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

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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How to Calculate NPS (Net Promoter Score)

Written by Updated: 19 Dec, 2025
Do all your customers love you? Unlikely. Most products have three groups at any given time: a few loyal fans, a few unhappy users, and a large middle that feels indifferent. That middle is where risk hides. Customers expect a solid product, fast support, and visible follow-through on feedback. Even when you are executing well,...
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What Is Quantitative Research? Types, Characteristics & Methods

Reviewed by Oneisha Wiggins, Customer Experience Subject Matter Expert Written by Updated: 27 Jun, 2025
Ever wondered how companies figure out what we want? The answer lies in numbers. Quantitative research is the art of turning numerical data into valuable insights by uncovering hidden trends and patterns. From understanding customer behaviors to making smarter business decisions, numbers can tell a powerful story. In this blog, we’ll explore how this research...
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Web Survey: What It Is, When to Use, and Why It Works

Written by Updated: 22 Oct, 2025
Who can tell you what your customers want in the best manner possible? The answer is – Your customers! But how do you understand the needs, pain points, and requirements your customers have without undertaking time-consuming surveys, one-on-one interviews, and full-scale market research? All you need are free web surveys – an excellent tool to...
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How to Find Survey Participants & Respondents

Written by Updated: 19 Jan, 2026
There are over 7.8 billion people on this blue planet, and still finding your ideal survey respondents can be a huge challenge.  The people who take your survey are really important. In most cases, the right survey participants can bring the difference between a successful survey and a not-so-successful one. Now, modern entrepreneurs love to...
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What Is a Good Net Promoter Score?

Written by Updated: 10 Aug, 2024
Want to ensure a good Net Promoter Score for your business? Start by understanding the importance of personal recommendations in the decision-making process. Just as we turn to our friends and family for guidance when making life-changing decisions, customers rely on recommendations from others to decide whether to opt-in or opt-out of a brand. These...
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How to Ask NPS Survey Questions: A Detailed Guide With 50+ Examples

Written by Updated: 22 Apr, 2025
Ever built a fantastic product only to watch customers disappear after a single purchase? It’s frustrating, right? Product quality matters in customer retention, but even if you have a stellar product, without loyalty, word-of-mouth buzz, or passionate advocates, brands seldom survive in the competitive landscape. So, how do do find out what’s deterring your customers...
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Gap Analysis Survey: Map Gaps, Prioritize Fixes, Win Buy In

Written by Updated: 22 Oct, 2025
While traveling on a train, you must have heard an automated voice saying, “Please Mind the Gap.” It tells you to be careful when the doors are about to close. Similarly, even in the business world, “gaps” or improvement areas are not safe and must be identified and resolved with the help of gap analysis....
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Market Segmentation: Types and Benefits

Written by Updated: 9 Aug, 2024
Today, customers have diverse needs and one solution for all isn’t going to work. The identification of what customers want is important and based on different factors, marketers need to divide people into market segments. That’s exactly what market segmentation is all about! With the help of certain shared factors, a wide population can be...
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