What's the best way to use stimulus material in qual?
Qualitative researchers can use a broad range of stimulus material to get much more out of the discussion.
In fact, we would even go so far as to say that the best focus groups (bulletin board and face to face) use stimulus material as the foundation of the discussion. The stimulus material should be closely related to the thread of the discussion and should be at the core of what participants are talking about, rather than an unrelated or occasional fun activity designed solely for engagement or involvement.
We have been thinking how qualitative research has changed since we opened our doors in 1994.
These days, although we still use the traditional qual methods that underpin good practice, we also incorporate the best of the new and emerging methodologies and ways of thinking. We interview and observe people in more places, doing more things, and talk to them on more topics and in different ways than we used to. We also think differently about what they tell us, because of the great progress that has been made in cognitive psychology and neuroscience.