Many research teams will choose to run both quantitative and qualitative research studies on the same project. While quantitative research provides quantifiable data (as the name suggests), qualitative research adds human emotion and empathy to create a richer, more contextualised insights story.
For example, combining quantitative methods like surveys with interviews and focus groups to further validate findings and provide a more representative picture.
Researchers might also consider using open-ended questions within customer feedback surveys to probe much deeper into a respondent’s answers. This increases the likelihood of the respondent sharing valuable information that they might not have otherwise.
So when it comes to analysing qualitative and quantitative data, they have a more holistic view.
Often senior leadership in organisations appreciate hearing directly from the actual voice of customers, and non-customers, to get a better understanding of their business.