The case for stacking Qualitative and Quantitative research methods
Navigating today’s changing consumer and uncovering a deeper consumer understanding
Consumer research, according to its simplest definition, seeks to produce knowledge about consumer behavior. More specifically, it is the practice of determining the preferences, motivations, and buying behavior of a target customer group.
By understanding how consumers think, what they want, and how they make choices, brands can innovate and market products or services that are relevant to their customers. The key to success is knowing who your customer is and understanding what they want and need. Adjusting for new consumer demands has never been more important as we navigate a once in a lifetime global crisis.
There are two main approaches to consumer research: Qualitative methods and Quantitative methods. A multi-method approach combining these two types of methodologies can often give us the clearest picture of consumer behavior, attitudes, needs, and more.
Defining Qualitative and Quantitative Research
The most simple way to begin to define these two approaches is to consider the methods of data collection for each. Focus groups and in-depth interviews are among the most common data collection methods in Qualitative (or Qual) research. Most Quantitative (or Quant) research today is performed online through survey research.
Qualitative research like focus groups or interviews ask questions like “how and for what reasons”, they require small numbers of participants and analyze words and meanings. Quantitative survey research will ask “how much or how many”, they require larger sample sizes and deal with numbers and statistics.
Each has a different research application and often function to answer different types of questions. The legendary Naomi Henderson, CEO of RIVA Training Institute, explained:
“Quant asks the questions, Qual questions the answers”
The infographic below further highlights the key differences between these two approaches.
Stacking Methods for Deeper Consumer Understanding
Both Qualitative and Quantitative research methods have unique applications depending on the research question being addressed. However, it does not have to be an either-or approach. Many in the consumer research field see these two methodologies as optimally suited to work together to answer complex consumer questions.
The most effective marketers at some of the world’s largest companies are known to employ multiple methodologies to understand their brands and their consumers.
“A research unit at a major packaged goods company is likely to conduct several focus group studies each year… at-home observations… attitude and usage surveys and regular analysis of supermarket sales data for each of the brands they monitor”
— Hy Mariampolski, Qualitative Market Research: A Comprehensive Guide
Depending on the research project’s overall objective, these methodologies can be stacked, working together to elevate the overall quality of the research outcome.
- QUAL → QUANT: A researcher might conduct Qual before conducting Quant as pre-survey research to learn the right questions to ask and how to ask them. Focus groups or interviews might help the survey designer establish consumer language, meaningful response options for multiple choice questions, important decision factors, etc.
- QUANT → QUAL: Qual focus groups or interviews might be conducted after a Quant survey to clarify the reasons behind survey findings or as post survey analysis to elaborate or explain unexpected results.
Using these methodologies together can enhance the effectiveness and quality of the overall research outcome. Stacking Qualitative and Quantitative research can mean delivering deeper insights and a more nuanced understanding of the consumer’s preferences, motivations, and buying behavior.
Sources: RIVA Training Institute; Qualitative Market Research: A Comprehensive Guide by Hy Mariampolski; What Consumer Research Is… by Bobby J. Calder and Alice M. Tybout published in The Journal of Consumer Research
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