Qualitative vs. Quantitative Research: What’s the Difference?
A clear guide to the differences between qualitative and quantitative research. Learn when to use each method, their pros and cons, and how they work together.
In market research, the distinction between qualitative and quantitative research is fundamental. Put simply, qualitative research is about the 'why' (understanding motivations), while quantitative research is about the 'how many' (measuring trends).
Choosing the right approach—or knowing how to combine them—is critical for making sound decisions. This guide will provide a clear breakdown of their differences, strengths, and when to use each. Explore our complete Guide to Qualitative Research and Guide to Quantitative Research for a deeper dive.
An exploratory method used to gain a deep understanding of underlying reasons, opinions, and motivations. The data is non-numerical (text, video, observations).
Common Techniques:
A method used to quantify a problem by generating numerical data or data that can be transformed into usable statistics. It's used to measure and generalize.
Common Techniques:
Key Differences at a Glance
This table breaks down the fundamental differences between the two approaches.
| Factor | Qualitative | Quantitative |
|---|---|---|
| Goal | Explore & Understand (Why?) | Measure & Validate (How many?) |
| Data Type | Non-numerical (text, observations) | Numerical (statistics, counts) |
| Sample Size | Small (5-20 participants) | Large (hundreds or thousands) |
| Questions Asked | Open-ended (e.g., 'Tell me about...') | Closed-ended (e.g., ratings, multiple choice) |
| Analysis | Thematic analysis, interpretation | Statistical analysis |
| Generalizability | Findings are directional, not statistically generalizable | Findings can be generalized to the larger population |
When to Use Each Method
- Explore a new problem or opportunity.
- Generate hypotheses or ideas.
- Understand customer motivations, emotions, and context.
- Develop user personas.
- Validate a hypothesis on a large scale.
- Measure trends, attitudes, or behaviors.
- Prioritize features based on user preference.
- Segment your market.
Better Together: The Mixed-Methods Flow
The most powerful insights come from combining both methods.
1. Discover with Qualitative
Conduct interviews to identify key customer pain points (The 'Why').
2. Validate with Quantitative
Launch a survey to measure how many customers experience those pain points (The 'How Many').
Frequently Asked Questions
Common points of confusion, clarified.
Ready to Uncover Deeper Insights?
Download our free Qualitative Research Kit, including an interview guide template and a participant consent form.