01Thesis
One hypothesis, two methods
A single document written before fieldwork. Qual and quant both answer it — in their own language. No two teams, no two debriefs, no two versions of the truth.
Mixed-Method
Qualitative depth.
Quantitative proof.
Most “mixed-method” research arrives as two siloed reports stapled together — a quant deck and a qual deck that never meet. We treat qual and quant as one argument: a shared thesis where every claim carries both a number and a voice.
Live Mixed-Method StudyField: Day 6 of 11
Qualitative Thread · IDI
Day 5 — sync
Quantitative Thread · Survey
Integrated Deck
15 IDIsn=620 survey1 shared thesis1 deck
How it works
One argument, two proofs.
Every recommendation comes with both a statistic and a quote. The numbers tell you what is true. The voices tell you why. Decisions get made on both — not on one with the other as decoration.
02Field
Cross-informing fieldwork
A six-hundred-person survey and fifteen depth interviews against the same hypothesis. What surfaces in one reshapes the other mid-stream — not after, when it's too late to do anything about it.
03Triangulation
Every claim, both proofs
Every recommendation cites both a statistic and a quote. Where they disagree, we say so out loud — that tension is usually where the real decision lives.
04Readout
One deck, not two
The numbers tell you what. The voices tell you why. The decision sits in one room, in one conversation, with one story — not two teams pointing at each other.
When to use it
Mixed-method is the right call when the stakes are high and the hypothesis isn't obvious.
Good fits
- Pre-launch validation where failure costs real money
- Positioning work for products with 3+ plausible angles
- Category entry in markets where your intuition is weak
- Board-level strategic research that will face skepticism
Not the right call
- Tactical A/B-style decisions with a clear metric
- Quarterly trackers where direction is the goal
- One-off usability checks on a single flow
- Any study with a $15K budget — we'll do good qual or good quant, not both
Continue exploring
Mixed-Method Design Consult
Get a sample integrated brief
for your next big decision.
Send us your hypothesis and we'll draft a 1-page integrated design — one thesis, both methods, one synthesized deck. No cost, no commitment.