The devil is in the detail, so no matter how professionally and representatively we study social groups or entire societies, we can often only see the trends or the result, but not the motives behind the behaviour. This requires qualitative research. The latter usually do not have strict requirements of representativeness, but are intended to help to find the tipping points, to understand why certain decisions are made.

  • FGD (Focus group discussion)
  • IDI (In-depth interviews)
  • Online communities
  • Ethnographics
  • Observations