The 2012 global research report by ESOMAR shows that no less than 76% of all market research projects conducted worldwide are in the field of quantitative research. The power of survey research lies in its validation strength, surveys helps us provide those (no) go decisions on a brand, product or strategy level. Yet, considering the stimulating innovations that have moved the research industry in the past years, surveys research has been lagging behind on several important aspects. Read the full paper and discover how to create engaging surveys which capture the complex consumer reality.
