Discover how businesses use qualitative and quantitative data to understand customer opinions and patterns. Blending both may unlock sharper insights.

However, research is only as good as the data that supports it. That's why getting both qualitative and quantitative research right from the get-go can go a long way.

Unlike quantitative data, qualitative data is not collected in a quantified, measured data format. A focus group or survey, for instance, may ask participants to describe thoughts or feelings ...

Both qualitative and quantitative research are used to measure the results of data. Qualitative research focuses on data that is expressed through words and actions. For example, showing a group ...

They require data, structure, and insight. That’s why two types of analysis—quantitative and qualitative—play such a central role in investment research.

The idea behind quantitative analysis is to measure things; the idea behind qualitative analysis is to understand them. The latter requires a holistic view and a fact-based overarching narrative.