Breaking the Mold: The Power of Uniting Qual and Quant

Learning needs don’t divide themselves cleanly into Qual vs. Quant, so why does your research plan?

Traditional market research methods can sometimes miss meeting the evolving demands of today’s fast-paced decision-making environments. Additionally, the division between qualitative and quantitative phases of research may not accommodate complex learning needs that don’t fit neatly into either category. With revolutionary advances in methodology and technology, researchers now have better options to consider.

One of the primary issues plaguing marketers is the limitations of both qualitative and quantitative techniques alone for “mission critical” decisions, such as launching a major product initiative or a powerful new marketing campaign – or even airing an ad during the Super Bowl! With smaller sample sizes and non-standardized questioning, qualitative findings lack the consistent control to inform high-stakes decisions confidently. Qualitative sessions can also be time-consuming, and require a lot of time to be invested in gathering basic information – brand usage, shopping behaviors, problems experienced, etc. – at the expense of digging into valuable insights.

 

Qualitative research, like focus groups, also suffers from the limitation that only a few people answer any one question. Finally, qualitative feedback is inherently difficult to aggregate, with participants talking about whatever strikes them, leaving clients without a clear perspective on what happened – or with all listeners having a different perspective.

Yet, while providing more robust findings, quantitative research takes too long, provides one-shot learning instead of iterative discovery, and can fail to capture the nuanced “whys” behind consumer behavior.

Enter ACUPOLL LIVE ONLINE™ hybrid qual + quant sessions: a dynamic approach that addresses the challenges researchers face by delivering insights in a fraction of the time. Combining qualitative and quantitative in online group sessions bridges these gaps by leveraging the strengths of both approaches. These studies typically include two or more sessions of 30 to 100 participants, lasting 60–90 minutes, well beyond what can be captured with quality in online surveys, allowing for in-depth exploration of consumer perceptions while maintaining a controlled environment.

We capture basic information like brand usage, brand equity, or attitude agreement quantitatively in seconds, freeing up time for deeper discussion. Using an online platform, participants engage simultaneously and anonymously, unlike in a purely qualitative setting, providing diverse perspectives. Furthermore, using ACUPOLL’s AI-based Predictive Qualitative™ approach, we immediately quantify the qualitative themes in seconds.

We then ask participants to rate their agreement with the themes, eliminating ambiguity, identifying what is truly important, and ensuring stakeholders are aligned with the conclusions.

 

Hybrid qual + quant research is especially valuable for two use cases:

1. Iterative stimuli optimization with greater confidence than ordinary qual provides (e.g. product ideas, concepts, or ad campaigns)

2. Immersion in a new category, audience, or issue, where the capacity and efficiency of qual+quant provides a tremendous amount of qual and quant insight, quickly

Researchers must choose a platform to use carefully because there is no industry-wide definition for “hybrid” methodologies. The key question is whether the platform is truly hybrid. Some companies offer online qualitative session supplemented with simplistic polls; others make use of quantitative platforms merely to select a subset of participants for follow-up focus groups. Ensure that the company you choose for your project uses a methodology and tech platform that truly allows you to get the most synergy of qual and quant combined in one approach, to be able to see critical insights in real-time and probe on them ‘on the fly,’ and to quantify key qualitative learnings for greater confidence.

 

 

 

Hybrid sessions combine the best elements of qualitative and quantitative research to provide a transformative, groundbreaking evolution in market research. Clients of this approach benefit from more profound insights, streamlined processes, faster results, and enhanced team alignment. At a time when agility and accuracy are paramount, hybrid sessions revolutionize how we understand and engage with consumers and stay ahead in today’s rapidly changing markets.

ACUPOLL pioneered hybrid qual+quant for the industry 30+ years ago and has led thousands of sessions since then. Contact us to learn more about our unique advantages and case studies.

And if you’re able to attend The Quirk’s Event in Chicago, visit us at Booth 606, and come see our presentation with our client, T-Mobile’s Magenta Status Program, Inspired by the Revolutionary Qual + Quant Sessions – including a Live Demo with AI Technology!

Differentiate or Disappear

The only way to escape the "competitive herd" and grow is to differentiate, yet many clients struggle to create unique ideas that people actually want.

Here are 3 suggestions to ensure your innovation doesn't disappear in the crowd:

1. Define your category and brand "schemas" – then shatter them.

The brain is designed not to think; it uses cognitive schemas, or mental models of the nature of things and how they work, to process information efficiently. Start by defining what you're differentiating from. Make a list of all of the widely held characteristics of your category and brand – physical aspects of the product and package, its benefits, RTBs, uses, usage occasions, regimen, typical target or user, and more. Then, systematically consider how you might deviate from the norm on every element. You can assess progress with ACUPOLL's New & Different normative ratings, and use ACUTEXT™ highlighting on concepts to see what respondents feel is unique. While some changes might cost you a little appeal, it can be worth it to ensure customers choose your brand over competitors.

2.  Define your competitive frame and emphasize crucial Points of Difference (PODs), while providing reassurance on Points of Parity (POPs).

POPs are price-of-entry benefits for the category (e.g. all laundry detergents need to promise clean clothes); if you don’t include these in a concept, it can limit interest. Leading brands often try to become known as the ‘category prototype’ on these core benefits. But as shown in ACUPOLL Efficacy Statement ratings, PODs are more likely to increase competitive advantage ­– which can increase Purchase Probability as well. Yet, it's important to define your competitive frame too, as POPs and PODs can change or even flip flop depending on your competitive focus, such as for SunnyD juice drink, where Taste and Vitamin C reverse positions depending on the competitive frame.

 

 

Here's another example:  ACUPOLL Live™ qual-quant sessions provide more confident evaluation and decisions than qual alone, and more insightful probing and learning capacity than traditional online surveys.

3.  Consider "saying no where other brands say yes, and yes where others say no."

According to Harvard Business School Professor Youngme Moon, PODs can also derive from taking away benefits or features, even if they are rated important. In these cases, the competitive herd is often slow to follow; they can't imagine taking away a core benefit. For instance, Ikea "says no" to furniture store traditions by offering only one style of furniture, no assembly, and no salespeople, but "says yes" to lower prices, child care, and other new benefits. Offering less not only helps them stand out; in their case, it drives superior value. Twitter limits their posts to 140 characters, not because they couldn’t support more, but because it sets them apart, and changes the nature of user interactions.

No matter how you tackle the challenge, don’t rest until you find a meaningful difference, so that your initiatives don't disappear in the crowd, in the mind of the consumer, and – ultimately – from your sales forecasts.