The battle between skiers and snowboarders is one we’re all familiar with, at least on some level. It doesn’t even require you to have performed either sport, it just asks that you understand the natural tension created when two different groups are using a finite resource for the same purpose.
Quantitative and qualitative researchers, at least in some circles, are likened to skiers and snowboarders—they sometimes argue over how best to get down the mountain, but they all enjoy the process.
Today, we’re talking about how quantitative and qualitative research can work together, and why we here at 4media see the value in getting down the mountain however it makes the most sense.
If you need a refresher on the more minute differences in quantitative and qualitative research, check this out. Otherwise, enjoy the three reasons your market research is in need of a methodological merger:
1. The combination of research methods is all about insight
One of the most classic combinations of the power of using quant. & qual. together is exhibited through the focus group to PR survey. The two methods reflect different ways of researching, but when taken together, become more powerful than when standing alone.
Researchers typically perform qualitative research first, which means you start with a focus group. Focus groups are wonderful because they allow for a direct conversation with consumers. That means moderators can ask follow-up questions, hone in on specific areas of concern, and begin to build an accurate profile of consumer sentiment toward a brand or issue.
2. Survey design gets easier when you start from established opinions
The reason quantitative research is so often performed second is because it’s seeking to gather large-scale data on ideas and concepts—something that’s way easier to do once you’ve already taken steps to establish what those are.
The causal arrow flows so favorably from qualitative to quantitative research because it acts almost like a natural conversation. A friend tells you something interesting, or particularly novel, and so you go home and Google it for the sake of additional information.
In the same way, qualitative research like a focus group is used to build out greater theories, which quantitative research aims to validate through the collection and synthesis of data, such as is the case with the performance of a PR survey.
3. Your final product will benefit hugely
Regardless of what sort of client you’re working with to produce market research, there are few things better than being able to paint a full picture. Though PR surveys are worthwhile and insightful when standing alone, the theoretical backing provided by the performance of a focus group is the number one way to take your end product to the next level.
The performance of market research has an enormous number of potential avenues, we just think walking down this one makes total sense for gathering some serious information. Beyond the above mentioned characteristics, we at 4media have a unique capacity to turn even research of this magnitude around fairly quickly and very cost-effectively.
If you’re interested in learning more about getting your client true tailored insights, look no further than 4media. Our dedicated teams of researchers in both quantitative and qualitativedisciplines can help you determine a path to absolute insight, all you have to do is ask.