Introducing Qualantative: The Future of Human-Centered Research

If you know us, you know that we believe that the best insights happen when you combine Quantitative and Qualitative research - also known as Qualantative. We recently hosted a webinar in which we discussed this new methodology and shared best practices for implementing it.

What is Qualantative?

It’s not quite qual. It’s not quite quant. It’s the best of both - rich human insight delivered at the scale and speed modern research demands.

Here are a few highlights from the session:

Clients want the why, but they need the proof There’s growing pressure for qualitative research to deliver outputs that are not only insightful but also structured, defensible, and scalable. It’s no longer enough to simply tell the story, we also need to back it up with clarity and evidence.

Speed is critical, but not at the expense of quality Expectations around turnaround time are rising. Clients want faster answers—but not at the cost of depth or nuance. Qualantative offers a way to maintain quality while speeding up everything from recruitment to analysis.

AI and automation are enablers, not replacements New tools are transforming how we work, but the magic still lies in thoughtful questions and human interpretation.

Participants are speaking up in new ways From voice to video to chat, people are sharing differently. Qualantative helps us listen better - and at scale.

If these challenges feel familiar, or you’re curious about what this shift looks like in practice, watch the webinar to explore how Qualantative is changing the research game.

Get on-demand access to the webinar recording and our free Guide to Qualantative Research here.