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Book

Benefits of Qualitative Research

When clients commission a qualitative research study, they usually expect a number of substantive and practical advantages. Qualitative research is a strategy for going beneath the surface. It yields a holistic overview of consumer behavior which provides insights into emotions and motivations. Most importantly, the achievement of understanding happens in real time through a personal confrontation with respondents. Insights are not channeled through graphs and statistical tables but evolve as researchers confront actual consumers. By observing qualitative research studies, clients outside of research departments gain a degree of exposure to consumers and their ...

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