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Qualitative research is a large part of the research experience, giving insight teams and stakeholders a deep look at how consumers live and behave in their own little worlds. These insights are steeped in context and depth that better connects stakeholders to customers and consumers.
With surveys as the unelected face of the insights industry, qualitative research has come second in terms of education and innovation allocation – meaning that while all stakeholders hold quantitative data in a research report in good regard, qualitative data isn’t so clearly understood. Insight teams need to give qualitative research a name and a face in order to capture the interest of stakeholders and help qualitative insights reach their full potential.
For more info, visit: flx.mr/Qual-Face
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