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Is your qualitative research helpful or harmful?
Recent trends in the market research industry show that more and more researchers are looking to quantitative panels to complete qualitative research. The hope is that quant panels will reduce costs and save time, but are they actually faster and cheaper, and what is the quality of the data they generate?
With new research by Insight and Measurement’s David F. Harris and L&E’s Renee Wyckoff, and an in-depth interview with Procter & Gamble’s Tia Maurer, our paper proves that completing qual research without a specialized company poses a serious threat to data quality.
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