Consumer research: How to merge qual and quant

While qualitative and quantitative research methods have their individual merits, this paper argues that adopting a hybrid approach can empower a deeper understanding of consumers.

Consumer research: How to merge qual and quant

Colin RiceDiscovery

To achieve a deeper understanding of their consumers, companies need to mix methodologies in long-term engagement studies and ensure qualitative and quantitative research complement and build on one another.

There is no doubt that technology, particularly the internet, has changed the way we view and conduct consumer research. Using ever-advancing internet technologies has aided the researcher to develop and expand their toolkit, building on 'traditional' methods of research, both from a qualitative and quantitative perspective. Gamification and mobile research are key examples of how online quantitative research continues to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands