{"id":9004111222018680,"date":"2023-01-27T11:11:55","date_gmt":"2023-01-27T16:11:55","guid":{"rendered":"https:\/\/3c98cd88ae.nxcli.io\/?p=9004111222018680"},"modified":"2023-04-27T17:39:47","modified_gmt":"2023-04-27T21:39:47","slug":"todays-hybrid-research-it-might-not-mean-what-you-think-it-means","status":"publish","type":"post","link":"https:\/\/sago.com\/es\/resources\/blog\/todays-hybrid-research-it-might-not-mean-what-you-think-it-means\/","title":{"rendered":"Today\u2019s Hybrid Research: It Might Not Mean What You Think It Means\u00a0"},"content":{"rendered":"<p><span data-contrast=\"none\">Researchers have conducted hybrid research since someone first added an open-ended question to a <\/span><a href=\"https:\/\/sago.com\/en\/solutions\/quantitative\/online-surveys\/\"><span data-contrast=\"none\">quantitative survey<\/span><\/a><span data-contrast=\"none\">. It\u2019s a tried and true, almost traditional way of doing research. But as consumers, data, and methods evolve, and so does <\/span><a href=\"https:\/\/sago.com\/en\/solutions\/hybrid-research-solutions\/\"><span data-contrast=\"none\">hybrid research<\/span><\/a><span data-contrast=\"none\">.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">In fact, as researchers engage in a never-ending battle to support their brand\u2019s quest for share of mind and wallet, every new piece of insight has the potential to provide a competitive advantage. It\u2019s no longer enough to do some research and call it a day\u2014the quest for consumer understanding has become a 24\/7\/365 job and doing it right requires a comprehensive approach. Why? Because one-dimensional data is incomplete.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Luckily, we can all agree that we don\u2019t lack access to information\u2014some might even say we\u2019re drowning in data. But as big data matures, brands are realizing that relying purely on \u201cbig-data-driven decision making\u201d is dangerous. Even though data dependence feels scientific, rigorous, and modern, too often it gives a flat, static view of what are actually dynamic, diverse, and evolving <\/span><a href=\"https:\/\/sago.com\/en\/resources\/blog\/creating-an-empathetic-brand-experience-through-market-research\/\"><span data-contrast=\"none\">human beings<\/span><\/a><span data-contrast=\"none\">. Big data is powerful because it\u2019s driven by numbers, but companies are realizing that it can be a little risky and even lead to false assumptions if it is not rounded out with additional perspective.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Of course, applications for hybrid research go beyond simply combining qualitative and quantitative. While this is a great approach \u2013 for example, fielding online focus groups via <\/span><a href=\"https:\/\/sago.com\/en\/solutions\/platforms\/qualmeeting\/\"><span data-contrast=\"none\">QualMeeting<\/span><\/a><span data-contrast=\"none\"> to narrow down concept taglines you then test with a survey \u2013 multiphase research is delightfully flexible and can include any combination of quant and qual or even qual and qual. Here are just a few productive hybrid approaches we\u2019ve used to help address our clients\u2019 business challenges.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n<h2>The Learning Plan<\/h2>\n<p><span data-contrast=\"none\">A creative way to combine the quantitative \u201cwhat\u201d with the qualitative \u201cwhy.\u201d Usually, we recommend a combination of a representative quantitative sample, text analytics, and a more focused qualitative exercise like an <\/span><a href=\"https:\/\/sago.com\/en\/solutions\/platforms\/qualboard\/\"><span data-contrast=\"none\">in-depth discussion board<\/span><\/a><span data-contrast=\"none\">, online video interviews, or text-based chats.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n<h2>The Community<\/h2>\n<p><span data-contrast=\"none\">Ongoing insight from the same consumers or related groups of consumers. Usually facilitated through right-sized discussion board communities for continuous insights and trend identification.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n<h2>The C-Suite Show-and-Tell<\/h2>\n<p><span data-contrast=\"none\">A powerful, persuasive tool. Quantitative peace of mind for the number crunchers paired with qualitative focus groups or <\/span><a href=\"https:\/\/sago.com\/en\/resources\/blog\/step-by-step-guide-for-a-successful-qualitative-interview\/\"><span data-contrast=\"none\">in-depth interviews<\/span><\/a><span data-contrast=\"none\"> (conducted in-person or digitally) to bring consumers to life for key executives.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n<h2>The Partnership<\/h2>\n<p><span data-contrast=\"none\">An efficient way to blend the expertise of an agency of record with the voice of the consumer. We often partner with key stakeholders inside and outside the business to ensure consumers are present in ad, concept, and creative development.\u00a0 This is great for narrowing or distinguishing winning concepts, confirming a new creative direction is the right one, or providing confidence that messaging speaks to key consumer groups.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">The upshot? The companies that win are the ones that have a 360-degree view of their consumer. Hybrid and multi-phase approaches provide the insight and perspective necessary for brands to find white space, spur innovation, identify threats, and outline opportunities for improvement.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn about effective, productive hybrid approaches we\u2019ve used to help address our clients\u2019 business challenges.<\/p>\n","protected":false},"author":6,"featured_media":9004111222018681,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"aside","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[13932],"tags":[16613,16504],"video":[],"filter_name_method":[],"filter_name_product":[16608],"class_list":["post-9004111222018680","post","type-post","status-publish","format-aside","has-post-thumbnail","hentry","category-blog","tag-hybrid-research","tag-strategy-2","post_format-post-format-aside","filter_name_product-research-consulting"],"acf":[],"featured_image_src":{"landsacpe":["https:\/\/sago.com\/wp-content\/uploads\/2023\/04\/todays-hybrid-research-1000x445.jpg",1000,445,true],"list":["https:\/\/sago.com\/wp-content\/uploads\/2023\/04\/todays-hybrid-research-463x348.jpg",463,348,true],"medium":["https:\/\/sago.com\/wp-content\/uploads\/2023\/04\/todays-hybrid-research-300x200.jpg",300,200,true],"full":["https:\/\/sago.com\/wp-content\/uploads\/2023\/04\/todays-hybrid-research.jpg",1000,667,false]},"yoast_head":"<!-- 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