Combining quantitative and qualitative methods in market research offers a more complete understanding of consumer behavior. Quantitative research involves statistical analysis, which helps identify broad trends, but the data collected without business knowledge can be biased, outdated, or irrelevant and even the analysis may lack context and fail to address the problem. Qualitative research, involving empirical study, interviews and FGDs, provides deeper insights into the "why" behind the numbers, helping identify key variables and guide data collection and analysis. Integrating both approaches whether sequentially or simultaneously ensures more reliable, relevant results.

Balancing quantitative and qualitative methods in research can be challenging but rewarding. Start by clearly defining your research question—this will guide whether you need numbers (quantitative) or insights (qualitative) or both. Integrating the two approaches can offer a more comprehensive perspective. Use quantitative data for measurable outcomes and patterns, while qualitative data can provide context and depth to those findings. Plan carefully to ensure both methods complement each other. Be open to iterative processes where insights from one method inform the other, and balance time for data collection and analysis accordingly.

There are a number of different approaches I take depending on the project specs and the audience. But one i like to use fairly is letting qualitative insights pave the way. By starting with in-depth conversations and observations, you uncover themes that may not be immediately apparent. These insights shape your quantitative framework, ensuring your metrics resonate with real-world scenarios. Once the numbers come in, revisit the qualitative findings—interpret the data with those initial stories in mind. This kind of approach not only enriches your data but also gives depth and substance to the insights you deliver.

When considering the scope and size of a market research programme, always consider the audience for the information. Who do you have to convince? Is it simply for the development team? Then small numbers are fine. Some in-depth qualitative interviews with your target audience will be enough to guide development. Want to convince your upper management – they will look for numbers. Research to support significant capital investment which will be approved by a Board of Directors – even larger numbers.