Read Aloud the Text Content

This audio was created by Woord's Text to Speech service by content creators from all around the world.

Text Content or SSML code:

It all starts with our consumers. But how do we get that in-depth consumer understanding and forward-looking insights, to challenge our thinking and enable our commercial success? We learn about our consumers by using the most relevant Research Methodologies, to answer the business questions that arise. So, depending on the business question that we are trying to answer, we will use a different methodology. We can use qualitative research, or quantitative research, and for another very specific purpose, we can also use the J T I Consumer Research Panel. Before we take you through some specific examples to better understand each of these methodologies, let’s look at what differentiates them: their purpose! So, depending on the business question that we are trying to answer, we will use a different methodology. We can use qualitative research or quantitative research, and for another very specific purpose, we can also use the J T I Consumer Research Panel. Before we take you through some specific examples to better understand each of these methodologies, let’s look at what differentiates them: their purpose! Do you know when we use each type of research methodology? Qualitative research, is exploratory in nature and seeks to understand, explore, and provide direction. We use it when we want to gather “softer” consumer data and answer “why” and “in what way”. And, When do you think we use Quantitative Research? The purpose of quantitative research, is to collect reliable, standardized facts that are statistically viable to guide business questions. It provides measurable results on ‘Who’, ‘Where’, ‘How Much’, ‘When’, ‘What’ and ‘Which’. This is achieved through using a structured questionnaire and surveying method, that is conducted across a sample that is representative of a specific target group. What do you think we use the JTI Consumer Research Panel for? The J T I Consumer Research Panel, is a selected group of individuals, recruited with the express purpose of providing opinions, insight and feedback on various consumer facing realities, related to, but not limited to products. The consumer research panel allows us to keep on the pulse of ongoing developments in the minds and behaviours of consumers through ongoing digital engagements. As you can see, we use a different methodology for a different purpose, and what defines the purpose is the business question! The business question comes first, and it defines which methodology to use. Meet Deborah. She’s a Sales Manager in Company A. Can you help her find out which methodology better answers her business need?