Qualitative vs. quantitative research: What they (don't) say and why we need both
“Quantitative research tells you HOW MUCH. Qualitative research tells you WHY.”
When someone wants to “quickly find out what people think,” they reach for quantity – numbers, graphs, tables. But numbers alone are often not enough. What does it mean that 68% of people “tend to disagree”? What is behind it? This is where qualitative research comes in.
Personal interviews that help us understand motivations, emotions, nuances. Quantitative research is like a map – it will give you an overview. But qualitative research will show you why people chose this particular path.
Let’s not choose either/or. Research is most powerful when both approaches are combined – and provide a comprehensive, human and measurable perspective.