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?

Download this free ebook to learn:

  • What’s behind the growing appetite for qualitative research
  • How in-house and agency researchers are adopting new qualitative methods
  • How customer, user and employee experience teams approach qualitative research
  • Where the next wave of qualitative growth is coming from – and how to get ahead of it
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