Just like the most powerful advertising engages both the left and right hand side of the brain, so the most powerful research must also do the same. Running quantitative research alongside qualitative research offers a synergy whereby objective data can provide a structure to analysis of subjective qualitative data. Yet the smart market researcher these days knows how to combine both kinds of data to provide the most useful and strategically significant reports. Rod Davies is principal of Orient Pacific Century , which specialises in market research in Asian markets. Market Research Graffitti is a regular column on issues of interest to the market research community.
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