The Research Method

The Ipsos Mackay Report is based on qualitative methodology because the attitudes and values it explores do not lend themselves to the more formal, structured techniques of the statistical, questionnaire-based survey.

For the Ipsos Mackay Report, the group discussion technique follows the classical principles of non-directive research. This is a very different approach from conventional ‘focus groups’ where individuals are assembled in a central location, generally observed through a two-way mirror or via closed-circuit TV, and the discussion is actively controlled by a facilitator operating from a detailed list of pre-determined topics and questions. By contrast, the Ipsos Mackay Report’s non-directive group discussion technique has three essential features:

  • Groups used for the research are AFFINITY GROUPS – naturally occurring groups of friends, neighbors, workmates, etc. The use of existing social groups allows us to harness the dynamics of spontaneous peer-group interaction (including the important phenomenon of opinion leadership) and to ‘borrow’ the trust, honesty and frankness of established relationships.
  • Discussions are held in the NATURAL HABITAT of the groups – private homes, clubs, offices or wherever the members of a particular group feel most comfortable, in order to minimize the artificiality of the research process.
  • The asking of direct questions is avoided and the role of the researcher is essentially passive. Group members are encouraged to participate in SPONTANEOUS DISCUSSION of all aspects of the subject which happen to interest or concern them. No pre-conceptions are imposed on the scope or direction of the group discussions.

Personal interviews follow the same general principles, in the context of informal, unstructured conversations. As with the group discussions, interviewees determined the scope and direction of the conversation.

Data generated by non-directive group discussions and non-directive interviews is essentially qualitative and anecdotal. Accordingly, no attempt has been made to quantify the findings of this research, nor to draw distinctions between majority and minority opinions. The report offers a summary of views expressed, though some emphasis is given to those opinions and attitudes which appeared to be consistent across the whole sample.