‘The 101 of research’: Are brands using quant correctly?

Our market research series continues with a look at why marketers are moving away from qualitative research – and what the common pitfalls are that have led to its decline.

In the second part of our series on market research, we explore if spending 5% of your budget on market research still holds true in challenging economic times – and the consequences if you ignore it.

According to data shared exclusively with Marketing Week, net spend on market research has been negative for the best part of a decade with some businesses turning to data and cheaper research sources. In the first part of a series looking at the use of market research by brands, we explore what sits behind the shift and some of the consequences.