Quantitative research: Storytelling with numbers
Ollie Willis2CV
When brand owners are submerged in a sea of data, it is vital that quantitative researchers find a narrative that tells a compelling story.
The role quant research plays for clients is changing rapidly. Quant's allure used to be that clients got more data that was more precise and covered more people. Now though, compared to the amount of data that brands emit every day, quant can look fairly modest. But when delivered properly, the insight gathered from quant research has never been more valuable. It is a beacon in the ocean...