Quantitative and qualitative: Negating methodological boundaries with hybrid, integrative market research

Merging quantitative and qualitative market research: Hybrid, integrative approaches

Due to the presence of big data and its analysis in company data analytics departments, the boundaries between qualitative and quantitative market research are becoming increasingly blurred as a positive side effect. The meaningfulness of a genuine joint approach is becoming increasingly easier to understand and convey to every stakeholder. The main driver is that the world is becoming more and more complex and dynamic and at the same time there is more and more data. However, these also have gaps and cannot conclusively explain people's non-rational actions.

Synthesis of psychological knowledge and quantitative data competence

It is becoming increasingly important for companies to comprehensively and deeply understand the behavior of consumers and customers. It is therefore necessary to carry out qualitative market research projects in the usual depth, even with many participants at the same time, in order to understand the motives, personalities and behavioral patterns of many, and not just a few. On the other hand, psychological constructs and behaviors, e.g. B. Big Five, are becoming increasingly important both in quantitative survey design and in the analysis of data. Ultimately, the synthesis of psychological knowledge and quantitative data competence can result in unique USPs for the company as a whole as well as for individual areas such as corporate development, marketing, Customer Experience Management, controlling, data analytics, AI development, etc. in the company.

The Role of Technology in Market Research: Integrate Quantitative and Qualitative Approaches!

Software technologies for conducting market research now allow the collection and acquisition of knowledge from qualitative and quantitative market research projects on a single platform. It doesn't matter whether the survey is carried out offline or online. Most solutions also offer apps for location- and time-independent insights into the lives of consumers and customers to integrate other company or external data, such as from CRM, ERP or sales systems or other third-party applications.

In addition, the automated analysis of speech and text is an additional driver, as it is possible to analyse and integrate comments, answers and information from many people almost in real time, so that large case numbers are also possible. The qualitative findings can also be (partially) automatically quantified and validated directly by the participants or a fresh sample using surveys and these results can be automatically presented again directly for discussion (iterative processes).

Additionally, data warehouses such as: B. Insight Hubs have the ability to collect data from different sources, e.g. B. to integrate different collection methods, CRM systems, company-internal ERP systems, etc., to manage them centrally and thereby analyse the data efficiently and effectively and make it available to the target group in dashboards.

Integrative, hybrid market research: Combining quantitative and qualitative approaches

Is hybrid market research, i.e. the combination of qualitative and quantitative approaches to data collection and data analysis, really new? No! It has always been extremely useful and undisputed to combine qualitative and quantitative market research. The goal of market research is and was to understand something, e.g. B. Opinions, attitudes, behavior. By linking “qualitative” and “quantitative”, the sum total is more than the individual parts and provides customers and consumers with significant added value if market research is consistently approached with the aim of: “A report, a story by combining qualitative and quantitative insights Information." The strengths of both approaches are used, weaknesses of each approach can be reduced.

Strengths and weaknesses of quantitative and qualitative market research

Both approaches, both quantitative and qualitative market research, have strengths and weaknesses, which we will present to you below.

The combination of quantitative and qualitative market research is the necessary answer to increasing complexity. Also input, e.g. B. for improving AI algorithms, should be validated and objectified through quantification.

The combination of quantitative and qualitative market research often fails due to budgets and timelines

Even if there is currently a rethinking due to changing requirements and technological possibilities, “real” hybrid market research, i.e. the combination of quantitative and qualitative market research, fails, especially due to budgets and internal timelines. Therefore, many market researchers conduct a “sham integration” of quantitative and qualitative market research. You like to have two group discussions with a partner to prepare a questionnaire. The main quantitative questions are also addressed in these discussions. After all, the target group is right there. Such apparently “sham-integrated” market research treats the other approach as an appendix of its own data digestion. Unfortunately, qualitative market research is more often affected by this appendix function.

Integrated, hybrid market research: quantitative and qualitative approaches meet on equal terms

True integrated market research is market research in which qualitative and quantitative approaches meet on equal terms. This hybrid market research eliminates the contrast, in the best dialectical sense: Hybrid market research is the synthesis of seemingly opposite ways of looking at reality. As a result, it raises both directions to a higher level, the opposites disappear, but the specific contributions remain preserved.

