In the fast-paced world of business, understanding your customers isn't just an advantage—it's a necessity. Whether you're launching a new product, entering a new market, or simply trying to better understand your existing audience, market research is the key to making smart, data-driven decisions.

But before diving into a research project, one question often comes up:
Should I use qualitative or quantitative research?

The truth is, both have their place—and knowing when and how to use each can make all the difference.

In this blog, we'll explore:

• What qualitative and quantitative research are

• Key differences between the two

• Pros and cons

• When to use each

• Real-world examples

• How they can complement each other

Let’s break it down in a simple, practical way.

What is Qualitative Research?

Qualitative research is all about understanding the why behind people's thoughts, feelings, and behaviors. It’s exploratory in nature and seeks to uncover insights, opinions, and motivations.

Instead of numbers, qualitative research collects non-numerical data like:

• Words

• Emotions

• Behaviors

• Personal stories

Common Qualitative Methods:

• In-depth interviews (IDIs)

• Focus groups

• Ethnographic research

• Diary studies

• Observation

• Online communities

Example:

A smartphone brand may conduct one-on-one interviews with users to understand how they feel about a newly released phone. Instead of asking “How satisfied are you on a scale of 1 to 10?”, the interviewer might ask, “What do you like or dislike about using this phone?”

What is Quantitative Research?

Quantitative research is focused on the what, how many, and how often. It collects data in the form of numbers and statistics, aiming to measure and predict behavior using structured tools.

Common Quantitative Methods:

• Surveys (online, phone, or face-to-face)

• Polls

• Experiments

• Analytics tools

• Longitudinal or cross-sectional studies

Example:

That same smartphone brand may use a survey to ask 5,000 users to rate their satisfaction level with the phone, with options from 1 (Very Dissatisfied) to 10 (Very Satisfied). This provides measurable, comparable data.

Key Differences at a Glance

Pros and Cons of Each

Advantages of Qualitative Research:

• Explores why consumers think or act a certain way

• Captures emotions, motivations, and context

• Allows for flexible, real-time discovery

• Ideal for concept testing or early-stage product feedback

Limitations:

• Smaller sample size = less generalizable

• Subject to interpretation bias

• Time-consuming and resource-intensive

Advantages of Quantitative Research:

• Large sample size = statistically significant results

• Objective and easy to replicate

• Ideal for tracking changes over time

• Efficient data collection at scale

Limitations:

• Doesn’t capture the why behind responses

• May miss emotional or contextual factors

• Rigid structure can limit deeper exploration

When to Use Qualitative Research

Use qualitative research when you're trying to explore an issue, understand user experiences, or generate ideas. It’s perfect for early-stage research when you don’t yet know what to ask in a survey.

Ideal Scenarios:

• New product development

• Brand perception studies

• User experience research

• Ad or concept testing

• Understanding purchase motivations

• Generating hypotheses for further testing

Example:

A beauty brand launching a new skincare line wants to understand what “natural” means to consumers. They conduct focus groups to hear people’s opinions and discover that “natural” is associated more with “ethical sourcing” than with ingredients.

When to Use Quantitative Research

Use quantitative research when you need to measure something, compare trends, or validate assumptions with hard data.

Ideal Scenarios:

• Market sizing

• Customer satisfaction (CSAT, NPS)

• Tracking brand awareness over time

• Testing market demand or pricing

• Segmenting your audience

Example:

After defining what “natural” means from the qualitative study, the beauty brand rolls out a large-scale survey to 10,000 potential customers to measure how many people actually prefer natural ingredients, and whether they’re willing to pay more for it.

Why Not Both? The Power of Mixed Methods

The most successful market research often uses both qualitative and quantitative methods in a blended, step-by-step process.

Step-by-Step Example:

1. Qualitative Phase: Conduct focus groups to explore customer needs.

2. Quantitative Phase: Use survey data to quantify how widespread those needs are.

3. Actionable Insight: Combine findings to build a product roadmap that meets real, validated demand.

This mixed-method approach gives you both depth and scale—you get the story and the numbers behind it.

Real-World Case Study: Global Survey Approach

At Global Survey, we worked with a global beverage company looking to launch a new functional drink in Asia.

Step 1: Qualitative Research

• Conducted IDIs in Japan, India, and Thailand

• Uncovered emotional drivers for health drinks (energy, digestion, stress relief)

Step 2: Quantitative Research

• Launched a 15-minute online survey in 5 languages

• Collected 12,000+ responses to test flavor preferences, price sensitivity, and buying behavior

Result:
The brand launched in 3 priority markets with 2 winning flavors, priced 11% higher than competitors—backed by strong consumer support.

How Global Survey Can Help You Choose

Choosing the right research method is about understanding your goals, budget, timeline, and audience. At Global Survey, we help businesses worldwide design and execute research that fits their needs perfectly.

Our Services Include:

• End-to-end research design

• Global qualitative and quantitative data collection

• Survey scripting and programming

• Panel access in 50+ countries

• Insights reporting and visualization

Whether you're a startup looking for customer feedback or a global brand launching in new markets, we tailor our approach to fit your strategy and budget.

Final Thoughts

Market research is not a one-size-fits-all process.

• Use qualitative research to explore and discover.

• Use quantitative research to measure and validate.

• Use both to build a complete picture.

At Global Survey, we believe that smart decisions start with the right questions—and the right method to answer them. If you're unsure whether to go qual, quant, or both, our expert team is here to guide you every step of the way.

Ready to explore your audience in a whole new way?
Visit us at www.globalsurvey.gs or contact us to get started.

Jul 02, 2025