Tag Archives: Qualitative Research

Which Methodology is Right for You? Qualitative? Quantitative? Or Both?

As marketing researchers, we’re often asked about the differences between conducting qualitative vs. quantitative research and when to choose one over the other. At its most basic, qualitative can provide answers to questions that start with ‘what’ and ‘why.’  Quantitative research answers questions about ‘how many,’ ‘how much,’ and ‘how often.’ While that distinction is […]

Let Projective Techniques Reveal Your Brand Promise

As we wrote in our eBook, Are You Delivering on Your Brand Promise?, to develop or refine your brand promise, you need to understand your brand from your customers’ perspective.  Qualitative research is frequently used to uncover consumers’ brand perceptions, giving researchers a way to dig into deep-seated brand impressions that might not be accessible […]