How facts and stories reinforce each other
What is your eureka moment? The Algemeen Dagblad asks scientists this question. Recently, Marijke Deutekom, director of the Health, Sports and Welfare domain at lnholland University of Applied Sciences in Haarlem told us about her eureka moment. The moment she discovered the power of qualitative research.
Figures
Numbers are just numbers!
I myself started at Blauw as a qualitative researcher. Because I am a 'people person'. Because I want to understand the 'why' behind human actions. And quite frankly: because SPSS and I are not the best of friends. So at the start of my Blauw career, I liked to stay away from quantitative research.
Category Opportunities
Thinking in questions rather than solutions
Then came my eureka moment. The moment I started to think from customer demand rather than research methods. Within our team (Market), we give clients insight into short- and long-term category opportunities. We solve issues such as:
- How do I become more easy -to-buy?
- How can I grow my category?
- How do I ensure that I remain relevant in the future?
The moment we receive such a request, we start coming up with a plan of action. In fact, we never do that alone. That way we avoid tunnel vision. We look at the issue from different areas of expertise. Then we arrive at the ideal set-up together.
We usually recommend a combination of qualitative and quantitative research. When schedule permits, we conduct both phases sequentially. This way we make maximum use of the learning effect.
Qualitative and quantitative research both require different competencies and therefore different project teams. To ensure the connection between qualitative and quantitative research, there is one person who ensures quality across the entire project.
Eureka moment
Every project has its eureka moment
After analyzing the qualitative and quantitative results, we organize a joint analysis session with the entire project team. During this session, we discover how the qualitative and quantitative research reinforce each other. The qualitative context helps to better understand the results from the quantitative research. The quantitative research helps to discover cross connections.
The main question of the study serves as the starting point during this analysis session. We answer the question collectively from one main conclusion. We then back up these main conclusions with supporting arguments. And so every project has its eureka moment!
By sharing what interfaces with knowledge, experiences and plans within your organization. This is how you translate insights into opportunities together.
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