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”.