e-Government - Probe Qualitative Groups / Interviews

How Ipsos MORI Can Help You Conduct e-Government Research

Probe: Qualitative Groups / Interviews

Qualitative research provides much more depth than quantitative surveys on people's thought processes and motivations, and attempts to find out why people might feel the way they do. In terms of e-Government, this could be particularly useful for research among the following groups:

• e-Government users and non-users
• Internet users and non-users
• Those concerned about data privacy
• Those satisfied or dissatisfied with local councils
• Potential segments of local residents who could be targeted for e-Government services

There are a variety of different qualitative methodologies and approaches which could be used. Depth interviews and discussion groups are the most common qualitative approaches, and both can be conducted in person or online. Depth interviews can also take place over the telephone. Ipsos MORI also has experience of deliberative workshops and other creative qualitative approaches. This creativity is driven within Ipsos MORI by the Qual Hothouse which acts as a centre of excellence for qualitative research. The Qual HotHouse, through its own members, experience and intelligence gathering, advises executives on qualitative projects and is committed to sharing qualitative best practice.

Ipsos MORI has conducted qualitative e-Government research for the DigiTV National Projects, the Department for Work and Pensions, and the Department for Business, Enterprise and Regulatory Reform.