Beyond Numbers and Narratives: The Power of Mixed Method Market Research
Qualitative and quantitative research are often seen as opposing methods, but they don’t have to be. When paired together, these approaches complement each other, unlocking deeper insights and leading to more informed decision making for you and your team. In today’s blog, we’re diving into what a mixed method approach is and how you can pull it off like a pro.
The Mixed Method Approach
A mixed method approach to conducting market research combines the strengths of both qualitative and quantitative practices to deliver the insights you need. Qualitative research is the practice of obtaining in-depth information directly from individuals through methods such as interviews and focus groups. Meanwhile, quantitative research sheds light on numerical patterns through data collection processes like surveys. With mixed method research, they are combined, and the outcome is a balanced perspective that perfectly blends the narrative and numerical characteristics of the two.
When to Mix Methods
Mixing qualitative and quantitative research can be done at any time, but it is most effective when you and your team are looking for well-rounded insights. While some scenarios may call for purely numerical data or exclusively narrative responses, combining the two approaches will ensure that your team walks away with the most comprehensive information possible. Take, for example, a situation where you have surveyed your target audience. Following that, you may want to understand why they responded the way that they did, giving you the perfect opportunity to use a mixed method approach and make use of quantitative practices like in-depth interviews and focus groups.
Determining the Right Sequence
There’s no right way to sequence your mixed method research; whether qualitative or quantitative work comes first depends entirely on your project's objectives. For example, you might start with qualitative research to gather descriptive insights on how consumers feel about a particular product before validating those findings with quantitative data. Alternatively, you might prefer to start with quantitative research to gather data from your audience, using qualitative interviews to provide context and support the numbers that you uncover. Before trying out a mixed method approach, take the time to sit down, define your goals, and determine the sequence that will best suit your research needs.
Don’t settle for half the story. By combining qualitative and quantitative methods in your next market research project, you can uncover both the ‘what’ and the ‘why’ behind your target audience’s behavior and make smarter decisions for your business. Need help getting started? At Zintro, our team of dedicated project managers and recruiters can help you find the perfect respondents for both sides of the equation.
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