Understanding your market is no longer a luxury—it’s a necessity. But when it comes to research, companies often face a fundamental decision: Should they lean on quantitative methods that offer ...

For example, businesses can measure their social equity—a term for the return on investment (ROI) from their social media marketing campaigns ... reference original research from other reputable ...

The most exciting of these is market research, the processes by which firms gather data and generate insights about customers and competitors. Explore HBR HBR Store About HBR Manage My Account ...