Often a survey helps you quantify the issues, but can’t get at the how and why. On the flipside, qual studies are great at uncovering insights and giving them color, but they can’t tell you how prevalent something is or give you a nationally representative sample. That’s when you need both qual and quant. But resource and time constraints often don’t allow for the luxury of two separate studies.
We’ve developed a process by which you do both in the same study. In-depth, diagnostic qualitative is preceded by quantitiative evaluation in the same venue on the same day. The quantitative results are quickly tabulated and used to give direction to the qualitative. The Qualitative, then, is used to give color and depth to the quant. Voila! Numbers and the texture to make the most of them!