Here at response:AI, we specialize in giving you access to the most valuable data to help your company thrive. And while quantitative research makes up the bulk of our business, there’s no reason to just stop there…
Quantitative research is a powerful tool in providing clear estimates of the share of our target audience who prefer a certain message, behave a certain way, or have certain characteristics. While emotional spectrums, word associations, and open-ended questions can help to paint a more dynamic picture of your target group, more subjective insights are often necessary to understand why people feel or behave in a certain way.
Qualitative research is inherently time consuming, and costly as a result. Even with advances in virtually-moderated focus groups, it can still be daunting from a budgetary perspective to include a qualitative component. This is where response:AI’s unique ‘quali-quant’ methodology provides the perfect solution.
By taking a small group of respondents, typically drawn from extremes of survey response (some who like the topic surveyed and some who don’t), we ask them to answer 5 to 6 open-ended questions. Each question typically requires several sentences to a paragraph in response. This method is particularly useful in message or ad testing, where a preference can be selected, and the reasons behind the respondent’s choice can be explored in more depth than a typical survey allows. An additional incentive is offered to respondents who opt in to the quali-quant survey, which usually takes between 15-20 minutes to complete.
Next comes the analysis. Our researcher delves into the raw responses for each question, looking for patterns, trends, as well as extremes that could indicate potential enthusiasm or offense. This is typically done through breaking a larger excel sheet into smaller tables where responses can be easily compared against relevant counterparts. Word cloud analysis is also a beneficial tool for breaking out patterns in cases where responses tend to be longer and more detailed.
Once thoroughly familiar with the data patterns, the researcher picks out several quotes from each category measured. These quotes represent the most articulate versions of the typical consensus, or a variety if responses are less consistent. The quotes are added to slides, with each slide representing one question. Typos and simple grammatical errors are corrected for clarity, without changing the contents or implications of the responses. This allows clients to read the quotes that contain the most relevant and valuable information, without sifting through endless, cramped tables. General patterns and observations are laid out in a brief paragraph at the top of the slide, and our researcher is able to present the slides and answer any questions you may have.
Humanizing your data is a powerful tool in market research. There is no replacement for the verbatim words of your target group when it comes to exploring nuance. Our quali-quant method offers many distinct advantages over traditional methods. Reports can typically be completed within a few days of data collection, you’ll receive detailed explanations of why respondents feel a certain way, and the whole process can be added onto a typical survey project for only a small incremental cost.
Solutions are only a few clicks away, so contact us today to schedule a demo to see for yourself how response:AI can help.