Frequently these drawbacks are marginal, but sometimes different methods must be combined to ensure valid results and enable successful marketing.
Qual / Quant sequences. Qualitative methods identify phenomena and their interrelationships. However, they cannot establish their size or weighting relative to other phenomena. For example: if health orientation has been discovered amongst users of soft drinks there is no indication to what extent this might influence the purchase decision. A follow-up quantitative survey would be required for this.
Home-use-tests. To assess the potential of a new product, consumers are given a sample to try out at home and evaluate this quantitatively using a supplied questionnaire. They are then invited to group discussions, face-to-face interviews or online forums so that their experiences with the product can be investigated in detail.