Market Research Agency | The Market Researchers

Better market research anaysis

Market Research Analysis | Helping Market Research Cut-through in the Boardroom

There has been much in the press in recent years about market research losing its place in the boardroom. Most notably from Unilever who say that their senior managers are unwilling to invest time attending research debriefs. In addition, an ESOMAR survey says most CEOs consider market research less
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  • Qualitative research discussions or focus groups

To Use Focus Groups or Not to Use Focus Groups?

Focus groups are a tried and tested qualitative research staple, having risen to prominence in the 1950s (1). Yet in today’s highly competitive environment relying on focus groups alone is limiting. If everyone just uses focus groups how can anyone possibly unearth new insights (2)? Use multip
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Qualitative vs. quantitative research

Qualitative vs. Quantitative Research: It’s all about Epistemology!

The qualitative vs. quantitative research debate started in the 1970s. It’s all about epistemology(1), a branch of philosophy concerned with the theory of knowledge. Qualitative research is described as ‘interpretivism’ i.e. non-scientific and subjective. Quantitative research is ‘
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