This two-phased research study used both quantitative and qualitative approaches to evaluate the consumer’s reason for returning a recently purchased mobile device. In phase one, quantitative market research was performed by telephone to understand the various reasons for return. The analyzed quantitative results were presented to the client, who then identified areas where they desired additional focus and more in-depth consumer feedback. Follow-up telephone interviews were conducted with specific respondents from phase one of the study for a detailed account of their experiences with the device. These qualitative interviews provided deep insight leading to recommendations aimed at decreasing the number of returned units and improving customer satisfaction.

service: Quantitative, Qualitative
completion date: March 2014


the approach: Market in View was challenged with expanding a qualitative study to include both qualitative and quantitative research methods, without increasing the project sample size or budget. This was accomplished by adopting a two phase approach. In the first phase, quantitative telephone interviews were performed, identifying key return reasons for this mobile unit. At the conclusion of the quantitative interview, respondents were able to opt-in for a follow-up interview, if needed. From the quantitative findings, the client determined key reasons to explore further. Market in View interviewed specific consumers from phase one for these follow-up qualitative interviews, providing a tremendous amount of insight on the perceptions versus expectations for the customer.
the results: Through the two phases of data gathering and in-depth analysis, key reasons for returning the device were revealed. By understanding the customer perceptions and initial expectations of the product compared to the actual experience, improvements were recommended that would decrease the likelihood of return and improve the customer response to this product.