Qualitative and Quantitative Analysis: Do You Always Have to Choose?

Introduction

Quantitative and qualitative analysis are powerful research tools to deeply understand the humans behind your customers. The two methods each have their strengths, and you may be asking yourself which method you should use to better understand customer behavior. The answer is: you don’t always have to choose one or the other. 

The reason you don’t have to choose is because qualitative and quantitative analysis complement each other really well. When used together, the combination of the two can serve as powerful tools to deeply understand humans.

At UserTribe, we recommend that you start with qualitative data to gain a deep understanding of your core target group. Use qualitative data to understand how your customers feel and why they behave the way they do. 

Then use quantitative data to validate your findings. With a large data set, you are able to recognize patterns through a majority or minority in numbers. For example, if a majority of customers say that they feel a certain way about the product, then you can use a majority in numbers to validate that feeling about the product. 

In this article we want to take you through the different benefits of using qualitative and quantitative methods for customer research. We explain how a combination of both can provide a deeper and more layered way to realize patterns in customer behavior. 

Introduction

Quantitative and qualitative analysis are powerful research tools to deeply understand the humans behind your customers. The two methods each have their strengths, and you may be asking yourself which method you should use to better understand customer behavior. The answer is: you don’t always have to choose one or the other. 

The reason you don’t have to choose is because qualitative and quantitative analysis complement each other really well. When used together, the combination of the two can serve as powerful tools to deeply understand humans.

At UserTribe, we recommend that you start with qualitative data to gain a deep understanding of your core target group. Use qualitative data to understand how your customers feel and why they behave the way they do. 

Then use quantitative data to validate your findings. With a large data set, you are able to recognize patterns through a majority or minority in numbers. For example, if a majority of customers say that they feel a certain way about the product, then you can use a majority in numbers to validate that feeling about the product. 

In this article we want to take you through the different benefits of using qualitative and quantitative methods for customer research. We explain how a combination of both can provide a deeper and more layered way to realize patterns in customer behavior. 

Use qualitative research to understand the why behind human behavior

 

Qualitative research is non-numerical research. It takes the form of observations, comments, thoughts, feelings, and sentiments. Often conducted through focus groups or interviews, this type of research is used to gain an in-depth understanding into a subject, and is useful for explaining the why behind human behavior and experience. 

Understanding the why behind human behavior allows researchers to understand humans in a human way. As we all know from personal experience, humans are more than numbers. Humans have complex opinions and emotions. This is where qualitative analysis is so powerful. Qualitative analysis is particularly adept at capturing human emotions and feelings. It tells a story from a human perspective.

Qualitative research typically uses a small sample set, so the method is better for deeply understanding an experience rather than validating your findings across large numbers of people.

Use qualitative research to understand the why behind human behavior

 

Qualitative research is non-numerical research. It takes the form of observations, comments, thoughts, feelings, and sentiments. Often conducted through focus groups or interviews, this type of research is used to gain an in-depth understanding into a subject, and is useful for explaining the why behind human behavior and experience. 

Understanding the why behind human behavior allows researchers to understand humans in a human way. As we all know from personal experience, humans are more than numbers. Humans have complex opinions and emotions. This is where qualitative analysis is so powerful. Qualitative analysis is particularly adept at capturing human emotions and feelings. It tells a story from a human perspective.

Qualitative research typically uses a small sample set, so the method is better for deeply understanding an experience rather than validating your findings across large numbers of people.

Quantitative analysis is an effective tool to verify your research

 

Quantitative data, on the other hand, is numerical data. It takes the form of statistics and percentages that can be generalized to much larger populations. The advantage of quantitative analysis is that it is useful for explaining what. For example, it can tell what a large group of people think about a specific product. Because quantitative data can be generalized to large populations, this type of analysis is useful for verifying your research with large numbers. 

But unlike qualitative data, quantitative data is not able to dive deep to explain how people feel and why they feel that way.

Quantitative analysis is an effective tool to verify your research

 

Quantitative data, on the other hand, is numerical data. It takes the form of statistics and percentages that can be generalized to much larger populations. The advantage of quantitative analysis is that it is useful for explaining what. For example, it can tell what a large group of people think about a specific product. Because quantitative data can be generalized to large populations, this type of analysis is useful for verifying your research with large numbers. 

But unlike qualitative data, quantitative data is not able to dive deep to explain how people feel and why they feel that way.

Combine qualitative and quantitative data to understand customers in a human way

 

In conclusion, a combination of quantitative and qualitative analysis should be used to provide a crystal-clear picture of the customer experience. With this combination you can capture human emotions and feelings through qualitative data, and validate those findings quantitatively with a large sample size. The latest CX software allows you to rapidly recognize patterns in customer behavior through large samples of qualitative data, so that you can connect the dots, and provide your customers with a customer experience that fits their needs. 

The UserTribe platform helps you combine both qualitative and quantitative analysis for deeper customer understanding. The AI-powered platform enables you to create and analyse a large number of qualitative interviews fast. You can easily see how many customers share the same thoughts and opinions, so that you can validate your qualitative research with a large number of customer interviews. With a solution to scale your insights, you can deeply understand your customers, and at the same time recognize patterns and trends across a large number of customers. Use a powerful combination of qualitative and quantitative research to understand your customers in a human way.

 

< Go to blog overview

 



Combine qualitative and quantitative data to understand customers in a human way

 

In conclusion, a combination of quantitative and qualitative analysis should be used to provide a crystal-clear picture of the customer experience. With this combination you can capture human emotions and feelings through qualitative data, and validate those findings quantitatively with a large sample size. The latest CX software allows you to rapidly recognize patterns in customer behavior through large samples of qualitative data, so that you can connect the dots, and provide your customers with a customer experience that fits their needs. 

The UserTribe platform helps you combine both qualitative and quantitative analysis for deeper customer understanding. The AI-powered platform enables you to create and analyse a large number of qualitative interviews fast. You can easily see how many customers share the same thoughts and opinions, so that you can validate your qualitative research with a large number of customer interviews. With a solution to scale your insights, you can deeply understand your customers, and at the same time recognize patterns and trends across a large number of customers. Use a powerful combination of qualitative and quantitative research to understand your customers in a human way.

 

< Go to blog overview

 



Article

How to Streamline User Research to Produce More Research, Faster

Article

3 Common Pitfalls to Avoid to Make Customer Research More Productive

Article

How Automated Recruitment Processes Reduce Time-to-insight

Copyright © 2020 UserTribe
Built with love in Copenhagen
All rights reserved.

 

Langebrogade 4
1411 Copenhagen
Denmark

 

77 Exeter Street 2604
02116 Boston, MA
USA

 

41 Luke Street
EC2A 4DP Shoreditch London
United Kingdom

 

Phone: +45 7734 8685
CVR no. 33510608