Finding the "Heart" in the Hard Data

By Dave Kreimer, Principal of Next Step Consulting

My client explained, “After reviewing the results of the survey I conducted I still do not know what to do.” Further conversation revealed that my client required better insight into the respondents’ feelings about the product. She believed that this qualitative information was critical to support her decision-making process. Have you ever wished for more insight into the human side of your customers? The following studies illustrate effective combinations of qualitative and quantitative market research techniques. These combinations assist clients to balance their hard data with insights into the “heart” of their customers.

The client in the above example analyzed written surveys collected from beta-test participants of a new software product. A series of focus groups generated the desired qualitative data. The groups explored participants' feelings and attitudes toward the product. Additionally, the participants evaluated several feature, packaging and marketing options. My client stated that after observing the groups, the important decisions required for final development of the product came easily. In this case, qualitative research worked well as a follow-up to the quantitative written survey.

In contrast, a recent study used qualitative techniques as the preliminary phase of a quantitative market research project. Defining the design parameters of a multimedia, computer-based training product was the primary objective. The collaborating quantitative market research consultant required background information to guide the development of a detailed written survey. A series of personal and telephone interviews constituted the initial phase of qualitative research. The interviews explored potential customers' current training practices and their reactions to a concept statement describing the product. The interviews also provided vital background information and narrowed the range of topics ultimately included in the survey. In this case, the client felt the preliminary research made the survey a focused and powerful quantitative tool.

Another study illustrates a symbiotic combination of quantitative and qualitative techniques. The client designed a survey using a conjoint analysis process. The objective was identifying the relative value of the many features of their primary grade educational program. Unfortunately, the product had so many features that participants required a detailed presentation to complete the 15-page booklet. A series of focus groups with educators presented the information required to complete the survey booklet. The groups also explored a wide range of other issues. This symbiotic combination of market research techniques ensured high-quality responses on the quantitative survey. Additionally, the client enjoyed the bonus of excellent qualitative data facilitating further development of the program.

These examples illustrate how a few clients have found the “heart” in the hard data about their customers. Each client used a different approach. The perfect combination of qualitative and quantitative data varies with each study. Ultimately, the preferences of the individuals conducting the research define what works best.



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