Qualitative market research: When enough is enough

The purpose of this white paper is to guide market research professionals on how many interviews are needed in qualitative research. In examining the issue, both classic and contemporary research in the social sciences was consulted.

Big, Small, Little Data and the importance of data-driven decision-making

The purpose of this white paper is to provide SMEs with a broad understanding of the concept of data-driven decision-making.

The Importance of Market Research

Every day markets become increasingly competitive. The problem many organisations now face is that they lack the mechanisms for detecting changes in the marketplace before it is too late…