Quantitative and qualitative data

Market research can produce two types of data. Quantitative data is information that is numerical and can be counted. It answers questions about amounts, frequencies, and which people or places are involved. A bike shop could ask customers how many times a week they cycle or how much they spend on repairs. This type of data is quick to collect using short, closed questions and is easier to analyse. Results can be added up, compared and shown in tables or charts, which helps a business spot patterns.

The limitation is depth. Quantitative data shows what happens, but not why. Knowing that 60 customers chose the cheapest helmet does not explain whether they valued price, safety or style.

Qualitative data

Qualitative data is word-based information that helps you understand what people think, their reasons, opinions and motivations. It gives depth and insight into customer behaviour. Asking a cyclist What would make you ride more often? might reveal that busy roads are the main worry. That reason could shape a new service or message.

Qualitative data is harder to analyse and summarise because answers are not numbers. It can be time-consuming to collect and sort, and a small sample may not be generalisable to the whole market.

Primary research and secondary research can each produce quantitative or qualitative data. A questionnaire you run yourself could contain closed and open questions, and an existing market report could include sales figures and customer comments.