There was a time in market research when quant meant surveys and qual meant focus groups. Today that landscape has changed.
In the first in our three-part series on Modern Methodologies: Adapting to Today’s Research Demands we establish the foundations by exploring the difference between quantitative and qualitative research, and why methodologies matter. The second article will examine quantitative research in depth and its future trends, while the third will focus on qualitative research. Drawing on insights from Jaime Potts, M3 Global Research’s Vice President of Qualitative Research, and Beckie Hubertus, Vice President of Quantitative Research, we highlight trends from both approaches.
Quantitative healthcare market research is defined as the collection and analysis of numerical data to measure healthcare professionals’ prescribing behaviour, patient adoption, and market trends in pharmaceuticals. It uses structured methods like surveys to produce statistically reliable results that support data-driven decisions.
Qualitative healthcare market research, by contrast, is the collection of non-numerical data to explore healthcare professionals’ attitudes, motivations, and experiences. It uses open-ended techniques like interviews or focus groups to gain deeper insights.
Why the Methodology Matters
1. Methodology Dependencies
Similarly, the target universe shapes choice. When the audience is large, quant offers the statistical power needed for confident decision-making. When the audience is finite, such as in rare disease, qual often produces richer insights than chasing a sample size that is impossible to achieve.
2. Increasing Audience Complexity
3. The Importance of Blended Approaches
As healthcare markets grow more complex, agility in methodology choice is essential. Research must adapt to the stage of the product lifecycle, the availability of the audience, and the type of understanding required. This sets the foundation for the rest of the series of articles.
