![]() They are numbers you can latch onto as you consider brand extensions and develop new product ideas. These kinds of data-supported findings help you forecast what people actually take into account at the point of purchase and how they use the product in their homes. Say you’ve just completed a study and your quantitative research findings tell you that 87% of people choose laundry detergent based on fragrance, while 65% are looking for stain removal, 58% are loyal to a favorite brand and 49% are bothered about environmental impact ( hypothetical numbers for the purpose of this example). ![]() In this blog post, learn how to establish trustworthiness in qualitative research by looking for four main criteria: credibility, transferability, dependability, and confirmability.
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