Qualitative and quantitative market research: differences and use cases

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What are the advantages, disadvantages, and differences between qualitative and quantitative market research? In which cases should you choose one over the other?

Qualitative studies aim to identify, explore and understand complex mechanisms. Quantitative studies are used to measure, count, estimate and characterise. On the one hand, we are therefore trying to develop hypotheses and identify correlations; on the other hand, we are trying to confirm or refute them.

Qualitative market research is based on specific methods such as individual interviews, focus groups, anthropology, language study. Quantitative techniques are associated with quantitative questionnaires, and their result is online or offline surveys and polls. Quantitative techniques can also include models based on Big Data.

Qualitative studies are based on small samples (around 15 to 30 in most cases) while a quantitative survey, to be representative, will generally be based on samples of several hundred respondents (or even millions in the case of models based on Big Data)

The qualitative phase is generally longer and more complicated than the quantitative phase in the sense that it is by nature less structured. It, therefore, requires a great deal of discipline to analyse a qualitative phase over time. The qualitative phase will last longer than the quantitative survey

It is essential to understand the objectives that can be achieved with each of the methodologies; in other words, before starting your market research, you must immerse yourself in the spirit of both approaches to choose the one that best suits your situation.

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