Mixed Methods

Also known as: Mixed Methods Research, Multimethod Research, Integrated Research

Research approach combining quantitative and qualitative methods for a more complete understanding of the studied phenomenon.

Mixed Methods is a research approach that systematically combines quantitative methods (surveys, statistical analysis, experiments) with qualitative methods (interviews, focus groups, ethnography) in the same study or research program.

Three main designs: (1) Sequential Explanatory—quantitative first, then qualitative to explain results; (2) Sequential Exploratory—qualitative first to develop hypotheses, then quantitative to test them; (3) Convergent—both methods in parallel, then result integration.

Mixed methods are the gold standard in research when seeking not only to know what happens (quantitative) but also why it happens (qualitative). They are especially valuable for U&A, segmentation, and customer satisfaction studies.

Atlantia designs mixed research programs that maximize the complementarity between quantitative and qualitative methods.