Mixed method research is what we do best. We custom-design multiphase studies that use qualitative techniques to get you as close as possible to your consumer, their thoughts, feelings, emotions, and habits, then validate what we find at quantitative scale, giving you a complete picture you can act on with clarity.
No single methodology tells the whole story. Qualitative research uncovers the motivations and emotions behind consumer behavior. Quantitative research measures how many have those behaviors and attitudes. Mixed method studies are designed to do both, illuminating a complete picture that neither approach alone can deliver.
We get creative with how we combine techniques. A typical study might begin with an online bulletin board with mobile ethnographies to capture in-the-moment consumer behavior across geographically diverse markets, then move into in-depth interviews with the most insightful participants, and conclude with a quantitative survey to measure what we found at scale. We design the right combination for your specific objective, and no two studies look exactly the same.
These studies can be designed as one-time engagements or as longitudinal programs that track change over time.
We don't bolt methodologies together. We sequence them intentionally so that each phase informs the next. The qualitative phase tells us what to measure. The quantitative phase tells us how widely it's true. And where the research calls for it, a third phase goes deeper on what the numbers surfaced.
We start close to the consumer, using qualitative techniques to understand the motivations, emotions, and behaviors that drive decisions. This phase gives us the language, the themes, and the hypotheses that inform everything that follows.
With the qualitative foundation in place, we design a survey instrument built around what actually matters to consumers, in language that resonates. The quantitative phase validates the qualitative findings and measures them at scale.
When the quantitative data surfaces new questions, a follow-up qualitative phase lets us go deeper. In-depth interviews with selected participants bring the numbers to life and surface the nuance that scale alone can't capture.
The right combination of methods depends on the question. Here are three examples of how we've designed mixed method studies for different business challenges.
Kevin has a unique ability to take complex, ambiguous research objectives and design studies that get to the real answer. The insights he's delivered have directly shaped product decisions and campaign strategy.
Whether you have a well-defined research question or you're still figuring out the right approach, let's talk about your objectives. We'll help you determine whether a mixed method design is right for your study — and exactly how to structure it.
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