By Kevin Gray
I am a marketing scientist, though nowadays some call me a data scientist. I’ve been working in marketing research for more than 30 years and would like to offer some thoughts on essential skills I think we must have to be good quantitative marketing researchers. This is not to say qualitative research is unimportant – I am a heavy user of it!
In this new RW Connect Quant Essentials series, we’ll discuss critical methodological skills concisely and entirely nontechnically. The series is aimed at newcomers to the marketing research profession but, along the way, there will be tips I hope even veterans will find useful.
By Edward Appleton
It seems that more and more agencies are seeing the opportunity in positioning themselves as expert in both qual and quant fields.
Check out the websites of say Morpace, Brainjuicer, TNS (an arbitrary selection) – all three strong in quant, two of which with a clear heritage in quant in my view. But all three would nonetheless likely claim qual as a competence area, with teams of qual specialists.