Anyone who’s ever worked in market research knows that there are two main types of research: qualitative and quantitative. Qualitative research is all about gathering insights through tools like focus groups and in-depth interviews, while quantitative research is focused on hard data. But what exactly is quantitative research? Quantitative market research utilizes numerical data collected via a quantitative survey, questionnaire, or poll. The collected data is then analyzed (looking for patterns and insights to be able to report significant findings). The insights gleaned from quantitative studies and data can explain past behavior and preferences or predict future behavior and interest in new services. products. & messaging. Quantitative research is an essential tool for any marketer who wants to understand how to better server their customer and attract new customers.