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Better Together: Qualitative + Quantitative Research for Path to Purchase
For the purpose of understanding consumer path to purchase, how do qualitative and quantitative research methods fit together and achieve synergy?
This ebook explores specific ways where qualitative and quantitative (including both passively metered behavioral data and surveys) are combined to yield better truths. Included are use cases across diverse verticals including baby and household items, consumables, and big-ticket purchases.
The key takeaways for brands and marketers:
How to use the combined approach to test and determine dominant shopping pathways
How to use the combined approach to uncover less intuitive insights in quantitative or digital data
How to leverage qualitative to offer an interpretive lens to understand digital and quantitative behaviors
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