cor•po•rate adj. my•o•pia n.

When companies are so focused internally on their products and logistics that they lose sight of what their customers actually want.

Corporate Myopia. It infiltrates large and small companies, start-ups, and long-standing businesses. It’s easy to become so consumed by your brand and product – because you live it and breathe it every day – that you lose sight of how your customers and prospects see and use your product. Your messages could make perfectly good sense to you, but your customers have a different opinion. They view your product through filters that you may not perceive.

We’re the third party to help you unlock that understanding. Objective. No bias. Just results.

Qualitative versus Quantitative –

which approach is right for you?

At InterQ, our researchers are trained in sound academic research principles, and they bring years of agency research marketing experience to the table. Our approach is based on rigorous methods, tested and tried in academia, and modified for the fast-paced corporate world. The type of research design we choose will depend on your unique situation and the questions you need answered. Here is a quick overview of qualitative versus quantitative techniques, and the scenarios where they work best:

Qualitative research asks open-ended questions. The study sample size will be smaller and be carefully screened. Qualitative research is best for scenarios when you want to:

  • Investigate a current or potential product, service, or brand positioning
  • Identify strengths and weaknesses in your products
  • Understand perceptions about a company, brand, or product
  • Assess the usability of a website, app, or interactive product
  • Better understand purchasing decisions
  • Study reactions to an advertising or marketing campaign
  • Explore reactions to packaging and design

In contrast, quantitative research is generally survey based and uses closed-ended questions. Typically questions are “yes,” “no,” or multiple choice. We use larger sample sizes and employ statistical techniques when analyzing quantitative data. We often design a hybrid approach using both techniques. Quantitative research is best for scenarios when you want to:

  • Investigate large demographic characteristics
  • Analyze patterns in big data sets
  • Use statistics to apply results from data to larger populations
  • Analyze a population that shares similar characteristics
  • Create models to predict population characteristics based on the data set

Curious to learn more?

Contact us, and let’s talk about your company.