Overview
In the traditional sense, quantitative marketing research involves developing and interpreting numerical metrics. Executive level decision-making is often based on quantitative data, as numerically derived conclusions are widely believed to be more objective and reliable. However, relying solely on numbers may be limiting.
W5 views quantitative research as the employment of statistical procedures to develop broad insight based on a wide array of metrics. W5 uses quantitative methodologies that are flexible, allowing us not only to rely on the research data itself, but also to understand the external forces that may affect a dominant tide of opinion or behavior. We construct models of inference that succinctly explain, and sometimes predict, generalizations among groups of individuals.