Quantitative & Qualitative

Combining Numbers and Narratives

RSG designs and executes studies that combine the best of quantitative rigor and qualitative depth. Our researchers pair large-scale data collection and advanced analytics with methods such as interviews, focus groups, and in-field observation to understand not just what people do but why. This balance of methods helps clients design better services, policies, and systems rooted in both evidence and experience.

Agencies and operators need more than data points to make informed decisions. They need context to understand the human motivations behind behavior.

• Numbers alone aren’t enough: Surveys and models quantify trends, but they often miss why people choose one option over another.
• Behavior varies across people and places: Rider experiences, travel decisions, and pain points differ widely, requiring methods that capture both scale and nuance.
• Insights must connect the what and the why: Leaders need research that illuminates real-world experiences, not just statistical patterns.

RSG delivers that clarity. We bring decades of experience blending quantitative rigor with qualitative depth to reveal how people think, feel, and move through systems and environments.

• Design robust quantitative research: Conduct large-scale travel surveys, behavioral studies, and stated-preference research to measure trends and forecast behavior.
• Go deeper with qualitative methods: Use focus groups, interviews, observational research, and journey-based evaluation to uncover motivations and barriers.
• Use modern, immersive tools: Apply mobile ethnography, online communities, and think-aloud methodologies to capture lived experience and emotional response.
• Integrate numbers and narratives: Combine data-driven findings with human insights to guide service design, communication strategies, and planning decisions.