From the course: Market Research: Qualitative

Unlock this course with a free trial

Join today to access over 24,200 courses taught by industry experts.

Mixed methods: Layering qual and quant market research

Mixed methods: Layering qual and quant market research

From the course: Market Research: Qualitative

Start my 1-month free trial Buy for my team

Mixed methods: Layering qual and quant market research

“

- Most companies are missing big opportunities when they're doing their market research because they're not optimizing their techniques. Typically, we see brands do two rounds of research, a set of interviews plus a survey, but there's a better way to combine qualitative and quantitative research. I call it the sandwich method. Here's what happens in most companies. They know they need both qualitative and quantitative data, so they do a few interviews and then a survey, or they do a survey, and then some interviews. I'm going to challenge you on this methodology though because you can do better. If you do your interviews first, you know what to ask in the survey to see if it scales across a larger population, so that's great, but what happens here is that you end up learning something new and critical during the quantitative piece, and you wind up kicking yourself for doing the interviews up front going, "I wish we had asked this other thing in the interviews," or, "I wish we had dug…

Contents