Session #4: The Marketing Challenge

Friday, February 21, 2014
11:25am - 12:20pm


Using real-life case studies we demonstrate how combining traditional qualitative with a modern quantitative methodology delivers a ‘2+2 = 5’ effect. 

Our paper presents examples which illustrate how supporting qualitative insights can be used to clarify, elevate and enhance the interpretation of quantitative performance results. By the same token, we will examine how results from either method when undertaken in isolation, can falter in providing this same in-depth and full picture. 

We will also provide specific examples of how this methodology has been used to directly inform business decisions via strategic, actionable results delivered at a fraction of the time and cost of traditional approaches.

Finally, we will provide a perspective on when making this connection makes most sense.