Market Research Evolves Towards the “Quant” Side

Market researchers tended to gravitate towards quantitative methods over qualitative ones during 2012, according to [pdf] the Winter 2013 GreenBook Research Industry Trends Report. Respondents were more likely to report strong growth in their use of quantitative rather than qualitative methods (10% vs. 8%), and less likely to report a decline (12% vs. 17%). Areas seeing the most amount of growth, though, were social media research (64% reporting some degree of growth) and market research online communities (59%). (more…)