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:
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:
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.
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.
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.
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?
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.
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.
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.
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.
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.
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.