Planning qualitative research in Thailand?
Use this checklist to identify the research question, audience, method, recruitment, timing and fieldwork requirements.
Use this checklist before briefing your research partners
Work through these points before briefing a moderator, recruiter or fieldwork partner. You do not need every answer at the outset: the checklist should make both the confirmed decisions and the open questions clear.
1. Research objective and business decision
State what the team needs to decide and what it needs to understand first. Identify the needs, barriers, motivations or reactions the study should explore, rather than starting with a list of methods.
2. Method and rationale
Consider focus groups when interaction and differences between participants matter, or IDIs when you need depth around personal or sensitive experiences. Record why the format fits the question; if you are unsure, make method selection part of the discussion.
3. Respondents and screening
Define whose experience is relevant, who is outside the target audience and which behaviours or experiences participants need to have. Use those requirements to prepare or review the screener.
4. Sample, timing and location
Outline the proposed number of groups or interviews, session length, fieldwork window and when the team needs the findings. Note whether you are considering Bangkok, another location or an online format. These are requirements to discuss, not confirmed arrangements.
5. Guide and research materials
Identify the main topics, any existing guide and the concepts, messages, products or experiences to explore. Plan open questions and neutral probes that help respondents explain their perspective.
6. Observation, recording and language
State what the client team needs for observation, note-taking, recording, translation or interpretation. Confirm what is available and how it will work before fieldwork.
7. Analysis and deliverables
Clarify whether the team needs a debrief, initial summary, thematic analysis or fuller report. Include who will use the findings, the required format and any respondent language that needs to be captured. Agree the actual outputs with the project scope.
8. Confidentiality and access
Raise requirements for handling the brief and respondent information, access to recordings and notes, and the use of participants’ images, voices or words. These details need agreement before the relevant materials are collected or shared.
Download the existing one-page checklist PDF (Thai with English headings). The English checklist above can be used to prepare your enquiry; the form below is for discussing the study.
Have a question about your project?
Send your name, email and what you want to understand. A complete brief is not required.