Research Services

Qualitative or Quantitative?

Relevant Insights focuses on primary market research, using a variety of quantitative and qualitative data collection and analysis techniques depending on the research objectives and target population. These factors also guide the selection of the most appropriate data collection method for a particular study, ranging from online surveys, phone interviews, mail surveys, focus groups, and in-depth interviews to mystery shopping and ethnographic research in English and Spanish.

Qualitative Research

Qualitative Research

It’s exploratory and is used when we don’t know what to expect, to define the problem, or develop an approach to the problem. It’s also used to go deeper into issues of interest and explore nuances related to the problem at hand.

Use Qualitative Research to:

  • Develop an initial understanding of how customers perceive the product category
  • Look for a range of ideas and feelings about your products
  • Understand different perceptions about your products between groups and categories of people
  • Uncover underlying motivations and factors that influence the decision to buy your and your competitors’ products
  • Provide information needed to design quantitative product testing
  • Explain findings from quantitative product testing
  • Explore different creative solutions to position and advertise the product
Quantitative Research

Quantitative Research

It’s conclusive in its purpose as it tries to quantify the problem and understand how prevalent it is by looking for projectable results to a larger population.

Use Quantitative Research to:

  • Recommend a final course of action on which product version should be launched
  • Find whether there is consensus on product appeal, benefits and current or potential customers’ purchase intent
  • Project results to a larger population of customers you are targeting
  • Identify evidence regarding cause-and-effect relationships between different factors relevant to the product and purchase behavior
  • Test specific hypotheses about your products
  • Identify and size market segments
  • Describe characteristics of relevant customer segments