Qualitative-Quantitative Hybrid Market Research

By Jay Zaltzman and Betsy Leichliter

Now that research can be conducted so many ways, researchers seem to be re-thinking some long-term habits and guidelines concerning when and how to use qualitative and quantitative research. In the past, qualitative and quantitative research were typically segregated into separate projects, managed by separate research specialists, and conducted sequentially (qual first then quant, or vice versa, depending on the research objectives). Qualitative usually involved small samples (not statistically projectable to entire targets), while quant used larger samples to attain the desired level of statistical projection.

But now “big qual” has become a reality — especially in the form of qualitative analysis across huge numbers of social media users, or qualitative research conducted across multiple countries or over long time spans where the total number of participants or data points can be quite large.

Quantitative researchers are borrowing qualitative techniques (such as projective exercises) to make survey research more engaging, and qualitative researchers are adapting quantitative techniques for qualitative purposes (such as using instant polling tools to fuel online discussions). And today’s multi-purpose research platforms make it easier than ever to combine qual and quant into the same project (for example, by seamlessly connecting an online discussion board to an online survey or other quantitative application).

Some researchers have turned to online or mobile panels — typically designed to provide participants for online survey research) — for qualitative recruiting too, because they assume they need to use such panels to find internet or mobile-enabled participants (not true!) or because they are trying to reduce recruiting time or costs.

So it is not surprising that recent discussions in the MR industry have focused on the potential benefits and risks of “blurring the boundaries between qualitative and quantitative research.” Some even challenge whether traditional notions of statistical projection from small samples to entire target populations are still valid or even feasible in today’s world.

The old rule of thumb that “quant means big and qual means small” can be too simplistic for today’s world, where it is not safe to assume that all research buyers understand when and how to use qualitative or quantitative research, or combine them intelligently into one project.  So it has become more important than ever for researchers to clearly spell out up front:

• Will the research they recommend to meet a client’s objective use qualitative and/or quantitative methods and techniques?
• Will results be interpreted qualitatively and/or analyzed quantitatively?

“The old rule of thumb that ‘quant means big and qual means small’ can be too simplistic for today’s world.

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Find Platforms

1. Qualitative-Quantitative Hybrid Market Research (23) +

   1. 20|20 Technology

      

      Offering QUALBOARD® – for bulletin board focus groups, QUALMEETING™ – for live, webcam interviewing, QUALJOURNAL™ – for online journaling and immersive research, QUALANYWHERE™ – for mobile qualitative research and QUALLINK™ for quant-to-qual hybrid studies. Continue reading »

   2. ActiveGroup Ventures, Inc.

      

      ActiveGroup products were developed to give clients the ability to Be Anywhere, Research Everywhere™. Connect, extend, express and collaborate in your qualitative research with new mobile solutions for the next generation of qualitative research.
      Continue reading »

   3. BlogNog / Accelerant Research

      

      BlogNog™ is used to uncover people’s feelings and experiences with the products and services they purchase or the jobs and careers they have. It is an online platform for people to express their innermost feelings, attitudes, and opinions about their relationships with different organizations and describe their real-life experiences. Continue reading »

   4. Civicom, Inc.

      

      Civicom is a global leader in serving the marketing research community with advanced virtual communications solutions for the world’s top organizations, with a strong industry presence in facilitating virtual IDIs, focus groups, online forums, private online communities, and mobile telephone and video research technologies. Continue reading »

   5. Fieldwork Webwork

      

      Fieldwork Webwork is a division of Fieldwork Inc., specializing in online marketing research, as well as hybrid projects that include a combination of online and in-person interviews. We can assist you with Online Focus Groups utilizing Webcams for a face to face feel, Online Bulletin Boards, and Online Surveys. Continue reading »

   6. FocusForums

      

      Integrated, easy to use and instantly familiar online platform that includes Discussion (Bulletin) boards, Journaling, Mobile and Analysis tools. Continue reading »

   7. Gongos Research

      

      Gongos Research uses a hands-on yet consultative style in employing innovative and foundational approaches to consumer research. Continue reading »

