‘A numbers game’: What does qualitative research look like in 2023?
Our market research series continues with a look at why marketers are moving away from qualitative research – and what the common pitfalls are that have led to its decline.
Have CMOs finally had enough of sitting behind the mirror at focus groups, listening to hand-picked respondents chewing over the pros and cons of a brand’s newest innovation?
The latest IPA Bellwether report identifies a further decline in market research, even as overall marketing spend is on the rise. Market research budgets contracted by 2.9% in Q2, with 15.7% of companies saying they had lowered their spending in the category. The reduction in market research outlay, which contrasts with a 6.4% positive net balance in overall marketing budgets for Q2, continues a downward trend seen over several years.
