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 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.
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.
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.
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.
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.