🧵 THREAD: An unexpected research methodology lesson today. Was on a hunt (not wildlife!) when heavy rain forced me to shelter in a tiny 9x5ft roadside shop.
What happened next became a perfect demonstration of mixed-methods research! 🌧️ #ResearchMethodology 1/10
What happened next became a perfect demonstration of mixed-methods research! 🌧️ #ResearchMethodology 1/10
The shopkeeper kindly let me stay. Shop sold tobacco products, snacks, soft drinks.
But what caught my eye: 22 different pan/tobacco brands! Kuber, Cash Gold, Vimal, Pan Bahar, Rajnighanda, S-7... incredible variety in such a small space 📦 2/10
But what caught my eye: 22 different pan/tobacco brands! Kuber, Cash Gold, Vimal, Pan Bahar, Rajnighanda, S-7... incredible variety in such a small space 📦 2/10
QUANTITATIVE observation: 22 varieties, price range ~₹2-50, different pack sizes & weights.
Easy to count, measure, categorise. But numbers alone don't tell the complete story - they just give us the WHAT, not the WHY or HOW 📊 3/10
Easy to count, measure, categorise. But numbers alone don't tell the complete story - they just give us the WHAT, not the WHY or HOW 📊 3/10
QUALITATIVE observation revealed the real insights: Buyers were primarily male drivers (auto, e-rickshaw, car), two-wheeler riders, even a horse-cart mango seller.
Clear demographic pattern emerged through simple observation 👥 4/10
Clear demographic pattern emerged through simple observation 👥 4/10
Payment behaviour: Most preferred cash over UPI, especially for purchases under ₹20.
Small transactions, quick exchanges. Digital payment adoption varies by context and amount - behavioural economics in action! 💰 5/10
Small transactions, quick exchanges. Digital payment adoption varies by context and amount - behavioural economics in action! 💰 5/10
Health warnings everywhere: "Tobacco is injurious to health" on every product. Yet 15-20 tobacco sales vs just 2-3 snacks + 1 soft drink in my 2.5hr observation window.
Labels aren't deterring buyers - addiction trumps warnings ⚠️ 6/10
Labels aren't deterring buyers - addiction trumps warnings ⚠️ 6/10
Regional policy gaps: In Tamil Nadu these products are banned JUST ON PAPER. However, the variety I saw today in this state (I prefer not to name it) wouldn't be possible there due to enforcement.
Policy vs ground reality disconnect 🏛️ 7/10
Policy vs ground reality disconnect 🏛️ 7/10
The variety itself told a story: 22+ brands indicate high demand, fast turnover, likely higher profitable margins for this seller to earn an income.
Shop owner stocks what sells. Product diversity = market demand indicator. Supply follows consumption patterns 📈 8/10
Shop owner stocks what sells. Product diversity = market demand indicator. Supply follows consumption patterns 📈 8/10
Rain might have affected customer flow, but pattern remained consistent. This 2.5hr sample more likely representative of this shop's primary revenue source.
Sometimes weather creates perfect natural experiment conditions! 🌧️ 9/10
Sometimes weather creates perfect natural experiment conditions! 🌧️ 9/10
THE LESSON: Quantitative data gave me numbers. Qualitative data gave me context, behaviour, meaning.
Together they revealed the complete picture.
For researchers: Don't just count - observe, understand, connect patterns. Mixed-methods = greater insights! 🎯 10/10
Together they revealed the complete picture.
For researchers: Don't just count - observe, understand, connect patterns. Mixed-methods = greater insights! 🎯 10/10
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