Every day, countless projects are developed to understand people and brands. Achieving this goal involves a range of resources and having very clear, specific objectives. Many people’s work depends on knowing how to gather a set of data and information provided by market stakeholders. Once the fieldwork is complete, it’s up to the researchers to…

Within Market Research, there are two main methodologies for gaining a deeper understanding of people and brands: quantitative and qualitative methods. Within each segment, there are a number of techniques that are useful to know in order to choose the most appropriate one when needed. This week, we want to focus on one of these…

Imagine this scene. It’s the day you receive the documents summarizing the findings of a long and important market research project. You’ve been waiting for them for several days and need to make decisions based on them as soon as possible. After a few tasks, the long-awaited deliverables arrive, and you’re nearly overwhelmed when you…