Qualitative research helps businesses understand the heart of customer behavior. It's achieved by asking open-ended, conversational questions of a highly vetted, representative, group of targeted individuals. These conversations reveal not only what customers think, but why they think and feel that way. These "what's" and "why's" are the influencing behaviors behind decision making. Using qualitative market research to unveil these beliefs, points of view, and influencing decision-making factors, provides insights into customer behavior.
While qualitative research can provide insight into why your customers or prospective customers feel the way they do, qualitative research doesn't provide a large enough sample to project out onto the wider universe with any accuracy and open-ended questions can't be adequately quantified. That is where quantitative research comes in. Quantitative surveys are designed to elicit answers from respondents that can tabulated and quantified to produce an understanding of the larger market.
Statistically significant sample sizes are always used so results are more than just directional, and advanced sampling methods employing quotas and conditional qualifiers can also be used. When coupled with advanced analytics such as cluster analysis, max diff, conjoint analysis and other techniques, Evans Data can provide the most reliable and insightful information on the particular subject of your interest through quantitative research, and that information will be actionable because it can be projected onto the wider universe.