Applying qualitative methods to experimental designs: A tutorial for the behavioral sciences

Studies with experimental designs are almost invariably evaluated with quantitative outcomes and methods, both in behavioral sciences and other disciplines. We argue that there can be added value of using qualitative methods for the evaluation of (behavioral) experiments. Incorporating qualitative data can enhance the ecological validity of a study, by acquiring a more holistic understanding of the phenomenon of interest. There is, however, little methodological guidance on how to implement such an approach. In this paper we present the different steps and considerations for a qualitative evaluation of results in experimental designs. Methodological guidelines are offered for each stage of a study, from formulation of the research goals, through data collection and data analysis, to the interpretation of a potential effect of the intervention. In addition, there is ample attention for ensuring the rigor of the research. The presented guidelines are developed and illustrated using an empirical example, in which a constructivist grounded theory approach was applied to evaluate the effect of empathy prompts on the motivation to adhere to COVID-19 regulations.