Qualitative Research

Qualitative research reveals customers’ perceptions, beliefs, feelings, and motives. Findings may offer new insights about the brand and are often a prelude to quantitative research.

Bulletin boards
Participants take part in online panels where they can post anything they want. During mergers, employees can reply anonymously.
Ethnography
Customer behavior is observed in everyday life in either a work or home environment.
Focus groups
Group discussions about a predetermined subject are led by a moderator with selected participants who share common characteristics. Focus groups uncover attitudes, perceptions, needs, and biases. They are excellent for exploring information that is transmitted by word of mouth. Online focus groups can be conducted with video or chat.

Bulletin boards
Participants take part in online panels where they can post anything they want. During mergers, employees can reply anonymously.
Ethnography
Customer behavior is observed in everyday life in either a work or home environment.
Focus groups
Group discussions about a predetermined subject are led by a moderator with selected participants who share common characteristics. Focus groups uncover attitudes, perceptions, needs, and biases. They are excellent for exploring information that is transmitted by word of mouth. Online focus groups can be conducted with video or chat.

Quantitative Research

Quantitative research creates statistically valid market information. The aim is to provide enough data from enough different people to enable companies to predict—with an acceptable level of confidence—what might happen. A large group of people is asked exactly the same questions in precisely the same way. The sample is a microcosm that has the same characteristics of the overall target market.

Quantitative Research

Quantitative research creates statistically valid market information. The aim is to provide enough data from enough different people to enable companies to predict—with an acceptable level of confidence—what might happen. A large group of people is asked exactly the same questions in precisely the same way. The sample is a microcosm that has the same characteristics of the overall target market.

Online surveys
Information is gathered via the web from respondents who are clustered around commonalities. Typically, potential respondents receive an email inviting them to take a survey, with a link to the survey itself.
Usability testing
Designers and human-factor engineers observe through a two-way mirror in a formal laboratory-testing environment. Users are selected carefully, and results are analyzed in depth.
Product testing
Products are tested “in home” to replicate real life or at a “central location” to get a point-in-time user experience. Whether it is preparing and eating a food product or driving a new vehicle, product testing is critical to the long-term success of a brand

Eye tracking
Eye movement recorders examine how an individual views packaging, ads, signs, shelf displays, or computer screens by tracking eye movements.
Segmentation
Consumers and businesses are divided into clustered groups, each with its own special interests, lifestyles, and affinity for particular goods and services. Consumer segments are usually defined by demographic and psychographic information.
Equity tracking
Ongoing brand strength is monitored. Most large brands conduct continual in-market equity tracking that includes key brand ratings, brand and advertising awareness, and brand usage trended over time.
Scraping
Information is automatically collected from the web.

Secondary Research

Competitive intelligence
Many business database services on the web provide data and information about industries, private and public companies, and their stock activity and management.
Market structure
This research defines how a category is structured. It provides a hierarchy for attributes such as size, form, or flavor. It identifies “white space” or market opportunities where no brands are currently competing.

Syndicated data
This kind of standardized data is regularly recorded and sold by suppliers such as Nielsen and IRI. It is used for determining market share and purchase cycle.