Articles filed underMarket research methods
Qualitative and quantitative research: differences and uses
By Pierre-Nicolas Schwab •
In this article, I explain the differences between qualitative and quantitative approaches. You'll find a summary and concrete examples to help you choose the right methodology.
How many interviews should you conduct for your qualitative research?
While determining a sample size is easy for an online survey (for example, brand awareness research), the same cannot be said for the number of interviews in qualitative research. The principle of saturation is often put forward as the ultimate argument for determining the…
What are the different types of focus groups?
It is a fact today that focus groups are probably THE most well-known market research technique. Several types of focus groups exist, which we will present to you in today's article. This will also be an opportunity to advise the best kind of…
Qualitative interviews: use of real-life scenarios (or “vignettes”)
By Pierre-Nicolas Schwab •
Different methods can govern a qualitative interview (one of the leading techniques in qualitative research). One of them is the scenario method, also called "vignettes". In this article, we discuss the use of real-life scenarios to simplify the respondents' speaking…
How to effectively evaluate the user experience?
By Pierre-Nicolas Schwab •
The user experience is a crucial element of digital businesses. There are several methods to measure this user experience at different levels. First of all, it is essential to understand that the better the user experience is, the more satisfied…
Remote focus groups: different methods to learn about
By Pierre-Nicolas Schwab •
For many years, researchers have been studying the use of modern means of communication (chat, telephone, video-conferencing, and so on) and for their influence on qualitative research and focus groups. The covid-19 health crisis is pushing us to rethink our…
Quantitative research: create and test an online questionnaire
By Pierre-Nicolas Schwab •
We have already dealt with the question of quantitative questionnaires, their importance, the risks, and the pitfalls to be avoided. Today, we will help you to create your questionnaire, formulate your questions and improve it overall. Summary Define and understand…
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