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With new technologies, consumers’ decision-making process is constantly evolving; directly impacting market research. Tools in both qualitative and quantitative fields are expanding to capture a consumer decision, and this has prompted companies to upgrade their research capabilities. In line with this, researchers across industries are attempting to adopt innovative approaches to identify winning tools and techniques for understanding consumers’ decisions.
Best Practices, LLC conducted this cross-industry benchmarking study to identify current and evolving approaches for qualitative and quantitative consumer marketing research techniques and tools. This research examines the changing landscape for qualitative and quantitative research. It also reviews which quantitative research approaches market research leaders are currently utilizing most and why.
This study includes data on two segments: non-pharmaceutical companies and the Total Benchmark Class.