This document discusses various quantitative and qualitative approaches used in market research to understand markets, including segmentation, correlation, and driver analysis. Segmentation involves dividing markets into groups using cluster analysis. Correlation measures how related two factors are without implying causation. Driver analysis estimates the causal factors behind choices. Both surveys and social/big data are used, with qualitative research exploring deeper meanings through methods like interviews and ethnography. The overall aim is to explain markets in terms of usage, motivations, needs, and differences between customer groups.