Quantitative Research

In quantitative research, we want to measure a proportion of a population so that we can understand how many people in a certain segment think or behave the same way as they do. Quantitative research is based on counting – how many people buy a certain brand, or how many people agree with a certain statement? From quantitative data, we use statistics to draw conclusions, And we are able to separate and aggregate data based on types and categories. Quantitative research is incredibly useful, and we use it to understand larger patterns, but we always complement quantitative data with qualitative market research so we can understand opinions, as well as the why, what and how.

To conduct quantitative research, we recruit a sample size (usually 100-1000 people) that is specific to the product we are studying. We are very specific in our recruitment, aiming to match the sample to the ideal client or current client type of the brand we are working with. We recruit in both local and national markets, sometimes segmenting to address regional differences. Then, we work closely with you, our customer, 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-the-blank questions. Once the survey is completed, our quantitative team runs a statistical analysis on the results, and We model findings through data visualization tools that help us see data through means beyond traditional pie charts or bar graphs.

In addition to traditional quantitative survey instruments, we also use national databases, including Simmons and Scarborough, which give us disaggregated details of the population. From this data, we can examine purchasing trends, media consumption habits, demographics, and household composition. When we combine this data with our survey data, we can layer our analysis structure. Finally, we combine quantitative data with qualitative market research, giving us a complete picture of quantity and substance.