How to unravel the complexities of culture: A methodological approach

Market Xcel’s Ashwani Arora says the mixed-method marketing approach is helpful for understanding culture and behaviours because it combines quantitative and qualitative research methods that leverage their respective strengths for more robust results.

While change is the only constant, staying connected is of the essence. Burgeoning consumer expectations have led brands to embrace agility, and with the choices in the world changing by the minute, prioritising cultural relevance is prudent. Successful...

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