unmoderated<\/a> study to get a better idea of the magnitude of the problems in the larger customer population.
\nTo remember the exploratory sequential approach, think of qual to enable research questions followed by quant for validation.<\/p>\nConvergent Parallel Design<\/h2>\n
If you collect qualitative data and quantitative data simultaneously and independently, and if you then analyze the results, you’re executing a convergent parallel design. In the analysis phase, you often give equal weight to the quant and qual data\u2014you look to compare and contrast the results to look for patterns or contradictions.<\/p>\n
For example, one team may conduct ethnographic research at customer locations while another launches a survey to a set of global customers on the same product experience. The teams then converge and compile the findings to generate insights.<\/p>\n
<\/p>\n
<\/h2>\nIn Summary<\/h2>\n
If you’re setting up a customer-research project and wondering whether to take a quantitative or a qualitative approach, consider a third option: use both, and take advantage of the opportunities afforded by mixing the two methods.<\/p>\n","protected":false},"excerpt":{"rendered":"
We often talk of qualitative OR quantitative research. You needn’t think of this as an either-or situation. You can often optimize customer research with a mix of the two. While it might seem unorthodox to mix seemingly different fields, it turns out to be a common practice. Mixing qualitative and quantitative methods is neither new […]<\/p>\n","protected":false},"author":2,"featured_media":1716,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"_price":"field_56e41332a1ae5","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"Tribe__Tickets_Plus__Commerce__WooCommerce__Main","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"footnotes":""},"categories":[48,113],"tags":[50,74,4],"acf":[],"ticketed":false,"_links":{"self":[{"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/posts\/261"}],"collection":[{"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/comments?post=261"}],"version-history":[{"count":0,"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/posts\/261\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/media\/1716"}],"wp:attachment":[{"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/media?parent=261"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/categories?post=261"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/tags?post=261"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}