What Quantitative Research Could Be Telling You.
Quantitative research is a fantastic tool. A tool that has enabled generations of market researchers to ask consumers easy-to-answer questions, yielding the core understanding of trends, behaviours and opinions in the market.
The bare facts and figures that we, as organisations, base our decisions upon.
Quantitative research provides your Net Promoter Score, giving an indication of customers’ satisfaction. Quantitative research is the reason that we know 58% of people believe in aliens, or that 54% of consumers prefer Adidas over Nike.
And what an incredibly useful tool set. Scalable, distributable surveys that can be replicated yearly, quarterly, monthly, even daily. Discovering trends overtime in behaviour and satisfaction.
Since the birth of the internet, quantitative research has been incredibly successful because of its simple implementation, ease of use, scalability and of course it does not burn a big hole in your pocket.
But what else could quantitative research be telling you?
However, for all its advantages, it is the interpretation of quantitative data that could be its downfall. You’re armed with all these statistics, figures and numbers – which is great. Historical trends lead to future predictions. But how can you discover why behind the facts and figures? Do you know why your organisation scored +14 on your latest Net Promoter Score analysis?
“If you always do what you’ve always done, you’ll always get what you’ve always got.” – Henry Ford
Your research has the ability to change your organisation for the better, but it could be enhanced with the power of knowing the why. Understand your thick data. This depth of understanding provides actionable insights. The voice of your customer enables direct feedback, “what are we doing well?”, “how can we improve?”, “would you recommend us to a friend?”. These are key questions you can ask not only yourself, but ask your customers – your advocates, your detractors.
So how do we get the ‘why’?
Technological developments in the market research industry has given you, the researcher, the gift of accessible solutions to better understand your customer communities. From big data, to mobile market research, geo-location targeting, and social media, you are able to draw a much fuller picture of your customer.
To understand why, you must ask your customers. Although open ended text box responses provide a solution, is this the best solution? Technology has made it possible to enhance how you ask why by replacing your open text box questions, in your survey, with video open ends. Statistics show that this method will present you with 5 – 6x more content in terms of character count, covering a greater number of topics and give double the depth of explanation on any given topic.