More Mileage from Hybrids: The Continuing Evolution of Hybrid Research Designs
Hybrid studies (mixed methodologies) are a hot, new trend in the world of online qualitative research. Whether online method-to-online method, online-to-in-person or online quant-to-qual, hybrid studies provide researchers with new ways to gather a depth of insight never before possible.
Recently, Jim Bryson, founder and Chairman of 20|20 Research, authored an article about hybrid studies for SURVEY magazine, an online publication from Market Research Bulletin.
More Mileage from Hybrids: The continuing evolution of hybrid research designs.
What is “hybrid?” Like most people, you probably associate “hybrid” with environmentally friendly cars. In fact, a Google search of “hybrid” returned 18 links related to cars on the first page alone.
In the research world, “hybrid” is a relatively new term with an ever-evolving definition that reflects today’s dynamic research industry.
Several years ago, “hybrid research” was primarily a term used to describe a research project or methodology including more than one data collection method. For example, a hybrid methodology might include a phone study combined with a mail study or an online survey combined with in-person interviews. A recent iModerate study found that 38% of self-described “hybrid users” continue to define “hybrid research” as a general “mix of approaches” without any structured definition as to what that mixture might include.[1]
Today, hybrid research is evolving to a more defined combination of quantitative and qualitative techniques. The same iModerate survey found that half (51%) of “hybrid users” define “hybrid” research as an integrated mixture of quantitative and qualitative techniques. This definition of hybrid is growing quickly due to the growing number of new quant-qual “hybrid” methods available through the rapid adoption of new technologies.
Current Hybrid Solutions
Combining qualitative and quantitative methods is as old as the quantitative survey. For decades, research students have studied a traditional research design incorporating exploratory qualitative followed by quantitative surveys. As research science evolved, hybrid methods became more flexible with qualitative methods expanding to include focus groups, dyads, triads, ethnographies, shop-a-longs and many other options that might be included before or after a quantitative survey.
These traditional hybrid models remain valid research methods, however, the widespread acceptance of internet communication has fueled a surge in online hybrid methodologies that greatly expand our research capabilities. The most constant variable in the quant-qual hybrid mix is the use of an online survey. Most of the methodology variation occurs on the qualitative side of the hybrid research design.
Some of the common qualitative methods used in hybrid designs include:
• Chat intercepts during an online survey
• Webcam intercepts during an online survey
• “Smart” open-ended questions with automated probing
• Bulletin board focus groups following an online survey
• Online qualitative (bulletin boards, chat, webcams, etc.) prior to an online survey
Each of these hybrid methodologies has strengths and weakness as well as occasions when it can and should be used. However, one or more constraints can impact each of them.
Hybrid Constraints
Quant-qual hybrid methodologies have advanced significantly in recent years and will continue to do so as technology advances. Even so, hybrid approaches tend to suffer from four significant constraints.
Lack of depth. The purpose of qualitative research is to probe “why” and “how” as a complement to the “what” and “how much” of quantitative research. Most efforts to quickly integrate quantitative and qualitative approaches include a qualitative approach that lacks the depth to foster a deep understanding of the stories behind the numbers.
Too slow for decision-making. In contrast to the previous point, qualitative approaches that provide depth are often too slow due to the long recruiting process and often arduous analysis. In-depth qualitative is often scrapped simply because there is not space in the project schedule or in the decision timeframe.
Lack of Survey Integration. Though researchers use the term “hybrid” as shorthand for “integrated quantitative-qualitative” research, the qualitative portion is rarely truly integrated into the survey. Many hybrid approaches do not actually interact with the survey to magnify the power of the research; they are simply qualitative approaches “tacked on” to the quantitative research project.
Inability to test solutions. Most hybrid qualitative is focused on discovering causes or understanding respondent’s attitudes with little ability to discover or test solutions.
Simultaneous Hybrid
A new approach, introduced by 20|20 Research, attempts to provide a true hybrid methodology and address the constraints identified above. The new platform, QualLinkTM, allows qualified online survey respondents to opt-in to a bulletin board platform. If respondents qualify and opt-in, their survey responses can be automatically downloaded to their bulletin board profile page. These variables can then be used within the bulletin board discussion to target participants or segment groups. Also, since the bulletin board is asynchronous (not real time), survey respondents can begin the bulletin board immediately after completing the survey. For respondents, the online quantitative and the online qualitative become a single, integrated research process.
This new hybrid method is not perfect but its immediacy and depth do address many of the problems identified with hybrid qualitative.
Depth. In the world of online qualitative, the bulletin board methodology provides a great opportunity for in-depth analysis. A 3-day bulletin board can cover a wide breadth of topics and generate a tremendous amount of information since 20 or more respondents each spend 2 hours or more responding, interacting and providing opinions.
Speed. Because qualitative uses a smaller sample, the bulletin board can be launched simultaneously with the quantitative and complete before the survey closes. Therefore, a hybrid quant-qual project takes no more time than a quant-only project.
Survey Integration. The qualitative respondents are the same respondents as the quantitative respondents. Plus, their individual survey data is downloaded directly to their bulletin board profile for use during the bulletin board. Thus, the quantitative-qualitative hybrid research is completely integrated.
Discover and Test solutions. Bulletin boards used as part of a hybrid solution generally last 2-3 days. The first day or two are best used to better understand the meaning behind the quantitative findings. The last discussion day can be used to generate and/or develop solutions to problems identified in the research.
Hybrid Applications
There are many uses for the various hybrid approaches that add richness to any quantitative survey. Three examples are:
• Satisfaction Surveys — Understand reasons behind “dissatisfaction.” Probe remedies.
• Attitudes and Usage Studies – Probe reasons behind attitudes. Brainstorm ways to increase usage among light/medium users.
• New Product Development – Understand why features are/are not preferred and how they would be used.
The “hybrid” evolution is moving rapidly forward because hybrid designs provide richer data leading to insights and faster decision-making. As hybrid approaches evolve, they will become ever faster, more integrated and more sophisticated to give us more understanding of our consumers.
[1] Demystifying Hybrid Research, Tchoumba, Christine. iModerate Research Technologies.
This article was originally published in the August issue of SURVEY magazine, published by Market Research Bulletin. Visit SURVEYMagazine.org to view the latest issue and industry news.
