Every day businesses use qualitative data collection methods, each with its own nuance. An OD consultant will want to figure out which qualitative method or combined methods are the best fit for the presenting problem within the organization. Below are the five different methods.
One on one interviews: is time intensive and potentially open to error if the interviewer is not properly trained. This method is helpful when there is both complex and sensitive information especially when the interviewee may not feel safe / comfortable speaking in a group or writing information down that could be directly attached to their name. It also allows a skilled interviewer an opportunity to ask for clarity or additional information that may not be gained by a multiple choice or text entry.
Focus group interviews: can be used when either there is a common theme that brings the individuals together e.g. they attended a workshop, etc. and/or they are on a team or group e.g., working on a project. Focus groups allow a facilitator to build upon responses of individuals for greater information and clarity.
Open ended questionnaires: may be the most universally used data collection method, and are a good way to gain overall / broad understanding with respondents and is less time consuming than either one on one or focus group interviews. They are often used to gain feedback or collect specific information often using both multiple choice answers and open text boxes. I recently sent a survey to teams that had an opportunity to participate in an employee involvement competition. The response rate was about 7%, and well as respondees did not answer all the questions as well as left partial text entries or answers that didn’t correlate to the question rather it was their overall opinion. That made me recognize that there was either or both confusion or we “missed” a questions that a handful of respondees wanted to be asked.
Observation: is generally used to gain behavioral data and allow the observer to see first-hand. Generally the observer is known e.g., leadership coach watching for specific behaviors, and sometimes the observer may be unknown e.g., restaurant customer service trainer going to various franchises.
Documents: often provide an efficient way to identify problem and strength areas. For example when working with a steering team a couple years ago we looked at the program website, strategy plans, BG&Os, HR reports, old engagement surveys and action plans, etc.