Types of market research
Let’s review the different market research strategies and tools to discover their full potential.
Perhaps the most basic classification is to divide market research according to the origin of the information used.
Thus, it is classified as primary or secondary research.
They answer different questions, both complement each other: it is not a question of preferences.
1.- Primary research
It is what allows you to obtain first-hand information, by asking the client directly about their habits and preferences or through direct observation.
This type of research allows obtaining qualitative and quantitative information.
Qualitative information consists of unstructured data and is obtained from open-ended questions.
For example, respondents’ answers to the question: What do you like most about
Quantitative information collects numerical data that can be analyzed statistically.
It is usually obtained with closed questions, for example, the percentage of potential buyers in a certain age range.
Primary research tools
The main ones are the survey, the personal interview and the focus group.
Direct observation is also widely used as a technique for collecting primary information.
The survey is perhaps the most common tool in primary research.
One of its advantages is its versatility: it can be done in person, by phone or online and can be adapted to any topic.
The online medium makes this technique much more economical and facilitates subsequent data analysis.
The main key to success lies in the selection cxb directory and size of the sample, although good question design is also essential.
Some tools for creating online surveys are Google Forms, Survey Monkey or Typeform .
The personal interview serves
to obtain information about your client’s needs and motivations in an individual context.
They are often recorded on video or audio so that they can be analyzed in detail later.
They are cheaper than focus groups and uk phone number list the depth of information you will obtain is a plus.
The challenge is to be able to extract information from an unstructured conversation, and for this you will need a researcher skilled in this field.
Plus, you’re only getting information from one person at a time, which isn’t representative if you’re trying to studying traffic and crowds extrapolate your findings to a larger sample.
However, the point of view of a regular consumer of your product who knows it well is invaluable.