Strategic responses for revenue growth
Learn strategies to combat trade-down behavior, win back customers, and maintain growth during market volatility with data-driven insights.
In research, combining quantitative and qualitative methodologies is a powerful approach to holistically answer the full scope of the research objectives. However, due to budget and timing constraints as well as the prioritization of numerical robustness to give final direction, sometimes the qualitative phase is overlooked.
This often leads to focusing on quantitative methodologies and opting to embed a few open-ended questions in the survey. This approach attempts to answer the gamut of research objectives while illuminating more of the ‘why’ that drives the answer selection.
However, from experience, open-ended questions are often tacked on at the end of already long surveys. This leads to fatigue, low engagement, and limited motivation from respondents to share more than what is minimally required.
This challenge poses a few questions:
With this in mind, we started to experiment with how we can use qualitative techniques, such as projective questioning, to get better responses in a light touch way without triggering fatigue or disengagement. This resulted in a new hybrid approach: QualBites.
A Qual Bite is a survey that consists of only three key open-ended questions that unlocks consumer context, thought processes and associations by asking respondents to share stories or respond to situations in their own words (using text or voice).
To ensure you reach the optimal target group and capture a wide range of responses, these questions are shared with a large panel of pre-screened respondents at the size and scale our clients determine.
You can use Qual Bites methodology as a starting point for claims generation/testing and innovation. By identifying the language and themes consumers are spontaneously tapping into, you can ideate claims innovations or help understand why a certain claim performs so well or poorly.
You can also use it for usage & attitude studies, to quickly identify a range of triggers, drivers and barriers to a product, service, or category.
Learn strategies to combat trade-down behavior, win back customers, and maintain growth during market volatility with data-driven insights.
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