Qualitative Research in Gaming

Qualitative research is a way of analyzing problems using people and places to understand the complex and hidden dynamics affecting them. Study is done using interviews, focus groups, observation, and case studies. Because the research is led and gathered by humans it tends to be more social and flexible. As a result, it is an inductive process that does not rely on numbers or a rigid scientific method. It can be highly iterative changing in response to new information. Qualitative research is a powerful complement to quantitative research to get a complete picture of big problems.

Qualitative research is:

• Data based (empirical), uses a wide variety of data collection tools


• Human-focused, recognizes that people give meaning to situations


• Human-driven, researcher is the actual instrument for data collection


• Iterative, research questions change during study


• Social, can require lots of interaction with people


• Not based on the scientific method, research allows for inductive investigation

I'm choosing a qualitative approach to study what teenagers find fun in video games. Fun is deceptively difficult to measure. It's a layered subject that would benefit greatly from one-on-one interviews and observing playtesting. I expect to find interesting results in the coming weeks.