• Octavio Murekian

What Marketing Research Companies Should Really Focus On


man working out in the gym

There is little doubt that quantitative research has been slowly and steadily taking over the social sciences in the past century.


There are some valid reasons for this, and whilst I find myself rooting for qualitative methods there is a stone-cold logic to numbers that seem to comfort researchers.

In marketing research, however, the dominance of quantitative studies perplexes me, not because I believe that it is not useful (It is a critical source of information), but because you can make completely erroneous assumptions (and possibly expensive errors!) by focusing solely on the numbers.

Consumer research and the issue of cultural understanding

As I was looking around the Internet, I saw a Daily Mail article proclaiming Mexico to be the most body confident country in the world.