Bringing qualitative and quantitative research together in studies is not a new topic, yet why did you choose this as your presentation? 

WELTER: In short: Because we still see clear potential for improvement here in our daily work. As is true in all areas, innovations do not always have to be based on new principles and technologies. Computers, for example, have been around for almost 100 years. Nevertheless, there are exciting improvements every year and no one still wants to work with the technology from 10 years ago. And the topic of AI in particular shows that certain "paradigm shifts" suddenly give rise to completely new applications and added benefits and give a topic a whole new drive.   

SCHOLZ: We see the same for the topic of Qual-Quant, where we are sure that the potential is far from exhausted. We are aware that this is not a current trend topic. However, at both Interrogare and Point Blank, real added value takes precedence over short-term trends, because at the end of the day, what matters to our customers is whether they have been able to answer their questions in a meaningful way, not whether the research approach is currently "in vogue". And in the better concertation of Qual and Quant approaches, we see countless untapped potentials in our daily work that are worth leveraging. Or to put it in the words of successful tech investor John Doerr: "Ideas are easy, execution is everything." 

It does not make sense to use both Qual and Quant for every study. Which key points are decisive here? 

SCHOLZ: This is basically a case-by-case decision. However, in addition to the standard question of what added value both perspectives can provide individually, the central question should be: What added value can result from linking the two research approaches? This implies a concrete examination of the following point: How can the research approaches be dovetailed in such a way that both approaches optimally cross-fertilize and mesh with each other? This is usually a very individual decision that must take into account not only the added value but also other general conditions such as costs, time frame, etc. That's why we start thinking about these issues as early as the briefing or proposal preparation phase and enter into an in-depth exchange with our clients. Our goal is always to develop the right approach for the client, regardless of whether it ends up being a Qual, a Quant study, or a combination of both.   

What challenges do clients face when they want to bring in both perspectives? Is it not a significant additional effort? 

WELTER: As is true everywhere in life, a higher degree of complexity requires more effort and involvement. In demanding, well-concerted Qual-Quant studies, this also applies to the client. From our point of view, it is precisely the involvement of the client that is an essential factor for the success of the project.  

SCHOLZ: In the end, the results must optimally support the client's marketing decisions. And for this, the "inside-out" perspective of the client is just as crucial as the "outside-in" perspective depicted by the study. In addition, the targeted involvement and activation of stakeholders on the company side can ensure at many points that not only the right findings are obtained, but that these are also transported into the company and used in a way that fits. In our view, this creates a multiple win-win situation from which all project parties and ultimately the client benefit the most.   

Can you give a few specific keywords as to what points make up the potentiated impact? 

WELTER: Not to anticipate too much, but nevertheless to at least hint at the key takeaways: It's about the improved meshing of Qual and Quant findings without loss of insight, collaborative evaluation with direct customer involvement, what we call validated storytelling, and ultimately insight activation in the context of workshops. We will show examples of all these points on the basis of various projects and share our experiences and tips.  

What else can participants look forward to or who should not miss your session? 

WELTER: In our Qual-Quant studies, we also specifically use design skills, for example, to promote more visual collaboration and brainstorming in our workshops. We also bring this element live on stage in our talk - the result will be a special eye-catcher.  

SCHOLZ: Basically, the topic is interesting for every contractor and therefore we are looking forward to many registrations.  

Register now for the Interrogare presenation at succeet23:
Qual + Quant = Impact²
25 October 2023, 11:30 am 
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