There are situations in which either quantitative or qualitative research is the more appropriate research vehicle. But where quantitative research is concerned, we usually recommend an approach that “book-ends” the quantitative research instrument with two qualitative research exercises.
Category: Emotion Intelligence
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Let’s look at some of the common metrics used to understand customer perceptions as well as to measure whether the actions a brand takes is having a positive impact on those perceptions.
It is important to note that, while all of these measurement approaches are important on their own, none by itself represents the complete and exhaustive measurement of customer opinion. Rather, it is the application of many (or all) of the appropriate tools that will provide the most accurate and holistic measurement of customer perception — including one critical metric that is unique to The Martec Group and the brands we work with.
Environmental, social and corporate governance (ESG) is no longer merely an emerging trend, confined mostly to the investment world and the purview of private equity firms. On the contrary: it is far more likely that your company, product and corporate mission are already coming under the scrutiny of a more discerning public than what would’ve been the case just a decade ago.
One area of the marketing research discipline that cannot be emphasized enough is a certain power perhaps upstream of provocation, and that’s the power of emotions. We have studied the role emotions play in purchases of all kinds of purchases and strategic decisions — B2B and B2C alike — and the research shows that emotions are powerful drivers of action.
By Allie Holmes and John Lorinskas “How AI Will Reinvent the Market Research Industry” “Advances in AI are changing the way brands gather and activate consumer insights.” “How Artificial Intelligence Is Democratizing Market Research” It seems everywhere you look these days, experts are weighing in on the impact artificial intelligence will have on industries far