Wakefield’s MergedMethod is the only true hybrid research methodology currently available. Balancing the best of both quantitative and qualitative, Wakefield Research’s custom hybrid methodology – MergedMethod – merges the “what” and “why” into a single, unified approach. Wakefield’s MergedMethod research approach combines the best of all worlds:
- Deep qualitative insights that only come from in-person consumer interactions with a concept. Live, in-person consumer interactions with your product or brand allows you to gain real-time qualitative consumer insight. Thorough feedback tells you – in participants’ own words – how your target audience feels and what they think.
- Detailed quantitative data from large sample designs – so you know the rationales and “whys” uncovered are truly significant. The valuable, nuanced qualitative insights are layered on top of quantitative analyses and statistically significant findings.
How does MergedMethod overcome the limitations of traditional research?
By using MergedMethod, you can determine the functional benefits that matter most to your brand or product, the emotional benefits that drive decision making, and pain-points or barriers that need to be addressed.