Very often, brands and agencies decide that the most obvious way to back up any research that they want to get press attention for is by conducting large-scale quantitative surveys and polls.
The problem with this, is that although it’s relevant and right – it’s boring and subjective, and so journalists won’t use it.
This white paper showcases how qualitative long-form survey results can be analysed, and why the results are so valuable for PR and comms professionals.