Our Mixed-Methods Approach to Research
Audience Lab uses an innovative Living Labs approach that: prioritizes experimentation in a real world setting, highlights study participants as co-creators, and offers a rich mixed-methods analysis through the use of both qualitative and quantitative research methods. This Living Labs approach uses popular quantitative methods (like big data or survey analysis) in order to uncover audience behaviours and patterns. We then contextualize this data with qualitative methods (like focus groups or interviews) which allow us to explain the motivations behind audience trends. We thus offer a 360 degree perspective of audience behaviours, interests, and experiences.