Combining different approaches is sometimes the best way to answer key research objectives. There is great synergy in combining both qualitative and quantitative research approaches for some projects.
Qualitative research is a great way to generate initial ideas and insights into research questions.
Formally testing these ideas with a large sample, and applying the appropriate sampling plan, will provide you with statistical validation of the information you need to make important business decisions. However, the engineers and product marketing team only have one or two new feature ideas. First, a qualitative research study could be implemented both to test the proposed new ideas, and to brainstorm with respondents to generate additional ideas. The features tested would be based on the insights gained from the qualitative research phase. After we determined the appropriate sampling plan and strategy, TechWise would design a custom market research survey that tests these features with a large sample of your target audience.