Soft Data – Hard Data: The Painful Art of Fence‐Sitting

Considers the dichotomy of soft data/hard data that exists in traditional market research. Argues that by developing a long‐run orientation and a pluralistic approach to research designs, soft data and hard data can be combined in complementary ways, and cites a recent case example. Concludes that in the light of the increasingly rapid changes in customer lifestyles markets, and competition, a unidimensional research approach can only be detrimental.