The role of qualitative research has traditionally been to create and foster the discussion about your consumers’ needs and desires. Quantitative research has been viewed as a tool for testing the statistical relevance of these ideas.

Generally speaking, quantitative research tends to consists of nationally representative samples of respondents evaluating a concept in a survey of closed metrics; however, it doesn’t have to be this way. At its core, the online research platform is simply a means of mass communication -- that communication is not limited to a box ticking exercise.

In fact, Lightspeed GMI has everything, at their disposal, needed to generate qualitative insights at a quantitative scale. The essence of qualitative research is conversation, and a conversation platform is exactly what the QuestionArts team has spent the last 12 months developing online surveys into. Combining their research toolset into feedback mechanics, survey-entertainment and open-ended questioning, QuestionArts surveys have shown that cross participation, collaborative content and unrestrained imaginative outputs are not only feasible but easily achievable with online panellists.

By packaging enjoyable content and feedback mechanisms into longitudinal touch points, cross-completion rates of 90%+ can be maintained. With the propriety text analytics tools LightspeedGMI has at their disposal, alongside their award winning research with open-ended questions and survey narratives, the content can be kept conversational on a large scale. The result is insight-driven qualitative research that can be delivered, with ease, on a quantitative platform.

This begs the question: why does qualitative research have to mean a focus group?

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