Qualitative measures are increasingly used as tie-breakers in the US - to discriminate between magazines offering similar costs per thousand. But different questionnaire sequences produce considerably ...

Opinions expressed by Entrepreneur contributors are their own. Qualitative research has become an integral part of market research in the past few decades. Businesses have recognized the value of ...

Opinions expressed by Entrepreneur contributors are their own. 2020 was a turbulent year for most industries, including the qualitative research industry. Many brands and agencies that had previously ...

Most research on television effectiveness focuses only on campaign reach and sales effects. Although this is relevant research, it lacks information on the very foundation of effectiveness: the ...