What on earth are we doing in consumers’ homes?

Although different methods are used, quantitative and qualitative researches examine the same thing. This is the reason why it is worth integrating the information uncovered by these two types of research: together they represent a value that can help company heads in making better business decisions.

For instance, if we ask consumers which food products they consider healthy, we get various answers. With qualitative research we can get to know people’s lifestyles and consumption habits better, trying to reveal to whom it really matters eating healthy and to what extent. When in the case of a new dairy product with a healthy additive – about to be launched – we went to people’s homes and observed them, we found out that most consumers only have basic requirements (it should contain lots of milk and natural ingredients) from a new product. Our next step was comparing the results with sales data of similar dairy products already available in shops. This way the manufacturer could more easily decide whether to conduct further surveys before appearing with the product on the market, and if yes, in which fields.