The Right Tool for the Job: When to Use Qualitative vs. Quantitative Market Research
There’s an old adage you may have heard: when the only tool you own is a hammer, every problem looks like a nail. Beware of market research consultants who rely too heavily on one-size-fits-all research tools, even when those tools aren’t the best solution for your unique business situation and objectives.
At Level 7, we get it. The right research methodology is crucial for gathering customer data that truly aligns with what you need to learn, and how your team will use that learning. It’s nuanced. And there’s a lot riding on the outcome. That’s why we typically recommend fully customized market research approaches, leveraging both qualitative and quantitative techniques. Both “qual” and “quant” bring unique strengths to the table, and knowing when to use each can make all the difference. Here's a closer look at when each type of research is best utilized.
Understanding Qual
Think of qualitative market research as exploration. Qual helps researchers uncover underlying reasons, opinions, and motivations…what we call “why” “and “how” something happens.
When to Use Qual:
Exploring with limited prior knowledge: When you need to initially define a problem, develop research questions (or comprehensive answer choices), and/or understand consumer language before moving to quantitative analysis.
New products or services: To thoroughly understand customer needs and preferences to fuel the design process.
Understanding complex behaviors or attitudes: To delve into the nuances of people's thoughts and processes, particularly when they may not understand their own motivations.
Gathering deeply detailed data: When you want to capture the richness of people's experiences through open-ended conversation.
Investigating sensitive topics: Where people might be hesitant to candidly and honestly disclose information, a skillful moderator can draw them out.
Identifying Problems: When you're faced with declining sales or customer dissatisfaction, qual can tease out root causes.
Understanding Quant
Quant research is all about the numbers. Structured surveys, scientific sampling, and computational techniques come together to understand data objectively and precisely. That’s when the magic happens: Level 7 analysts test hypotheses, identify patterns, trends and exceptions, uncover cause-and-effect relationships, and draw generalizable conclusions – all of which are customized based on the learning objectives.
When to Use Quant:
Generalizable results: When the goal is to project findings to a broader population, go with a large group.
Measuring trends and patterns: To identify prevalent behaviors or relationships within data, you need the statistical rigor provided by quant research.
Establishing cause and effect: To determine if one variable directly impacts another. For example, if changing a package graphic increases purchase interest.
Benchmarking and tracking: To track changes over time, for example, customer satisfaction or public relations metrics.
Segmenting the market: Identifying different customer groups and understanding their unique characteristics.
Which Came First, the Qual or the Quant?
It depends. Let’s say your brand is breaking new ground with a never-before-seen product. We might recommend iterative rounds of exploratory qual before any quant work makes sense. Conversely, if a quant survey uncovers an unexpected insight, qualitative follow-ups can help understand what’s going on.
The point is, your business situation is unique, and the examples we’ve discussed here only scratch the surface of how we think through solutions. Any research consultant worth their salt should take the time at the beginning of the RFP process to pick your brain about the business situation, what you hope to learn, and how the results will be used—before suggesting any research solution. If they don’t, it’s time to look elsewhere.