Business managers and directors used to rely on their experience and instinct to make tough decisions. Increasingly, however, they want to know what the numbers say. In the era of big data, ...

Discussion of quantitative or quality advertising in the creative process relates to two general research types that companies use to better understand market segments. Effective research provides a ...

All marketers, including entrepreneurs engaged in startups, must understand their customers from a 360 degree perspective. The process typically begins by identifying the most productive customers for ...

The accelerating pace of disruption to business models means brands must be agile enough to make informed decisions within days—or even hours. They can thrive or fail based on their ability to make ...

As a researcher who has used a wide variety of methodologies, I understand the importance of acknowledging that we, as researchers, do not pick the methodology; rather, the research question dictates ...