Kylie Galaviz | April 2026
In the modern world of marketing, research plays a crucial role in how organizations successfully develop a mutually beneficial relationship with their target audiences. Quantitative and qualitative research methods are both used to understand customer motivations, explore market trends, and uncover new opportunities for consumers. Even though companies are exploring creative avenues in their marketing promotion, there's no denying that research methods are required in creating a beneficial marketing campaign with a strong message.
Quantitative and qualitative research methods are distinct, and each serves a purpose in strategic marketing and mass communication. Quantitative data can best be described as “research that explains phenomena according to numerical data which are analysed by means of mathematically based methods, especially statistics” (Yilmaz, 2013). With quantitative data, we’re able to collect objective data that can be generalized to better understand behaviors exhibited across a large audience. Data is collected by using surveys, polls, questionnaires, and even detailed observations. This method is beneficial for marketing campaigns because it allows marketers to fine-tune their campaigns to fit the correct target audience, identify trends, and make cost-effective decisions to increase their engagement and profit margins. In contrast, qualitative research focuses on uncovering the “how” and “why” behind consumer behavior. For the primary data collection, “qualitative research uses participants' observation, in-depth interviews, document analysis, and focus groups” (Yilmaz, 2013). This type of research is more focused on the underlying reasons behind consumer purchases and the motivations and emotions that arise within. In marketing, this is especially important for developing messages that resonate with audiences on a deeper level. While quantitative research provides the numerical data, qualitative research provides the depth, and together they create a more complete, wider understanding of the target audience.
The “I Marched” campaign launched by Drum Corps International (DCI) serves as a great example of how various research methods are combined. The campaign centers on a simple yet powerful message, which says that individuals who have participated in drum corps or marching activities can proudly say, “I marched.” This phrase became a unifying statement that emphasized the identity, shared experience, and pride for drum corps as an activity. The campaign primarily targeted individuals who were already connected to the marching arts, including current members, alumni, and fans.
The primary goal of this campaign is to “highlight the life-changing and lifelong impact on individuals who participate in the marching arts” (Drum Corps International, 2025). As I mentioned above, I find it very interesting how this campaign is targeted to an existing target audience and not trying to bring in a new demographic of people. By encouraging alumni to share their experiences and identify with the phrase “I marched,” the campaign fostered a sense of belonging and nostalgia that someone who has never marched in a drum corps wouldn’t necessarily understand.
For the “I Marched” campaign, qualitative research was the driving factor to bring this project's mission to life. The emphasis on personal stories, shared identity, and emotional connection shows that DCI drew on insights about how participants emotionally feel about their experiences. Testimonials, alumni feedback, and community reception were used to create social media content like YouTube videos and short-form content to develop the campaign’s central message.
The types of data gathered in this campaign mostly relate to the behavior and attitudes of the target audience. For example, engagement rates and feelings of pride, nostalgia, and belonging would help explain why the campaign was effective to marketers. Also, since this campaign was released on social media, we can collect quantitative data like the number of views that the “I Marched” videos received. Combining the gathered data, we are able to see a cohesive picture of both the motivations and behavior of the campaign's audience.
Regarding the LinkedIn course by Sarah Weise, are clearly reflected in the “I Marched” campaign. Weise explains that quantitative research is most useful for identifying patterns and measuring behaviors, while qualitative research is essential for understanding the motivations and emotions behind those behaviors. The “I Marched” campaign demonstrates this distinction effectively. Quantitative data, like social media engagement and audience participation rates, likely helped DCI evaluate the campaign’s reach and effectiveness. At the same time, qualitative insights such as personal stories, alumni experiences, and emotional connections to marching also played a key role in shaping the campaign’s message to the intended audience.
Research played a significant role in influencing the campaign’s strategic decisions. Audience targeting was used by understanding who would be most receptive to the message, which in this case is those with direct or indirect experience in the drum corps activity. Framing of specific messages was guided by qualitative data based on what was said in interviews regarding past drum corps participation. Also, DCI's decision on which apps to promote this campaign on is heavily influenced by all the combined research methods mentioned throughout. The highest engagement apps in this case are Instagram, Facebook, and YouTube.
While this campaign has remained successful, some limitations could be fixed. Starting with strengths, this campaign is very trustworthy. DCI is publishing and promoting real stories from alumni who are highly involved in the activity. There is no room for the audience to question the legitimacy of this campaign as real, authentic experiences are being shared. However, these experiences are niche and only a certain audience truly understands and connects with the message being spread. Individuals who are not familiar with drum corps or the marching arts will not fully connect to this message, which shows the campaign is limited. As a result, the campaign is less effective at attracting new audiences or expanding awareness beyond the existing community. However, applying a mixed-method strategy could improve the campaign's reach. Taking time to gather more quantitative data across a larger audience would help DCI understand how to make this campaign not only empower their existing audience, but also intrigue new individuals into the drum corps world.
In conclusion, it is vital for marketers to understand various research methods, such as quantitative and qualitative data collection. The “I Marched” campaign shows us that while some methods are extremely helpful in promoting and shaping messages, being able to use a wider variety of research will ultimately be the most beneficial in building that mutually beneficial relationship between the organization and audience.
References:
drumcorpsinter. (2025, March 4). DCI launches “I Marched” to celebrate the transformative power of marching arts participation. Dci.org. https://www.dci.org/news/dci-launches-i-marched-to-celebrate-the-transformative-power-of-marching-arts-participation/
Yilmaz, K. (2013). Comparison of Quantitative and Qualitative Research Traditions: epistemological, theoretical, and methodological differences. European Journal of Education, 48(2), 311–325. http://www.jstor.org.libproxy.library.unt.edu/stable/26357806