Why Hire a Professional Qualitative Research Consultant?

​Paul Tuchman
Marketing Insights e-newsletter
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Key Takeaways
  • Qualitative research is a lot more than just talking to people.
  • A professional moderator draws on a wealth of past experiences.
  • The professional has a balance of objectivity, distance and knowledge that is different from yours.

The economy is slowly recovering, but businesses are still doing all they can to cut costs, and marketing research isn’t immune. One place where trying to save money can be very short-sighted is qualitative research. Do-it-yourself may work elsewhere, but doing qualitative yourself isn’t a good idea, for several compelling reasons.

When it comes to qualitative research, you may save money by doing it yourself, but you’ll give up far more. It’s a near certainty that you’ll learn less. What you do learn will be less rich and less meaningful, and your product and company will be the poorer for it.

QRCA’s Paul Tuchman offers five key reasons why you should save DIY for home improvement and hire a professional consultant for qualitative research.​

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Author Bio:

​Paul Tuchman
Paul Tuchman is president of Outsmart Marketing and a member of the Qualitative Research Consultants Association. His career includes twenty five years of experience in marketing research and strategy and twenty three years of experience as an independent moderator and qualitative consultant.
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