Human Numbers and Numbered Humans – Presented by Jack Miles and Alex Holmes from Northstar Research Partners
Quantitative research has been criticised for being overly-rational, dehumanised and only able to deliver value because of quantification bias. Similarly, qualitative research has been criticised for being subjective and lacking the scale needed to deliver value to businesses.
Often these criticisms are accepted as being ‘methodological flaws’. However, shouldn’t researchers look to solve these flaws rather than accept them? Especially when the solutions to these criticisms often already exist.
Join us at the BIG Forum on 19th November to hear more about how qualitative and quantitative research can solve one another’s flaws and enable research to deliver better value to B2B marketers.