Choosing the most appropriate market research methodology requires an understanding of what data needs to be collected to satisfy the research objectives, and what methodologies will most effectively and efficiently collect that data. One-on-one in-depth interviews can be a very powerful qualitative research methodology that yields incredibly rich and valuable data.
Conducting market research is a wonderful combination of science and art. And while we love the learning that we gain when art and science come together to lead us in fascinating and insightful new directions, sometimes market research initiatives can be unpredictable. The key to from your market research study is making sure your planning is tight (and is based on clear objectives and a solid plan to deliver against them), but still leaving room to make adjustments along the way if they will lead to better learning. Sometimes, we just need to explore the garden path a bit to decide if it’s a worthwhile detour!
Depending on the research objectives, one-on-one interviews may be a great qualitative market research methodology that adds real value to your study. One-on-one interviews offer rich and detailed insights into the motivations, opinions and behaviours of your target audience.
Maybe you’re looking to gain insight into your customers’ purchasing habits, or you’re hoping to gauge opinions about a product that you are considering launching. Market research can be invaluable for helping you understand your target audience as well as your competition. But how long does the process take?
All research projects involve a variety of factors that will have an impact on the cost of delivering the study. And while as a market researcher, I always want to give my clients everything they want, sometimes (actually, if I am being honest, often) there are . No matter what the scope or format of your research project is, it’s important to understand the factors that impact the cost of doing market research. It’s also important to work with a research partner who respects whatever financial constraints are in effect and is willing to work with you to design a study that that meets your objectives and timelines, as well as your budget.
If you recognize the value of market research but have limited budget available, you’re not alone. The good news is that tight finances don’t necessarily mean that market research is out of the question. The right research firm will work with you to create a market research study that addresses your research objectives as efficiently and cost-effectively as possible.
Open-ended survey research questions (“open-ends”) are always a topic of conversation with my clients when it comes time to design their survey questionnaires. Clients love open-ends and generally want to include a number of them in their surveys. And I must admit that as a market researcher who specializes in qualitative research, closed-ended questions often leave me asking, “why,” and lead to open-ended questions. But while open-ended questions certainly present valuable opportunities for learning, they also have their challenges.
The science and art of market research is all about asking the right combination of questions, in the right sequence, to explore the research topic thoroughly, address the research objectives and, ultimately, help clients make informed marketing decisions. So what are the keys to crafting effective survey research questions?
Bulletin board focus groups (BBFGs) are one of the most effective qualitative research methodologies available today. But BBFGs can only be as successful as the quality of the online discussion. It’s the discussion, the interaction between participants, that leads to insights and makes the process worthwhile. Generating enlightening discussion involves setting clear expectations – ensuring participants know not only what they are responsible for, but also how the process works and what they can expect to get out of it.
There are some misconceptions about which groups of respondents might not be well-suited to online qualitative. I’d like to challenge those misconceptions. The penetration of high-speed Internet, as well as the popularity of email communication, online shopping, Internet banking and social media means that most demographics feel comfortable with web-based applications and online communication. In fact, the online environment has, in many ways, actually made it easier to recruit articulate participants who are willing to add meaningful and valuable input to online qualitative studies.