Do the two methods work well when used together?
“Yeah definitely. Actually, the two really complement one another. With qualitative research there’s often a bit of uncertainty…how representative is this of the larger market? What role does cost play? This can be better ascertained via quantitative means. For this reason, we see the two often being used in succession. For example, once we’ve leveraged qualitative research to identify user-driven opportunities and translated those into strategic concepts, clients might follow our qualitative effort with a quantitative one. This is done both to confirm across a broader audience and in many instances include purchasing/decision-making dynamics. This might take the form of a benefits hierarchy, “jobs to be done”, or a conjoint analysis aimed at prioritizing features and attributes, the results of which become input for informing next steps.
Recently, we worked on a program seeking to optimize the patient experience associated with the management of a particular chronic disease. From this effort we identified a series of opportunities and later, solutions to address various challenges and shortcomings across the patient journey. It became clear from our qualitative effort that some of these solutions were particularly valuable to users engaging in a specific regimen that’s currently left to patient discretion. So, how many of these types of patients exist? What’s the real size of the opportunity? What is their willingness to pay? In this particular client situation, they have opted to conduct a quantitative effort to help determine just that.
While our expertise is in qualitative research, we understand the value of the relationship between the two and we’ve worked with our clients to ensure that, when needed, our qualitative outputs are effective quantitative inputs that help confirm earlier findings across larger targeted user groups. Together, the two methods support more confident decision-making throughout the development process.”