A QualiQuanti approach combines qualitative and quantitative methodologies within the same project, bringing together the best of both worlds: depth (the “why”) and validation (the “how much” and “with what weight”). Typically, the process starts with a qualitative phase – to explore motivations, language and hypotheses – followed by a quantitative phase, which allows results to be measured, compared and projected to a broader population.
WHEN TO USE
- When there is limited prior knowledge and it is necessary to explore and then validate
- To design more effective questionnaires, grounded in the real language and mindset of the target audience
- To test concepts, communication, packaging, customer journeys and choice drivers
KEY BENEFITS
- More comprehensive and robust insights (context + numbers)
- Reduced risk of decisions based solely on perceptions or intuition
- Improved quality of the quantitative instrument, with clearer and more relevant questions