Why Qualitative Wins: The Future of Human Experience Insights
The growth trifecta: why qualitative research is growing so fast
Qualitative research is an essential method for developing rich, human-centred understanding of customers, users, and other audiences.
It is also growing fast.
Globally, the market research industry generates one hundred billion dollars in annual revenue, of which about 13 billion is qualitative research.
But this segment – although small -has been growing 50% faster than the rest of the market research industry.
What’s behind this growth? And where does qualitative research go from here?
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