   8. GQTool Pty Ltd (GroupQuality)

      

      Launched after three years of research and development GroupQuality® is a qualitative and quantitative online market research tool for researchers, marketers, agencies & businesses. Continue reading »

   9. GutCheck

      

      GutCheck is a qualitative research technology company that provides clients near instant recruitment of their specific target audience, and a platform for them to conduct one-on-one interviews or group discussions. Continue reading »

   10. iModerate Research Technologies

       

       iModerate’s qualitative method is a blend of text-based, online one-on-one conversations, a cognitive framework for digging deep, and a team of people who challenge themselves every day to explore above and beyond. Continue reading »

   11. InsideHeads

       

       The intuitive and simple design of the InsideHeads virtual focus facility and the smooth scrolling nature of real-time text chat create an exciting environment for testing concepts, names, print ads, package designs, videos, sound spots and websites. Continue reading »

   12. KL Communications

       

       Our newly developed IC2 (Insights Communities – 2) platform takes a holistic approach to the insights process, specifically aimed at generating the new ideas that drive innovation. KL Communications develops customized solutions that incorporate social media, crowdsourcing, insights communities & panels, as well as traditional research methods. Continue reading »

   13. QualTopics

       

       QualTopics specializes in online, text-based qualitative research in the form of one-on-one chats. These conversations allow a live moderator to converse in real-time, using a platform similar to instant message, and gain deeper insight into respondents’ opinions and perceptions. Continue reading »

   14. Qualvu

       

       Qualvu is changing the qualitative research industry through an innovative video-based platform that enables companies to connect with their customers, gather rich insights, and make better business decisions. Continue reading »

   15. Quester®

       

       Quester® is a technology-driven, full-service market research firm, recognized as a 2012 EXPLOR Award finalist. We have developed proprietary technology that allows us to conduct qualitative research on a quantitative scale, with multi-lingual capabilities. Continue reading »

   16. Ramius Corporation

       

       Ramius is an award winning developer of online community systems and enterprise social networking platforms. Continue reading »

   17. Research Now

       

       Research Now is a leading global online sampling and data collection company, recognized for delivering high-quality panelists, high response rates and industry-leading panel retention rates. Continue reading »

   18. Revelation, Inc

       

       Using the power of Revelation Project, qualitative researchers have the ability to access in-the-moment insights without physically being there. Revelation Project unlocks deep insights while delivering more research value. Continue reading »

   19. Schlesinger Associates

       

       Schlesinger Associates is the leading data collection company offering a broad range of qualitative and quantitative solutions to your research needs. Continue reading »

   20. The Understanding & Insight Group

       

       Proprietary Products. Refined Technologies. Comprehensive Understanding. Original Thinking. Unparalleled Results. U&I Knows the Way. Continue reading »

   21. Toluna

       

       Toluna enables organizations to generate valuable customer insight by combining its online market research panel and industry leading technology. Continue reading »

   22. Userlytics Corporation

       

       Userlytics provides an online webcam based IDI service that combines two audiovisual streams of participant responses. Continue reading »

   23. Visionslive.com

       

       Visionslive is an ‘on-demand’ qualitative research service provider that lets you set up live online focus groups and bulletin board focus groups in seconds, anywhere in the world, in any language at a fraction of the cost. Continue reading »

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Find Providers

1. Qualitative-Quantitative Hybrid Market Research (41) +

   1. Abbott Research + Consulting

      

      Abbott Research specializes in customer experience, service industries, and insight-driven innovation, utilizing online qualitative methods such as virtual focus groups, bulletin boards, online communities, video streaming, and more. Continue reading »

   2. Adelman Research Group / A Survey Service Company

      

      Our qualitative research expertise includes consulting and facilitation of traditional as well as emerging hybrid qualitative and quantitative methodologies. Continue reading »

   3. Advantage Research, Inc.

      

      Top Milwaukee area facility for B2B, focus groups, one-on-one interviews, in-home interviews, product placements, CLT’s, mock trials, ethnographies, taste tests, etc. Continue reading »

