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Qualitative Research Robust Enough to Trust

Qualitative Research Robust Enough to Trust

by Ruth Saunders | 21st October 2022 | Blog, Leadership, Market Research, Marketing Strategy

When I worked in consumer goods companies, any major brand decisions were supported by robust quantitative research that proved the case for change. But in some situations, quantitative research is not feasible or optimal. For example, when the customer base...

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