In quantitative research, we seek to measure the proportion of a population so we can understand how many people in a certain segment think or behave the way that they do. Quantitative research is based on counting – how many people buy a certain brand, or how many agree with a certain statement? From the quantitative data, we use statistics to draw conclusions, and we’re able to segregate and aggregate the data by types and categories. Quantitative research is incredibly useful, and we use it to understand larger patterns, but we always supplement quantitative data with qualitative market research so that we can understand opinions, as well as the why’s, what’s, and how’s.
To conduct quantitative research, we recruit a sample size (typically 100-1000 people) that’s specific to the product we’re studying. We tend to get very specific in our recruiting, aiming to match the sample to the ideal customer or current customer type of the brand we’re working with. We recruit both in local and national markets, sometimes doing a split to tease out regional differences. Then, we work closely with you, our client, to develop a survey questionnaire that helps us understand patterns among the sample size. We include a mix of multiple choice, Likert scale, and fill-in questions. Once the surveys are complete, our quantitative team runs a statistical analysis on the results, and we model the findings through data visualization tools that help us view the data through means beyond traditional pie charts or bar graphs.
In addition to traditional quantitative survey tools, we also employ national databases, including Simmons and Scarborough, which give us segregated breakdowns of a population. From this data, we can examine purchase attitudes, media consumption habits, demographics, and household structure. When we pair this data with our survey data, we can layer our analysis structure.
Finally, we pair the quantitative data with the qualitative market research, which gives us a complete picture of quantity and substance.