How About Some Qual with That Quant?

How About Some Qual with That Quant?

iModerate Author

Mar 24, 2011

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A few weeks ago I was ranting on our first Coffee Break Webinar about how adding a little qual to your quant through a hybrid market research approach will make us more effective as researchers. I wanted to say thanks to all who tuned in and reiterate a few key points that illustrate why you need to take a serious look at hybrid.

  • It’s easy. Today the integration of an effective qualitative research component to a study is simple and more efficient than ever before.
  • It’s effective. Remember the reliability example? For those who missed it, we conducted a hybrid study for an automobile manufacturer. Quantitatively, reliability scored as a key attribute for their SUV. However, the qualitative component revealed that moms identified reliable as getting their kids to school in any weather, while men felt it meant never having to bring the SUV to the shop. The takeaway – an effective hybrid approach can clarify consumer language and meaning to give you a deeper understanding of the research.
  • It’s engaging. An unengaged respondent is a bad respondent. A killer hybrid market research approach can reinvigorate respondents and make your insights that much richer.
  • It’s economical. While hybrid research might be nominally more than conducting a single –mode study, the cost of not getting all the insight you need and having to do more follow-up research is significant.

Like I said a few weeks ago, no matter what hybrid approach or qualitative hookup you might opt for, I can guarantee a richer and more effective emotional and behavioral story from the final results. So my message remains, just go for it.

If you missed the webinar, check out the recording. Also, take a look at some of our research on everything hybrid.

iModerate Author

  • raj

    Good points! Reliability means different things to different people! And that goes for research as much as it does for SUVs.

The insights I received from iModerate really brought our NPS program to life. While it was always highly-visible and important to key stakeholders it did not resonate as well with the majority of employees. The iModerate piece rounded out the NPS program and brought it to a place where it is now more valued, transparent and salient across the organization. Having the consumer’s voice and that context has helped us build business cases and impact operations in a way that has led to great success.

Adriana Smith, Manager, Brand Strategy, NRG Energy