Quantitative research with qualitative richness

Surveys that reveal not just what people choose, but how they think and feel.

We use open-ended questions extensively in our surveys, allowing respondents to describe their thoughts and feelings in their own words - bringing clarity and meaning to the numbers.

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

Beyond numbers

Our work shows that quantitative surveys can elicit meaningful verbatim answers.

When respondents are given space — and carefully structured prompts — they can articulate instinct, emotion and reasoning in their own words. These responses provide the context that makes numeric findings commercially meaningful, particularly in concept and pack testing.

Our surveys combine clear quantitative measures with carefully designed open questions that reveal how people react — not just what they select.

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 quant

  • Questionnaire design which focuses on the real aims of the research, often using indirect questions so respondents don't simply “perform” for the survey

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

  • Sample design that delivers robust results, whilst avoiding unnecessary oversampling and cost

  • Careful management of fieldwork, helping ensure respondents provide thoughtful answers rather than simply clicking through

  • Clear debriefs that interpret the findings, including analysis of respondents’ written answers

We work with

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