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Hybrid Insights: Where the Quantitative Meets the Qualitative
When it comes to innovative product and service design, quantitative, data-driven methods often lack the design insight and texture that inspires new ways forward. Meanwhile, qualitative behavioral and emotions-based research provides invaluable inspiration for human-centered designers, but the insights unveiled can be fragile if they are not backed by hard numbers. Integrating quantitative research methods with qualitatively methods is a powerful new approach that the author and his colleagues have dubbed 'hybrid insights'. In this article he shows how hybrid insights out-perform conventional market research tools in unveiling significant early-adopter segments