It’s about a 4 min. read.
As market researchers, we’re always challenging ourselves to provide deeper, more accurate insights for our clients. Throughout my career, I’ve witnessed an increased dedication to uncovering better results by integrating traditional quantitative and qualitative methodologies to maximize insights within shorter time frames.
Market research has traditionally been divided into quantitative and qualitative methodologies. But more and more researchers are combining elements of each – creating a hybrid methodology if you will – to paint a clearer picture of the data for clients. [Tweet this!]
Quantitative research is focused on uncovering objective measurements via statistical analysis. In practice, quant market research studies generally entail questionnaire development, programming, data collection, analysis, and results, and can usually be completed within a few weeks (depending on the scope of the research). Quant studies usually have larger sample sizes and are structured and set up to quantify data on respondents’ attitudes, opinions, and behaviors.
Qualitative research is exploratory and aims to uncover respondents’ underlying reasons, beliefs and motivations. Qualitative is descriptive, and studies may rely on projective techniques and principles of behavioral psychology to probe deeper than initial responses might allow.
While both quantitative and qualitative research have their respective merits, market research is evolving and blurring the lines between the two. At CMB we understand each client has different goals and sometimes it’s beneficial to apply these hybrid techniques.
For example, two approaches I like to recommend are:
As insights professionals, we strive to offer critical insights that help our clients and partners answer their biggest business questions. More and more often the best way to achieve the best results is to put tradition aside and combine both qualitative and quantitative methodologies.