Market Research METHODS
Market Research
METHODS
OBSERVATION
most powerful
no replacement for customer surveys and interviews
less expensive than focus groups
company representative taking notes
ideal users engage with product/ competitor's product
not influencing each other
natural setting
FOCUS GROUPS
most dangerous
biases
different moderator personalities, same study
forceful participant
prone to errors if done cheap
expensive if done right
trained moderator leads discussions
marketing message
user experience
product
carefully selected group of people
fits company's target market
INTERVIEWS
most insightful
big benefits in understanding target customers
insightful threads
greater empathy for their experience
one-on-one conversations
in-person or video conferencing
SURVEYS
most popular
straightforward analysis
collect a lot of data quickly
easy and inexpensive
online or via email delivery
qualitative research
closed-ended q
open-ended q
