The world of online qualitative research has seen tremendous growth over the last two years. Although big data provides baseline information on consumer demographics and when and how they are making purchases, qualitative research is attracting the attention of big brands and small businesses across multiple industries because in-depth conversations are needed to understand the underlying psychology and motivations of consumers. We are seeing rapid shifts in consumer behaviour, but the motivations that drive behaviours are stable. Qualitative research bridges the gap in understanding the why’s behind consumer behaviour needed to chart the future.
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