   4. Applied Marketing Research, Inc.

      

      For our clients we provide a full range of marketing research services including: in-home product testing; web-based survey research using advanced techniques; online tabulations, analysis, chart exports, and real-time data reporting; certified focus group moderator with expertise in online focus groups, and more. Continue reading »

   5. Beacon Research

      

      Beacon Research is an innovative qualitative research consulting firm that specializes in current and emerging New Qual methods and hybrid designs in the U.S. and abroad. Continue reading »

   6. Bureau West Research Group

      We conduct in-person focus groups, as well as online discussion board groups, video-conferencing groups, one-on-one interviews, online and offline surveys, and website usability testing. Continue reading »

   7. C+R Research

      

      Our toolbox consists of in-depth discussion boards, online chats, mobile, diaries, video journaling, netnography, usability, large community panels, and more. Continue reading »

   8. Campos Inc

      

      Campos Inc is a market research strategy and consulting firm that specializes in tracking, understanding and integrating consumer trends into the services we provide to our clients. Continue reading »

   9. Centrac DC Marketing Research

      

      Virtual “venues” are now an accepted means of gathering data, thanks to an increase in researcher and consumer comfort/familiarity, acceptance and use of Internet technology. Online technologies facilitate a variety of interaction that is not generally possible in traditional settings, leading to a more robust experience, and richer data. Continue reading »

   10. Clarion Research

       

       Clarion Research offers award-winning research tools, including online & in-person focus groups, IDIs, ethnographies, and immersive diaries; online communities (MROCs); telephone & online surveys, online bulletin boards, and mobile phone studies. Continue reading »

   11. CSS/datatelligence

       

       CSS/datatelligence is a division of CRG GLOBAL, INC. with full use of CRG’s 28 state of the art mall offices across the US, and proprietary online panel of over 400k consumers. Continue reading »

   12. Decision Analyst

       

       Decision Analyst focuses on questions and issues of marketing and strategy significance in qualitative investigations and analyses. Continue reading »

   13. Epley Research & Consulting

       

       Using the Epley Probe® Methodology, executive interviewers conduct qualitative interviews to help clients learn what is beneath the surface in their relationships with customers, prospects, business partners, vendors, or others that affect the bottom line. Continue reading »

   14. Fleischman Field Research

       Top-rated, conveniently located focus facility near Union Square features flexible creative studios including comfy living room, retail store, game room, mock jury settings and the Techsploration Lab, fully loaded for usability and video games. Continue reading »

   15. Focus Pointe Global

       

       Expert focus group recruiting and luxurious focus facilities equipped with videoconferencing and streaming technologies in key US commercial centers. Continue reading »

   16. Gabriel Ashworth Limited

       

       We are a research based qualitative consultancy specializing in IT and Finance in the UK and across Europe, utilizing methods such as online communities, hybrid research, mobile phone research, online diaries, and more. Continue reading »

   17. Goodmind

       

       Goodmind specializes in innovative, custom, online qualitative research. Our research reports are used as a blueprint for action. Continue reading »

   18. Great Lakes Marketing

       

       GLM is a full-service marketing research firm that creates customized data collection plans to give our clients in-depth consumer insights. Continue reading »

   19. Halualani & Associates

       

       Halualani & Associates employs several qualitative and quantitative research methods (survey design, experiments, in-depth interviewing, focus group panels, participation observation, user research, diary studies), web panels, and triangulated designs. Continue reading »

   20. Hardwick Research

       

       Hardwick Research provides data collection, analysis and reporting for quantitative and qualitative research studies. Online qualitative methods include online chat, bulletin boards, video streaming, online diaries, and more. Continue reading »

   21. iModerate Research Technologies

       

       iModerate’s qualitative method is a blend of text-based, online one-on-one conversations, a cognitive framework for digging deep, and a team of people who challenge themselves every day to explore above and beyond. Continue reading »

   22. Insight Evolution LLC

       

       Insight Evolution recognizes each project for its own uniqueness and thus enables us to customize, tweak and develop data-collection methods and research techniques that will translate knowledge into actionable insights. Continue reading »

