Mixed mode market research
As we offer the full range of qualitative and quantitative research methodologies at DJS Research, we draw on this extensive toolkit to craft bespoke solutions for every client brief. When it comes to surveys, the methods we recommend will depend on the nature of the research and the target audiences and in many cases we know that using just one research method would lead to a degree of response bias; that’s where a mixed mode approach comes in.
By using a combination of survey methodologies, we can ensure market and social research surveys are as accessible and inclusive as possible, generating samples that are wholly representative of the populations of interest.
We know that certain demographic groups, such as young people and ethnic minority groups, can be harder to reach by telephone survey – therefore, a telephone-only approach may under-represent these groups. Similarly, an online-only approach may reduce the likelihood of those less digitally engaged, or less confident in using online methods, from participating in a research study. A tailored mixed mode solution is crafted to deliver insight from all audiences.
Examples of mixed or multi-mode survey approaches that we have applied recently at DJS Research include:
- Combination of telephone (CATI) and face-to-face (CAPI) surveys: This blended solution has been recommended for local residents’ studies for clients including South Cambridgeshire District Council, Reading Borough Council and Stevenage Borough Council, where the CAPI element helped ensure sufficient representation of younger residents and ethnic minority groups.
- A predominantly online approach, with a small proportion conducted by telephone: This weighted approach, favouring telephone, ensures those less digitally enabled are represented. By adopting this technique for a recent 'angling insights' survey for the Environment Agency we achieved a nationally representative sample of 2,000 adults, with 80% surveyed online and 20% by telephone.
- Push to web: This approach has become more common in recent years, where respondents are sent postal invites and given the option to complete the survey online (via a QR code/survey link) or using a paper copy. The paper copy is either enclosed with the invite or is available on request, and is returned in the post (at no cost to the respondent). Offering an online and offline method of survey completion helps to balance out the sample achieved, ensuring it is more representative of the population. In our experience, it helps generate a more even response among consumers/residents, particularly by age. We have recently used push to web to great effect, achieving strong response rates, on very different projects including a survey on mobile phone use for the Competition and Markets Authority (CMA) and a residents' survey for North Tyneside Council.
As well as offering a mix of quantitative data collection methods, at DJS Research we also frequently manage and deliver projects that involve a combination of quantitative and qualitative research elements. For example, an initial quantitative survey may be followed by qualitative depth interviews and/or focus groups to generate a more detailed understanding of the survey findings. A different project may require qualitative research upfront, to help determine an audience’s general understanding, attitudes and/or behaviours towards a certain topic, before quantitative insights are sought. Qualitative outputs can be used to design a detailed survey to quantify the initial findings, and measure the extent to which these attitudes and behaviours exist amongst a larger, more representative, sample of respondents.
Recent examples of projects delivered by DJS Research which have involved both qualitative and quantitative elements include:
- Youth public opinion research for the Electoral Commission: This involved pre-consultation focus groups; cognitive depths; an online survey of over 2,500 children and young people (nationally representative, with boosts in the devolved nations) and a series of post-analysis focus groups.
- Wales coast path and national trails research among businesses for Natural Resources Wales: This involved a telephone and online survey of 1,000+ businesses, followed by in-depth qualitative interviews/case studies.
- New product development in the confectionery category: To understand consumer perceptions, identify barriers to purchase, and inform new product development strategy we carried out a two-phase study. The first phase involved in-person creative focus groups with buyers and non-buyers, exploring brand perceptions, usage occasions, and barriers. Phase two consisted of a nationally representative online survey with 1,500 chewy sweet purchasers, incorporating boosted samples for key segments.
To find out more about our expertise conducting mixed and multi-mode research projects, and to understand how we could help your organisation fulfil your research needs, get in touch with our team.
