Quantitative research is based on large sets of data, with results statistically accurate enough to be treated as factual.

INSIGHT on INSIGHT: Getting to the What If

There is value in understanding history, but there is significantly more power in predicting the future.

Insight goes beyond observable situations. It reaches below the surface and discovers the factors driving that behavior.

Having POS data provides a wealth of information, but also encourages a certain degree of laziness.

But do you know enough about total category dynamics? About the desires and attitudes of shoppers? Or what the competition is doing?