{"id":11201,"date":"2018-05-07T03:19:40","date_gmt":"2018-05-07T08:19:40","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=11201"},"modified":"2026-08-10T17:55:49","modified_gmt":"2026-08-10T17:55:49","slug":"9-tips-to-conducting-accurate-qualitative-research","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/9-tips-to-conducting-accurate-qualitative-research\/","title":{"rendered":"9 Tips to Conducting Accurate Qualitative Research"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 17<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11201\" class=\"elementor elementor-11201\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-29c0109c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"29c0109c\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-45030945\" data-id=\"45030945\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-25324530 elementor-widget elementor-widget-text-editor\" data-id=\"25324530\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Customers don\u2019t think like we do. And similarly, what we may <em>think <\/em>looks or sounds right for our company and website, or what may be a primary motivator of visitors, could (and is most likely) completely off.<\/p><p><a href=\"https:\/\/www.helpscout.net\/blog\/customer-interview\/\">Elizabeth Wellington explains;<\/a><\/p><blockquote><p><em>\u201cCustomers give information that reveals their\u00a0<a href=\"https:\/\/teamtreehouse.com\/library\/researching-user-needs\/solving-an-important-problem\/the-difference-between-a-need-and-a-want\">attitudes<\/a><\/em><em>\u00a0(how they think they should behave) rather than behaviors (how they actually make decisions)\u201d <\/em><\/p><\/blockquote><p>But conversions and the path that leads to those conversions is highly driven by the customer. The image of a funnel is what comes to mind when many think of conversions, however, because the customer is irrational and highly distracted, it looks more like this:<\/p><\/div><\/div><\/div><\/div><\/div><\/section><\/div> <a href=\"https:\/\/www.invespcro.com\/blog\/9-tips-to-conducting-accurate-qualitative-research\/#more-11201\" class=\"more-link elementor-more-link\"><span aria-label=\"Continue reading 9 Tips to Conducting Accurate Qualitative Research\">(more&hellip;)<\/span><\/a>","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 17<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Customers don\u2019t think like we do. And similarly, what we may think looks or sounds right for our company and website, or what may be a primary motivator of visitors, could (and is most likely) completely off. Elizabeth Wellington explains; \u201cCustomers give information that reveals their\u00a0attitudes\u00a0(how they think they should behave) rather than behaviors (how [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":11233,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36,35,18],"tags":[87,245,533,534,491,109,535],"class_list":["post-11201","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro","category-sales-marketing","category-ux","tag-general","tag-intermediate","tag-interviews","tag-polls","tag-qualitative-research","tag-resource","tag-surveys"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/11201","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=11201"}],"version-history":[{"count":3,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/11201\/revisions"}],"predecessor-version":[{"id":101077,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/11201\/revisions\/101077"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media\/11233"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=11201"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=11201"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=11201"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}