The Power of Mixed Methods Research for Retail & Ecommerce Brands

Understanding your customers’ needs, behaviors, and motivations is a basic tenant of any smart ecommerce strategy.  Mixed methods research is a powerful approach that combines quantitative and qualitative research techniques to provide a comprehensive understanding of any individual audience or customer problem.

What is Mixed Methods Research?

Mixed methods research is a modern method of research.using qualitative and quantitative data to provide a more comprehensive examination of any given research question or questions.  

Quantitative data is gathered via surveys, experiments, and by looking at customer and performance data. While, qualitative data is composed of non-numerical measures like beliefs, motivations, attitudes, and experiences. This is most often acquired through user interviews and focus groups to delve deeper into a specific research question or phenomenon.

Mixed methods research is great for exploring complex events or occurrences, understanding diverse perspectives, and uncovering nuanced insights. It’s typically used in the fields of behavioral, health, and social sciences, but it can also be used in retail organizations to create a richer, more complete picture of customers.

Organizations can use mixed methods research to study consumer behavior, assess customer satisfaction, brand loyalty, and evaluate the effectiveness of marketing campaigns and brand experiences, among other applications. Think of it as using both a microscope and a telescope: you get detailed, close-up views while also understanding the broader context.

The Value of Mixed Methods Research in Retail & Ecommerce 

Comprehensive Insights

By integrating quantitative and qualitative data, mixed methods research provides a true 360-degree understanding of your customers. You can measure what is happening and understand why it’s happening This dual approach helps you uncover deeper insights that drive more effective decision-making and experience design.

Problem-Solving Power

Mixed methods research is particularly effective in identifying and solving complex problems. For instance, if your ecommerce site has a low conversion rate, quantitative data might show where users drop off, but qualitative insights can reveal the underlying reasons—such as confusing navigation or lack of trust signals. By addressing both the “what” and the “why,” you can implement targeted solutions that significantly improve user experience and downstream metrics, such as revenue per visitor and conversion rate.

Enhanced Customer Experience

Understanding your customers on multiple levels allows you to create more personalized and engaging experiences. Whether it’s optimizing your website, tailoring marketing campaigns, or refining product offerings, mixed methods research ensures your strategies are grounded in robust, multifaceted insights.

Types of Mixed Methods Research

There are several types of mixed methods research, each suited to different scenarios:

Sequential Explanatory Design

In this approach, quantitative data is collected first, followed by qualitative data to help explain or elaborate on the quantitative findings. This is useful when you have numerical data that requires deeper interpretation to understand the underlying reasons.

Sequential Exploratory Design

Here, qualitative data is collected first to explore a phenomenon, followed by quantitative data to test or generalize the initial findings. This is ideal for new or under-researched topics where you need to gather preliminary insights before scaling up.

Concurrent Triangulation Design

In this design, quantitative and qualitative data are collected simultaneously but analyzed separately, then compared and combined. This approach is beneficial when you need to corroborate findings from different data sources to ensure robustness.

Concurrent Embedded Design

This method involves collecting both types of data simultaneously, but one type plays a supporting role to the other. For instance, qualitative data might be embedded within a primarily quantitative study to provide context. This is useful when one data type is dominant, but supplementary insights are needed.

Brooks Bell: Your Partner in Mixed Methods Research 

At Brooks Bell, our consultants are experts in mixed methods research. Our team has years of experience helping retail and ecommerce brands understand customers through combining qualitative and quantitative approaches. 

Tailored Research Strategies

We design customized research plans that align with your specific goals and challenges. Whether you’re launching a new product, redesigning your website, or enhancing your customer loyalty program, our mixed methods approach ensures you have the insights needed to succeed.

Actionable Insights

We don’t just provide data; we deliver actionable recommendations. Our detailed reports highlight key findings and suggest practical steps you can take to improve your customer experience and drive growth.

Ongoing Support

Our partnership doesn’t end with a single project. We offer ongoing support to help you continuously refine your strategies and stay ahead of market trends and changing behaviors. From regular check-ins to additional research projects, we’re here to ensure your long-term success.