Content Type:

Glossary

Share Print

Bimodal Definition

A distribution in which the frequency curve has two peaks. A single peak is called a mode.

Bimodal is a strategy that involves using two distinct approaches or modes that typically incorporate qualitative and quantitative research methods. The intent of the bimodal method is to gather insights and make well-rounded decisions. Single-mode strategies relying on either qualitative and quantitative data do not provide the comprehensive view sought by some entities. Qualitative research focuses on understanding underlying motivations, emotions and perceptions through survey techniques like interviews and focus groups. In other words, qualitative research asks “why.” And, quantitative research involves collecting and analyzing numerical data to identify trends, patterns and statistical relationships using surveys, data analysis and statistical tools. Combining these two approaches provides a comprehensive view of consumer behavior and preferences. The connection between both approaches can uncover hidden distinctions and paint a more accurate and complete picture of target markets. 

Who relies on bimodal?

Entities seeking to introduce new products or refine marketing strategies often use the bimodal approach to understand consumer needs and potential market demand. What’s more, marketing professionals utilize bimodal research to develop targeted campaigns. Finally, researchers seek a two-method strategy to add validation and credibility to their findings and conclusions.

Why should I care about bimodal?

Incorporating a bimodal approach to marketing research provides a more complete understanding of target audiences. That means study findings provide feedback about consumer motivations and preferences, while calculations that support informed decision making. The bottom line is bimodal research fills the gap between human insights and empirical data.