Why Qualitative Market Research?

All organizations, large and small must have a clear understanding of “Things that could change” for their company. This has never been more apparent than in recent years as the worlds collectively adjusted to the effects of a global pandemic.
The only way to fully understand this is to fully understand WHO your customer is, and WHAT they value
Knowing about your customer is not the same thing as knowing your customer!
Finding out what’s in your customers minds and establishing their consumer behavior, gives an insight into who your customer is, which is vital to the growth of any organization who wishes to keep abreast of their competitors and changes in the market place.
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