Quantitative market research
To quantify the findings from qualitative market research, it is suitable to conduct a survey with a sufficiently high number of respondents, e.g. a population survey. You can already gain initial insights into the current usage habits, attitudes, preferences of different subgroups (e.g. by gender, age category) from the first wave of monitoring of tracking, through the possibility of cross-sectional analyses. This allows you not only to identify differences and commonalities of these subgroups but also to use them proactively for your strategic decisions.
From the second wave onwards, so called longitudinal analyses are possible, which show changes with regard to usage habits, attitudes and consumer preferences over time, i.e. compared to the previous waves. In order to reliably detect longterm trends, we recommend continuous market monitoring and tracking over a longer period of time, be it quarterly, semi-annually or annually.