Methods / Hybrid designs

There are countless possibilities for combining the best of both worlds

Searching for the best study design, one of the most frequently asked questions is: quantitative or qualitative? In many cases, the answer has to be both.

There are countless possibilities for combining the best of both worlds. You also need market researchers who feel at home in both worlds. So right from the start, we organised quantitative and qualitative market researchers into mixed teams and focused on developing them into holistic market researchers. This is how we can provide comprehensive advice without methodical blinkers. And it is often possible to combine the best of both worlds in an integrated study design.

Hybrid designs

The best of both worlds

The ideal hybrid model to increase customer satisfaction (example)

Qualitative preliminary stage

  1. Internal phase: Interviews with employees responsible
  2. External phase: Interviews with customers
  3. Development of a contact point model

Quantitative measurement

  1. Quantitative survey of goal dimensions, customer contact points and interaction factors
  2. Identification of performance areas that require action

Qualitative exploration

For performance areas that require action, individual interviews are carried out to determine operative weaknesses and derive concrete measures


Selected specialist publications

No worries about being replaced by AI

Members of planung & analyse's platform of corporate market researchers (PUMa) are generally positive about AI tools and believe they could make...

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Saying what is important

One of the central tasks of market research is to say what is important. The second part of the series on preference...

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What is important? Best practice: methods of relevance analysis

The way we ask what is important already defines what we hear or overhear. Dr. Anita Petersen and Sven Slodowy from (r)evolution...

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