Subscriber Exclusive 
Google’s VP of marketing: ‘Qual is more important today than ever’
The value of some types of qualitative research have come into question over the years but in a sea of quantitative data, Google’s Yonca Dervisoglu urges marketers not to overlook its importance.
Qualitative research is sometimes viewed as the poor relation of quantitative studies, with focus groups and interviews not deemed by some as robust or broad enough in their scope. But given the overwhelming level of data at marketers’ fingertips, one of Google’s top marketers argues its relevance is actually rising.
