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Qualitative vs. Quantitative Research: When to Use Each (Real-World Case from Ecuador)

When a company tells us, “we want to conduct a market study,” the first question we ask at Strattos is not how many respondents they need. It is: what decision will you make with the results?

That question determines everything else — including whether the study should be qualitative, quantitative or a combination of both.

It is the difference between a study that ends up as a presentation saved in a folder and one that changes a real business decision.

The number that does not explain itself

In July 2026, Strattos Research presented a study on the Ecuadorian automotive market: 700 people surveyed in Quito and Guayaquil, with a 95% confidence level and a 5% margin of error. One of the main findings: 36.5% would choose an electric or hybrid car for their next purchase.

That data is valuable. But on its own, it does not tell an automotive brand what to do.

Because the same study revealed that most people who buy an electric vehicle do so as a second car — not to replace their gasoline-powered vehicle. The barrier is not price or technology: it is distrust in battery range for long-distance trips and the lack of charging infrastructure outside major cities.

That insight does not live in a percentage. It lives in what people say when they are given the space to explain themselves.

That is where the difference between the two methods becomes clear.

Qué hace cada metodología

Quantitative research answers how much and how many.Structured surveys, representative samples and statistically valid results. In the Strattos Research study: 23% would choose a hybrid, 13.5% an electric car, millennials lead the preference at 19%, and Quito is more open to adoption than Guayaquil. This allows brands to segment, compare and project.

Qualitative research answers answers why, much and and how.In-depth interviews, focus groups and observation. It works with 12 to 25 people, but with much greater detail in each case. It does not produce percentages — it produces understanding of the mechanisms behind behavior.

 QuantitativeQualitative
AnswersHow much? How many?Why? How?
InstrumentStructured surveyInterview / focus group
Sample100–1,000+ people12–25 people
Result100–1,000+ peoplePatterns, motivations, barriers
LimitationIt does not explain whyIt is not statistically extrapolable

When to use each one

Use quantitative research when:

  • You need concrete data to justify an investment or strategic decision.
  • You want to compare results between cities, generations or segments.
  • You already have hypotheses and need to know whether they are confirmed at scale.

Usa cualitativa cuando:

  • You are entering a new market and still do not know what to ask.
  • The numbers tell you what is happening, but not why.
  • You need to understand purchase barriers that consumers do not state directly.

The automotive market case is a clear example: the survey measures intent. The interviews explain what would need to change for that intent to become a purchase. Without both, a brand designs its campaign around the wrong objective.

Why Strattos recommends combining both

The sequence that produces the best results in most projects is:

First, qualitative research — to explore the problem without preconceived ideas, identify the variables that truly matter and build the questionnaire using the right categories.

Then, quantitative research — to validate the findings at scale and obtain results that are representative of the population.

With only quantitative research, there is a risk of measuring the wrong variables. With only qualitative research, it is not possible to know how widespread the findings are.

At Strattos, we design the study based on the objective, not the instrument. Before proposing a methodology, we understand what decision the client needs to make and what level of certainty they require to make it with confidence. That determines whether the project needs 15 interviews, 500 surveys or a combination of both.

It is the difference between a provider that executes what is requested and one that designs what truly solves the problem.

What methodology does your company need?

It depends on the moment and the decision. If you are launching a product and do not know how the market will perceive it, start with qualitative research. If you need to validate with numbers whether there is enough market demand, use quantitative research. If you want to fully understand a commercial problem, combine both.

At Strattos, we have more than 9 years of experience conducting market research in Ecuador and Latin America. Tell us your objective and we will send you a proposal with the right methodology for your case.

Frequently
asked questions

Is quantitative research more expensive than qualitative research?

Not necessarily. A representative survey may cost less than 15 interviews with high-level executives. Cost depends less on the methodology itself and more on the participant profile and geographic coverage.

Yes, within its limits. Qualitative research is not meant to be statistically extrapolated; it is meant to understand motivations and barriers. With 12 to 15 participants from the right profile, the findings can be strong enough to guide communication decisions, product design or the development of a later quantitative survey.

An executive report with key findings, interpretive analysis and strategic recommendations — along with a results presentation for the client’s team. We don’t deliver data tables without context; we deliver actionable insights.

You don’t need to know it before reaching out. At Strattos, we first understand your objective, then propose the methodology that best answers your business question within your available budget.

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