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How To Do Market Research

Lying behind all of our industry sector and research experience is a firm understanding of how to do research.

Often, conducting successful and effective market research studies involves a grasp of two very different demands:

  • "How do we get this done?" - The practical demands of conducting research in niche and diverse markets.
  • "What are the best tools for getting the results we need?" - Using innovative and established research techniques to ensure market intelligence delivers real return-on-investment.

This section is devoted to the former: Getting the job done, on time and to the clients' specification.

It should come as no surprise that we've picked up a thing or two in conducting thousands of bespoke market research studies. A little of what we've learned is shared below:

Article: Laddering: A Technique to Find Out What People Value

A ladder is a tool designed to allow you to reach something otherwise unreachable. In the same way, “laddering” as applied to market research is a technique designed to acquire nuggets of information which are otherwise very difficult to get at.

White Paper: Comparing Apples to Pommes: Understanding and Accounting for Cultural Bias in Global B2B Research

Written by Conor Wilcock

As b2b research becomes more global, understanding and accounting for cultural bias in research findings is critical in ensuring the insights that emerge are real.

Article: Improving Research Quality Through Respondent Selection

Good research comes from asking the right question of the right person. Of course, there is much more to market research than this truism. The design of the study, the interpretation of the findings and the presentation of results can be just as important. However, at the heart of good research are those two things.

Article: The Art Of Briefing: Getting The Most Out Of Your Market Research Interviewers

Ensuring that the interviewing team is thoroughly briefed and fully understands the research project is key to successful research. What are the steps that should be taken to ensure interviewers are properly briefed and able to carry out their jobs successfully? This article aims to outline these key steps.

Book: The Industrial Market Research Handbook

Written by Paul Hague

The basis for anticipating likely future demand lies in thorough industrial market research, which is now recognised as the key business tool in reducing risk and increasing sales. This practical book is designed as a complete guide to analysing, assessing and anticipating the strength of the industrial market in almost every area of business.

Book: Questionnaire Design [eBook]

Written by Paul Hague

Questionnaire design is a subject fundamental to the market research function. Yet, until now, the available literature on the subject has been too specialist or complex for a wider readership. Questionnaire Design breaks the mould by providing a basic, yet highly practical, guide to this important area.

Book: Presentations And Report Writing

Written by Paul Hague and Kate Roberts

The presentation of the findings of market research is the most important aspect of the researcher’s work. There is little value if hours and pounds of valuable research is clumsily reported, poorly presented and left to rot in a company’s files. It is possible, however, to create a clear and lasting impact with your data, and the detailed advice in this practical book will help you.

Book: Market Research In Practice – How to get greater insight from your market

Written by Paul Hague, Nick Hague and Carol-Ann Morgan

Market Research in Practice is a practical introduction to market research tools, techniques and issues. Providing a clear, step-by-step guide to the whole process – from planning and executing a project through to analysis and presenting the findings – the book explains how to use these tools and methods effectively and obtain the most reliable results.

Book: Market Research

Written by Paul Hague

Fully revised and updated for the second edition, Market Research assumes no previous knowledge of the subject. Through clear, concise advice and real life case studies, starting out in market research is made simple.

Book: Do Your Own Market Research

Written by Paul Hague and Peter Jackson

Carrying out your own market research can seem a difficult and daunting task, besieged with obstacles and requiring extensive training. You may feel it is a task that simply cannot be undertaken by the lone researcher. This book by Paul Hague and Peter Jackson reveals it is easier than you may think.

B2B illustrated a clear understanding of the project, offered proactive advice as to how we could use the information, and importantly, came across as people we felt could work well with and trust to get the job done.

Baker Tilly

The clarity of the presentations is excellent and the data mining available to the team through the IMPSAT tool is highly rated.

Heathrow Airport Holdings Limited