Qualitative and quantitative research in plain English

Key points

• Quantitative research uses large online surveys to find out how many people like or do something.
• Qualitative research uses smaller interviews and focus groups to learn why people feel a certain way.
• Companies often use both methods together to get a complete picture of what customers want.
• You can take part in both types of studies as a member of a research panel.

The difference between counting and listening

Market research companies spend a lot of time asking questions. They want to know what you think about new foods, mobile phone apps, or television shows. To get these answers, they use two main types of research. We call these methods qualitative and quantitative research.

Quantitative research is about numbers and statistics. It answers questions like how many, how often, or how much. When a brand wants to measure something across a large group of people, they use this method. The goal is to collect hard data that can be put into charts and graphs.

Qualitative research is about words, feelings, and experiences. It answers questions about why people act a certain way or how they use a product in real life. This method aims to gather deep insights and personal stories rather than simple numbers.

Think about a busy supermarket on a Saturday morning. A quantitative study might count how many shoppers buy a specific brand of sliced bread. A qualitative study would stop a few of those shoppers to ask why they picked that loaf over the others on the shelf.

What quantitative research looks like for you

If you have ever clicked boxes on a screen to answer a questionnaire, you have done quantitative research. Companies need answers from thousands of people at the same time to make their data reliable. They use online surveys because it is the fastest way to gather large amounts of information from different countries.

In these studies, you will mostly see multiple choice questions. You might be asked to rate a new soda flavor on a scale from one to five. You might also select which supermarket you visit most often from a long list of options. The questions are usually fixed, meaning you cannot add your own topics to the discussion.

These surveys give companies a broad picture of consumer habits. Computers can quickly add up the answers to show trends. For example, a report might show that younger adults prefer sweeter sodas than older adults. If you want to know more about this process, you can read our guide on how online survey panels work, and where your answers go.

What qualitative research looks like for you

Sometimes a company needs more detail than a clicked box can provide. They want to hear your voice, see your facial expressions, and understand your daily life. This is where qualitative research comes into the picture. Instead of measuring you against thousands of others, the researchers want to focus entirely on you.

Instead of answering a short survey, you might join a small group discussion online. You might also speak directly with a researcher over a video call. If you are curious about this process, you can read what is an in-depth interview? A guide to one-to-one research. During these sessions, you will answer open questions that require long, detailed answers.

Qualitative studies take more time and focus than a standard survey. Because they require more effort, the rewards for taking part are generally higher. You get to share your honest thoughts in your own words. The researcher might even ask you to show them your kitchen cupboards or demonstrate how you use a specific household cleaner.

Why companies need numbers and statistics

Big businesses make expensive decisions every single day. Before a technology company launches a completely new mobile phone, they need to know if people actually want to buy it. They cannot rely on the opinions of just three or four people. They need hard proof that a market exists for their new product.

Quantitative research gives them the confidence to move forward. If an online survey shows that a large majority of people hate a proposed phone color, the company will simply cancel that color. The numbers tell them exactly what the wider public thinks. This saves the company from spending money producing something nobody wants.

This method is also excellent for measuring changes over time. A clothing brand might run the exact same survey every month to see if customer satisfaction is going up or down. If the satisfaction numbers suddenly drop in June, the brand knows they have a problem to fix.

Why companies need human stories and opinions

Numbers tell a company what is happening, but they rarely explain why. Imagine a company sees that sales for their newest vacuum cleaner are dropping fast. A survey might confirm that people do not like using the product, but it will not tell the engineers how to fix the problem. They need human context.

The company will use qualitative research to find out exactly what is wrong. They might send the vacuum cleaner to a few homes to see what happens in a real living room. You can read about how this works in our article on product tests at home: how in-home usage tests work.

Researchers will then watch or listen as people try to use the vacuum cleaner. They might discover that the handle is uncomfortable or the paper instruction manual is confusing. A survey might never have asked about the handle. These human stories give the company the exact information they need to improve the design.

Examples of common study types

As a panel member, you will see different terms for these studies on your dashboard or in your email inbox. It helps to know what to expect before you agree to take part in a new project. Both types of research offer unique ways to share your thoughts.

Here are common types of quantitative research:

• Standard online surveys: You answer multiple choice questions on your phone or computer. These usually take between five and twenty minutes to complete.
• Tracking studies: You take similar surveys over a few months to track changing opinions. You might review a different television commercial each week.
• Quick polls: You answer one or two simple questions to give an instant reaction to a news event or a new product announcement.

Here are common types of qualitative research:

• Online focus groups: You type or speak in a chat room with a moderator and a few other panel members. The group discusses a single topic for about an hour.
• In-depth interviews: You have a one-to-one video call or phone call with a researcher. The researcher will ask you detailed questions about your habits.
• Online communities: You log into a private message board for a few days to answer daily questions. You might be asked to record a short video or upload photos of your daily routine.

Getting started with different research methods

Companies often use both methods together to make better products. They might run a small focus group to get fresh ideas for a new chocolate bar. Then, they will send a quantitative survey to thousands of people to see which of those ideas is the most popular. This mixed approach gives them the best of both worlds.

Your voice matters in both types of studies. Whether you are clicking a multiple choice box in a five minute survey or chatting on a video call for an hour, you are helping to shape the world around you. Brands genuinely listen to what you have to say. By participating, you help create better products and services for everyone.

We always need new voices to join our research projects. If you want to share your opinions and earn rewards, you can create a free account with Reward Hours today. We will match you with both qualitative and quantitative studies that fit your background and your interests.

Common questions

Do I need special equipment to take part in qualitative research?

Most qualitative studies only require a computer or smartphone with a working camera and microphone. If a study requires specific software, the researcher will give you clear instructions beforehand. You can usually participate from the comfort of your own home.

Are qualitative studies paid differently than quantitative surveys?

Yes, qualitative research generally offers higher rewards than standard online surveys. This is because focus groups and interviews take more of your time and require more detailed answers. The reward amount will always be clearly stated before you agree to join the study.

Can I choose which type of research I want to do?

As a Reward Hours member, you have complete control over which studies you accept. If you prefer to only take quick quantitative surveys, you can ignore invitations for focus groups. You can mix and match the studies that fit your schedule and comfort level.