Qualitative Research

Qualitative research is best for exploring motivators, behaviors, and attitudes–in short, it gives you the why behind audience behavior. This research can be explored through many different methodologies.

1. Focus Groups: Focus Groups are a moderated group discussion where participants provide feedback and engage in discussion on products, concepts, or services. Insights from focus groups often reveal unspoken attitudes or motivators, typically exposed through group dynamics.
2. In-Depth Interviews: One-on-one conversations that allow for deep exploration of individual perspectives, uncovering motivations, experiences, and extremely nuanced insights. These are especially valuable for understanding complex behaviors.
3. Ethnographic Research: Ethnographic research consists of observing participants in their natural environment to gain an understanding of how they interact with products or services. Environment is essential in ethnographic research–it’s perfect for understanding real-life behaviors and identifying pain points.

Quantitative Research

Quantitative research is about gathering data at scale. It’s designed to answer what is happening across a larger population, with statistical analysis helping validate patterns.

1. Surveys & Polls: Surveys and polls are structured questionnaires distributed to a large group of participants to gather measurable data on opinion or preference.
2. Tracking Studies: Tracking studies analyze brand perception or key performance indicators over a period of time, tracking changes in behavior or market trends.

Specialized Research Methods

Market research methods are never a “one size fits all.” Market research for attorneys, artists, musicians, or designers also work to improve their crafts–it’s not just for large corporations.

1. Mock Juries: A mock jury is a simulation of a courtroom trial where participants act as jurors, helping legal teams gauge how potential jurors might respond to certain arguments or evidence in a case.
2. Shadow Juries: A shadow jury is similar to a mock jury but for ongoing trials. Jurors provide feedback on how they perceive the case’s strengths and weaknesses as the case unfolds.
3. Music Tests: Perfect for artists or labels, participants listen to music and provide feedback on their reactions, helping artists understand their audience’s song preferences and music’s emotional impact.
4. Taste Tests: Typically used by beverage and food companies, participants taste new products and provide feedback on taste, texture, and packaging.
5. Dial Tests: A more controlled method of research, participants use a dial to convey their reaction to an ad, product, or show in real-time. This tracks which parts of the content capture the most attention from the audience.
6. User Experience Testing: UX research observes how participants interact with a product, service, or interface. This aims to improve the accessibility of a product or interface, allowing user interaction to flow more smoothly.
7. Website Usability Testing: A certain subset of UX research, website usability testing assesses how users navigate and interact with websites specifically. This is crucial for improving user flows and enhancing conversion rates.