A Qualitative Quantitative Solution
Which is more compelling...
Report A? |
 |
What specifically do you like about your preferred product?
It's better; family likes more; better packaging; other |
Or Report B? |
|
Why do you prefer Product A?
: It's better for my needs.
Why is that?
I guess they are really about the same. But, my kids like to take this product in the car, and Product A is easier for them to take with them.
What makes it easier?
The packaging makes it easier for small kids to hold. And they don't spill it all over, so that makes me happy! |
If you've had trouble getting qualitative insight through open-ended questions in a quantitative survey... you're not alone. The typical respondent does not take the time to provide a thoughtful response to an open-ended question. Even if they do, there is no opportunity to probe.
As a result, companies have had to supplement quantitative research with focus groups or one-on-one interviews to probe deeper on key issues. When you're fighting for resources (both time and dollars), that can be prohibitive.
With new on-line research techniques, it is now possible to combine the benefits of qualitative (live interaction, ability to probe and get more detailed responses, etc.) with the power of quantitative (quick turnaround, low cost, statistically sound, etc.).
The right quantitative techniques can successfully predict behavior. It can be challenging with traditional quantitative studies, however, to get beyond basic diagnostics (i.e. understanding why the behavior takes place).
This new technique allows us to probe a respondent about their behavior during a live, on-line survey. By "intercepting" the respondent in real time, the decision process is fresh in a respondent's mind. This allows for a rich, fully fleshed discussion about the topic at hand.
The qualitative observations have consistently reinforced the quantitative learnings, adding tremendous value in three areas:
- Verbatim comments complement the quantitative data in the report adding texture and color to what can be complex data.
- The observations provide meaningful diagnostics on why a concept succeeds or fails.
- Finally, the ability for the trained moderators to "probe until non-productive" has lead to discoveries beyond the concepts under evaluation.
Contact Brad Barash
(800.800.2124 x216) for more information. |
