Quantitative / Qualitative
More Insights, Less Time
The demand for richer insights that can be delivered more meaningfully and in less time drove RTi to develop a portfolio of quant/qual hybrid methods. No longer can quantitative and qualitative tools be looked at independently and in a methodological vacuum.
Each of these integrated methods produces actionable insights whose whole is greater than the sum of its parts:
Wireless audience response technology is employed to gather both quant and qual learning in a single two-hour in-person session. Clients watch as the quant data is instantly displayed then select specific respondents for the follow up qual. Iterative sessions maximize learning.
Leverage any CLT Test/HUT by following up with focus groups composed of quant-experienced respondents. The groups add virtually no additional project time, and provide significant depth to the quant research.
Seeing consumers using and talking about the test product in their own environment can uncover opportunities or previously unknown problems.
Mid-Interview Online Chats
Incorporate a 10-12 minute online moderated chat as part of any online survey.
AI and the Online Convo
Engage large groups with this mashup of facilitated online conversation and machine learning (AI). Imagine the power of getting quant analysis and insights to qual questions. And, in far less time than traditional focus groups.
RTi in Action
A medical device manufacturer saw opportunity in inventing and owning a revolutionary approach to storing product samples in doctors’ offices.
Via RTi IngenuitySM, a hand-picked panel of creative geniuses yielded hundreds of breakthrough ideas, some with near-term feasibility and some further out. The leading ideas were refined via qualitative feedback and prioritized based on results of a quantitative concept test. A revolutionary new storage device is currently under development.
An iconic billion-dollar beverage brand with a loyal consumer following needed strategic and tactical guidance for developing an incremental brand extension. And they needed it quickly! The objectives were to achieve growth with the current franchise through unmet needs and attract new users.
RTi put in place an integrated research testing plan that accelerated development by informing product prototyping and holistic concept/product fit. Hybrid quant/qual efficiently screened product prototypes while guiding optimization; product testing refined and strengthened product fit with concept; and a monadic home-use test confirmed products were launch-ready and poised to deliver portfolio growth. Marketplace performance year over year outpaced growth projections and has led to an expansive line of SKUs.
A leading restaurant chain asked RTi: How can we continue to promote our standard offerings, while freeing up menu “real estate” to advertise a growing number of special promotions?
RTi found the answer in a hybrid quant/qual approach that provided rank order insights on various menu designs and the item categories within. The hybrid approach also let the client hear the consumer’s voice on which signage areas were confusing and which were helpful and appealing. Based on this research, RTi provided a detailed roadmap on how to further improve the winning menus and ‘lessons’ for future in-store menus and signage.