Traditional approaches to qualitative research often follow a well-trodden path. They often rely on a predefined set of questions and lines of enquiry. While this provides a structured framework, it also runs the risk of limiting the scope of the research. And leading the researcher down a familiar and potentially biased route. Or at best, confirmation of what is already known.
The way that we frame topics, the entry point to the conversation and the flow of questions takes participants on a particular journey. It will influence what they share, and importantly, what they don’t.
It’s not that participants are doing it on purpose. In fact, they’re trying to be helpful. The questions we ask give them clues as to what we’re interested in. So, their response simply reflects what we have asked about. So, the things that we don't ask about they won’t mention.
If we ask participants what their concerns are about sustainability, then no doubt they’ll play back topics including global warming and single use plastic. Yet if the frame shifted and we ask a wider more open question about what their concerns are, then sustainability topics may not even feature. It’s a subtle shift in question. Yet by widening the frame, we gain a different perspective and understanding about their priorities.
When discussing menopause, if we ask questions about hot flushes and periods stopping, then this is what women will talk about. The result, quite a narrow view of what’s going on.
If, instead, we approach it from the perspective of mid-life, we’ll uncover a completely different perspective. A lot can be happening during this phase of life – children growing up, exam pressures, and leaving home; marriage breakdown; retirement approaching; downsizing; freedom to travel. There’s a lot to navigate. And by talking about these aspects we understand a lot more about what women are feeling. We uncover emotions and ‘symptoms’ that they may not have linked to menopause.
Combining open questioning with wider framing encourages a more exploratory and dynamic approach. It allows us to adapt and respond to the unique perspectives and insights that emerge during the research process. It creates the space for participants to share their stories, ideas, and experiences in their own words. This not only helps to build trust and rapport, but it also opens the door to unanticipated discoveries. And sometimes inconvenient truths.
Of course, this open approach is not simply about asking more open questions. It’s about being receptive to unexpected responses and following the natural flow of the conversation. It’s about really listening, not simply waiting to respond or ask the next question.
By taking a less formulaic approach we uncover new themes, patterns, and nuances that would be overlooked or not even arisen in a more predetermined line of questioning.
The interplay between researcher and participant is also different. It fosters a collaborative dynamic rather than a one-way exchange of information. The research process becomes an exchange of ideas, where both parties contribute to the exploration and creation of knowledge. This collaborative approach can lead to deeper insights, as participants feel empowered to share their true perspectives and we, as researchers, can gain a more holistic understanding of the topic.
Of course, using open questioning does not mean abandoning all structure or planning. To be effective there still needs to be a clear research question, a well-designed discussion guide, and a thoughtful approach to analysis. Yet by taking a broader view and being willing to explore new avenues of enquiry, we can unlock a wealth of valuable information that otherwise remains hidden.
Hypotheses can still be developed and tested but without direct questions and leaving plenty of opportunity to explore ‘what else’. By embracing a more exploratory approach, we can challenge our own biases, uncover unexpected insights, and ultimately, gain a deeper and more nuanced understanding of human experiences.
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