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How to pick a market research approach?

For most business needs there are several good ways to find a market research approach. The table below sets out some thoughts about the most widely used techniques for four categories of business needs. 1 How many X do Y? Within this heading I am including product/service usage and attitude mapping, customer satisfaction, and ad tracking and awareness. The key need is to quantify things so that they can be managed. For example, quantitative ad tracking allows the buyers of advertising to measure the effectiveness of their expenditure, at least in terms of the number of people reached, the number recalling advertising, and measures such as brand recall and stated purchase intention. There are two key MR techniques: Surveys Passive / Big Data (including social media) 2 Reactions To & Predictions About a New Y or New Marketing for Y? This heading relates to testing new products, new advertising, new marketing etc. The needs range from understanding how people interpret and react to a new product through to predictions about future sales. There are a wide range of MR techniques available for this category of needs: Surveys (plus modelling for predictions) Implicit and non-conscious techniques Usability testing A/B testing (for […]