What’s the difference between qualitative and quantitative research?

I’m always surprised that the #1 video on the 60 Second Marketer YouTube Channel is the short tutorial we did called, “When should I use qualitative vs. quantitative research?”

The differences between these two forms of research is probably a question many people have, but have not had the time to track down the answer.

As it stands, understanding the differences between the two are important, especially if you’re a marketer. For example, if you’re interested in taking a dive into the emotions behind your consumer’s purchase behavior, you’d most often want to use Qualitative research (but not always).

On the other hand, if you wanted to get statistical data on consumer preferences, you’d want to use Quantitative research.

Those two examples don’t completely explain the differences, so rather than go into a big, long description, we’ve included the 60 second video from our YouTube channel in this blog post.

Alternatively, you may want to look at the Wibiya toolbar bottom of this page and click on the icon that says YouTube. The Wibiya toolbar a very cool new way we’ve provided our followers with access to our entire YouTube video portfolio, without having you leave our site.


Posted by Jamie Turner, Chief Content Officer, the 60 Second Marketer, the online magazine of BKV Digital and Direct Response.