When planning to conduct a market research project, one of the first questions people often face is whether to use quantitative or qualitative research methods, or perhaps a mix of both. Understanding the core differences, advantages, and limitations of each method is crucial to gathering meaningful and actionable insights. Let’s take a look at what each of these approaches involve and how you can determine the most appropriate method for your next project.

What is quantitative research?

Quantitative research deals primarily with numbers, statistics, and measurable outcomes – think of surveys, polls, or questionnaires. Quantitative methods use structured data collection tools designed to gather objective data that you can count, measure, and analyse statistically.
A typical quantitative research project might involve a survey asking hundreds, or even thousands, of respondents questions on their purchasing habits, satisfaction with a product, or reactions to a specific marketing proposition. The data gathered is then analysed, often with statistical software, and provides numerical results you can use with confidence.

Pros of quantitative research

Quantitative research is ideal when you need:

• Statistically reliable data: With a large enough sample, findings can be generalised to a broader audience with confidence
• Clear metrics: It provides clarity through numbers, percentages, and clear trends
• Comparability: Allows for benchmarking over time; ideal for brand tracking, for example
• Efficiency and speed: Online surveys can reach large audiences quickly and cost-effectively

Cons of quantitative research

However, quantitative methods do have some limitations:

• Limited depth: Numbers alone can fail to capture the nuance and depth behind consumer behaviour
• Lack of flexibility: Structured questionnaires can’t adapt easily once data collection begins, limiting the potential to explore interesting findings spontaneously

How is qualitative research different?

Qualitative research, on the other hand, digs deeper into the “why” behind behaviours, attitudes, and opinions. Methods such as focus groups, interviews, ethnography, and observational research all fit within this definition. This approach is less about counting responses and more about exploring motivations, beliefs, and experiences in depth.

For example, you might want to conduct a series of focus groups or interviews to explore consumer feelings towards a new product proposition. Qualitative research allows you to understand the emotional connection consumers might have with the proposition, what really matters to them, and what might influence their decisions.

Pros of qualitative research

Qualitative research is especially valuable for:

• In-depth understanding: It offers rich, detailed insights into consumer attitudes and behaviours
• Flexibility: Researchers can explore and ask more about interesting or unexpected topics as they arise
• Exploring new ideas: Ideal for proposition testing or when introducing an innovative concept that’s difficult to quantify initially

Cons of qualitative research

However, qualitative approaches aren’t without their challenges:

• Limited ability to generalise: Smaller sample sizes mean you can’t statistically project findings to the wider population
• Resource intensity: Qualitative projects can be more time-consuming and resource-intensive
• Subjectivity: Analysis and interpretation require careful consideration to avoid biases or misinterpretations

When should you use each approach?

Deciding between qualitative and quantitative research (or even when to combine them) often comes down to your research objectives:

• If you’re aiming to measure how many customers like your product, or how your brand ranks against competitors, then quantitative research is ideal
• If your main objective is understanding why consumers choose your product, or exploring attitudes and perceptions in depth, then qualitative research is most appropriate

In practice, many research programmes combine both approaches. At Clusters, we often recommend using qualitative methods to uncover issues and themes, and then turning to quantitative surveys to measure and validate this on a larger scale. Alternatively, quantitative research may highlight a trend or issue, prompting qualitative research to uncover deeper insights.

By choosing your research approach based on your objectives, timeframe, and budget, you’ll ensure you gather valuable insights. A lot of the time, our clients use both methods together, leveraging the numerical strength of quantitative data with the human element that qualitative insights bring.
Understanding these core differences means your market research can deliver a well-rounded and reliable view of your customers, helping you to make well-informed strategic decisions.

To learn more about our research methods here at Clusters, get in touch today.