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

In order to launch a product or service, a company should identify two critical pieces of information: "Who is the prime target market?" and "What are their key purchase drivers?" The traditional research process in answering the first of these two questions is to commence with segmentation research in order to identify the prime target market. Motivational research would traditionally follow, to understand the motivators or drivers of the selected target market. Segmentation research is quantitative in nature, whilst motivational research is qualitative in nature. This would normally demand two distinct stages of research. The segmentation stage would typically require an 8-10 week period to complete and would cost in the order of €75,0001) for a sample in the order of N = 1,500. The qualitative stage would typically require a further 8-10 week period to complete and would cost in the order of an additional €45,000 for around 35 depth interviews. In total, the cost of the two separate stages would be in the order of €120,000 and take 16-20 weeks, or 4-5 months, to complete.