By Yohannes Mebrate, Team Leader, Qualitative Research
The activities we undertake in our everyday life are now digitally mediated, stored, and analyzed by firms and various organs. Big Data is a large volume, rapidly generated, digitally encoded information that is often related to other networked data, and can provide valuable evidence for study of phenomena (Kathy A. Mills,2019; See also Andrea de Mauro et al., 2016). Big Data is advantageous in many respects. The major one is that through the analysis of extracted and pooled data, it enables to better understand the subject of the study and to forecast the way forward, improve production and delivery of high-quality services. Furthermore, the use of Big Data for innovative and creative purposes, such as in a process known as Data-Driven Innovation (DDI), allows firms to improve the quality of their services and products. In other words, the Big Data opens up the window of the future through the exploration of the past.
At the crossroads of approaching the new era, where data is everything, qualitative study is an ideal means of pooling and analysis of non-numerical data to understand the phenomena, concepts, opinion and experience (s) of people. To extract data, qualitative research adopts five main approaches. These are: i) Narrative, which uses written or spoken accounts of individuals’ personal stories as an input for analysis; ii) Ethnography, an approach that enquires into a given culture within a group of people, iii) Phenomenology, which explains texts to explore existed experience to determine people’s lived experience within a given phenomenon, iv) Grounded Theory, which investigates the experience of people and their responses and reactions to produce theory, and v) Case Study, which involves careful examination of events or circumstances and the relations among them. To apply the aforementioned approaches, qualitative research employs a number of methods/instruments, including Focused Group Discussion (FGD), In-depth Interview (IDI), Key Informant Interview (KII), text mining, sentiment analysis, information and data visualization, follow- analysis, rhythm analysis, both ethno-and-netnography (using online platform to capture ethnography).
Within the context of new age, Frontieri strives to remodel qualitative studies in the digital sphere, utilizing the privilege of its several years’ experience in qualitative data collection and analytics.