‘The 101 of research’: Are brands using quant correctly?
Marketing Week’s exploration of the state of market research continues as we explore whether marketers put too much stock into quantitative research and the occasions when it is used to poor effect.
As market research budgets continue to shrink there has also been a marked shift in the kind of studies marketers are paying for.
The latest IPA Bellwether report shows a 2.9% drop in overall spend on market research in the second quarter of the year, but also a further swing away from qualitative studies towards quantitative ones. Numerically-driven ‘quant’ studies now outnumber dealing-with-feelings ‘qual’ investigations by three-to-one.
