Kantar's Profiles Blog


Posted by Frank Kelly on Dec 12, 2016

Video is gaining as a way to communicate and consume media and now, we will see increased usage of video in research. The qualitative and quantitative worlds are coming much closer together, within five years the differentiation will no longer be meaningful. New tools to manage video content will enable video processing much like other data types; open ended questions will gain importance as a way to glean insights from respondents. 

Is video the future of qualitative research? 

Topics: Marketing Research, Video, qualitative research, quant vs. qual

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