In January 2020, we surveyed 195 market researchers to find out how they field qualitative studies and what they think of qualitative data. The full report reveals that while qualitative research is being conducted by most researchers, less than half of are utilizing the very best techniques to gather the richest kind of insights.  

Download this report to discover: 

  • Current industry usage of quantitative versus qualitative research approaches 
  • The most common use cases for qualitative approaches and in-person versus digital preferences 
  • Who the early adopters of digital qualitative are and why the technology makes them more successful