In January 2020, we surveyed 195 market researchers to find out how they field qualitative studies and what they think of qualitative data. We found that while quantitative research is still more heavily relied upon, the average market researcher uses several different qualitative approaches to support a variety of business use cases, and that usage of new qualitative methods are on the rise.
Download this infographic to discover:
- The various business use cases most often supported by qualitative research
- Who the early adopters of qualitative software are and why they bought in
- The top mentioned benefits of utilizing digital qualitative solutions