The following combinations often make sense:

• Qualitative preliminary stage with subsequent quantification
  Qualitative preliminary studies describe all important phenomena and influencing factors (experiences, attitudes, emotions, motives), make their meaning understandable, serve as a template for the development of everyday items, and enable in-depth interpretability of the quantitative results.
• Qualitative deepening of a quantitative study
  Questions that arise when evaluating a relatively inexpensive and lean quantitative overview survey can then be addressed qualitatively in a targeted manner in order to gain a deeper understanding of the psychological meanings and background of the results.
• Combination of qualitative and quantitative “surveys”
  For example, supplementing qualitative surveys with short quantitative questionnaires, supplementing quantitative surveys with qualitative elements (e.g. associative or projective question forms such as sentence completions or speech bubble techniques).

Topics of hybrid, integrated market research and mindset

The combination of quantitative and qualitative market research, i.e. an integrated, hybrid approach, can be used anywhere. However, integrated market research is essential in the following subject areas:

• Brand and image analysis
• Market segmentation and target group analysis
• Potential estimation
• Advertising Effectiveness
• Concept/product/packaging tests
• Customer satisfaction

Programming and training AI is also a classic use case of hybrid market research these days. Any qualitative input, e.g. B. for improving AI algorithms, should be validated and objectified through quantification. “Real” hybrid market research requires an open mindset from everyone involved, ideally also a certain level of expertise or at least a basic understanding of each other’s approach. But the procedure itself, i.e. the process, should also be consistently integrated:

Conclusion: Comprehensively understanding people in all their complexity and fully understanding their behavior requires holistic approaches. Nowadays, innovative technologies enable cost-efficient implementation. As a result, it is the only right way to combine quantitative and qualitative market research - both research and knowledge acquisition. Nowadays, innovative platform technologies enable cost-efficient and effective implementation.

Software technologies for conducting quantitative and qualitative market research

Most market research software providers specialize in conducting market research using one of two approaches, i.e. qualitative or quantitative. This is not the case with QuestionPro's software for integrative and hybrid market research, which has been developed for more than two decades. With QuestionPro's market research platform, quantitative and qualitative market research methods can be easily combined. QuestionPro's software technology has all the tools you need to conduct hybrid, integrative market research. Below you will find some examples:

• classic quantitative surveys
• A/B testing
• Beta testing
• Online focus groups
• qualitative and quantitative panel
• Online Community (MROC)
• Image testing (hot spot / heat map)
• Video testing
• Pricing tests
• In-depth interviews
• Mobile diary
• Implicit Association Test
• Visual concept mapping
• Semantic differential
• Maximum difference scaling
• Conjoint Analysis
• and many more

QuestionPro also has an integrated analysis dashboard with which you can easily and clearly carry out complex data analyses from quantitative and qualitative surveys.

Hybrid, integrative market research: With QuestionPro you combine quantitative and qualitative market research on a single technology platform

Hybrid, integrative market research full service

In addition to technologies for qualitative and quantitative market research, QuestionPro also offers you a comprehensive full service for integrative, hybrid market research. This means our customers receive technology, technology advice, consulting and full service from a single source.

→ Full service from QuestionPro

1:1 live online presentation:
Platform for agile quantitative and qualitative market research from QuestionPro

We would be happy to show you in a 1:1 live Zoom meeting how you can use QuestionPro's technology platform to combine qualitative and quantitative market research methods and thus pursue a true hybrid approach. Arrange an individual appointment with our market research experts!

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Do you have questions about integrative, hybrid market research and how you can carry out qualitative and quantitative market research quickly, easily, agilely and cost-effectively with QuestionPro's full service and technologies? Simply contact us via contact form. We look forward to speaking with you! You can also test the outstanding platform for hybrid and integrative market research from QuestionPro for 10 days free of charge and without risk in peace and depth!

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KEYWORDS OF THIS BLOG POST

Qual & Quant | Qualitative market research | Quantitative market research | Hybrid market research | Integrative market research