Data collection
Steps 3: Qualitative and Quantitative Research
With an approved market research strategy in place, Vinea combines proven data collection techniques with a deep knowledge of Catholicism and Catholic organizations. This is an incredibly important step in the process, as the way data is collected determines the quality of insights you can uncover. We use both qualitative and quantitative research techniques to gain a holistic perspective.
Qualitative Research = Breadth
Qualitative research, which includes focus groups and one-on-one interviews, defines the breadth of the issues being explored. It answers the question, “Why?”
Quantitative Research = Depth
Quantitative research, primarily online surveys, provides the depth and projectability. It answers the question, “What?”
Qualitative Research: Insightful Conversations
One of the most important aspects of information gathering is the ability to engage people: making them comfortable, relating to them, asking the right questions, and drawing out key insights. Vinea cultivates conversations with two modes of qualitative research:
In-person qualitative research includes focus groups as well as in-depth interviews (one-on-one, dyads, and triads).
Phone and web-assisted qualitative research includes telephone interviews, web-assisted telephone interviews, and online focus groups and message boards.
In-depth Interviews
In-depth interviews help organizations problem solve their specific challenges and issues, especially within one particular group. It offers a dynamic experience, a forum for organically evolving questions and discussion that dig into the "why". Well-structured questions coupled with the right setting and experienced moderators can reveal essential insights and information that can only be discovered through conversation.
In-depth interviews can be one-on-one, dyads (two people interviewed at the same time) or triads (three people at the same time). Dyads and triads yield multiple dimensions of personal interaction to expand the breadth of the market research.
In addition to problem solving, in-depth interviews can be used as a baseline for determining how to establish question syntax or how best to broach sensitive matters in surveys.
Individual interviews create a dynamic experience, a forum for organically evolving questions and discussion.
Telephone Interviews
Telephone interviews are valuable when qualitative research requires going beyond one or two cites for in-person interviews and reaching out nationally. Vinea uses experienced interviewers who are highly skilled at building rapport with respondents over the phone.
Web-Assisted Telephone Interviews
Web-assisted telephone interviews (WATI) gives the same reach as telephone interviews while allowing moderators to share visual stimuli and collect qualitative information in real time. Vinea most often uses WATI to test new concepts, messages, and advertising campaigns.
Focus Groups
Focus groups are an effective way to gather information from various groups of people about their perceptions, opinions, beliefs, and attitudes. Because a trained moderator asks questions in an informal, interactive group setting, participants can talk freely with other group members. These group member interactions cannot be observed through surveys or one-on-one interviews.
Focus group interactions reveal group dynamics that cannot be observed through surveys or one-on-one interviews.
Online Focus Groups and Message Boards
Vinea can conduct an online video focus group in real time, the closest thing to a live focus group. This captures the benefits of convenience, time and cost savings, and more in-depth insights.
We also may use a message board (a text-based online platform), gathering responses from participants over three to five days. In either case, an online focus group has the advantage of no geographical boundaries, allowing us to find the best participants to represent the target audience.
Quantitative Research: Comprehensive Information Gathering
Surveys are the quickest and most comprehensive way to gather as much information about your target audience as possible. It is an effective way to identify challenges and track progress. Yet, the information is only as good as the questions and the question syntax used to gather it.
Custom Approach
Vinea tailors your survey to meet your specific needs. We begin with a basic list of areas of interest that align with your ministry. Then we add more points of data collection as we discuss your needs and ultimate goals.
Unlimited Reach
Surveys can be administered both in-person (handouts, scheduled meetings, etc.) or via secure Internet (email distribution, website link, and, for parishes, your bulletin).
Surveys are the quickest and most comprehensive way to gather as much information as possible.