Methods of Market Research Vary a Great Deal

The research approach can be qualitative or quantitative. It may be customers or employees who are being questioned, or a judgement by trained testers or experts might be incorporated. Respondents may be contacted in person, over the phone or online. Study participants may be asked about their attitudes, motives, opinions and behaviour, or they can also be observed whilst they carry out certain actions.

We select the method depending on our clients’ objectives, with the aim of coming up with the best study design for their situations. As we do so, we do not shy away from complex questions and find individual solutions – with the use of innovative processes and the development of tools that do justice to the relevant issues.

Generally, we opt for one of the following methods, or a combination of them: