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Market Research Methods

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 latter: Choosing and using the appropriate tools for successful market research.

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: Improving Research Quality Through Respondent Selection

Written by Paul Hague

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.

White Paper: Using the Focus Group in Market Research

Written by Carol-Ann Morgan

Focus groups are essentially group discussions which rely heavily on the interaction between group members and the relationship between the researcher and the respondents. Focus groups have been a dominant form of qualitative data collection in market research for more than 30 years.

Book: Sampling And Statistics

Written by Paul Hague and Paul Harris

Almost all valuable market research is conducted using samples, which makes the areas of sampling and statistics key to the market research function. Unlike the complex and highly specialist volumes available, Sampling and Statistics provides a basic, yet comprehensive and highly practical, guide to the important areas.

Book: Interviewing

Written by Paul Hague

Interviewing provides a practical, succinct and user-friendly guide to carrying out effective interviews while wasting as little valuable time (and money) as possible. In focusing on this core area of market research, the author examines all the necessary skills and techniques required to create the ideal interview.

Infographic: Turning a profit

To increase the efficiency of a product life cycle, market research should be implemented at each stage, starting from pre-birth, right through to old age. This handy infographic highlights how market research can optimize the product life cycle.

Infographic: Power and influence

Which information sources are the most effective for customer advocacy? Is a webinar more trusted than word-of-mouth? See which sources rank where in this handy infographic, highlighting the five most trusted information sources for B2B buyers.

Infographic: Hit the bull’s-eye

B2B advertising is usually characterized by an emphasis on rational selling points. But in the end, success comes down to delivering an appealing message to the right audience. This infographic highlights four key factors in effective B2B advertising.

White Paper: How To Get Information For Next To Nothing

Written by Paul Hague and Conor Wilcock

The expert desk researcher can quickly and inexpensively dig out data from a wide variety of sources to answer many of the questions that need to be asked. So, what are the best and most effective resources to use?

White Paper: Employee Satisfaction

Written by Carol-Ann Morgan

Keeping your employees satisfied is crucial. This paper explores some of the theories about employee satisfaction at work and looks at approaches to measuring and addressing the issues raised.

B2B International did a perfect job with this assignment. My sincere thanks to you for your professionalism, your patience, and for your tremendously valued consultation.

International Paper

B2B International did a great job in what was a specialist and difficult study to bring clarity and useful recommendations.

Akzo Nobel