Unlocking the power of advanced quantitative methods
Summary
Learning advanced quantitative research methods opens new possibilities, complementing the depth of qualitative techniques and enabling you to answer questions that qual alone can’t. Knowing when to apply both approaches empowers you to uncover richer insights, solve complex problems, and effectively communicate the value of each discipline to your organization. We’ll inspire you to explore the full range of advanced quant methods, guide you on how and when to use them, and provide practical steps to begin your journey, with resources to fuel your growth and expertise.
Key Insights
-
•
Cluster analysis replaces fictional personas by grouping customers based on real similar behaviors and attitudes.
-
•
Perception maps visually display how brands or products are positioned against competitors along key attributes in two-dimensional space.
-
•
Binary logistic regression can reveal the true importance of many factors influencing decisions, often disproving perceived survey results.
-
•
Students in Brazil consider as many as 61 factors when choosing a college, illustrating complex decision-making processes.
-
•
Conjoint analysis uncovers consumer preferences by analyzing trade-offs, overcoming biases present in traditional surveys.
-
•
Combining cluster analysis with conjoint analysis offers segmented insights on attribute preference weights.
-
•
Perception maps can identify competitive weaknesses, such as a shopping mall perceived as outdated, leading to customer loss.
-
•
Conjoint analysis is particularly valuable for startups to find optimal pricing and feature combinations without direct questioning.
-
•
Quantitative methods like binary logistic regression can clarify why customers switch between service branches or brands.
-
•
Useful software for these methods includes Question Pro, displayR, conjoint.ly, and Python for more advanced custom analysis.
Notable Quotes
"Cluster analysis will definitely replace personas, the fictional personas of course."
"When people answer in a similar way, they find clusters that can be used to group users."
"Perception maps visually represent how consumers perceive brands relative to competitors along key attributes."
"Sixty-one factors influence students’ decisions when choosing a college—that’s a lot more than you might think."
"Regular surveys showed teaching quality mattered 11%, but logistic regression revealed it actually represents 77% of the decision."
"Conjoint analysis reveals how consumers make choices by examining trade-offs they are willing to make."
"Customers can answer what the researcher wants to hear in surveys, making attitude only 28% predictive of real behavior."
"Conjoint analysis was used by Apple and Samsung to determine the financial value of specific product features."
"Cluster analysis is very useful if you want to avoid a one-size-fits-all approach to product or service design."
"Startups struggle daily with pricing, and conjoint analysis is the single most underrated tool to find optimal prices."
Or choose a question:
More Videos
"Blockchain apps aren’t located in one country or jurisdiction, making legal enforcement of accessibility laws difficult."
Sam ProulxTo Boldly Go: The New Frontiers of Accessibility
November 18, 2022
"Managing an internal research panel is about tracking contact frequency, user quality, and preferences, not just scheduling."
JP Allen Carrie Boyd Malcolm EvansNavigating the UX Tool Landscape
March 11, 2021
"Openly sharing stories helps us learn from those who came before us and carve new paths."
Kara KaneTheme One Intro
November 16, 2022
"Agents do work outside the user's attention, freeing up their limited time for other activities."
Christopher NoesselAI of the now: Designing for Agents
July 31, 2024
"As a Black woman, I can't bring my whole self to work, but I hope one day we will."
Jackie Velasquez-RossTalent Acquisition and Our Responsibility
June 16, 2020
"The Stafford Act repairs infrastructure to pre-existing conditions, not better, which hampers resilience and meaningful long-term change."
Alicia D. JohnsonDisasters and the 21st Century
December 10, 2021
"Design ops is actually all about fragility. We do stability, security, planning, but can we add more experimentation and comfort with ambiguity?"
Silke Bochat5 Antifragile Strategies for a DesignOps 2.0
September 23, 2024
"You have to go to the mountain; the mountain won’t come to you."
Gregg BernsteinOpportunistic Research with Gregg Bernstein
July 11, 2019
"We organize our work around our life, instead of our life around our work."
Ana FerreiraDesigning Distributed: Leading Doist’s Fully Remote Design Team in Six Countries
January 8, 2024