   23. Insights in Marketing

       

       Insights in Marketing is a full-service marketing research consultancy dedicated to uncovering and translating consumer insights into clear, actionable direction. Continue reading »

   24. Insights Marketing Group

       

       IMG works with companies that are facing innovation, branding and marketing challenges in a communlcatlons-saturated world. Continue reading »

   25. Just Qual

       

       Just Qual is a boutique qualitative healthcare marketing research firm with global online capabilities. Our experience with online research includes positioning, messaging and concept research, website usability testing and strategic acquisition projects. Continue reading »

   26. Leichliter Associates LLC

       

       Qualitative and interactive research for new products, services, environments, and experiences. All methods – in-person or remote via phone, web, mobile. Continue reading »

   27. Online Market Intelligence (OMI)

       

       With OMI online panels you can access over 350k consumers, 100k vehicle owners, 20k IT professionals, and over 7000 Physicians. Continue reading »

   28. QRi Consulting

       

       Full service agency coming out of London, UK, specialising in International qualitative research using both in-person & online methods and insightful strategic analysis. Continue reading »

   29. Quester®

       

       Quester® is a technology-driven, full-service market research firm, recognized as a 2012 EXPLOR Award finalist. We have developed proprietary technology that allows us to conduct qualitative research on a quantitative scale, with multi-lingual capabilities. Continue reading »

   30. Recruiting Resources Unlimited, LLC

       

       RRU has evolved through the years to be the dynamic, cutting-edge, boutique research firm it is today. Continue reading »

   31. Research Between The Lines

       

       Our unique approach is geared toward decision-making, not just information. We place equal value on qualitative and quantitative data, believing both are required to provide true insight that leads to actionable information.
       We frame your project based on a clear understanding of your business issues, sketch a research solution, draw the hard lines with quantitative research, and use qualitative research to provide the color, so you see the full picture when making marketing decisions. Continue reading »

   32. Saurage Research, Inc.

       

       The Saurage team applies the newest tools – online communities, bulletin boards, panels, mobile – with traditional methodologies to locate go-to-market insights for actionable strategies. Continue reading »

   33. SIS International Research

       

       Our methods include online qualitative methods, focus groups, ethnography, home visits, in-depth interviews, social media, analytics and more. Continue reading »

   34. Slaughter Branding

       

       Our national, market-leading clients rave about our broad toolkit and unique designs that help them seamlessly reach farther into their consumers world’s, without having to leave the comfort of their offices. We have extensive experience both in one-off studies, as well as in the hottest areas of qualitative research — online insights communities and panels. Continue reading »

   35. the tapestry group

       

       Tapestry group is at the forefront of innovation in qualitative research. A team of broadband thinkers and brand engagement specialists we bring diverse expertise to strategic initiatives. Continue reading »

   36. Thornhill Associates

       

       We use a full array of methodologies and tools including pre-tasks, journaling, traditional focus groups, as well as research conducted via video, on-site, online, and mobile. Continue reading »

   37. Thoroughbred Research Group

       

       We routinely program and host web surveys, conduct traditional and online focus groups, provide full coding and tabulation services, and more. Continue reading »

   38. Touchstone Research

       

       Touchstone Research has extensive expertise in youth research, digital research (online qual/quant & mobile technologies), and creating and managing custom online proprietary research panels & insight communities. Continue reading »

   39. Van Patten Research

       Liz Van Patten is a pioneer in the use of online qualitative and “hybrid” (i.e., qualitative/quantitative) research methods. Since 2001, Liz has designed and executed domestic and international online research projects in a range of industries. Continue reading »

   40. Whyze Group

       

       Whyze Group provides deep insights into influencing buyer behavior to Global 2000 companies, strategy consultants and ad agencies. Continue reading »

   41. WorldOne

       

       WorldOne is the leading market research fieldwork agency in the healthcare industry, offering accurate, timely, and cost-efficient data collection with access to millions of physicians, allied health professionals, and healthcare consumers. Continue reading »