Traditionally, the market research function of an organization has focused on validating and confirming what was already known. This application of market research is quantitative-focused, providing companies with a way to measure success and/or failure, and research quality is defined by statistical methodologies and scientific purity. However, the increased speed at which information is disseminated in a digital world has made the patterns of the past less predictive of the future, and it is
becoming increasingly important for research teams to seek new research methods that move beyond what is already known.