In this Martech Zone Interview, we speak to Michelle Elster, the President of Rabin Research Company. Michelle is an expert in quantitative and qualitative research methodologies with extensive international experience in marketing, new product development, and strategic communications.
In this conversation, we discuss:
- Why do companies invest in market research?
- How can market research accelerate your product development and marketing strategies?
- What is the difference between qualitative and quantitative research?
- What are the complexities of market research that are often missed when companies attempt a DIY approach?
- What are some examples of how B2C and B2B companies use research to drive business decisions?
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