Qualitative vs. Quantitative Market Research The Right Choice


CMOs love numbers and sometimes fall in love with numbers even if they aren’t true or don’t represent actionable data. For that reason there if often a bias towards quantitative research.
I interviewed Maria Vorovich, Chief Strategy Officer at GOODQEUS, and Holland Martini, Chief Insights Officer at GOODQUES. In this segment, we discuss the proper balancing qualitative, exploratory research with quantitative research that can validate one’s initial hypotheses. (or disprove the hypothesis if indeed it was faulty)