How To Use a Mixed Methodology Approach To Get More Connected, Complete Insights
Editor's note: GutCheck gave a webinar on conducting research using mixed methodology on April 26, 2018. Duration 34:58.
Combining research methodologies for more comprehensive or impactful results isn’t an unheard of strategy. But it can be easy to get hyper-focused on one piece of the larger puzzle and forget to take full advantage of what mixed methodologies may have to offer. As we know, many methods of research are designed to answer specific questions. This is normally necessary in order to get results that are specific and actionable.
However, sometimes combining methods and conducting research iteratively is a better option — allowing you to build upon previous insights and ensuring no knowledge is lost from one phase to the next. And foregoing the opportunity completely could mean missing out on an easier, more agile approach to valuable, collaborative insights.
Key takeaways:
- Understand the variety of use cases and specific methodologies that work best together when taking a mixed method approach.
- When to conduct mixed methodology research—like whether it should be done simultaneously or in parallel.
- Learn about the results and benefits of planning and conducting mixed methodology research through several case studies.
Presenter:
- Abby Drwecki, sr. research strategist, GutCheck.
- Erin Gilchrist, sr. research strategist, GutCheck.