MARKET RESEARCH: FOCUS GROUP+PR SURVEY=ULTIMATE INSIGHT
The battle between skiers and snowboarders is one we’re all familiar with, at least on some level. You don’t need to have played either sport. You just need to understand the tension that happens when two groups use the same limited resource.
Quantitative and qualitative researchers are often compared to skiers and snowboarders. They may argue about the best way to get down the mountain, but they all enjoy the process.
Today, we will discuss how quantitative and qualitative research can work together. At 4media group, we value finding the best way to get down the mountain.
If you need a refresher on the more minute differences in quantitative and qualitative research, check this out. Otherwise, enjoy the three reasons your market research is in need of a methodological merger:
THE COMBINATION OF RESEARCH METHODS IS ALL ABOUT INSIGHTS
A classic example of using both quantitative and qualitative methods is the focus group for PR surveys. The two methods reflect different ways of researching, but when taken together, become more powerful than when standing alone.
Researchers typically perform qualitative research first, which means you start with a focus group. Focus groups are wonderful because they allow for a direct conversation with consumers.
Moderators can ask follow-up questions. They can focus on specific concerns. This helps them create an accurate profile of how consumers feel about a brand or issue.
SURVEY DESIGN GETS EASIER WHEN YOU START FROM ESTABLISHED OPINIONS:
Quantitative research is often done second because it collects large-scale data on ideas and concepts. It is easier to do this after you have defined what those ideas and concepts are.
The causal arrow flows so favorably from qualitative to quantitative research because it acts almost like a natural conversation. A friend shares something interesting with you. You go home and search for more information online.
Qualitative research, like focus groups, helps develop theories. Quantitative research then tests these theories by collecting and analyzing data. An example of this is a PR survey.
YOUR FINAL PRODUCT WILL BENEFIT:
No matter what type of client you are working with for market research, it is great to create a complete picture. PR surveys are useful and provide good insights on their own. However, the support from a focus group is the best way to improve your final product.
Market research has many possible paths. We believe that choosing this one is a smart way to gather important information. At 4media, we can quickly and cost-effectively handle research of this size.
If you’re interested in learning more about getting your client truly tailored insights, look no further than 4media. Our dedicated research teams in both quantitative and qualitative fields can help you find clear insights. Just ask us!
