Normally, a large-scale quantitative study such as this would include a very limited qualitative component, or none at all. By using CRIS, we got qualitative feedback with literally everyone in the study, and could match their qualitative responses to their quantitative characteristics. The entire participant experience was only 25 minutes, extremely manageable for most people. The entire study, including both qualitative and quantitative components, was completed in 3 weeks. This is a target that would ordinarily be extremely difficult to reach when including qualitative insights.

Thanks to this combination, we were able to parse out qualitative insight based on any of quantitative variables, all without having to conduct research with multiple different groups. In this project, adding the qualitative to the quantitative survey was done for about the cost of 4 focus groups. Here, the cost allowed all 650 participants to be interviewed as well as collecting the quantitative data, garnering better data, more efficiently, and at a better price point.