Editor's note: Christine Tchoumba is senior director, client services, at iModerate, a Denver research company. This article appeared in the June 28, 2010, edition of Quirk's e-newsletter.
Given the growth and apparent staying power of hybrid research (also commonly referred to as mixed-mode or fused research), Denver research company iModerate wanted to give the research community some clarity around this term. Numerous studies have revealed a wide range of definitions, applications and benefits, but still the industry lacks a consistent or mutually-agreed-upon definition. To that end, we asked hybrid practitioners to weigh in on some key questions, such as what exactly is hybrid research? How do researchers use it? What is the benefit? What does the future hold for hybrid?
For the most part, the researchers we queried have a solid overall familiarity with hybrid research. Eighty-three percent said that they were somewhat or very familiar with hybrid research, and 90 percent recognized the names of leading hybrid research providers. Further illustrating how integrated hybrid has become into the day-to-day work of today's researchers, 75 percent of the researchers polled have personally used hybrid approaches, and 30 percent rely on it for some or most of their projects.
Define and apply
While there is little doubt that hybrid research has gained a broader acceptance, practitioners define and apply the term in two similar but fundamentally-divergent ways.
Just over half (51 percent) of the researchers we spoke with think about hybrid market research in terms of the data the research yields and defined the term very generally as a combination of qualitative and quantitative. This broad interpretation suggests that for some, hybrid serves as an umbrella term rather than referring to a specific method, tool or approach.
"Mixed methodology. Qual and quant integration, for example."
"Combining quantitative and qualitative techniques and marrying the data from each for in-depth, informative and actionable results."
Among those who think of hybrid as a combination of qualitative and quantitative, a projectable quantitative study often serves as the project anchor, while the qualitative information is gathered to provide additional insight.
"A quantitative study with a supporting qualitative portion for more depth."
"Using qualitative feedback to help uncover the meaning and attitudes behind quantitative data."
Several respondents had a more specific definition and think the term hybrid research refers to qualitative and quantitative techniques integrated into a single instrument and implemented concurrently, rather than in consecutive phases.
"Using a mix of qualitative and quantitative techniques within the same piece of a project (i.e., not qualitative phase followed by quantitative phase, etc.)."
"A combination of qualitative and quantitative techniques, not used sequentially, but in an integrated manner."
While the leading definition for hybrid research provided by our respondents framed it as a mixture of qualitative and quantitative, 38 percent of the researchers we queried focused more on the specific methods used to collect the data, rather than the content or type of data gathered. In their minds, hybrid is a mix of approaches, such as phone, Internet or focus groups.
"Using more than one method in data collection (e.g., phone and Internet interviewing for one study)."
Interestingly, however, some of these individuals who discussed hybrid in terms of the approaches used also specified that these approaches are used to conduct a combination of qualitative and quantitative research.
"Studies that involve a mix of qual and quant and often collect data via a mix of online and offline methods. Phone studies mixed with online surveys, for example."
More comprehensive insight
Researchers were in strong agreement that hybrid research can deliver greater insight than single-mode approaches. Sixty-five percent of those we polled said that more comprehensive insight is the primary benefit of hybrid, and 40 percent also referenced hybrid's ability to access the voice of the consumer.
"Over the past two years, following the ARF 'listening initiative,' we see lots of need from the client perspective to have that extra bit of color. Even in quant there's more focus on capturing the voice of the consumer."
Researchers further explained the benefit of this approach, noting that studies combining qualitative and quantitative approaches concurrently can yield more than a single-mode study on its own.
"Hybrid adds life to a quant survey. When doing a large quant study, you really don't need or want 2,000 open ends, but you do want depth."
Efficiencies in time and cost
Other key benefits of hybrid research were related to efficiencies in time (31 percent) and cost (28 percent). And while speed and lower cost have long distinguished online and hybrid approaches from more traditional methods, today's economic pressures have led to an emphasis on greater speed and cost containment.
"Since the economy is strained right now, businesses have to get it 'right' the first time. Therefore, the more detail you can get straight from the horse's mouth the better."
"Hybrid will become more popular as we strive to get more out of each research dollar spent."
Think, feel and react
Because practitioners value hybrid primarily for its ability to provide more comprehensive insight, it is not surprising that they find it particularly well-suited for projects that rely heavily on emotion and which seek to determine how consumers think, feel and react to different situations.
For this reason, respondents consider hybrid methodologies a valuable tool for concept tests (64 percent), message tests (55 percent), ad tests (49 percent), naming studies (42 percent) and packaging tests (38 percent).
In idea-driven projects such as ad and concept tests, for example, researchers often struggle to make sense of quantitative data. While the numbers might tell them that their respondents "like" an ad or that it is "meaningful," it is difficult to know what consumers really mean. Why do they like what they like about it? Why is that meaningful? And what message is it sending?
"We didn't understand why a certain concept had won in the quant - it was not a good fit for the brand. Follow up qual revealed that consumers liked the ad but that it didn't send the message we were after."
However, when researchers are able to use a hybrid qualitative/quantitative approach, they often feel more confident in the reliability of their quantitative data because they can base their decision-making on a big-picture view that takes into account the emotional drivers behind the statistics. This lets them speak with authority not just on what consumers said but why they said it.
"We use it for segmentation research, product development, brand research - voice of the consumer explains and brings in the real world."
"Clients want more than numbers - the information presented to them needs to not have such a sterile feel. [Hybrid] adds color/texture to inform decision-making at the higher levels."
Continue to find value
Hybrid research seems likely to increase its forward momentum as researchers continue to find value in the added emotion and insight they garner from hybrid approaches. In fact, 39 percent of those we polled indicate that its future is promising and/or growing and only 5 percent feel that it is not a valid approach.
"I think hybrid approaches will become more common and accepted as response and cooperation rates make using a single methodology at a time less effective."
"It's here to stay. I think it's vital for obtaining the most useful insights. Rarely will a single methodology provide everything one needs."
A few respondents explained that hybrid is becoming so ubiquitous that in the future they envision the term "hybrid" disappearing. What is now thought of as a new and unique approach will become so normalized that there will be no need for the label hybrid, as all research will include some multimode element.
"I don't see the term hybrid research holding on much longer. Soon all market researchers will just assume there is a hybrid component to a project."
"We'll stop calling it hybrid research and we'll just refer to the additional tools we have in our skill set/tool box."
Working definition
For the time being, "hybrid" still remains something of a catchall phrase that can describe a number of different approaches, methodologies and technologies. However, feedback from practitioners indicates that the industry has arrived at a working definition.
Our research revealed that "hybrid" most commonly references a combination of online quantitative and qualitative methodologies that are used concurrently as part of a single phase of a study. While other interpretations exist, feedback from practitioners makes it clear that this definition has achieved widespread acceptance.