When the purpose of research is to gain initial familiarity with consumer behavior, or acquire new insights in order to develop an hypothesis, exploratory research is the starting point. In most cases, research is conducted among individuals or groups.
Customers are a moving target. They have busy lives and a lot on their minds. In this world of clutter, how well do you, or those at your company, truly listen to these distracted customers? Are you only scratching the surface? Are you only talking to your satisfied customers? What about infrequent buyers of your product or service ― what is it that fails to connect with them? And, perhaps most importantly, what is it that your prospects or customers are simply not telling you that may make the difference between business success and failure?
Quantitative research is used to validate hypotheses, and can be specific or have broader goals. Quantitative research includes research on customer needs, markets, brands, segments, advertising, communication, and to optimize products or services.
"Human behavior flows from three main sources:
desire, emotion, and knowledge" ― Plato
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We analyze data collected elsewhere. In most cases, the intent was admirable: to answer questions, test hypotheses or disprove theories. However, a lack of internal staff or inadequate knowledge may result in data sitting idle.