Quantitative research helps to uncover patterns or relationships, and to generalize the findings to the study population, offering a birds’ eye view of the research topic. This type of research is useful for finding out how many, how much, how often, or to what extent.

Tracking studies are usually ATU surveys which assess key performance indicators related to awareness, trust, usage and the importance of various brand/product criteria. The results show how these indicators change over time.

Commonly known as desk research, secondary research is the quest for what is known and evaluation of what is unknown in the market with regard to a specific topic. This is an exploratory approach aiming to guide and structure the research design towards specific and clear research objectives; it includes a critical review of academic literature and reports, but also newspapers, magazines, and digital resources such as blogs or social media.