Some great ideas are born at the wrong time, before the world is truly ready for them. In many cases, these before-their-time failures happened because the ideas were so radical we didn’t really believe or trust they were possible. In some cases, there needed to be some iterative steps in the path between the existing way of doing business and the future state; we almost had to learn A followed by B before we could ever conceive of C.
In the market research industry, one such methodology that was simply launched before its time is now seeing a resurgence as marketers and brands increasingly reap the benefits: hybrid quant+qual research for advertising, message, and concept testing.
Over the last couple of years we’ve seen a massive increase in the ways marketers and insights teams are leveraging advanced qualitative methods within their existing quantitative ad testing regimen. The marketer has evolved enough to accept that more is more – more information to make faster, more confident decisions with more context is crucial. Additionally, the technology is finally optimized for clear, turn-key, ease of use. In the past, taking a risk on a hybrid evaluation method meant potential delays to deadlines and headaches over complex, buggy tech. Today, the tools and integration are so seamless, the only risk is forgoing a qual+quant assessment and missing something.
Learn more about quant+qual creative, messaging and ad testing by reading the full Quirks article: A Hybrid Approach to Ad Testing: More Data, Less Hassle.