Qual Then Quant or Quant Then Qual? Pros and Cons in CX Research

In customer experience (CX) research, the sequence in which qualitative (qual) and quantitative (quant) methods are employed can significantly impact the insights gained and the overall effectiveness of the study.

This blog explores the pros and cons of starting with qualitative research followed by quantitative validation versus beginning with quantitative methods and using qualitative research for deeper exploration. By examining different approaches, businesses can better understand which method might be more suitable for their specific research objectives.

Qualitative Then Quantitative

Starting with qualitative research involves gathering in-depth insights through methods such as interviews, focus groups, or ethnographic studies. These insights are then tested and validated using quantitative methods like surveys or statistical analysis. This approach is particularly useful when exploring new areas, understanding customer needs, and uncovering blind spots.

Pros

• Bringing Research to Life: Qualitative research helps bring the research to life by providing rich, detailed narratives that illustrate customer experiences and preferences. This can be invaluable in drawing initial insights that might be missed in purely quantitative studies.
• Drawing Insights from Interviews: By engaging directly with customers, researchers can identify key themes and areas of interest that can be tested and validated later with quantitative methods. This ensures that the subsequent survey questions are grounded in real customer experiences.
• Identifying Blind Spots: Conversations with customers can reveal unknown blind spots that might not be apparent through quantitative methods alone. For example, during interviews, customers might express needs or frustrations that were not previously considered.
• Exploratory Research: Qualitative research is ideal for exploratory studies, especially when introducing new products or services. It allows businesses to gather initial reactions and understand potential market positioning before investing in large-scale quantitative surveys.
• Ethnographic Research: Conducting ethnographic studies, such as going into customers' homes and recording their interactions, provides a deeper understanding of how products are used in real-life contexts. This can uncover insights that are not possible through surveys alone.

Cons

• Time-Consuming: Conducting qualitative research can be time-consuming, involving detailed interviews and analysis before proceeding to the quantitative phase. This may delay the overall research timeline.
• Costly: Qualitative research often requires significant resources, including skilled moderators and incentives for participants, which makes it a more expensive approach.

Quantitative Then Qualitative

Starting with quantitative research involves collecting numerical data through methods such as surveys, speech analytics, or feedback forms. This data is then explored further through qualitative methods to probe specific areas of interest identified in the initial phase.

Pros

• Speed: Quantitative research can be conducted relatively quickly, often within a week or less, providing a broad overview of customer sentiment and key issues.
• Identifying Key Issues: Quantitative surveys can highlight specific areas of dissatisfaction or interest, which can then be explored in more detail through qualitative methods. This allows for a focused investigation of particular issues.
• Targeted Probing: Using quantitative data to guide qualitative research ensures that the latter is more targeted. For instance, if survey results indicate poor satisfaction at certain points of the customer journey, focus groups can be conducted to delve deeper into these areas.

Cons

• Missing Insights: Relying solely on quantitative methods initially may lead to missing important insights. The survey might not capture all relevant information if the questions are not comprehensive or if the right segments are not targeted.
• Misaligned Assumptions: Starting with a hypothesis-driven quantitative approach might lead to biased results if the assumptions are incorrect. This inside-out method may not fully align with customer perspectives.
• Less Depth: Quantitative data provides breadth but lacks the depth of understanding that qualitative methods offer. Important nuances and context might be overlooked.

Case Study: Footwear Retailer's Quantitative Survey

An Andrew Reise client in the footwear retail industry noticed a decline in financial performance and hypothesized that changing brand preferences might be the cause. It conducted a quantitative survey to identify trends and verify if customers were indeed shifting away from certain brands. The survey results guided subsequent focus groups, which provided deeper insights into why customers were making these choices and what could be done to address their concerns. The retailer wanted to understand the driving factors at a customer level, not only to qualitatively comprehend the challenges but also to quantify them for effective prioritization.

The research approach included designing and conducting quantitative surveys to reinforce and fill any gaps in understanding current customer sentiment, needs, wants, and shopping behaviors. Virtual focus groups were then conducted with recruited customers aged 18-65+, moderated to discuss sentiment, attitude toward footwear shopping, and overall shopping preferences. The stakeholders observed these sessions and submitted questions. Insights from the surveys and focus groups were synthesized into an executive presentation, including actionable recommendations and a roadmap of initiatives. This comprehensive approach enabled the retailer to prioritize initiatives based on both qualitative and quantitative data, leading to informed decision-making and targeted strategies to regain customer loyalty and improve overall performance.

Customer experience transformations are our specialty. Read about another recent customer success story here.

Finding Your Way

Both qualitative and quantitative research methods have strengths and can be effectively combined to enhance CX research. Whether to start with qualitative or quantitative methods depends on the specific goals and context of the research project.

Qualitative Then Quantitative: Ideal for exploratory research, uncovering unknown insights, and developing a deep understanding of customer needs and behaviors. This approach is beneficial when launching new products or addressing complex issues that require detailed exploration.

Quantitative Then Qualitative: Suitable for quickly identifying key issues and trends and for focused probing of specific areas of interest. This method is effective when there is a clear hypothesis or when time and resources are limited.

In CX research, a mixed-method approach often yields the best results. By leveraging the strengths of both qualitative and quantitative methods, businesses can gain a holistic view of their customers, leading to more informed decisions and improved customer experiences.

Evolve and Perfect Your CX Strategy

Pinpointing the best CX research method is an important step toward launching an effective CX strategy. Still, there are more secrets to launching, evolving, or maturing your CX strategy. Read our article, Building a Successful Customer Experience Program: 7 Key Elements, to learn which essential elements to include in your CX strategy if you want to see results.