Quantilitative Research: A happy marriage of the old and new

By Erik Long, April 29, 2008 — Driven by Web 2.0-based technologies, marketing science is taking quantum leaps in the development of exciting methodologies that add more capabilities to the traditional analytics toolbox.

The convergence of the “old” qualitative and quantitative approaches with the “new” Web-based platforms is creating a more integrated approach to determining what works best in developing customer insights. This happy marriage hits the trifecta for marketing professionals. It saves time. It saves money. And it delivers a more nuanced perspective of marketing and branding issues.

Two major concerns for marketers are strategic customer segmentation and behavioral targeting. Traditionally, marketing executives would first do the segmentation part of the puzzle before moving on to behavioral targeting to refine the focus and qualitative concept testing. Web-enabled tools now allow companies to do both simultaneously. Not only are they getting better results faster, but they’re building a greater sense of community around their brands.

Hallmark Cards Inc. was one of the first to leap into this area with its “Hallmark Idea Exchange,” which recruited a group of 200 mothers with young children at home to participate in everything from brainstorming ideas to pricing. Members spend at least a half-hour per week discussing wants, needs and product preferences, giving Hallmark virtually instantaneous feedback on its products and strategies. Better yet, the company says it’s getting 10 to 15 solid ideas each month from the group.

Smart marketers understand the need to develop integrated tools to yield deeper, more impactful insights about their their customers and brands. Those that gain those insights in a more iterative, “test and learn” manner are well on their way to realizing what marketing effectiveness is truly all about.