Unlocking the power of advanced quantitative methods
Summary
Learning advanced quantitative research methods opens new possibilities, complementing the depth of qualitative techniques and enabling you to answer questions that qual alone can’t. Knowing when to apply both approaches empowers you to uncover richer insights, solve complex problems, and effectively communicate the value of each discipline to your organization. We’ll inspire you to explore the full range of advanced quant methods, guide you on how and when to use them, and provide practical steps to begin your journey, with resources to fuel your growth and expertise.
Key Insights
-
•
Cluster analysis replaces fictional personas by grouping customers based on real similar behaviors and attitudes.
-
•
Perception maps visually display how brands or products are positioned against competitors along key attributes in two-dimensional space.
-
•
Binary logistic regression can reveal the true importance of many factors influencing decisions, often disproving perceived survey results.
-
•
Students in Brazil consider as many as 61 factors when choosing a college, illustrating complex decision-making processes.
-
•
Conjoint analysis uncovers consumer preferences by analyzing trade-offs, overcoming biases present in traditional surveys.
-
•
Combining cluster analysis with conjoint analysis offers segmented insights on attribute preference weights.
-
•
Perception maps can identify competitive weaknesses, such as a shopping mall perceived as outdated, leading to customer loss.
-
•
Conjoint analysis is particularly valuable for startups to find optimal pricing and feature combinations without direct questioning.
-
•
Quantitative methods like binary logistic regression can clarify why customers switch between service branches or brands.
-
•
Useful software for these methods includes Question Pro, displayR, conjoint.ly, and Python for more advanced custom analysis.
Notable Quotes
"Cluster analysis will definitely replace personas, the fictional personas of course."
"When people answer in a similar way, they find clusters that can be used to group users."
"Perception maps visually represent how consumers perceive brands relative to competitors along key attributes."
"Sixty-one factors influence students’ decisions when choosing a college—that’s a lot more than you might think."
"Regular surveys showed teaching quality mattered 11%, but logistic regression revealed it actually represents 77% of the decision."
"Conjoint analysis reveals how consumers make choices by examining trade-offs they are willing to make."
"Customers can answer what the researcher wants to hear in surveys, making attitude only 28% predictive of real behavior."
"Conjoint analysis was used by Apple and Samsung to determine the financial value of specific product features."
"Cluster analysis is very useful if you want to avoid a one-size-fits-all approach to product or service design."
"Startups struggle daily with pricing, and conjoint analysis is the single most underrated tool to find optimal prices."
Or choose a question:
More Videos
"The more participatory the practices, the deeper and more intentional the engagement needs to be."
Alexia Cohen Adriane AckermanIncreasing Health Equity and Improving the Service Experience for Under-Served Latine Communities in Arizona
December 4, 2024
"The timing is key—you want to interrupt them when they are in that flow state."
Marc Majers Tony TurnerInterrupted UX - Add A Dose of Reality To Usability Testing
March 11, 2022
"Design governance needs to be part of the governance of the entire organization, not segregated to design teams."
Jorge ArangoDesign as an Antidote to VUCA
May 9, 2019
"It matters what you build, but it matters more if you learn."
Brenna FallonLearning Over Outcomes
October 24, 2019
"Belonging means understanding the shape, size, and cause of your community and your unique purpose in it."
Daniel GloydWarming the User Experience: Lessons from America's first and most radical human-centered designers
May 9, 2024
"Avoid strictly timed interactions because they stress everyone, especially people using screen readers or with cognitive disabilities."
Sam ProulxOnline Shopping: Designing an Accessible Experience
October 3, 2023
"Data is not just numbers; it tells us the story of student learning."
Kristin SkinnerFive Years of DesignOps
September 29, 2021
"It can be so tiring to be the only one constantly saying this has to be done differently."
Denise Jacobs Nancy Douyon Renee Reid Lisa WelchmanInteractive Keynote: Social Change by Design
January 8, 2024
"If you're not doing recruitment in-house and have to outsource three different agencies, managing timelines becomes a nightmare."
Roberta Dombrowski Lianna Aduana5 Reasons to Bring your Recruiting in House
September 30, 2021
