Consumer research: How to merge qual and quant

Colin Rice

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 advance, while an online focus group is a prime example of qualitative research getting in on the online action; Google Hangouts could well be the next qualitative revolution.