As a research professional in an increasingly complex and dynamic modern world, are you game for quality or quantity? Or both?
At CleverX, we’re a hybrid crowd. Simply because using both methods doubles down on value.
Why Quality + Quantity?
Qualitative research with quantitative gives you the lens to create more meaningful insights. The relationship between data points and consumer stories can culminate into challenges. Which mean more opportunities that can be leveraged for action.
Analyzing quantitative results is to realize that analysis comes in two phases – before and after the research is conducted. Prior to conducting the research, you need to think through what key questions you want to answer and what form the data needs to be in to correctly answer those questions. Quantitative research uses larger data sets to confidently answer any combination of who, what, when, or how.
Three basic metrics that are effective in quantitatively testing include purchase intent, uniqueness, and believability. After analysis of the various metrics we use, including correlation analyses.
Qualitative research explains the ‘why’ behind the numbers, giving context for and bringing to life otherwise one-dimensional data.
The Story Behind the Data
Once you are engaged in actual consumer stories, imagining how the business decisions you make will impact your consumers becomes easier and clearer. The story aspect of qualitative research allows the data to come to life and transcend beyond the immediate results. For instance, consider hearing a data point that females aged 25–40 who make less than $20,000 a year, with kids under the age of 10, are more likely to purchase Product A over Product B. What does that mean for your company? How should you change your marketing to reflect that data point? Does it make sense to even change your marketing? The real question is, “Why do they prefer Product A over Product B?” in terms of qualitative data.
Using these 3 key metrics to evaluate your quantitative results can help you learn how to move forward with winning and losing concepts.
Things to consider
One of the biggest mistakes clients make when they read through reports is to take the quote from one respondent to be the ultimate truth. Quotes are included in reports to add color, explain further, and provide examples. They are not meant to serve as an end-all and be-all and should be looked at in their entirety with the research, not individually.
I really love the packaging [of Product A]! The colors are really bright. I would notice this if it was on a shelf.” I don’t really understand this [Product B]. It looks like everything else is already available. What makes it different? What would I use it for?” The bottle [of Product B] was really hard to find on the shelf. The color blended in and the brand name was really hard to see when I was looking for it.” [Product A] is my favorite. It’s the packaging is clear and explains what the product is. I like that it’s easy to understand.”
Imbibing qualitative research into your market analysis lets you understand why one concept performed better than another and how to optimize existing concepts for future testing. Numbers can be intimidating, which can often prevent people from fully applying and understanding quantitative research results. But pairing qualitative and quantitative research strengthens the context to confidently say why certain outcomes came to be.