Quantitative research with qualitative richness

Surveys that capture how people think and feel, in their own words.

Our studies use open-ended questions extensively, allowing respondents to describe their thoughts and feelings directly. The result is quantitative research that explains the numbers, not just reports them.

Ideal for testing concepts, pack designs and messaging — capturing both instinctive and considered reactions.

How we get meaningful verbatims

Quantitative surveys often struggle to capture useful open-ended answers.

Respondents may give very brief responses or repeat the wording of the question.

Our surveys are designed to prevent this.

Questions are carefully structured to encourage thoughtful answers, and respondents are prompted to explain their reactions clearly in their own words.

Respondents who do not meet our quality standards are excluded.

This approach allows us to capture meaningful verbatim feedback from large numbers of respondents, giving depth and context to quantitative findings.

What we do

  • Concept testing

  • Pack design testing

  • Messaging and claim testing

  • Creative and communication testing

  • Brand research, segmentation and U&A studies

How we approach quantitative research

  • Questionnaire design focused on real decisions
    Questions are written to uncover how people think and feel, not just to collect ratings

  • Prompts that reveal reasoning
    Respondents explain their reactions in their own words rather than selecting predefined explanations

  • Careful screening of respondents
    Participants both qualify properly and are willing to engage thoughtfully with the questions

  • Efficient sample design
    Studies are sized to deliver reliable findings without unnecessary oversampling

We work with

Independent qualitative researchers and thoughtful brand teams who want quantitative research to clarify decisions — not complicate them.

Our work is often used alongside qualitative research to help teams decide which direction to take.

Get in touch

If you’d like to discuss a project — or simply sense-check an approach — feel free to call or email.

Richard Clark

Phone: 07776 145660

Email: richard@mrqual.com