Quant

Emotive Brand may not seem like a green eyeshade kind of place. After all, we’re in the business of creating emotional connections between brands and people. You may ask, “Why use quantitative research at all? Isn’t qualitative better for emotional insight?” In fact, we find quantitative research very rich – and extremely useful for building our clients’ brands and businesses. Qualitative insight is important too, but whenever we can, we start with quant. It helps us move the needle on both functional and emotional measures. It also provides a baseline from which to measure change. We...