Qualitative Research and Non-Profit Organizations

Qualitative Research is a topic we have spent a good deal of time discussing in class.  A broad definition of Qualitative research is the mass media observing what people say and do, it measures and counts the number of responses and attempts to look into into concepts, ideas, definitions, characteristics, symbols and meanings.  When dealing with any business it is important to utilize Qualitative research because knowing what behaviors people are exhibiting and their motivation is a key part in a business’s success.  Some of the different types of Qualitative research include personal interviews and focus groups.  Non-profit organizations are a group that more so than any other company need to make use of Qualitative research.  With their constant reliance on consistent consumers, it is important to understand the behaviors of these consumers to keep their attention focused towards your company. 

An article titled “Nonprofits making changes, keeping track” in the Philanthropy Journal, discusses the recent launching of innovative programs or services through non-profits.  When a non-profit makes the decision to launch a new program, there needs to be a considerable amount of research not only before the program but after the program.  In any good business setting it is important to conduct the research before the program begins to find out what your audience is willing to participate in.  All successful non-profits conduct various amounts of research prior to the program or service, but not all participate in the post research that is done after the program or service.  “Eighty-five percent of nonprofits responding to the survey measure the effectiveness of at least part of their programs and services at least once a year, and two-thirds measure effectiveness for at least half their programs or services.”  With non-profits constantly struggling for more funding and audience awareness, it is essential that they formulate a research method to make this possible.  After a program or service is launched a study should be done to show the effectiveness of the program, and how the audience reacted. 

One of the main components of non-profits is to get inside of their consumers minds, this way they are able to continue a successful business.  But according to this article not all non-profits have spent the time getting to know their consumers behaviors.  Qualitative research is the answer to non-profits problems.  By using Qualitative research they would be venturing into the minds of their consumers, which would inevitably gain more company awareness.  The article says that “only minorities of non-profits reported using the kinds of techniques that ‘assessment experts insist are needed to make such measures truly convincing, such as random assignment comparisons and social rate of return estimates.’” Non-profits cannot expect to run a successful organization without putting a good amount of their efforts into research. 

In my opinion Qualitative research is the perfect solution for non-profit organizations.  Focus groups would be a great way to discuss the programs and services put out by the non-profits, you would then get to explore of the feelings of your consumers while also studying their natural behaviors.  Focus groups would be an inexpensive way to conduct Qualitative research, and in my opinion it would be a successful way to gain more insight into the consumers.  I am shocked that not all non-profits haven’t picked up on Qualitative research, it is a simple way of making an organization successful.