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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...