Profiting: The Prophecy for Qualitative/Quantitative Fusion

Omnia Holland and Danielle Holland

Omnicom, a boutique research firm in Australia, combined qualitative and quantitative research methods in the hair and beauty industry to streamline the research process.

Preface

This paper is about the fusion of quantitative with qualitative research. It showcases how quantitative segmentation (and the resultant prime target market identification) and qualitative prime target market motivators can be undertaken in a single source study. The fusion of Stage 1 Quantitative Segmentation with Stage 2 Qualitative Motivators enables costs to be reduced by approximately 25% compared to traditional two staged research, and timing to be reduced by approximately 50% compared to traditional two staged research. In essence, the result is quantitative segmentation, qualitative motivators, single source data and qualitative insight with quantitative numeracy.

Introduction

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