Ten Common Mistakes in Qualitative Research — And How to Avoid Them

❌ Ten Common Mistakes in Qualitative Research — And How to Avoid Them

Qualitative research offers deep, nuanced insight — but it also requires care, critical thinking, and attention to detail. For students undertaking their first qualitative project, it’s easy to fall into common traps that can undermine the quality and credibility of the work. Here are ten common mistakes in qualitative research new researchers often make — and how you can avoid them.

1. Starting Without a Clear Research Question

Jumping into data collection without a focused question leads to unfocused interviews and messy analysis. Solution: Refine your question before choosing your method.

2. Choosing the Wrong Method

Not all qualitative methods are interchangeable. Using interviews when focus groups or diaries would work better limits your insight. Solution: Match your method to your question, not the other way around.

3. Treating Interviews Like Surveys

Using rigid, scripted questions and expecting short answers misses the richness of qualitative interviewing. Solution: Use open-ended prompts and allow participants to speak in depth.

4. Ignoring Reflexivity

Failing to consider your own role, bias, and assumptions weakens your analysis. Solution: Keep a reflexive journal and discuss your positionality in your methodology section.

5. Collecting Too Much Data

Students often interview too many participants and then feel overwhelmed during analysis. Solution: Focus on quality over quantity — six to eight rich interviews can be enough.

6. Transcribing Poorly

Inaccurate or incomplete transcription loses vital data. Solution: Use transcription software with care — always review and correct transcripts manually.

7. Coding Without Understanding

Jumping straight into coding using software like NVivo without understanding what a “code” really is leads to superficial themes. Solution: Learn what codes and themes mean in your chosen approach before using tools.

8. Confusing Description with Analysis

Simply retelling what participants said isn’t analysis. Solution: Interpret the meaning, patterns, and significance of what was said — connect it to your research question and literature.

9. Failing to Ensure Ethical Practice

Missing consent forms, vague participant information sheets, or storing data insecurely can jeopardise your project. Solution: Always go through your institution’s ethics process and follow data protection rules.

10. Rushing the Write-Up

Trying to write your findings before you’ve finished analysing — or skipping reflexive commentary — weakens your credibility. Solution: Allow time to write slowly and critically reflect on your process.

🧠 Final Thoughts

Every researcher makes mistakes — but awareness helps you avoid the most common ones. Qualitative research isn’t about perfection, but about depth, rigour, and reflection. Stay curious, stay critical, and don’t be afraid to revise your approach as you go.

Good research is not just about asking questions — it’s about asking the right questions, in the right way, and learning how to listen.