The Role of Qualitative Methods in Public Opinion Research

Using both traditional and evolving methods to better understand what is on the mind of the public is important when conducting qualitative research. In this episode of POP, the Public Opinion Podcast, Darby Steiger, Vice President of Innovation and Solutions, SSRS explains how qualitative research complements surveys by uncovering the "why" behind public opinions, offering deeper insights into people's beliefs and experiences. She also highlights the shift to virtual and asynchronous research methods after the COVID-19 pandemic and how these innovations are changing the landscape of data collection.

Host: Sarah Spell, PhD, Research Officer, The Pew Charitable Trusts

Guest: Darby Steiger, Vice President of Innovation and Solutions, SSRS