Visual discovery can be used in market research in two main ways: testing a hypothesis and mining for patterns, trends, and anomalies. The former is a focused approach where a specific hypothesis is tested using visual data. The latter is a more flexible approach where the data is explored to identify patterns, trends, and anomalies that may not have been initially apparent. This can be particularly useful in market research as it can reveal insights about consumer behavior, market trends, and potential opportunities that were not previously known.
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