About the author: Aditi has administered hundreds of interviews with methinks Thinkers on behalf of methinks customers. And, she talks with consulting and in-house qualitative research experts every day. Her primary role is advising researchers on survey and interview structure and process, providing outstanding counsel on creating objective results and listening. When a prospective methinks …
An easy way to remember the difference between quantitative and qualitative research is to look at them as forms of storytelling. Quantitative research will give you a high-level view of your subject, a high-level answer to your question. Qualitative research will enable you to zoom in and identify the details in between that are responsible for the outcome, a more detailed explanation of why things happened the way they did. The combination of both types in a research project, if applicable, often produces the most powerful conclusions.
Definitions differ depending on your experience and exposure, but the consensus is that quantitative research can tell you what is happening, while qualitative can help explain why it is happening. Helping customers identify and analyze the “why” is what methinks specializes in and is always working toward.