Unlocking decisions: the value of quantitative data collection

As Kjell Massen, Head of Quant and Commercial Director at Norstat Netherlands explains, quantitative research provides a robust foundation for businesses to make confident, data-driven choices.

“Quantitative research is all about validation,” says Massen.

“If you have an idea, a product, or an assumption, the best way to ensure you’re on the right track is by asking consumers directly. Quantitative research allows you to go beyond a few opinions from your inner circle; it brings the power of scale and reach to your decision-making.”

How quantitative data collection works

At its core, quantitative data collection involves gathering structured data through surveys, polls, and other methods that provide measurable insights.

Unlike qualitative research, which explores the “why” and “how,” quantitative research answers the critical question: “how many?”

This makes it ideal for situations where precision and scalability are paramount.

For instance, imagine launching a new advertising campaign. Two visuals are in contention, and you’re unsure which resonates better with your target audience. A quantitative approach enables you to survey thousands of consumers and see clear trends, removing guesswork.

“When 700 out of 1,000 respondents prefer option A over option B, the numbers speak for themselves,” Massen point out.

The strength of our consumer panel

At Norstat, the key to delivering high-quality data lies in our consumer panels. Spanning over 4 million panelists across Europe, these panels are designed to reflect the diversity of real-world populations. This ensures that the data collected is not only robust but also representative.

“Our panels are one of our biggest assets,” Massen emphasizes.

“The people in them aren’t just filling out surveys—they’re engaged, they’re honest, and they’re reflective of society. That’s what makes our data so reliable.”

This reliability is further enhanced by ensuring panelists remain motivated. By incorporating methods like in-home product testing or gamified surveys, Norstat keeps the experience dynamic and enjoyable.

“Our panellists want to contribute and be part of something meaningful,” Massen explains.

“We ensure their voices are heard and that their opinions can help our clients make informed, data-driven decisions.”

Innovations shaping the future

The evolution of technology is pushing the boundaries of what’s possible with quantitative research. Techniques like integrating AI for image analysis or mapping results across other datasets add depth to traditional surveys.

As an example, Massen explains how ten years ago, asking panelists to upload photos of their refrigerators meant manually analysing hundreds of images.

 “Today, AI can summarize and quantify what’s in those photos, making it a hybrid of qualitative and quantitative research,” he explains.

These innovations also extend to combining data streams. By blending panel survey responses with passive data collection, researchers can achieve a fuller picture of consumer behaviour.

For instance, apps that capture micro-audio snippets can determine if someone was exposed to a specific TV commercial. When paired with recall surveys, it provides a richer understanding of ad effectiveness.

“New technologies give us new ways to collect data that can bring us closer to actual behaviour,” says Massen.

“But we will still always need humans to answer our questions, which is why Norstat’s panels will always be so important.”

Why quantitative research matters

Quantitative data isn’t just about numbers—it’s about empowering businesses to make better decisions. From product development to marketing strategies, the insights derived from quantitative research pave the way for success.

“The closer you get to the truth through data, the more confident you can be in your decisions. That’s the essence of quantitative research,” Massen explains.

By combining innovative methods with a deep understanding of consumer behaviour, Norstat continues to lead in the field of data collection for market research and insight, helping organizations unlock the potential of data that drives results.