See how you can use Liveminds to get a complete picture of how your brand is perceived over time by adding the why & how to your quantitative brand tracking research.
The role of online qual
- To add qualitative context to quantitative tracking
How it works
- Include an online qual study opt-in question on the quantitative tracking questionnaire
- Re-contact certain people based on their survey responses to explore particular issues in more depth
- Talk to them in private, one-on-one conversations to be able to add the why to the what
What you get
- Greater context around key issues and a chance to explore and test hypotheses emerging from the quantitative analysis
Why it Works
- The quantitative study can give you a sense of what people think, while the online qualitative allows you to work out why they think that.
- The verbatims from the study add colour to the debrief and help by humanising the quantitative data