Hi there. Most of the time qualitative research is conducted during the formative research stage, where the goal is to learn as much as possible, about how the target audience thinks and behaves in relation to the issue being addressed. Qualitative research does this well, but it cannot do what only quantitative market research can do. Often focus groups serve as a starting point to your research inquiry, and it is conducted to obtain a general feedback about the designated topic. In this lesson, I will attempt to bridge the two research methods and at the end, you will be able to identify quantifiable topics, and explain why topics call for quantitative research. OK. So let's get started. The strength of quantitative research on the other hand is that its methods produce quantifiable, reliable scientific data that are usually generalizable to some larger population. So, carefully look at each topic question from your moderator guide, and the most important findings from the report. Decide which ones you believe should be explored with quantitative methods. Thinking about our focus group on cell phones, we may want to know more about specific features and apps that we discussed in the group, that qualified a cell phone as high end. For many in the group, it was the camera, the battery life, the compatibility with their laptop, the payment plan, and the durability of the phone. Thinking about each of these, which ones would warrant a quantitative question? Which will provide an answer to your client about a feature that a majority of participants consider essential and a high end phone? Considering the topics; the battery life, the compatibility with their laptop, the payment plan, and the durability of the phone. First, which of these features are ones your client was considering in their new cell phone? Perhaps, it was the battery life, and you had many people say that they bought their phone because of their battery life. They also mentioned the ways they charge their batteries to ensure that the battery will last, and they even came up with unique ways to design a phone that had a new battery feature like solar charging. Considering the topic of batteries, you want to get into the specifics of design quality, and unique aspects of the phone, that show off the battery life quality that your client aims to improve and promote. So, you need to consider the pros and cons of larger batteries. Perhaps that would increase the weight of the phone. These kind of issues raised by qualitative research, makes good starting places to proceed with quantitative research. You can mention these in the recommendations section of your focus group report. This raises the question. So, how would you go about getting to the issue and finding ways to overcome it through quantitative research? First, you might want to confirm through a question in a quantitative survey to the larger population, that battery life is the most important aspect of a high end phone. You might write a quantitative survey question like, how important is battery life when you are considering purchasing a new cell phone? And the answers might be on a likert scale. Not at all. Someone important, important, very important, or extremely important. This is just one example of how qualitative research can be a starting point for further quantitative research. That will be a topic of upcoming courses in this market research specialization. I encourage you to cross that bridge, and continue to learn more where we left off.