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Quantitative points to the starting line, qualitative illuminates the path

from Smooth the Path

When starting a member research project, there are two possible methodologies to select. Quantitative, statistically significant results, often in the form of data and surveys. And Qualitative, story-based, deeply contextual insights, generally gathered from in-depth interviews or focus groups. Make the insights more powerful by thinking of quantitative as the first step and qualitative as the second phase. more


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