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Tag: methodologies

Should you combine Quantitative and Qualitative research?

When undertaking a research project, the first question people often ask is whether to conduct quantitative or qualitative research. However, both of these methodologies actually complement each other! In other words, while it can be useful to think of them as single approaches, there are also times when you should combine them for even clearer data.
Difference-between-Quantitative-and-Qualitative-Data

 

What is Qualitative Research? 

Qualitative research, or “qual,” seeks in-depth, freeform answers from respondents either in person or via open-ended responses. As recently as only five years ago, I would have said this was usually carried out with small groups in the form of in-person focus groups, telephone interviews or detailed surveys with free-text responses. Things have changed. While qualitative can still be conducted in person, the vast majority of qual is now done online. (As I’ll explain later in this article, this allows someone to conduct qual research at a quantitative scale.) 

 

imagesQual research is often a go-to method for an insight department trying to gather anecdotal views and opinions. It offers a deeper understanding, with the ability to explore topics in more detail., which would usually come about via unprompted feedback. Qual can be a great approach for anyone looking to expand or start a brand-new product line because it allows you to gain honest responses and comments from your target audience.

 

Three to five years ago, you could argue that qualitative research was hard to measure, but there are so many different tools out there to analyze open-ended comments (as well as video responses!) that clients can receive results within hours of their research project getting underway.

 

The only thing I do find potentially difficult when conducting qualitative research is its statistical robustness. This is because you are generalizing to your broader audience, rather than having thousands of data points to analyze.

 

What is Quantitative Research? 

 

On the flip side, quantitative research is, as the name suggests, all about the numbers! It tends to involve a large group of people (usually at least several hundred, but often thousands) completing a survey. While the approach is heavily numerical, this also means the results are clear and are harder to misinterpret. The survey can also be easily repeated and you can reliably track changes over time, such as in a tracker study. Then comes the analysis of your data—as you are asking closed questions, your data can be collected more quickly. 

images (1)However, dealing with numbers means you need a large sample of the population to deliver reliable results. The larger the sample of people, the more statistically accurate the outputs will be.

 

I always like to remind researchers that when they are creating online surveys, the wording is crucial. To be confident in the results of quantitative surveys, you have to be confident that you’re asking the right questions, in the right way, with the correct answer-options included.

 

Final Thoughts

Quantitative and qualitative research both have their place in market research, and a blended approach should be carried out whenever you’re extending product lines or launching something new because it can give you a holistic viewpoint on what your customers are thinking, rather than just from one data point. Both methods can work hand-in-hand; brands can use qualitative research for developing concepts and theories, and quantitative for testing pre-existing ones.

 

You can also use freeform qualitative research to guide the creation of more structured quantitative surveys. Following quantitative surveys, turn to qualitative to better understand the context of the responses! There are so many opportunities!

 

Technology advances like open-response video and heat mapping also mean that qualitative research is getting closer to the quantitative price point. As a result, more and more organizations are able to use both approaches during their work.

 

You no longer have to choose a methodology based on cost because there is now value for the money within the sector. The real question you should be asking is not over which approach but rather how to best use both to provide insights that can have an impact on the bottom line.


About Jake

Jake-Pryszlak_avatar_1546770824-400x400Jake Pryslak, commonly known as the Research Geek, is a 3-time award-winning market researcher, blogger and speaker. He’s a current Forbes columnist who is active across a plethora of social media channels. His aim is to share his market research knowledge with others in the industry. You can find his blog and social media channels here.

Happy new year 2019

New Year, New Blog

Welcome,

It seems like we just rung in the New Year and now we’re already well into February. While this is normally the time of the year where New Year Resolutions start to taper off and old habits creep back in, we wanted to make sure we keep growing and evolving, both as people and as a company.

When Logit started more than two decades ago, we could not imagine how our business would have to adapt and change for a world in 2019. From leaps and bounds in technology to the growth and influence of social media, there was no way to have envisioned how much our industry would change in a relatively short time.

That’s why in 2019 we’re shifting gears to not only focus on the “now,” but also to look ahead to the “emerging.” There has never been a more exciting time for market research. With advancements in technology, growing trends, and new ways to connect to people across the globe, it is more important than ever to stay ahead of the curve in our field; we owe it to both to our clients and to ourselves.parallax-contact

That is why I am excited to introduce the Logit Blog, our newest initiative where we can share information, discuss concepts, work towards best practice, and push the boundaries of the industry’s landscape. But, most importantly, our new blog will be a place to connect with our clients and colleagues over our shared interest in market research and data collection.

We don’t want to give too much away just yet, but we did want to give you a sneak peek of some of the content we will be discussing:

  • Evolutions in quantitative data methods
  • Programming and hosting challenges and solutions
  • Changes in population and generational demographics
  • The growing industry of Artificial Intelligence
  • The future of market research
  • Top trends and outdated methods
  • Emerging data markets
  • And much more

Our goal for 2019 is to learn more about the world around us and share those findings with you. And, of course, we would love to hear your ideas, questions, and interests. Feel free to connect and/or comment via the blog or through any of our social media accounts; we want to grow an inclusive MRX community.

Welcome to 2019 and welcome to the Logit Blog! Where we continue to be practitioners in the science and art of research (blog) execution.

Talk soon,

Sam Pisani
(on behalf of The Logit Group)

Sam Pisani Headshot. Logit Group Managing Partner