Kids are not the only ones that say the darnest thing, qualitative respondents do as well.
Sometimes in life you don’t always get the answers you expect and that can never be truer than in qualitative research. Click here to read some funny comments that respondents have made in focus groups and in depth interviews. The kinds of things that you won’t find in a report.
I was doing a project one time for a funeral home (yes, funeral homes do qualitative research) and they were testing a direct mail piece that offered a “2 for 1 special.” That if you bought a plot for yourself your spouse would get a second ploy for free. I guess they figured if it worked for grocery store specials, it should work for funeral homes. Well, when I presented the idea to a group of church going elderly women, one woman vehemently objected stating, “I have had that man on top of me all my life, I do not want him on top of me for all of eternity.” She made her point and it made for a great verbatim, too. Needless to say, the idea “died” there.
