Businesses and organisations who are constantly seeking new consumer insights should consider both quantitative and qualitative research.
Quantitative research typically involves asking very specific questions to a large, representative sample of consumers.
For instance, the WDR sample size is 2,000 representative British adults, provided by YouGov.
WDR Confidential is our quantitative research service – click here for more details.
Qualitative research seeks to understand specific issues in more depth through interactive discussions with much smaller groups of carefully selected consumers.
For instance, focus groups set up to assess consumer perceptions about drinks brands or categories will typically involve 8-10 consumers.
Consumer blind tastings for wine, on the other hand, will involve a minimum of 100 people.
WDR Qualitative is our comprehensive new qualitative research service, provided in partnership with one of the leading research consultancies in the food and beverage sector.
