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qualitative data

Big Data Isn’t Enough – We Need More Qualitative Shopper Research

Qualitative research seems to be out of the spotlight. Nowhere is this more true than in the realm of shopper marketing, where qualitative shopper research techniques are squeezed out by the more prevalent quantitative techniques such as exit interviews and observations, as well as reams of loyalty card, panel and scan sales data. In amongst all of this, what room is left for qualitative shopper research?Read More

Profile PhotoToby DesforgesMarch 13, 2017

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