Introducing 'Quintegrated' research: Leveraging the power of qualitative and quantitative research integration

This paper foresees an era of Quintegration: the mixing and merging of left brain and right brain, qualitative and quantitative applications, techniques and thinking.

Introducing 'Quintegrated' research: Leveraging the power of qualitative and quantitative research integration

Kristin HickeyRuby Cha Cha

Introduction

Market research has traditionally been split into silos of qualitative and quantitative research, with these streams emerging from two very distinct disciplines. This divergence is particularly noticeable in larger and more progressive markets such as the UK and Europe, where increased specialisation has facilitated this separation of skills and has left the poor insights buyer with the unenviable task of piecing these disparate insight banks together.

This landscape of the market research industry, however, is changing rapidly. The market is more competitive...

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