“Should we do qualitative or quantitative research?” is one of the most common questions we hear — and it’s usually the wrong question. The better one is: what decision are you trying to make? Qualitative and quantitative research answer fundamentally different questions, and choosing well in a market as challenging as Myanmar can be the difference between insight you can act on and an expensive shrug. This guide explains what each method does, when to use which, and how to combine them.
The core difference, in one line
Quantitative research tells you how many and how much; qualitative research tells you why and how. One measures, the other explains. A survey can tell you that 40% of consumers switched to a cheaper brand last quarter; only a focus group or in-depth interview will tell you the reasoning, emotion and context behind that switch. You usually need both eventually — but rarely at the same moment.
Quantitative research: measuring the market
Quantitative research produces numbers you can project, compare and track — market sizes, awareness levels, usage rates, preference scores. In Myanmar it’s delivered mainly through:
- Face-to-face surveys (CAPI) — the most representative method, because it reaches the large offline population.
- Telephone surveys (CATI) — fast and broad, ideal for tracking and quick-turn questions.
- Online surveys — economical and quick, but skewed toward a younger, more urban audience.
Use quantitative when you need to: size an opportunity, measure awareness or brand health, test concepts at scale, segment the market, or track change over time. If the question starts with “how many,” “what share,” or “how has it changed,” it’s a quantitative job.
Qualitative research: understanding the why
Qualitative research trades breadth for depth. Instead of many people answering fixed questions, a smaller number explore a topic in their own words. In Myanmar it usually means:
- Focus group discussions (FGDs) — guided group conversations that surface shared attitudes, language and reactions.
- In-depth interviews (IDIs) — one-on-one conversations for sensitive topics or detailed individual journeys.
Use qualitative when you need to: understand motivations, explore how people talk about a category, react to early ideas, diagnose a problem a survey flagged, or develop hypotheses before measuring them. If the question starts with “why,” “how,” or “what would happen if,” it’s a qualitative job.
In Myanmar, qualitative work is also where local moderation matters most. Nuance in Burmese, regional dialect and social context simply don’t survive a translated guide run by an outsider — a point worth weighing heavily when choosing a partner.
When to use which: a simple decision guide
- You need a number to put in a plan or report → quantitative.
- You need to understand a behaviour or attitude → qualitative.
- You have a surprising survey result and don’t know why → qualitative follow-up.
- You have a strong hunch and need to confirm it at scale → quantitative.
- You’re developing something new from scratch → qualitative first, then quantitative to validate.
The real answer: combine them
In practice, the strongest research programmes use both in sequence. A common and powerful pattern: qualitative to explore, quantitative to measure, qualitative to explain. Explore a new category with focus groups to learn the language and the landscape; run a survey to size and quantify what you found; then return to qualitative to interpret the surprising numbers. Each method covers the other’s blind spot.
Social listening adds a valuable third layer here — the unprompted, real-time voice of the market — but it complements rather than replaces structured qualitative and quantitative work. For the full picture of methods and trade-offs in this market, see our guide to market research in Myanmar.
The bottom line
Don’t start by choosing a method. Start by naming the decision. Once you know whether you need to measure something or understand it, the choice between quantitative and qualitative makes itself — and in a market as nuanced as Myanmar, knowing which question you’re really asking is half the value.
Frequently asked questions
What’s the difference between qualitative and quantitative research?
Quantitative research measures — how many, how much, what share — using surveys with larger samples. Qualitative research explains — why and how — using focus groups and in-depth interviews with smaller numbers of people.
Which should I use for my project?
It depends on your decision. Use quantitative to measure, size, or track; use qualitative to understand motivations, explore ideas, or diagnose a problem. Many projects benefit from both in sequence.
Is qualitative research reliable if it uses so few people?
Yes, for its purpose. Qualitative research isn’t meant to be statistically representative — it’s meant to explain and explore in depth. Use quantitative research when you need projectable numbers.
Why does local moderation matter in Myanmar?
Because Burmese nuance, dialect and social context are easily lost in translation. Qualitative research run by people who understand the local culture produces far richer, more accurate insight.
About the author: [BYLINE PLACEHOLDER — Name, role, credential line, headshot, LinkedIn.]
Not sure which you need? Tell MPR your decision and we’ll recommend the method →
Sources: MPR methodology and fieldwork experience; see also our Myanmar market research guide.