What type of research determines how many employees feel a certain way?

Quantitative audience research is focused on numerical data and statistical analysis to gauge how many employees share a specific sentiment or opinion. This approach typically involves surveys, polls, or other methods that yield measurable data, allowing organizations to quantify feelings or attitudes within a workforce. For instance, if an organization wants to know how many employees feel satisfied with their benefits, a quantitative survey can be distributed, and the results can be analyzed to obtain percentage figures.

This type of research is valuable because it provides tangible evidence that can help guide decision-making processes regarding employee engagement, satisfaction, and overall workplace policies. It enables companies to identify trends and patterns in employee sentiment on a larger scale, which can be crucial for implementing effective total rewards strategies. In contrast, qualitative research would focus more on understanding the nuances of employee feelings in a more descriptive manner, which is not aimed at quantifying the number of people who share those sentiments.