20|20 Research launches hybrid tool
The tool integrates quantitative surveys and other online data resources with the company’s enterprise service for qualitative research.
Survey participants who meet the criteria for a piece of research are automatically moved to a moderated online discussion, connecting quant with qual. The tool can also be used to set up respondent auto-enrolment forms, allowing users to join a qualitative project from an existing community platform, email invitation, or client list.
Isaac Rogers, chief executive of 20|20 Research, said: “Conducting quant/qual hybrid is a proven way to get a more complete consumer story,” adding that the tool is “saving researchers time and effort”.
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