industry thoughts from Clarteza

Both quantitative and qualitative research data play important roles in understanding consumers, developing and designing products, and creating effective marketing strategies and executions. Quantitative research provides a wealth of broad-based data on market sizes, demographics, and user preferences and helps us understand differences between groups of people, products and usage occasions.  But, quantitative research can also lead to an over-reliance upon numbers, leading researchers to analyze percentages and statistical significances, rather than people.  Qualitative research, on the other hand, can sometimes lead to biases based on the opinions of a small set of people, at a certain place or time.  … Continue Reading