How can you use mixed methods research to improve your strategic planning?

1 What is mixed methods research?

Mixed methods research is a research design that integrates both numerical and textual data to address a research question. It can use different types of data collection and analysis techniques, such as surveys, interviews, experiments, observations, or content analysis. The main benefit of mixed methods research is that it can provide both breadth and depth of information, as well as triangulate and validate the findings from different sources. Mixed methods research can also help you explore the context, meaning, and perspectives of your target audience, as well as measure the outcomes and impacts of your actions.

2 Why use mixed methods research for strategic planning?

Strategic planning involves making complex and uncertain decisions that affect the future of your business. You need to consider multiple factors, such as customer needs, preferences, and behaviors, market trends and opportunities, competitive threats and advantages, and internal strengths and weaknesses. Using mixed methods research can help you gain a holistic and detailed understanding of these factors, as well as identify the gaps, challenges, and solutions that are relevant for your goals. Mixed methods research can also help you generate and test hypotheses, evaluate and improve your strategies, and communicate and justify your choices.

3 How to use mixed methods research for strategic planning in four steps?

Conducting mixed methods research requires a tailored approach, but there are four general steps to follow. First, define your research question and objectives - what do you want to learn and why? Then, choose a design and data collection methods that will combine quantitative and qualitative data. After that, analyze and interpret the data using tools or software to look for patterns, themes, or relationships. Finally, report and apply the findings by presenting them to stakeholders and translating them into actionable recommendations. Throughout the process, ensure the validity and reliability of your findings.

4 Examples of mixed methods research for strategic planning

Mixed methods research can be used for strategic planning in a variety of scenarios. For example, if you want to launch a new product or service in a new market, you can use a sequential exploratory design. This means conducting qualitative interviews or focus groups to explore customer needs, preferences, expectations, and perceptions of the new product or service. Then, insights from the qualitative data can be used to design and administer a quantitative survey to measure the market size, demand, and segmentation. If you want to improve customer satisfaction and loyalty, a concurrent nested design can be used. This involves collecting and analyzing both quantitative and qualitative data at the same time, but giving more weight to one type of data. To evaluate the effectiveness and impact of your marketing campaign, a sequential explanatory design is recommended. This involves collecting and analyzing quantitative data to measure outcomes such as reach, engagement, conversion, and revenue. Then, qualitative data can be used to explore the impacts of your campaign such as awareness, perception, attitude, and behavior change.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?