The Invoke Blog

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Strengths and Limitations of Qualitative Research

Qualitative research has the potential to complement quantitative data by providing depth and perspective to statistics. At its core, qualitative research data stems from the human experience. It can open a window into audiences’ minds that quantitative data just cannot show, and paint a richer, more holistic portrait of consumer behavior. While quantitative research can highlight overall trends in attitudes towards a product, qualitative data can inform why those trends exist and how to shape a...

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Qualitative Research Methods

Qualitative research is a broad approach to research made up of multiple methodologies with their own strengths and limitations. Each method capitalizes on a different aspect of human behavior, and can either be used standalone or in conjunction with one or more methods. When combined with results from quantitative studies, qualitative research done using these methods can provide an incredibly powerful understanding of consumer behavior. Mixed Methodologies Mixed methodologies are the combination of quantitative and qualitative research...

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History of Market Research

In order to best understand the benefits of qualitative market research, it’s worthwhile to take a step back and understand why qualitative research became a practice within market research in the first place. And in order to understand that, one needs to understand the state of market research prior to the introduction of qualitative research. 1920s: Emergence of Quantitative Market Research The first true instance of a market research “survey” came about in the 1920s when a...

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What Is Qualitative Research?

Qualitative Research Definition Market research methodologies, at their highest level, are most often broken into two general groups – quantitative and qualitative. The main difference between the two is that quantitative research is about quantities. Translation? Quantitative market research is focused on the gathering and analysis of structured (numerical) data. Qualitative research methodology, meanwhile, is descriptive. Qualitative research is about making sense of that which is not traditionally measured numerically – such as language or observed...

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Collaboration Increases Creative Success

Last week was an exciting week for Invoke and the media industry. At the Media Insights & Engagement Conference in New Orleans, the worst-kept secret of the insights world was finally outed—the damage done by the conflict strewn relationship between creatives and research. From the very first session, this troubled relationship’s challenges took center stage; Ronald D. Moore spoke about 3 of the root causes of many of the conflicts between these 2 groups: The...

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