Incorporating qualitative insights into the decision-making process is a goal for most brands, but traditional qualitative methods are time-consuming and expensive. In fact, the average qualitative project can take up to six weeks, including recruiting participants, field (which can sometimes involve travel), and reporting. When decisions need to be made rapidly, it is often necessary to forgo qualitative data and rely solely on the quantitative. Industry-wide, only 25% of projects incorporated both quantitative and qualitative elements (GRIT 2019 Insights Practice Report), likely for the key reasons of cost and time. It’s not that companies don’t want to do both, it is that often it’s just not feasible.
We wanted to find a way to incorporate qualitative insights in a way that would be timely and affordable, allowing the best possible breadth of data to be used in making decisions for any brand.