Merging Quantitative and Qualitative Research to Make More Agile Business Decisions

Companies today are facing an increasingly difficult problem: How to merge familiar, well-established data aggregation mechanisms — quantitative research — from their industries with fast-paced, voluminous platforms — qualitative research — available via the everyday consumer’s smartphone.  Traditional methods such as focus groups and site audits can generate valuable information. However, they simply cannot match

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Cementos Argos Partners With Premise for More Agile Market Insights

Concrete giant Cementos Argos had a market research problem.  The firms that they were using were not agile enough to tell them what was happening in the market in real time. The Medellin-based concrete manufacturer, which operates in 15 countries throughout the Americas, needed a data partner that offered more cost effective and up-to-date market

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What vs. Why: How to Gather the Right Data to Drive Business Decisions

Essentially the difference between qualitative and quantitative data is the difference between asking “what” and asking “why.” Quantitative data provides the numbers–for example, how many people purchased an item within a specified time period from a specific vendor. Qualitative data can help to explain why those consumers bought that item instead of a similar item

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Getting Started with Hyperlocal Data Collection

The unprecedented growth of mobile technology around the world has opened up a whole new world of data that can be collected. Mobile technology provides the ability to collect highly targeted data from groups of people that would otherwise be extremely difficult to reach with other methods. Technology and tools fueled by the growth of

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