Focuses on understanding the "why" and "how" behind customer behavior
Gathers non-numerical data through methods like in-depth interviews, focus groups, and open-ended surveys
Provides rich insights into customer motivations, opinions, and thought processes
Useful for exploring new concepts, uncovering underlying needs, and generating ideas for further research
Quantitative research

Focuses on measuring and analyzing numerical data
Gathers data through methods like surveys, polls, website analytics, and sales figures
Provides statistically significant results that can be generalized to a larger population
Useful for measuring customer preferences, testing hypotheses, and identifying trends
While qualitative and quantitative research are distinct approaches, they are most powerful when used together
How qualitative and quantitative research are combined
Qualitative research can inform quantitative research: Insights from qualitative studies can help you develop targeted questions and hypotheses for your surveys and polls
Quantitative research can validate qualitative findings: Data from quantitative research can help confirm or disprove trends identified through qualitative methods
