Research &Results recently published an article written by 20|20’s CIO Isaac Rogers in their April issue.
“Coming of Age: How integrated quant and qual research benefits from digital methods and helps researchers” gives light to the new technologies to help both quant and qual research be integrated in the digital world.
The following is a brief excerpt:
Quantitative practitioners saw early on the benefits of online surveys and panels, while the qualitative world has been significantly slower to adopt digital methods. As quantitative research quickly adapted to the new online world, panel providers developed the necessary technology to integrate with survey tools, and the survey platforms built mechanisms to quickly pass respondents in and out of third-party activities. Terms like “API” and “cross-platform-integration” have become critical parts of the quantitative lexicon. These technology integrations allow quantitative researchers a wide array of study designs and “flatten” the access to panelists around the globe.
In the last few years, the online qualitative marketplace developed the first vestiges of crossplatform integrations that have allowed qual researchers to begin experiencing the same logistical efficiencies that the quant world has enjoyed for years. And while these tools were initially designed to overcome logistical hurdles faced in qualitative projects, cutting- edge researchers are now seeing how these technological advances can power a new breed of integrated research, where online quantitative tools can “communicate” directly to qualitative platforms, yielding dramatic results.