Scaling Up Qualitative Research Quickly, Yet Maintaining Depth
A key strength of qualitative research is its ability to generate rich insights. However, its limitations include small sample sizes and low generalisability of findings. While these limitations can be addressed by conducting multiple focus groups, doing so requires significant time and manpower.
Hence, our qualitative research team explored a viable alternative. Piloting a methodology to conduct online discussions with 103 respondents at the same time, they were able to capture in-depth responses at scale, in real time. Although not a replacement for a traditional focus group discussion, this pilot proved effective in gathering large amounts of qualitative data within a short duration. The team’s research can add value to large scale engagement studies requiring both breadth and scalability.
Dating and getting married are still important to young Singaporeans
Close to 2 in 3 think that dating and getting married are moderately/very important milestones (Figure 1). Among those who are not married, 62% want to get married. Even among singles who are not looking to date, about 3 in 10 hope to get married if possible (Figure 2).
It is heartening to know that dating and marriage remain meaningful life goals for young people. So what’s stopping our young people from meeting their social aspirations?
Dating challenges
1 in 2 find the dating scene more difficult compared to 10 years ago (Figure 3). Change in societal expectations, increased difficulty in meeting people, and that dating has become more casual are the top 3 challenges (Figure 4).
To navigate this challenging dating landscape, what can be done to help young Singaporeans find their happily ever after?
Understanding what one seeks in a partner
To start, it helps to understand what qualities young Singaporeans seek in a partner. The top 3 on the list are compatible personality, similar values and emotional intelligence (Figure 5a). Career and salary ranked lower on the list.
Equally important in this love equation is what young Singaporeans would not tolerate – disrespectful behaviour, financial irresponsibility and poor personal hygiene are among the top 3 dealbreakers (Figure 5b).
Through understanding their own expectations, young Singaporeans can align themselves with partners who genuinely reflect what matters most to them.
Seeking guidance from the social network
Dating is often seen as a private matter between two parties, but their social circles matter as well. While half indicated that no one has an influence on their choice of partner, the other half pointed to their social network as having an influence. Parents (28%) have a greater influence than friends (15%) among females, whereas both parents (19%) and friends (19%) have equal influence on males’ choice of partner (Figure 6). Given the meaningful role that the social network can play, parents and friends can share their own relationship experiences with young Singaporeans, offering support through relationship challenges.
Methods of meeting a partner
Organic meetings are the most preferred method of meeting a partner, with 79% open to meeting a potential partner through school, work or at a place of worship, and 72% open to introductions by a friend/family member (Figure 7).
In this digital age, online platforms have become increasingly common and a practical way to meet potential partners, with 65% open to using them (Figure 7). However, safety is a concern – about 16% think online platforms are moderately/extremely safe. Females are less likely to think so (Figure 8).
Towards finding meaningful relationships
While dating appears more complex and challenging today, the desire for connection is still significant among young Singaporeans. The insights from our research highlight the importance of understanding what young people seek in a partner, the influence of their social networks, and the role of both traditional and online platforms in meeting potential partners. By addressing these challenges and leveraging the support of their social circles, young Singaporeans can better navigate the complexities of modern dating and work towards finding their happily ever after.
