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What is Hard Data?
(quantitative)
What is it good at accomplishing?
Categorization
Patterns
Trends
Closed System Predictions
A - B - C already happened, therefore D is likely to happen
What is Soft Data?
(qualitative)
What is it good at accomplishing?
The why behind
the numbers
Inspiring Action
Understanding
anomalies to help
predict unexpected
outcomes
Identifying areas where we don't know what we don't know
Market research can start with soft or hard data.​
Types of Data
We categorize market research into two types of data collection and analysis: hard and soft data.
Effective analysts wield both types of data to tell a wholistic and actionable narrative.
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