Proactive qualitative research, or continuous insights, gives business teams the opportunity to deliver outputs with greater efficiency, deliver business value quicker, and get ahead of the curve to support innovation. But many companies still struggle to conduct qualitative research in a proactive manner. So the question is: why is it so difficult to transition from reactive research?
In this article, we'll discuss how proactive qualitative research allows you to better understand your quantitative data, as well as drive product and design innovation.