Frankenstein's Monster Meets Dracula … And Quite Likes Him
Often qualitative research and quantitative research are seen as alternatives. But examination of an issue or a problem may benefit from applying both disciplines or from a hybrid of the two approaches.
The intimate, ‘seductive’ nature of qualitative research (Dracula) can sometimes be combined with the rigour and authority of quantitative (Frankenstein’s Monster) to provide an authoritative and compelling solution.
RI Clinics typically combine the two approaches, as well as engaging respondents in both individual and group tasks. We’ve tested new packaging; automated banking packages; magazines and many kinds of new products through our clinics (as well as some cars).
