Not all research is the same. Depending on your goal, you may need numbers—or narratives.

Quantitative Research:

Involves surveys, experiments, and measurable data

Best for statistical analysis and comparisons

Example: Analyzing customer satisfaction scores across regions

Qualitative Research:

Involves interviews, focus groups, or observations

Best for understanding behaviors, opinions, and motivations

Example: Exploring why customers prefer one product over another

Which Should You Choose?
Ask yourself: Do I need numbers or deep insights? Often, a mix of both works best.

Conclusion
Still unsure? AS Insight Solutions offers expert consultation to guide your research direction.