Emma David

Author

Emma David

Market Research Specialist |

Emma David is a seasoned market research professional with 8+ years of experience. Having kick-started her journey in research, she has developed rich expertise in employee engagement, survey creation and administration, and data management. Emma believes in the power of data to shape business performance positively. She continues to help brands and businesses make strategic decisions and improve their market standing through her understanding of research methodologies.

Articles by Emma David

Multiple Choice Questions: Types, Tips & Examples

Reviewed by Oneisha Wiggins, Customer Experience Subject Matter Expert Written by Updated: 22 Oct, 2025
Whether it is choosing your next holiday destination or an ice cream flavor, making a choice is sometimes the most difficult thing in life. However, if there is anything that can make such decisions easier, it is a list of options. Well, multiple-choice questions are about that! A well-framed multiple-choice question survey follows a structured format,...
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Qualitative Research Questions That Unearth Insight

Reviewed by Oneisha Wiggins, Customer Experience Subject Matter Expert Written by Updated: 22 Oct, 2025
Qualitative research questions focus on depth and quality, exploring the “why and how” behind decisions, without relying on statistical tools. Unlike quantitative research, which aims to collect tangible, measurable data from a broader demographic, qualitative analysis involves smaller, focused datasets, identifying patterns for insights. The information collected by qualitative surveys can vary from text to...
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10 Best Customer Satisfaction Metrics In 2025

Written by Updated: 27 Aug, 2024
It’s essential to understand which customer satisfaction metrics are worth considering and what potential they hold. Stats suggest that: 67% of consumers stated good customer experience as the top reason for coming back to business. (ICSC) 1 in 3 customers agreed that they will pay more if they receive a higher level of customer service....
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16+ Best Mobile In-App Feedback Tools for 2025

Written by Updated: 16 Sep, 2025
In-app feedback tools help businesses to collect real-time customer feedback, which is essential for a thriving business strategy. It helps determine what are the best and worst features of their products, and where they should direct their business efforts. In-App feedback mechanisms are convenient, which allow users to share their concerns without disrupting their mobile...
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Qualitative vs Quantitative data: Difference, Methods & Analysis

Written by Updated: 12 Feb, 2025
“Qualitative vs. quantitative data: Which one is better?” “What is the difference between the two?” “Which type of data will give the best result for my research?” These are the questions that come to mind whenever you undertake a research project.  Especially when you are involved in the data science or statistics field, it becomes...
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DEI Questionnaire: 50+ Questions to Measure Inclusion

Written by , Market Research Specialist Updated: 15 Oct, 2025
“When we listen and celebrate what is both common and different, we become wiser, more inclusive, and better as an organization.” — Pat Wadors Workplaces haven’t always been the most welcoming spaces for everyone. But thankfully, things are changing. There’s a growing movement to build workplaces where everyone feels like they truly belong. That’s what...
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Focus Group in Market Research: Types, Examples and Best Practices

Written by Updated: 12 Feb, 2025
Focus Group is one of the critical components of market research. It is an interactive group discussion method where selected participants share their thoughts on a particular product, service, or other things.  Suppose you are planning to launch a new product in the market. But before that, you want to undertake extensive market research to...
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75+ Customer Retention Statistics You Should Know

Written by Updated: 10 Aug, 2024
Modern-day businesses are leaving no stone unturned to overcome the digital transformation challenges – thinking that it’s the only necessity for plausible results.  If you think the same, then you must reconsider your approach. The terms “Customer Retention” and “Customer Churn” should be on the exact same page. A general overview of customer retention statistics...
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What is Customer Effort Score: An Ultimate Guide for 2025

Written by Updated: 12 Feb, 2025
Customer effort score is based on the notion that the easier you make it for your customers to do business with you, the more likely they will return. Of course, everyone likes to purchase from a brand where the buying process is easy, and you do not have to make a lot of effort to...
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Qualitative Research Methods: From Interviews to Insight

Reviewed by Oneisha Wiggins, Customer Experience Subject Matter Expert Written by Updated: 22 Oct, 2025
In a world overflowing with data, it’s easy to get lost in numbers and statistics. However, when you need to understand what your customers really think and feel, qualitative research is key.  For example, if you run a bakery, numbers can easily tell you what’s selling more, but they cannot tell you why. For that,...
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