With so much disruption in the marketplace, researchers are feeling that, not only do they not have all of the answers, they don't know all of the questions!
An important research tool that can help is an integrated Qual/Quant method approach for your research project. We're observing that in many circumstances, openness to fluidity between methods within a research project can move unclear or incomplete discovery forward, yielding rewarding and often unexpected results. Some examples:
- You may not know the full scope of the problem, let alone which approach will provide the solution.
- A Quantitative study may yield surprising findings, which could be enriched with individual follow-up interviews.
- Or you may want to combine Qual and Quant in a segmentation study: Qual to identify the criteria for a segmentation analysis; then Quant methods to identify the key differences between the emerging segments.
One example of a fluid integrated approach: Our researchers developed a segmentation analysis of Young Affluent Professionals based on a Quantitative study. Once the segments were defined, we conducted in-depth video interviews with a number of the respondents to bring the interviews "to life".
Watch an excerpt from the webinar presentation of the study HERE.