Surveys & Forecasts

Sales forecasting can seem outside the qualitative researcher’s comfort zone, yet the behavioral questions that drive a forecast—why people buy, repeat, and stay loyal—are exactly the territory qualitative researchers explore every day. In this Quant Lens article, Robert Walker walks through the full forecasting sequence. A hypothetical Acme Fruit Juice example makes the math concrete, and guidance on scenario planning and sensitivity analysis shows how to use forecasts credibly in practice. This step-by-step guide shows how concept appeal, awareness, distribution, trial, and repeat purchase combine into a Year 1 forecast. […]