Qualitative
What are the input sources for the analysis?
Surveys, questionnaires, quizzes, site visits and other data collected by SOTB.
What are the limits of the data?
Virtually unlimited, except by cost.
Samples can come from very broad sampled groups (zip code, city, state).
Multiple questions can be used to test the accuracy of the output. This is called A/B testing, where you take half the group and “Question A” and the other half “Question B.” A comparison is then made to see if the question suggests a particular answer.
What are the advantages?
Participants often suggest different ideas that are outside of the questions. These “Have you tried this?” or “Have you thought of this?” can be really valuable.
Some of our best ideas have come from these open-ended interviewing sessions.
What are the disadvantages?
A high degree of skill is required in crafting the questions asked, so they don’t suggest a particular answer.
What does the client get from qualitative analysis?
You get insights from your customers which you haven’t discovered before considered, including brand or product extensions.
Quantitative
What are the input sources for the analysis?
Data collected by people other than SOTB. Data users have no control of accuracy or language used.
What are the limits of data?
Virtually unlimited, except by cost.
Samples can come from very broad sampled groups (zip code, city, state).
High-end data bases, or high end custom work will have multiple versions of the questions asked.
Most databases do not have this as an option. We will sometimes use two sets of data, from different vendors, and compare them.
What are the advantages?
Small sample sizes (under 1,000) of people can have large biases. For example, a local business area may have one or more dominant backgrounds (ethnic), income levels, or buying habits. Large databases can help you see if their operations can easily expand into another area.
What are the disadvantages?
You only get answers (and data) on what someone else has thought about. Your competitors also have access to the data potentially.
What does the client get from quantitative Analysis
Your receive a statistically-intense summary of what customers want and how they buy it currently.
You also get a perspective on what your competitors are doing.
What are the advantages to clients by combining approaches?
Each approaches helps to confirm or reject assumptions made in each analysis. Do the ideas work in both a small and in the broad groups of people? Different locations? Does the language on the website work both locally and nationally? The data being used comes from two highly-independent sources. Further, the analysis can be done on going forward, to see if the customers are changing in their tastes.