Last week, some of our team had the chance to attend the MRMW North America conference in Cincinnati, Ohio. As market research professionals from around the country gathered to challenge the status quo and explore reinventions of consumer insight strategies, the conference highlighted one trend in particular that is shaping the industry: the eroding distinction between quant and qual, and the incorporation of a wide array of data points into the research puzzle.
We’ve seen it in our own business. Multi-methodology approaches are gaining momentum as stakeholders recognize its power to provide impactful, well-rounded consumer insights, while remaining cost effective and efficient. Consumers are dynamic, and the most successful studies go beyond a one-dimensional approach to tell the whole story. We’re seeing more and more “experimentation” with novel new ways to understand consumer behavior — from “Selfie” research (www.payyourselfie.com) to data from sites like Pinterest and even how Podcasts might shape the research space.
Even more telling is that clients don’t come to us asking for a qualitative approach or a quantitative approach or a hybrid approach. They come with a business challenge, and often a hybrid solution is the best one to meet their needs and build understanding of consumer intent.
If you’d like to discuss multi-methodology approaches and see how they can fit into your research needs, just drop us a line. We are here to help.