responses, making them a valuable addition to the qualitative toolkit.”

Maintaining the Human Touch

While online methodologies have gained prominence, it’s essential to strike a balance between digital convenience and human connection. Claudia, Senior Research Director from Germany, emphasised that “strong relationships with healthcare professionals for in-person research are still crucial.” Some qualitative research aspects, such as application testing for medical devices or in-depth interviews, require a personal touch that can only be achieved through face-to-face interactions.

In-Depth Interviews: In-depth interviews, conducted either in person or virtually, remain a cornerstone of qualitative research. They enable researchers to explore complex topics and delve deep into respondent experiences. Video conferencing tools like QualStage have become invaluable for conducting virtual interviews. Maintaining the human touch while online methodologies have gained prominence, it’s essential to strike a balance between digital convenience and human connection. Claudia from Germany emphasised that “strong relationships with healthcare professionals for in-person research are still crucial.” Some qualitative research aspects, such as application testing for medical devices or in-depth interviews, require a personal touch that can only be achieved through face-to-face interactions.
Focus Groups: Focus groups continue to be an effective way to gather diverse perspectives. They can be conducted in person or online, with the latter offering geographic flexibility and the ability to assemble respondents from different locations.
Ethnography Studies: Ethnography studies involve immersive research, where researchers observe and interact with respondents in their natural environment. As Mao highlighted, “Ethnography studies provide unparalleled depth and context, offering a rich understanding of respondent behaviours and experiences.”

Recruitment Strategies for a Changing Landscape

The methods for recruiting respondents have evolved to align with the changing healthcare qualitative research landscape. Jaime Potts, Director of Qualitative Research and Client Services in the US, underlined the importance of diversity and flexibility in recruitment strategies, stating, “It’s crucial to ensure that our research reflects the diversity of the patient and healthcare professional communities.”

Online Recruitment via Social Media: Platforms like Linkedin and Instagram have become powerful tools for identifying and engaging with healthcare professionals, patient advocates, and influencers. These channels allow researchers to reach specific demographics and establish connections with respondents.
Sensitivity and Ethics: Researchers must handle sensitive recruitment questions, such as medical conditions or ethnicity, with care. It’s crucial to explain the purpose behind these questions and provide options like “prefer not to answer” to respect respondents’ privacy and preferences.
Physician Partnerships and Referrals: In many regions, including the Nordics, partnerships with physicians and referral programs have become instrumental in recruiting respondents. Healthcare providers can serve as valuable intermediaries in connecting researchers with their patients and peers.
Patient Associations and Advocacy Groups: Collaborating with patient associations and advocacy groups can provide access to patient populations and ensure that respondents are well-informed and engaged in the research process.

In this dynamic landscape, qualitative researchers must adapt and leverage a mix of methodologies and recruitment strategies to capture the diverse and evolving perspectives within the healthcare ecosystem. The fusion of traditional and digital approaches allows for greater flexibility and depth in research, ultimately leading to more comprehensive and actionable insights.

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