Abstract:

A new insight framework based on four distinctive but overlapping types of insight: 'discovery' insights, 'predictive' insights, 'explanatory' insights and 'transformational' insights is explored in this presentation. Qual and quant techniques can generate each type of insight on their own, but the likelihood of generating insights increases exponentially when qual and quant are thoroughly integrated (as opposed to simply 'combined' in a research effort). Qual and quant methods have complementary strengths and weaknesses, and are subject to different interpretation biases. Qual and quant can learn something from each other about identifying and mitigating these biases.