Learn how to blend qual and quant insights for innovation in this panel of experts from the leading edge of new product research.
Historically, innovation research has been cleanly segregated at different stages of the funnel: qualitative in the early phases to explore needs and develop ideas; quantitative later on to screen concepts and test products.
But this rigid framework is outdated and no longer meets the needs of today’s innovators.
Three major developments are changing the paradigm.
First, advances in technology are erasing the boundaries between qual and quant research: conversational AI, qual-at-scale, video feedback and others.
Next, new methodologies are enabling continuous, rapid and iterative approaches to innovation insights: communities, smartphone feedback and real-time research.
Finally, behavioural science is debunking the notion that innovations are adopted by consumers in a clear, linear fashion. Research needs to flex, combine and shift between approaches throughout the entire funnel.
In this panel discussion, you’ll hear from three pioneers of technology and creative methods for tackling new product research:
Join this live panel of experts and learn about the latest techniques for combining qual and quant methods for innovation research.