GLOSSARY

Quantitative Research

Quantitative research produces numerical evidence via structured surveys, conjoint, MaxDiff, and experiments — ESOMAR 28 and ISO 20252 aligned methodology.

Last updated:

Quick answer
Quantitative research is the family of methods that captures numerical data from representative samples — surveys, trackers, panels, experiments — so findings can be generalized to a population with known confidence intervals. It is the evidence base for sizing, segmentation, tracking, and hypothesis testing, and the right starting point whenever the core questions and language are already known.

WHAT IT IS

Core instruments include structured surveys (online, telephone, in-person), conjoint analysis (choice-based, adaptive), MaxDiff, experimental testing (A/B and multivariate), transactional data analysis, and mobile/app passive measurement. Sampling strategies use probability (random, stratified, cluster) or non-probability (quota, river, panel) approaches with transparent weighting.

HOW IT WORKS

Methodological rigor is governed by AAPOR, CRIC, ESOMAR 28, and ISO 20252 — covering sample frames, weighting, mode, response rates, margin of error where applicable, and reporting. Credible quant studies disclose all of these; opaque studies don't.

WHEN TO USE

Commission quantitative research when a question requires a statistically defensible answer, when segment sizes or willingness-to-pay must be estimated, when attitudes must be tracked over time, or when trade-offs need formal choice modeling.

RELATED

SOURCES

Related questions.

What is quantitative research?
Quantitative research is the family of methods that captures numerical data from representative samples — surveys, trackers, panels, experiments — so findings can be generalized to a population with known confidence intervals. It is the evidence base for sizing, segmentation, tracking, and hypothesis testing.
When is quantitative the right method?
When the organization needs to size something, test a hypothesis, segment a population, track change over time, or compare groups with statistical confidence. Quantitative is the wrong starting point when the core questions or language are unknown — qualitative comes first in that case.
What sample size is enough?
For a single national market with no subgroup analysis, n=500 is workable; n=1,000 is standard; n=2,000+ supports robust subgroup analysis. Sample sizing should be driven by the smallest subgroup the study needs to read with confidence — not by tradition.
How does the method choose the data collection mode?
Online panel for most commercial research, phone for older populations or rural geographies, in-person for populations without reliable internet or for studies needing product exposure, and mixed-mode for populations where coverage varies. Each mode introduces different response biases to control for.
How does NUUN Digital run quantitative?
We run through our proprietary panels across North America and MENA, with standardized weighting, transparent margin-of-error reporting, and modern tooling (advanced analytics, Bayesian and frequentist models as appropriate). Rigor is not optional — it is the product.

Need this term in action?

Book a call