How Forward-Thinking Brands are Using Customer Insight
If you're a brand marketer or strategist, then you'll no doubt understand how qualitative research works. Whilst big data and quantitative testing can highlight what consumers are doing, it takes qualitative exploration to understand the ‘why’ behind their motivations and behaviours. This blog is broken down into two parts. For the ‘qual’ initiated, skip to part 2, where we talk about recent use cases. For the uninitiated, you may want to refresh your knowledge of use cases by reading the first part.
Barney Larkin20 June 2019