{"id":1007,"date":"2023-07-12T16:16:34","date_gmt":"2023-07-12T16:16:34","guid":{"rendered":"https:\/\/www.qualsights.com\/post\/?p=1007"},"modified":"2024-07-18T13:31:43","modified_gmt":"2024-07-18T13:31:43","slug":"want-more-powerful-insights-try-mixed-methodology-research","status":"publish","type":"post","link":"https:\/\/www.qualsights.com\/post\/want-more-powerful-insights-try-mixed-methodology-research","title":{"rendered":"Want More Powerful Insights? Try Mixed-Methodology Research"},"content":{"rendered":"

Do market researchers want more powerful insights about their customers? Of course! That\u2019s the entire point; no one wants to spend thousands of dollars to return mediocre information about consumer actions and desires.<\/span>\u00a0<\/span><\/p>\n

But if you\u2019re not using mixed-methodology research, you may be passing up the opportunity to discover truly impactful insights.<\/span>\u00a0<\/span><\/p>\n

The Goal of Market Research: Powerful Insights<\/b>\u00a0<\/span><\/h2>\n

First, let\u2019s be clear about what we\u2019re aiming for. When we talk about <\/span>unlocking powerful insights<\/span><\/a> through research, we\u2019re talking about gaining an accurate, in-depth understanding of what your customers\u2014not \u201caverage\u201d or \u201ctypical\u201d people, but your unique consumer base\u2014want and need from your products.<\/span>\u00a0<\/span><\/p>\n

You need actionable, valid, reliable, and meaningful data so you can continuously improve your products to better meet your customers\u2019 needs and continuously improve the way you market those products.<\/span>\u00a0<\/span><\/p>\n

That\u2019s where mixed-methodology research comes in.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

The Approach: Mixed-Methodology Research Studies<\/b>\u00a0<\/span><\/h2>\n

In mixed-methodology research, you don\u2019t have to choose between individual research options. You\u2019re not limited to one dish; you\u2019re ordering the whole menu.\u00a0<\/span>\u00a0<\/span><\/p>\n

That means you\u2019ll use quantitative approaches like surveys and <\/span>qualitative research methods<\/span><\/a> such as in-depth interviews (IDIs), focus groups, and video or real-time feedback from a mobile qualitative platform. You can also run <\/span>in-home usage tests, or IHUTs<\/span><\/a>, to gather a wide range of data and insights.<\/span>\u00a0<\/span><\/p>\n

Quantitative research tells you with great precision <\/span>what <\/span><\/i>a large number of consumers do, but it can leave you asking \u201cWhy are they doing that?\u201d On the other hand, qualitative research tells you <\/span>why<\/span><\/i> people are acting in a certain way, but it leaves you asking \u201cDoes everyone do this for specific reasons, or is it just this person?\u201d<\/span>\u00a0<\/span><\/p>\n

When you combine multiple methods, you get the whole story. Not just the numbers, and not just the feelings, but the full context of how people behave and what motivates that behavior.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

If you already use <\/span>both quantitative and qualitative research methods<\/span><\/a> in your market research, great! But there\u2019s more to mixed-methodology research: it intentionally combines those approaches into a single study design. Instead of iteratively asking questions in follow-up studies, you\u2019ll plan from the outset to conduct different types of data collection, giving you the details and nuances you\u2019ll need to paint a holistic picture of consumer behavior and the motivations behind it.\u00a0<\/span>\u00a0<\/span><\/p>\n

One word of caution, though: mixed-methodology research won\u2019t automatically unlock powerful insights. There\u2019s one big mistake companies make that hamstrings their market research.<\/span>\u00a0<\/span><\/p>\n

The Risk: Garbage In, Garbage Out<\/b>\u00a0<\/span><\/h2>\n

If your research is flawed, you aren\u2019t going to learn valuable, actionable lessons from it\u2014no matter what methods you use or how much research you do.<\/span>\u00a0<\/span><\/p>\n

If your studies are <\/span>biased<\/span><\/a>, you\u2019ll collect results that reflect that bias. If your questions are leading or closed-ended, you\u2019ll hear your own words echoed back to you rather than hearing what your subjects have to say. If your participant group isn\u2019t representative of your consumer base\u2014or if it\u2019s insufficiently diverse\u2014you might cobble together an interesting story, but it won\u2019t be a helpful story because it won\u2019t be about your target consumers and their experiences.\u00a0<\/span>\u00a0<\/span><\/p>\n

On the other hand, quality in leads to quality out. That\u2019s why you need to ensure that whether you\u2019re leveraging qualitative research approaches, quantitative studies, or a combination of both at once, your research partners are matching your level. Only if they contribute high-quality work will you unlock the meaningful insights that can help you design better products and create more compelling advertising and marketing campaigns.\u00a0<\/span>\u00a0<\/span><\/p>\n

QualSights offers unmatched tools that you can use to paint a complete, accurate, and reliable picture of your customers\u2019 experience. Our <\/span>smart connected devices passively collect in-home usage data with remarkable accuracy and precision<\/span><\/a>, giving you the quantitative data you need to understand when, where, and how people are using your products. And our <\/span>easy-to-use mobile qualitative platform<\/span><\/a> lets you hear\u2014in their own words\u2014what consumers are thinking and feeling while they\u2019re shopping for products and using them in their own homes.<\/span>\u00a0<\/span><\/p>\n

Ready to learn more? <\/span>Contact QualSights<\/span><\/a> today for a demonstration.<\/span>\u00a0<\/span><\/i>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Do market researchers want more powerful insights about their customers? Of course! That\u2019s the entire point; no one wants to…<\/p>\n","protected":false},"author":1,"featured_media":1011,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[4],"tags":[13],"class_list":["post-1007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-research-industry-insights"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.qualsights.com\/post\/wp-json\/wp\/v2\/posts\/1007","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.qualsights.com\/post\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.qualsights.com\/post\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.qualsights.com\/post\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.qualsights.com\/post\/wp-json\/wp\/v2\/comments?post=1007"}],"version-history":[{"count":3,"href":"https:\/\/www.qualsights.com\/post\/wp-json\/wp\/v2\/posts\/1007\/revisions"}],"predecessor-version":[{"id":1574,"href":"https:\/\/www.qualsights.com\/post\/wp-json\/wp\/v2\/posts\/1007\/revisions\/1574"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.qualsights.com\/post\/wp-json\/wp\/v2\/media\/1011"}],"wp:attachment":[{"href":"https:\/\/www.qualsights.com\/post\/wp-json\/wp\/v2\/media?parent=1007"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.qualsights.com\/post\/wp-json\/wp\/v2\/categories?post=1007"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.qualsights.com\/post\/wp-json\/wp\/v2\/tags?post=1007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}