Even as an industry newbie in a Quant Field agency (not quite three months in!), it’s been difficult not to be caught up in the swell of the good ship “Innovation” and its sister vessel “Introspection”. The industry is currently steaming through a remarkable evolutionary period, in which the clamour for change is heard throughout the Conference Halls and the #tag skyline of twitter alike.
Much of this discussion however, seems focused on Qual. To an extent this is more than understandable. Qual boasts the more openly creative set of methodologies, all of which seek to get to grips with more intangible emotive concepts, often asking the most difficult question, “why?”
It seems then that Qual is more naturally inclined toward innovation. Creativity is in its blood, it’s DNA.
Even though it’s a typically more staid and less sexy methodology (the number crunching sibling to its arty saxophone playing twin brother), Quant must keep pace. But how?
As Chris Dowsett of Quantum rightly highlights in Research magazine “innovation isn’t everything!” Sometimes, and this is especially true in the case of Quant, fruitful development will arise simply through sharpening up existing best practice, engaging with peers, and generally challenging the way we go about our business!
So with that in mind, I ask you firstly to consider what Quant can offer when working at its full potential. Then I ask you to consider what it is that helps it reach this potential. Whether it’s survey design and delivery, new tactics and technology (like Face Facts’ own Virtual Call Centre), or simply in how we interact with agencies – where is the way forward for Quant?
Agencies, you know what Quant adds to your Qual work; of course you’ll always consider cost, but beyond that, what is it that separates the wheat from the chaff? What is the hallmark of truly great Quant Fieldwork and a truly valuable Quant Field partnership?
Naturally, we have a few ideas at Face Facts, (ideas that we’ll publish next week!) but your opinion is vital!
We’re interested in generating discussion on all things Quant. So if you’ve got thoughts on the matter please get involved, we’d love to hear from you!
Issues to Consider…