FANCL Premium Calolimit: Integrating Quantitative and Qualitative Marketing Research

This episode discusses how marketing research, specifically the use of both quantitative and qualitative methods, contributed to the success of FANCL's "Premium Calolimit" product.

Quantitative research, involving large-scale data collection and analysis, was used to understand broad consumer needs, evaluate product concepts and pricing, and test package designs objectively. Qualitative research, using smaller samples and focusing on interviews and observation, provided deeper insights into consumer motivations, feelings, and perceptions, which helped in refining concepts and designs.

The discussion emphasizes that the effective combination and sequential application of these two research approaches, where qualitative research can generate hypotheses that quantitative research then validates, and quantitative findings can be further explored through qualitative methods, is key to a deeper understanding of consumers and successful product development.