Question: We know that you’re a quantitative market researcher. But we’re hoping you can step back from your personal preference and answer our important question. We now appreciate the value of ...

Discussion of quantitative or quality advertising in the creative process relates to two general research types that companies use to better understand market segments. Effective research provides a ...

Business owners are constantly gathering information to help develop strategies to improve marketing and sales. Ultimately, the goal is to improve the bottom line, with better targeting of a company's ...

As a researcher who has used a wide variety of methodologies, I understand the importance of acknowledging that we, as researchers, do not pick the methodology; rather, the research question dictates ...

Methodology matters, and there’s not much to get folks in the research field as riled up as questions about whether some methods are better than others. That certainly was the case last fall, after ...

Kantar is now using AI to interview humans about what they really think of brands, and the verdict isn’t comforting. The data ...

YouGov has launched BrandIndex Voices, an AI-powered qualitative tool that provides insights into consumer perceptions and the reasons behind brand tracking metrics. This innovative platform allows ...