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Theme: 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:

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

Online Versus Telephone; Which Is Best in Business to Business Market Research?

Written by Marc Brokenbrow

The data collection methods used by market researchers have changed dramatically over the last two decades. For b2b market researchers, online surveys and telephone interviews are the main data collection methods. This paper examines the use of these two most popular data collection methods in b2b market research.

White Paper

What Is the Future for B2B Focus Groups?

Written by Simi Dhawan

Focus groups have always been a popular research method in communication studies or ad testing. However, in b2b research, they are more niche and their use has declined in recent years. Is this because focus groups are not appropriate for today’s business to business marketer or is something else going on?

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.

White Paper

What Business-To-Business Market Researchers Need to Know About Smartphones in Online Surveys

Written by Nik Werk

Smartphones have already entered the lives of most internet users, and more will follow. This whitepaper explores how the rise of smartphones is disrupting market research agencies and market research buyers.

White Paper

The Future For “Communities” in Business-to-Business Market Research

Written by Paul Hague and Julia Cupman

Online communities are virtual communities that interact with each other over the internet. How valuable is this technique in business-to-business market research? What does the future hold for this technique? We take a look in this white paper.


What Is Behavioural Economics?

Traditional economics views humans as robotic machines who make calculated decisions based on logic. In contrast, behavioural economics views humans as irrational and emotional beings who are influenced by biases and experience when making decisions. This infographic takes a closer look at just what behavioural economics is and how it can be used.


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.


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.

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