Qualitative Pleads “Not Guilty” to Advertising Manslaughter
Appropriately designed, implemented and analysed, qualitative is a strong diagnostic tool of ad concepts, one that can lead to better, healthier ads. If the research is properly carried out and the ad concept still dies, qualitative did not pull the trigger; the concept died of natural causes.
Not registered yet?
Register now to view this article and access all premium content from Ipsos, North America's most trusted market research brand.