![]() ![]() Each side would proudly stand and proclaim that their methods were more important for the company’s success. Traditionally these qualitative and quantitative research methods were viewed in opposition. We have entered the era of Mixed Methods Research. Fast-growing companies are prioritising researchers fluent in both qualitative and quantitative methods that can adapt to any research challenge. The distinction between qualitative and quantitative research is becoming blurry as research at scale becomes more common. Where has Mixed Methods Research come from? Companies like Spotify, Airbnb and Lyft are using Mixed Methods Research to combine rich user insights with actionable statistics for deeper user insights. Mixed Methods Research is defined as a type of user research that combines qualitative and quantitative methods into a single study. ![]()
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