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THE RIGHT APPROACH FOR YOUR QUESTIONS

There is no standard recipe for choosing the right approach and the right combination of different techniques and methods. Depending on the question, either a qualitative or quantitative approach, or a combination thereof, is more suitable.

Qualitative

Provides a deeper understanding
Answers the why and how?

Method
In-Depth Interviews
In-Home, In-Store or In-Company Interviews
Friendship-Pair Interviews
Expert Interviews
Observation
Netnography
Focus Groups
Online Focus Groups
Mystery Shopping
Multi-Sensory Sculpting®

Quantitative

Precise measurement
What, how and how much?

Method
Trend Reports
Telephone Surveys (CATI)
Online Surveys (CAWI)
Paper & Pencil Surveys
Experiments
Analyses of Scanner Data

Technique
Associative / Projective Techniques
Experience Mapping
Customer Journey
Pre-Tasks
Diaries
Means-End-Chain Analyses
Brand Association Maps
Collage
Storytelling
Imagery
Prototype Test
Scenario Analyses
Morphological Box

Technique
Free Association
Critical Incident Technique
Conjoint Analyses
Gabor Granger
Van Westendorf Price Sensitivity Meter
Causal Analyses
Driver Analyses
Time Series Analyses
Cluster / Factor Analyses
fsQCA
Correlational Analyses
Regression Analyses
Dynamic Analyses