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Episode 12: Robin Challis - Qualitative Market Research & The Food Industry
Manage episode 361441343 series 3469646
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Ever wondered what is Qualitative research and how it works to inform companies such as Kellogs, Cadburys and Yakult? Meet Robin Challis, the man who has conducted research for each of these companies. Robin is a specialist in qualitative market research. Along the way learn how voodoo became the value proposition for a rum company and what Aisling’s curry and chips dinner says about her!
Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem(s) or helps to develop ideas, or hypotheses, for potential quantitative research.
You can contact Robin at twitter -@qualitative.ie and Aisling at @tbfcentral.
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