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:

• Video open-ends Traditional quantitative open-ends ask respondents to complete open-ended questions by entering a text response. Open-ends give respondents the freedom to answer questions in their own words versus selecting from a list of pre-determined responses. While open-ends are still considered to be a viable technique, market researchers are now throwing video into the mix. Instead of writing down their responses, respondents can record themselves on video. The obvious advantage to video is that it facilitates a more genuine, candid response while researchers are able to see respondents’ emotions “face to face.” This is a twist on traditional quantitative research that has the potential to garner deeper, more meaningful respondent insight.
• In-depth/moderated chats let researchers dig deeper and connect with respondents within the paradigm of a traditional quantitative study. In these short discussions, respondents can explain to researchers why they made a specific selection on a survey. In-depth/moderated chats can help contextualize a traditional quantitative survey – providing researchers (and clients) with a combination of both quantitative and qualitative insights.

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.