Are you interested in finding out about the types of data businesses collect to improve their products and services? In this interactive video, we'll explore the two main types of data collected in market research: quantitative and qualitative. We'll use the example of You'll Never Escape, a horror-themed escape room in London, to illustrate how businesses can use data to ensure the success of their new ventures.

Quantitative research involves the collection and analysis of numerical data, such as the number of potential customers interested in a unique horror experience. This type of data is often gathered using surveys and questionnaires and can be displayed using charts and graphs, making it easily understandable and comparable. On the other hand, qualitative research involves understanding people's opinions, values, and beliefs. This type of data is gathered through face-to-face interviews and group discussions and can provide invaluable insights into customers' needs and desires.

By the end of this video, you'll have a solid understanding of the two main types of data collected in market research and how businesses can use this data to improve their chance of success.