Consumer Marketing Research Innovation: The Changing Landscape for Qualitative and Quantitative Research

STUDY OVERVIEW

New technologies are transforming how consumers educate themselves and make critical purchasing decisions. Correspondingly, across industry sectors the consumer marketing research playbook and analysis approaches are evolving to better identify winning tools and techniques for understanding consumers' decisions.
Best Practices, LLC conducted this cross-industry benchmarking study to identify current and evolving approaches for qualitative and quantitative consumer marketing research techniques and tools. This research examines the changing landscape for qualitative and quantitative research. It also reviews which quantitative research approaches market research leaders are currently utilizing most and why.

This study includes data on three segments: pharmaceutical companies, non-pharmaceutical companies and the Total Benchmark Class.

KEY TOPICS

• Utilization of Qualitative Research
• Utilization of Quantitative Research
• Utilization Level of Specific Quantitative Research Techniques
• Utilization of Combinations of Existing Market Research Tools or Techniques

• What is overall trend in qualitative research - more, less, same (Total Benchmark Class)
• Why doing more qualitative marketing research (Total Benchmark Class)
• Why doing less qualitative marketing research (Total Benchmark Class)
• What is overall trend in quantitative research - more, less, same (Total Benchmark Class)
• Why doing more quantitative research (Total Benchmark Class)
• Why doing less quantitative research (Total Benchmark Class)
• Utilization level of 10 quantitative research tools for last 2-3 years (Pharma)
• Utilization level of 10 quantitative research tools for last 2-3 years (Nonpharma)
• Utilization level of quantitative research tools for last 2-3 years (Total Benchmark Class)
• Reasons for changes of quantitative tools usage in pharma
• Reasons for changes of quantitative tools usage in non-pharma
• Reasons for changes of quantitative tools usage in total benchmark class
• Are you using innovative combinations of existing market research tools or techniques (pharma)
• Are you using innovative combinations of existing market research tools or techniques (non-pharma)

• Online Qualitative Research Offers Advantages over Traditional Qualitative Studies: Online qualitative research is a valuable and effective alternative to traditional tools like focus groups.
  • The online format removes the geographical boundaries that can make the creation of a representative sample so challenging in focus groups.
  • Online qual makes it easier to do asynchronous studies
  • It gives participants more of a feeling of anonymity and thus makes them more likely to talk about how they really feel.
    

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.