Moving boldly into the future: A look at how qualitative market research is advancing via technology

Kyle Henderson and Dan Foreman

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In approximately the past 20 years, the rise and adoption of quantitative data as a preferred method of data collection by businesses has had a dramatic impact on the use of qualitative research.

This can be attributed largely to the Internet and public use of the World Wide Web in the early 1990s, which, over time, dramatically shifted how businesses interacted and communicated with their target market.

Being able to track how people interacted with a business's website online became an important measure of success, and this could be facilitated through the use of quantitative Web analytics.