Making the Data sweat (so you don't have to)
Quantitative research and qualitative research are individually powerful tools. But they are at their most powerful when you know how to make them work together. Most businesses face this dilemma at one time or another – have you?
Problem 1. ‘The numbers that I have access to tell me that many people could use my product, but I have no idea about who they are, what they look like and talk like, where and how they live, and how I can reach them with the right message’.
Problem 2. ‘The qualitative research I’ve done has introduced me to potential customers who I could talk to effectively. I know what the message might be, and how to tune into their lives and needs. But what I don’t know is whether there are enough interested people around to make it worth my trouble. I can’t build a business on a handful of enthusiasts!’.
Having it both ways. Getting the right prospective customers in potential numbers that make commercial sense. That means the most effective use of research can be a matter of knowing how to mix and match. So you gain a combination of fact and feeling that is usable. The reassurance that comes from numbers but also the insights that can point you to the kind of breakthrough that could make all the difference to a specific project, or even have an impact on the way you do business more broadly. So the most valuable use of research is the kind that can make the numbers sweat while at the same time giving you the insight behind the obvious. Helping you to identify the opportunity that your gut tells you is lurking there to be discovered and leveraged.
Let us tell you more. We’ve helped companies and brands identify and work through these problems and their solution many times, in many markets, categories and indeed countries. If you’d like us to share with you some of the ways we have done this and what we could do for you, get in touch now.