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The Qual Sandwich Doubles Down on the Survey

Recently, at a New England MRA chapter event, a fellow attendee told me that she had enjoyed my article here on The Qual Sandwich For Researchers On No-Carb Diets. As a recap, here's a synopsis of its extended metaphor: "Once upon a time, when most research projects took three to six months to complete, we would sandwich large quantitative studies between two slices of qualitative research... With today’s tight timelines and even tighter budgets, many full-service researchers have gone on the Atkins diet: no carbs, no qual. Their study is just what they consider the meat: the quantitative research.... Just as the carb conscious can swap white bread for flatbreads, the budget conscious can save on qualitative research. Use online or mobile qualitative research to uncover initial insights about the market..."

Read more at Marketing Research.org.

 

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