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Stephen Wunker (Author & Managing Director, New Markets Advisors)
Stephen Wunker provides his recommendations on the types of market research to use and when to use it. He talks about the importance of starting with qualitative research that includes talking with people about their motivations for purchasing specific products. Wunker discusses ways in which quantitative research can follow and work in concert with qualitative research data to provide rich detail about buyers and causation.
