How a Premium Equipment Brand Reset Buyer Perceptions and Won Small Business Customers
A premium construction equipment brand had great products and competitive pricing, but small business owners weren't buying. Through focus groups with 26 equipment buyers, we discovered the real problem wasn't their products, it was perception. Here's how qualitative research helped them bridge that gap and connect with these customers.
Stop Wasting Money on the Wrong Research: Simple Guide to Choosing Quant vs Qual
Choosing between qualitative and quantitative research shouldn't be a guessing game. Learn the strategic framework that helps businesses select the right research method, avoid costly mistakes, and combine qual and quant approaches for maximum insight. Get the decision-making tools you need to stop wasting money on research that doesn't drive results.