Techni’Sens’ solutions
Comprehensive guide to quantitative research: methods, steps, and business applications
Consumer habits and usage patterns evolve over time, and certain factors (such as technological advances, social tensions, or health crises) accelerate these changes. Companies must adapt quickly to stay competitive and offer goods or services that meet demand.
Quantitative research is a fundamental pillar for analyzing behaviors, trends, opinions, expectations, and preferences within a given population. The quantitative approach thus provides a solid foundation for reliable and verifiable conclusions.
Foundations of quantitative research
A quantitative study is defined by its systematic approach to analyzing numerical data. It aims to quantify the attitudes, opinions, or behaviors of a specific population, providing an objective view that can be generalized to a larger population. This method relies on statistical analyses to examine the relationships between different variables.
Rigor in collecting numerical information is essential. Data must be gathered using standardized methods to ensure their validity and reliability. This often involves the use of questionnaires with closed-ended or multiple-choice questions, enabling precise quantitative analysis and effective comparison across different groups or periods.
The choice of the target audience and inclusion criteria is also crucial and must be tailored to the study’s objectives: for example, surveying users and consumers of a product category, or a panel representative of the national population. Implementing quotas is a non-random sampling practice that ensures the sample’s representativeness by introducing a structure similar to that of the base population. Quotas can be set according to various criteria, such as socio-demographic data (gender, age, income level, etc.) or usage and consumption habits (brands purchased, frequency of use, etc.).
Our overall approach
All our approaches come together and interact, forming a multitude of possibilities, in combination with each other. Whether your need is to understand consumer expectations, to test the potential of a new product, or to screen innovations, we can help you with specific approaches.
Exploration and idea generation
- Understanding uses and attitudes
- Identify needs gaps, insights, ideas, etc.
Concept validation
- Screener of ideas, claims, concepts
- Validate the sustainability of the concepts
Product development
- Validate and optimize elements of the marketing mix (product, price, pack, etc.).
- Testing formulas
Launch
- Helping you launch your product on the relevant market
Product renovation
- Validate renovations
- Perceived difference? Gain vs. current?
- Risk on current buyers, etc.
Our Quanti services
Why conduct quantitative analysis?
Collecting and analyzing numerical data allows for accurate and reliable statistics, providing a solid foundation for decision-making, whether for market research or evaluating the impact of a marketing strategy. The quantitative approach proves to be a powerful tool, enabling the gathering of large amounts of information in a short time. In short, quantitative research is essential for business leaders and marketing or R&D teams who want to base their actions on concrete, measurable data, thereby maximizing the chances of success for their projects.
As an expert in consumer science, product testing, and sensory analysis, Techni’Sens offers various types of studies, ranging from the launch of an innovation project to the development or renovation of products, always placing the consumer at the center of the methodological approach (Customer Centricity).
What is the difference between quantitative and qualitative research?
The nature of the data
The fundamental difference between quantitative and qualitative research lies in the nature of the data collected and analyzed. Quantitative research focuses on gathering numerical data, enabling reliable and robust statistical analyses across a large panel of participants. This method is ideal for quantifying behaviors, measuring the scope of a phenomenon, screening or validating new ideas, estimating sales potential, or assessing the effectiveness of a strategy.
The methodological approach
In contrast, qualitative research focuses on understanding motivations, opinions, and attitudes through non-numerical data. It employs methods such as individual interviews or focus groups, providing a deeper and more nuanced perspective that helps capture the complexity of human behavior. Qualitative results are often exploratory and are used to generate new ideas or hypotheses, explore trends, co-create new products or services, and understand expectations and needs, rather than to confirm them. In short, while the quantitative approach seeks to quantify and measure, the qualitative approach aims to understand the “why” and “how” behind a given phenomenon.
Quantitative data collection methods
The quantitative approach allows for the collection of both objective and hedonic data, primarily using questionnaires with closed-ended questions, multiple-choice questions, CATA and RATA lists, rating scales, or open-ended questions that provide verbatim responses.
Data collection techniques
Quantitative data collection techniques are varied and should be chosen based on the specific objectives of the study. These include self-administered online surveys (completed independently on a computer, smartphone, or tablet), face-to-face interviews involving interaction between the interviewer and respondent, and observation.
Fieldwork
The fieldwork of a quantitative study can take place in a central location (CLT – Central Location Test), at home (HUT – Home Use Test), in situ (in the usual usage context), or in store.
For example, in a home-use test, Techni’Sens evaluated the sensory profile and routines of 100 female consumers across three different countries over the course of one month. Assessments were conducted on the first day (D1), after two weeks (D14), and after one month (D28), allowing for the collection of detailed data on product features and perceived effectiveness. The results enabled corrective actions on formulations and packaging, as well as the identification of potential claims.
Other examples
Other examples of successful studies show that the key often lies in the careful selection of the data collection method, tailored to the target population and the type of information sought. Certain questioning techniques help maximize the reliability of the results obtained. For instance, in some cases, it may be preferable to use indirect or implicit questioning (to limit consumer rationalization and intellectualization and thus obtain the most spontaneous response possible), projective techniques (to encourage respondents to project their hidden opinions, attitudes, or feelings onto a given situation), or temporal techniques (to capture more spontaneous responses).
In summary, thoughtful data collection is essential for obtaining accurate and actionable insights.
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Statistical analysis for relevant results
Statistical analysis of quantitative data is a critical step that transforms raw information into understandable and actionable insights. This phase involves various mathematical techniques, ranging from simple descriptive analysis to more complex models such as regression analysis.
Among the statistical tests frequently used at Techni’Sens are ANOVA, the Newman-Keuls test, Student’s t-test, the chi-square test, the Monte Carlo/Marascuilo test, and the binomial distribution. Complementary analyses provide deeper insights into the results. These include Principal Component Analysis (PCA), Hierarchical Cluster Analysis (HCA), penalty analysis, linear regression, correlation testing, and Correspondence Analysis (CA), the latter allowing the establishment of links between products and their defining attributes.
These tests use significance levels, which are key in interpreting results, as they allow one to conclude that an outcome is not merely due to chance.
Interpreting the results
Interpreting results is just as important as calculating them. It should enable valid conclusions that address the study’s initial questions. The success of a quantitative study lies in its ability to translate numbers into strategic decisions.
Techni’Sens conducted an online quantitative study with 120 consumers using the MaxDiff method to isolate the most strategic insights. This study helped identify key points to base future concepts on, providing solid guidance for the development of new products.
To contextualize study results in product testing, Techni’Sens developed a performance indicator that allows benchmarking results against a database of over 15,000 products.
Ultimately, a well-executed quantitative study not only helps understand current trends but also anticipates future developments, thereby facilitating informed strategic decision-making. The true value of a study lies in its ability to illuminate the path to success.
Institute philosophy
From the design of a quantitative study to the final data analysis, each step requires careful attention and precision to ensure the quality and relevance of the results obtained.
At Techni’Sens, we support you throughout your projects. Contact us to find out how we can help you achieve your goals and maximize the impact of your quantitative studies.
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