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Every researcher struggles with “the why.” WHY do people behave in a certain way. WHY do people prefer products of a certain shape, size, or color. WHY do people prefer a certain brand. These types of “why” questions often lead researchers to discussions about whether a qualitative or quantitative method is the best option for a particular market research project.
But “why” is not a question reserved for making a decision about using qualitative or quantitative research. Rather, it’s a question that social and market researchers should ask of themselves throughout the entire research process.
Why is your chosen methodology the most suitable methodology?
Researchers who specialize in questionnaire research are extremely skilled at their craft. In fact, they can probably answer any business question you bring to them by designing a comprehensive and detailed questionnaire. Similarly, skilled qualitative researchers can also solve a huge range of business problems with focus groups and IDIs. We know, however, that not every research question is best solved by using your favorite methodology.
- Baseline metrics: Are you seeking baseline metrics of frequency, magnitude, and duration? In such cases, quantitative research is your best option. While most people immediately turn to questionnaires as the best option, there are indeed many other quantitative options. Biometric methods like eye-tracking, EEGs, galvanic skin response, and heart rate variability offer valid and reliable metrics. Similarly, customer data analysis, web analytics and data mining could be more appropriate quantitative methods. Know WHY you chose your specific quantitative method.
- Generalizability: Are you trying to generalize behaviors or emotions from a small group of people to a vastly larger population? For this purpose, you’ll need to start with a fairly large random sample that is representative of the population in terms of key demographics and psychographics. Historically, quantitative methods were the only option but AI innovations have changed that. Today, qualitative research can be conducted at a vastly larger scale as tools like Ascribe can code and analyze vast quantities of qualitative data with high levels of accuracy.
There used to be a clear separation between what quantitative and qualitative research is and what it can do but that is no longer the case. Researchers need to ask themselves why they’re resorting to traditional methodologies when new options are being added to our toolbox every day.
Why are the questions so monotonous?
The bulk of marketing research data collection tools rely on asking people questions. Where do you shop? What do you buy? When do you buy? How many do you buy? Why do you buy? These are straightforward, simple questions. But, reducing our lives to these simple questions negates the complexity of our lives and our decision-making processes. Simple is good, but simple questions elicit shallow, habitual answers rather than deep, personal reflections.
Instead, we need to ask these questions: Why did I phrase the question like that? Why did I choose that set of answers? Why do I always rely on templated questions? Why do all of my questionnaires use the same questions? When we scrutinize our questionnaires in the same way we expect participants to scrutinize their answers, the result is more effective questions.
Simple questions don’t need to be mind-numbingly boring and lacking in complexity to generate thought-out answers. Choose the five most important questions in each questionnaire and take thirty minutes to brainstorm ten alternatives of each. Write out as many preposterous questions as you can. Imagine unusual scenarios, unexpected shopping partners, and unlikely shopping occasions. Aim for strange and unexpected. Even if none of the resulting questions are good, the process will push you towards questions that are more interesting and thought-provoking for your participants.
Why did you choose that type of report?
The fastest way to finish a report is to write it in PPT or Word. It’s what we’ve always done and it’s what clients have always expected. But, there is no reason besides convention that findings need to be shared that way. The purpose of a report is to share or teach a key learning to people, not to create pages of writing. So why did you choose PPT or Word?
Think about what you love to do in your spare time. Maybe you do like to read. In that case, Word might be the perfect type of report for you to receive. Even better, imagine if it took on the flavor of your favorite author and was written as a romance, mystery, or historical fiction novel. That might be the most engaging book you’ll even read and it will certainly be one you’ll remember forever.
Obviously, the creative report needs to be accompanied by an addendum of detailed results but there’s no reason for the most important teaching tool to be prose.
What’s next?
An extremely effective way to achieve business success is to reject the status quo. Instead, ask yourself why. Why did I choose this – because you did in fact choose every aspect of the research process, even if you did it without thinking. Follow up that why with multiple probes until you know for sure that you’re choosing the best path, not the easiest, fastest, or simplest path.
For quantitative researchers, it could mean recommending qualitative interviews with AI coding and analysis for your next project. For questionnaire authors, it could mean rejecting your traditional template and developing a new template replete with creative options that inspire deep thinking. No matter what your why is, it’s sure to put you on the path to more effective and engaging research. We’d love to be on that path so please get in touch with one of our survey experts!
