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  1. Z
    Z at |

    Fascinating take on this! When learning about conjoint analysis recently, it seemed only natural to want to start with qual to get an idea of the variables that mattered to respondents before spending the time and energy on the quant part of the study. But i haven’t thought about that type of approach for other types of studies. I do think that in an age where more DIY MR is accessible, showing expertise in using qual to help both gather insights and to craft the full story will position MR groups and researchers better than focusing on quant alone, or using qual as a bit of an afterthought. The issue has been for clients, though, that qual studies are spendy for seemingly low ROI. How would you propose showing higher ROI for qual research to clients?

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