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Becky Schaefer

Recent Posts

Why Researchers Should Consider Hybrid Methods

Posted by Becky Schaefer

Fri, Dec 09, 2016

As market researchers we’re always challenging ourselves to provide deeper, more accurate insights for our clients. Throughout my career I’ve witnessed an increased dedication to uncovering better results by integrating traditional quantitative and qualitative methodologies to maximize insights within shorter time frames.Qualitative.jpg

Market research has traditionally been divided into quantitative and qualitative methodologies. But more and more researchers are combining elements of each – creating a hybrid methodology, if you will – to paint a clearer picture of the data for clients. [Tweet this!]

Quantitative research is focused on uncovering objective measurements via statistical analysis. In practice, quant market research studies generally entail questionnaire development, programming, data collection, analysis, and results, and can usually be completed within a few weeks (depending on the scope of the research).  Quant studies usually have larger sample sizes and are structured and setup to quantify data on respondents’ attitudes, opinions, and behaviors.

Qualitative research is exploratory and aims to uncover respondents’ underlying reasons, beliefs and motivations. Qualitative is descriptive, and studies may rely on projective techniques and principles of behavioral psychology to probe deeper than initial responses might allow. 

While both quantitative and qualitative research have their respective merits, market research is evolving and blurring the lines between the two.  At CMB we understand each client has different goals and sometimes it’s beneficial to apply these hybrid techniques.

 For example two approaches I like to recommend are:

  • Video open-ends Traditional quantitative open-ends ask respondents to complete open-ended questions by to entering a text response. Open-ends give respondents the freedom to answer questions in their own words versus selecting from a list of pre-determined responses. While open-ends are still considered to be a viable technique, market researchers are now throwing video into the mix. Instead of writing down their responses, respondents can record themselves on video. The obvious advantage to video is that it facilitates a more genuine, candid response while researchers are able see respondents’ emotions “face to face.” This is a twist on a traditional quantitative research that has the potential to garner deeper, more meaningful respondent insight.
  • In-depth/moderated chats let researchers dig deeper and connect with respondents within the paradigm of a traditional quantitative study. In these short discussions respondents can explain to researchers why they made a specific selection on a survey. In-depth/moderated chats can help contextualize a traditional quantitative survey – providing researchers (and clients) with a combination of both quantitative and qualitative insights.

As insights professionals we strive to offer critical insights that help our clients and partners answer their biggest business questions. More and more often the best way to achieve the best results is to put tradition aside and combine both qualitative and quantitative methodologies.

Rebecca is part of the field services team at CMB, and she is excited to celebrate her favorite time of year with her family and friends.  

Topics: methodology, qualitative research, quantitative research

Brands Enter the Fight Against Holiday Shopping Creep

Posted by Becky Schaefer

Mon, Nov 23, 2015

While Black Friday marks the unofficial start of the holiday season for U.S. retailers, visions of sugar plums dance in retailers’ heads (and on their shelves) well before Halloween. The so-called “Black Friday Creep” in which sales and decorations start on or before Thanksgiving, has gotten a lot of press. Remember this Kmart ad from SEPTEMBER?!

The backlash was inevitable—too many news stories about workers forced to forgo their Thanksgiving dinners and deal-seekers trampled over new flat-screen TVs. In reaction, several high profile retailers are taking a stand against staying open on Thanksgiving. Nordstrom’s gotten great press for continuing its tradition of closing all 118 locations in the U.S. on Thanksgiving Day and reopening on Black Friday. Fun fact: this is not the only “creep” that Nordstrom avoids—it also avoids the “Christmas creep,” a trend in which retailers start decorating for Christmas before Thanksgiving even happens. Nordstrom believes in “celebrating one holiday at a time,” and does not decorate for Christmas until Black Friday.

Here’s my favorite example of a company combatting the creep—equipment company REI recently announced that it will not only close on Thanksgiving, but also remain closed on Black Friday. The brand has taken this unusual move and used it as a branding opportunity as part of a new campaign called “Opt Outside” (#optoutside). REI encourages both employees (who will be paid for the day) and customers to skip the mall and spend Black Friday enjoying the outdoors instead of shopping. Over 800,000 people have already committed to Opt Outside this Black Friday, and you can choose to join directly on REI’s website. It’s a brilliant idea, and it works because it’s consistent with REI’s brand promise and its customers’ values.

What are your Black Friday plans? Are you planning on spending your Black Friday racking up holiday deals? Or are you going to Opt Outside with REI? Let us know in the comments!

Rebecca is part of the field services team at CMB, and she is excited to celebrate her favorite time of year with her family and friends.  

Topics: advertising, marketing strategy, brand health and positioning, retail research