Market research
Market research techniques
Market research techniques fall into primary (new data: surveys, interviews, groups) and secondary (existing data), and into quantitative (measure) or qualitative (explain).
Choosing the right technique is half the success of a study. Here are the main methods and when each fits.
Primary vs. secondary research
Primary research generates new data collected to answer your question (surveys, interviews, groups, observation). Secondary research uses existing data: official statistics, sector reports and specialised databases.
Qualitative techniques
- In-depth interviews with customers, experts or stakeholders.
- Focus groups, usually 6 to 10 participants.
- Concept testing to validate ideas before launch.
- Discourse analysis with software such as MAXQDA and ATLAS.ti.
Quantitative techniques
- In-person, phone or online surveys with representative samples.
- Panels and tracking studies.
- Statistical analysis to extrapolate results with a known margin of error.
Why ENET Consulting
No technique is inherently better: the right one answers your objective within budget. Many projects combine qualitative and quantitative.
Frequently asked questions
Qualitative vs. quantitative research?+
Qualitative explores motivations in depth; quantitative measures and extrapolates with representative samples. They are often combined.
How many people in a focus group?+
Usually 6 to 10 participants, allowing diversity of views while letting everyone speak.
Related services
Market research
Market research is the systematic gathering and analysis of information about customers, competitors and the environment to reduce uncertainty before a business decision.
Read more →Qualitative research
Qualitative research is the set of techniques that study people’s motivations, perceptions and behaviour in depth, answering the why beyond the numbers.
Read more →Quantitative studies and surveys
A quantitative study measures phenomena using representative samples and statistical analysis, allowing results to be extrapolated to a population with a known margin of error.
Read more →Not sure which technique your project needs? We’ll tell you in a free consultation.
First consultation free and with no obligation.