The mixed-method approach can help marketers better understand culture and behaviours by combining both quantitative and qualitative research methods to leverage their respective strengths for more robust results.

Why mixed-method marketing matters

In an evolving landscape of culture and consumer behaviours, a mixed-method approach allows researchers and brands to discern the cultural dynamics influencing consumer choices, by observing and collecting data on their target audiences in their natural environments.

Takeaways

• Culture is multifaceted – quantitative data alone may oversimplify cultural phenomena, while qualitative data lacks generalisability.
• Understand the influence of habitat, observe real behaviours for deeper understanding to identify consumption...