Online Research: Using Hybrid Designs
Combine online qualitative and quantitative methods for better research designs and more meaningful insights.
Qualitative research has long been used to understand consumer attitudes and behavior through a professionally moderated interactive discussion. Until now, these studies have been more time consuming and costly to implement than online surveys. Through a unique partnership, BIGresearch and Artafact LLC now offer hybrid studies that combine the best of both worlds -- all the dialog and insights you get from traditional focus groups with the statistical representation and precision of quantitative surveys.
By combining quantitative and qualitative projects online, companies can recognize substantial cost savings relative to traditional focus groups and greater insights relative to online surveys alone. Recruiting can be accomplished once for both studies. Qualitative insights are aligned with statistical quantitative data for deeper insights into specific market segments. Combining online methodologies finally brings together the best of both worlds.
Moving qualitative from mirrored rooms to online chat technology substantially improves the representation of samples, reduces interviewer bias, improves turnaround times and enhances respondent anonymity (if desired) while still providing the in-depth insights and collaborative participation of in-person focus groups or one on one interviews. No travel is required; respondents, clients and the moderator as well all participate with a simple web browser from their desktop!
Redefine research methodology.
By integrating quantitative and qualitative research, companies can improve research design and thereby improve results and deepen understanding of their market.
- Recruiting: Reach virtually any population using online panels that are statistically balanced according to census data and nationally representative, not just living within two miles of a focus group facility. Recruit once for multiple phases of research, both quantitative and qualitative.
- Research Design: Integrate research methodology using quantitative surveys to understand market penetration, profile users or determine concept acceptance. Follow up with in-depth interviews or focus groups with important segments to better understand why customers or prospects act and feel the way they do.
- Analysis: Design qualitative research by market segment (consumption patterns, behavior, etc.) instead of by geography for a deeper understanding of behavior.
- Execution: Execute complete research projects using multiple methodologies from a pool of nationally representative segments within a matter of a couple of weeks instead of months.
- Save time and money. By recruiting once for both your quantitative and qualitative studies, companies save costly recruiting resources. The savings is generally comparable to a complete online survey. Imagine getting a free quantitative survey while screening for your collaborative focus groups!
Find out more. If you would like to discuss how this could work for your company, please contact us.
