Quantitative research can be extremely valuable in answering the “who, what, when, where” questions that brands have. If a brand wants to gauge what the general reception of an idea will be, quant can be a great place to start. However, if they’re hoping to learn more about why consumers have reacted as they did, brands have to engage in a conversation. Conversations inform the “whys” behind the “whats” and give brands a stronger concept of why their ideas are or aren’t working and how to develop strategy around those responses. Below is an example of how one pet food brand married the two methodologies in order to gain a robust understanding of their consumer.