April 2-3, 2019
Today, knowing the fundamentals of both quantitative and qualitative are table stakes for researchers. Gone are the days of specializing in just one or the other.
Today’s organizations are competing with one thing: consumer insight. The organization’s ability to leverage insight to craft meaningful messages, experiences and products or services is what will set them apart. Qualitative and quantitative are no longer mutually exclusive. They must work together.
In this presentation, using a case study as the core content, we will show the audience how qualitative and quantitative can be combined in real-time to offer powerful iteration, deliver value and create competitive differentiation.
When IBM’s new CMO joined in late 2016, there was an increased emphasis on customer advocacy. One of the vehicles introduced to capture client feedback was the Win-Loss program. Pilot work [...]
Wednesday | 3:15-3:45 | Room 5
In his book Everybody Lies, Seth Stephens-Davidowitz offers solid evidence of social desirability bias – a problem for all types of market research. His accounts of utilizing big data from [...]
Wednesday | 3:15-3:45 | Room 3