From the course: Market Research: Qualitative

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The sandwich method: Combining qualitative and quantitative techniques

The sandwich method: Combining qualitative and quantitative techniques

From the course: Market Research: Qualitative

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The sandwich method: Combining qualitative and quantitative techniques

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- Most companies are missing big opportunities when they're doing their market research because they're not optimizing their techniques. Typically, we see brands do two rounds of research. A set of interviews plus a survey, but there's a better way to combine qualitative and quantitative research. I call it the sandwich method. Here's what happens in most companies. They know they need both qualitative and quantitative data so they do a few interviews and then a survey or they do a survey and then some interviews. I'm going to challenge you on this methodology though because you can do better. If you do your interviews first, you know what to ask in the survey to see if it scales across a larger population, so that's great. But what happens here is that you end up learning something new and critical during the quantitative piece, and you wind up kicking yourself for doing the interviews up front going, "I wish we had…

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