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Marketing Research

The right way to approach qualitative research in a data-driven company.

Have you ever worked in a data-driven company or environment? The company I work for is very focused on data, and I will not deny it, data is great! I love that most of our decisions are well informed, and we have very clear KPIs to follow. But when we are talking about qualitative research studies in my experience it has been very challenging to get everyone on the right mindset. If the senior management in your company or your internal customers are used to seeing information always backed up by numbers, and you are working on a qualitative research...
Marketing Research

Does marketing research add value to a business?

Are you wondering if marketing research is what you need in your current project or job? Have you ever wondered if marketing research brings value to a brand or business? Well, in my experience it does. I have been very lucky to be part of several marketing research projects. I am no expert in the subject by any means, but I have enjoyed the process of building research projects and the value it can bring to a company, so for me, the answer is it does ad value, but you have to be very careful of where you start. In...