What Is MergedMethod Research?
Wakefield’s MergedMethod research approach combines the best of all worlds:
- Deep qualitative insights that only come from in-person consumer interactions with a concept. Live, in-person consumer interactions with your product or brand allows you to gain real-time qualitative consumer insight. Thorough feedback tells you – in participants’ own words – how your target audience feels and what they think.
- Detailed quantitative data from large sample designs – so you know the rationales and “whys” uncovered are truly significant. The valuable, nuanced qualitative insights are layered on top of quantitative analyses and statistically significant findings.
How does Mixed Method Research overcome the limitations of traditional research?
• Live Exposure To Stimuli
Participants can interact with and react to products, packaging, advertising and videos in a secure, controlled setting.
• Results In Real-Time
Results are displayed live to observers and the moderator, allowing the team to intelligently direct qualitative discussion.
•Control For Group-Think
MergedMethod prevents outspoken participants from influencing others.
MergedMethod research costs less than multi-phase qualitative and quantitative research projects.
Hybrid Research Solutions
Wakefield Research’s mixed-method research services equip Fortune 500 companies to make the best business decisions possible. Start your hybrid market research with Wakefield today.
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