Qualitative studies look at perceptions, beliefs, and understanding of people or groups of people. Qualitative methods can be applied in different situations depending on the aim of the study. For example, interviews can be conducted with BBF committee members to better understand their experiences of implementing BBF (Safon et al., 2018; Carroll et al., 2019).
Also, interviews with decision makers can be conducted to both understand their perspectives as well as motivate their breastfeeding governance decision-making using a motivational interviewing (MI) approach - a collaborative, goal-oriented style of communication with particular attention given to partnering to create a path forward to change (i.e., to build a shared agenda) (Cecchi 2008). This approach can be used to understand and engage with the political and institutional factors driving and affecting the use of evidence-based policy options in decision-making, focusing on long-term relationship rather than short-term progress (DiPietro & Bennett).
When to use this tool
When to conduct qualitative interviews in the context of implementing BBF will depend on the aim of the study.