Qual-quant surveys - depth and scale combined.

Ideal for FMCG brands who need statistical confidence and real human insight.

What is a qual-quant survey?

A qual‑quant survey uses the structured format of a quantitative survey, but includes open‑ended questions that uncover real human insight — helping you understand not just what people think, but why.

You can show images, videos, or other materials — and respondents explain what they like, dislike, or find confusing. Their words are captured in context, alongside the numbers.

Typically, these surveys involve 200–300 people. That’s big enough to give you credibility with retail buyers and investors — but lean enough to avoid big‑agency costs.

When to use a qual-quant survey?

Use a qual‑quant survey when you need more than tick‑boxes — but don’t have time or budget for traditional rounds of qualitative research.

It’s ideal for moments where you want depth, but also credibility — something you can share with buyers, stakeholders or investors and feel confident.

Qual‑quant is perfect for:

🧪 Testing pack designs or on‑pack messages
Understand what shoppers like, dislike — or why they prefer one over another.

💡 Exploring early‑stage product ideas
See which ideas resonate, which confuse, and which generate real interest.

🎯 Uncovering needs, triggers and tensions
Get a feel for the motivations behind behaviour — in real shoppers' words.

📢 Evaluating comms, ads or claims
Learn what cuts through and what misses the mark — quickly and at scale.

🔍 Adding depth to a usage & attitude study
Layer rich qual insight on top of your quant — without the wait for focus groups.

In short:
When you want insight you can act on and present confidently, qual‑quant gives you both — in one lean, scalable study.

What Do the Results Look Like?

You get a clear, structured summary — with charts and patterns backed by real shopper comments.

  • You’ll see what % preferred each option (pack, concept, claim…)

  • And exactly why, in shoppers’ own words.

You don’t need to wade through transcripts or moderate a group.
You just get sharp, useful insight, ready to share with buyers, investors, or your team.

What makes us different

As with our qualitative surveys, we believe we’re the only agency delivering qual‑quant studies like this.

Because we’ve cracked the problem others haven’t: how to get rich, meaningful insight from open-ended questions in online surveys.surveys.

It’s smart, practical research — credible enough for buyers and investors, and cost-effective enough for challenger brands.

Here’s what sets us apart:

🧠 Designed for decisions
Built from the ground up to give you both numbers and reasons — so you can make confident calls and justify them to others.

💬 Questions that get real answers
Our open questions don’t just collect comments — they uncover clarity, candour and insight that’s ready to quote.

📊 Guidance on sample size and confidence
We help you get the right sample — not just a big one. So you can speak confidently to buyers, investors or retailers.

⚡ Smarter, faster, more agile
We use automation and AI tools where they work best — for quality checks, question design and insight structure. It means less time, lower cost, and sharper outputs.

📄 Output you can actually use
Charts, patterns, quotes — all in one neat deck. Ready for internal teams, investor slides or supermarket buyers.

What clients say

✅ Diageo

“With MRQual, you get the richness of qualitative married with the robustness of numbers. All this with a very impressive turnaround time means you can be very agile with your own project workstream.”
— Shomik Ray, Senior brand manager

✅ Thatchers Cider

“Thank you for the quick turnaround and clear actions from the recent research project. It’s really helped and we now have a clear route to take forwards. As always, a pleasure to work with you. Until next time…!!”
— Philip McTeer, Marketing Director

✅ Sacla UK

“We wanted to undertake pack design research that gave quality feedback, but from a larger number of people than you can reach in online groups — and MRQual did just that. It gave us detailed verbatim insights into people’s likes and dislikes for each concept or pack design, adding clarity and value to the results.”
— Clare Wood, Marketing Director

Case Study : Diageo

The challenge
The brand was operating in a declining beer category, further hit by global Covid restrictions that reduced on-trade consumption. Diageo needed to reposition it as a midweek, at-home option to drive new consumption occasions.

To support this shift, several communication routes had been developed. The task for research:
👉 Identify the most effective route
👉 Optimise executions for maximum cut-through and impact

Our approach
We recruited 200 existing and target consumers.

The project began with an immersive stage, followed by:

  • Presentation of the new brand proposition

  • Comparison of multiple creative routes and executions

  • Open-ended exploration to uncover reasons, reactions and emotional drivers.

The outcome
✅ Completed within a week
✅ Sample size gave credibility to insight
✅ Independent feedback from each participant — no groupthink
✅ Rich, clear verbatim insight + confidence in direction