Bridging the Gap Between Quantitative vs Qualitative Market Research

In Blog, Market Research by admin

Author: Serena Berrey | Editor: Elizabeth Zuponcic 

The dichotomy between quantitative vs qualitative market research studies is one that has been present for a long time. Both methods of research are effective in their own ways, but it is important to bridge the gap between the two to gain a better understanding for which market research solution would be most beneficial.  

Qualitative vs. Quantitative 

Qualitative research is great for identifying underlying motivations and gaining a deeper understanding of the “why” behind consumer behavior, while quantitative research is more suited for measuring and quantifying trends and behaviors. By combining both approaches, researchers can gain a more holistic view of the research problem, leading to more effective strategies and insights.  

Quantitative studies, on the other hand, seek to: 

  • Find patterns  
  • Make predictions 
  • Test causal relationships 
  • Generalize results to broader populations 

The objectives of qualitative and quantitative studies are different, and recruiting for the two types of studies needs to reflect that. 


When recruiting focus groups, you’re seeking homogeneity within the group. Homogeneity doesn’t mean that recruited participants all think and respond the same, but rather that there is commonality between participants so that there is sufficient variation for contrasting opinions to surface. 

Examples of homogeneity within groups include but are not limited to: 

  • Recruiting participants from a similar income bracket 
  • Age 
  • Familiarity with a product or service 
  • Occupation 
  • Geographic location 

The study topic will determine the categories or market segments you want to include in your study. One of the most important considerations for focus group recruiting is selecting people who will be comfortable sharing within the group setting. When a group of strangers feels some commonality around a subject, product, or topic, they’ll be more likely to feel comfortable sharing their insights and experiences. 

Picking the Best Method for Your Project 

Bridging the gap between qualitative and quantitative market research studies can be achieved through a variety of methods. One approach is to use qualitative research to identify underlying motivations and gain a deep understanding of consumer behavior, and then use quantitative research to measure and quantify these behaviors. This allows researchers to identify patterns and trends in the data that would otherwise be missed by using only one method.  

All in all, both research methods are beneficial. Qualitative and quantitative research allows researchers to gather rich, in-depth data while also obtaining measurable data to back up findings for companies who would benefit. If you’re looking for someone to guide you through your company’s market research journey, reach out to us at for more information! 

Updated on March 30, 2023: We are committed to providing our readers with the latest information and updating our previous articles as needed. This is an update to an article originally written by Tamara Underwood. We hope that you find this updated information informative and useful.