Qualitative Research

Qualitative research provides valuable insight into what people think and believe about key public health issues. Although quantitative approaches offer structured datasets, the flexibility of subjective information inherent within qualitative methods allows for more in-depth exploration of a specific issue. Qualitative research studies are vital for assessing the needs of populations and planning appropriate programs to meet those needs and can be applied in efforts spanning the public health discipline—from advocacy and policy initiatives to social marketing and behavior change programs.

Futures Group uses a variety of approaches when conducting qualitative research, including targeted focus group discussions and individual in-depth interviews. For example, under its USAID-funded Communication for Behavior Change: Expanding Access to Private Sector Health Products and Services in Afghanistan (COMPRI-A) Project, Futures Group is currently conducting a qualitative research “Community Influencers Study” to measure understanding and behavior against FP/MCH service use in Afghanistan. Interviews of more than 800 primary and secondary influencers will help assess their importance in the decisions of potential users to use a health product and help design effective communication strategies to overcome any barriers resulting from that influence.