 Trying to decide your qualitative sample size can be a tricky. In academic circles researchers say that you stop interviewing when you start hearing the same stories. Unfortunately commercial researchers don't have that luxury. They need to plan and cost for sample sizes ahead of fieldwork and given how costly qualitative fieldwork can be, getting the sampling right can mean the difference between a project being commissioned or being passed over. In the whitepaper below, Donna outlines how market researchers can judge ahead of time how many interviews they will need in order to get reliable and valid results. Download your copy of the whitepaper - Qualitative Interviews: When enough is enough. 
3 Comments
6/6/2019 04:43:32 pm
Qualitative interviews put emphasis on the material that you get from a handful of people. This is very different than conducting a quantitative interview. What qualitative interviews do is make an estimate from a high number of interviewees. If you ask me, they both have their strengths and weaknesses, but I do prefer using a qualitative method for my research. I try to ask a lot of questions, those that cannot be asked to a lot of people at once. 18/8/2022 12:02:45 am
Donna outlines how market researchers can judge ahead of time how many interviews they will need in order to get reliable and valid results. Thank you, amazing post! 3/10/2022 10:14:01 pm
Given how costly qualitative fieldwork can be, getting the sampling right can mean the difference between a project being commissioned or being passed over. Thank you for taking the time to write a great post! Your comment will be posted after it is approved.
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AuthorDonna Bonde is the Owner and Director of Rapture Consulting. She consults to agencies and brands who want to better understand the way consumers think and behave. She bases herself in Sydney, Australia. 
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