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Theme: 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:

White Paper

Ethnography In Business To Business Markets. A Guide On What, When And How

Written by Jennifer Strange

This whitepaper introduces the subject of ethnography, an increasingly popular means of getting closer to the lives and behaviours of customers by observation. Put simply, it is living a day in the life of customers by wearing their shoes.

White Paper

How Questions Change What We Think And What We Do

Written by James McNeilis

Market research, and asking questions in general, has the power to drive customer behaviour. This is known as the question-behaviour effect. The purpose of this white paper is to explore how it works and the advantages that can be gained from this.

White Paper

Two of the Most Important Statistical Tools You Will Ever Need

Written by Kyle Cockett

This paper will examine two statistical research techniques designed to help organisations to go beyond the basic and gain a much deeper understanding of customer needs and loyalty – MaxDiff analysis and derived importance.


The Key Ingredients of World-Class Market Research Presentations: It’s All About Storytelling

Written by Matthew Harrison

Storytelling is a crucial element of the senior market researcher’s toolkit. Master storytelling, and you truly are on the way to seeing your value as a researcher, not to mention your job satisfaction, soar.


Laddering: A Technique to Find Out What People Value

Written by Thomas Grubert

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

Accounting for cultural bias in B2B research


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.


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.


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.


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.

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