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FUELING CREATIVITY WITH INSIGHTS: How Advertising Agencies Best Collaborate with Qualitative Researchers
Consumer insights are the most critical building blocks of effective advertising—and the key people behind those insights are often qualitative researchers. Kathleen Kindle, Group Strategy Director at Saatchi & Saatchi, delves into why advertising agencies rely heavily on qualitative insights and what advertising strategists and creatives need from qualitative researchers. […]
Quant Lens
Navigating Research Bias: From Problem Definition to Analysis
Robert Walker writes about quantitative research for the qualitative researcher, in this issue focusing on research bias in survey design, with illustrative examples of bias types, which can also be informative in qualitative research design. […]
Business Matters
Stop Relying on Others for Your Success… Take Charge of Your Business
Many small business owners avoid sales and marketing because they’re uncomfortable with them and unsure how to implement them effectively. But like every other aspect of business, there’s a process to them. This article lays out that process for you with proven, real-world examples of how to get started. […]