Market research is a great way to find answers when you have inquiries about your clients or rivals. However, there are numerous avenues you can take, and each one will provide you with a unique puzzle piece.

The seven most popular types of market research are listed below. Which one ought to you choose? That depends on the data you require and the particular objectives of your business.

What is Market Research?

Market research is a process of assessing the potential market for a product or service. It can be used in order to develop new products, services, or business models. Market research can also be used to assess the competition and determine which products or services are most likely to appeal to a target audience.

How do you go about conducting market research

When conducting market research, there are several steps that must be followed:1) identify your target audience

2) gather information about the product or service you are researching

3) analyze the data gathered to determine whether the product or service meets your target audience’s needs and wants

4) develop a hypothesis about the potential market for the product or service and develop a research plan to test this hypothesis

5) execute the research plan and collect data to support your hypothesis

What Are the 5 Types of Market Research?

What Are the 5 Types of Market Research
  1. Customer decision journey

According to Jeevan Balani of Accela Coach, you can learn a lot about consumers’ purchasing decisions by conducting surveys of them for a particular brand or category of goods:

  • their reasons for acquiring your good or service
  • How they select between various goods or brands
  • Their unmet needs with currently available products

These insights can help a business decide what channels to use to market to customers, what new features to include in their products, and how to set itself apart from rivals, according to Balani.

  1. Pricing

Pricing research aids in determining the price elasticity of a product based on a specific customer segment and set of features, which is helpful when choosing a price for a new product or adjusting the price for an existing one.

According to Balani, you can learn which capabilities and features a customer is willing to pay more for as well as which customer types are more price sensitive. Then, depending on the type of customer (student or professional, for example) and the features offered (unlimited use vs. limited use), you can create various pricing plans.

  1. Competitive analysis

Examining publicly accessible information about a rival (such as their website or independent review sites) can reveal a lot. According to Balani, combining this data with interviews with former clients can provide excellent insight into how your company’s goods and services stack up.

For instance, Balani points out that in a B2B setting, you can assess the performance of your sales team and customer service representatives and monitor how your net promoter score (NPS) contrasts with that of the rivals. This can be used to focus on strategic initiatives that will help your business close the gap with its rivals and strengthen the areas where it excels.

  1. Brand recognition

Brand awareness is the degree to which consumers are familiar with your company’s name or your product (s). According to Brian Cairns, market research is typically used to gauge three types of brand awareness, each of which denotes a different level of purchase intent:

  • improved brand recognition. Do you know about brand X? This general advice is the least likely to lead to a purchase.
  • genuine awareness of a brand. What brand is this vehicle? This is a more precise indicator of a customer’s consideration set, or the group of brands they give serious consideration to before making a purchase.
  • leading thought What company comes to mind first when you consider kitchenware? This is the most accurate and reliable purchase predictor.
  1. Testing of marketing messages

Cairns advises exposing a member of your target market to your marketing communications in the context of other “dummy” messages in order to simulate the daily marketing noise most people encounter. This will ensure that your marketing message and method of delivery will be effective.

Asking them to recall your message is the first step in conducting a test, according to Cairns. “If they were able to remember it, step two is to ask them how much the message inspired them to act.”

2 Types of Market Research

What Are the 5 Types of Market Research

Market research comes in two flavors: primary market research and secondary market research. The organization gathers data directly from the sources for primary market research, whereas for secondary market research, the organization relies on previously gathered data to comprehend the target market.

Primary Market Research

Primary market research is a type of analysis that involves speaking with consumers directly or using a third party to gather information from target markets. The methods used in this kind of market research can be qualitative or quantitative, and the information gathered can be general or precise.

Specific data is closed-ended and tailored to specific scenarios, whereas exploratory data is typically open-ended or generic in nature. Primary market research can be divided into two categories, qualitative and quantitative, as was already mentioned.

  • Quantitative Market Research 

The goal of quantitative market research is to collect quantifiable data from consumers and the target market. Using various tools like surveys, polls, and questionnaires, this research methodology enables businesses to gain clear insights into the characteristics of a target market.

In order to generate insightful conclusions that can guide real-world decision-making, quantitative market research uses a scientific approach to data collection. In this case, the organization makes a calculated assumption (hypothesis), gathers data, and then analyzes the data to support or disprove the hypothesis.

  • Qualitative Market Research 

With the aid of tools and techniques like focus groups and interviews, qualitative market research is an investigative strategy that collects qualitative data from target markets. A small but highly validated sample size is used in qualitative market research to collect unbiased data that can be transformed into insightful information.

When you need to collect information on the psychological profile or perception of the research subject, you can use this research strategy (s). By enabling you to comprehend consumer behavior, the findings of qualitative market research can assist an organization in refocusing its brand on the particular needs of the market.

Primary Methods of Market Research

  • Surveys and Online Questionnaires

A survey is a tool for gathering information from a pre-selected research sample. Usually, it consists of a set of uniform questions that respondents respond to online or offline using paper forms.

Utilizing a survey for primary market research has a number of benefits, one of which is the ability to collect information from a sizable sample size that accurately represents your target market. Additionally, a survey is a practical way to collect data that also allows you to save time and money.

Despite these benefits, survey bias remains a significant problem with surveys and online questionnaires. This occurs when respondents give false or inaccurate responses for a variety of reasons, such as exhaustion and a lack of understanding of the questions.

Demographic surveys, employee surveys, and market surveys are a few examples of surveys.

  • Interviews

An interview is a data collection technique that entails speaking with research participants face-to-face to obtain pertinent information from them. Depending on the predetermined objectives, the researcher (interviewer) will ask the respondent a series of closed-ended or open-ended questions during the interview.

In primary market research, there are three different interview formats that can be used: structured interviews, semi-structured interviews, and unstructured interviews. Unstructured interviews are open-ended because they rely on spontaneity, whereas structured interviews are close-ended because they use preplanned questions.

What Are the 5 Types of Market Research

A semi-structured interview is a kind of qualitative interview that has a predetermined list of questions but also gives the interviewer room to probe fresh information regarding the interview’s subject. It resembles a compromise between structured and unstructured interviews in some ways.

An interview’s one-on-one setting makes it possible to collect detailed data and also aids in getting more precise and impartial information from respondents in quantitative market research. In addition to verbal responses, gestures and non-verbal communication during interviews also offer helpful clues.

  • Observation

An effective way to gather data is through observation, which involves paying attention to research participants as they interact in their natural surroundings. It is a typical research technique and can take either a quantitative or qualitative approach.

By observing the research subject in terms of numerical values like age, weight, and volume, the researcher concentrates on the numbers in quantitative observation. On the other hand, qualitative observation makes use of the five senses as well as subjective criteria to analyze research variables.

  • Focus groups

A focus group is a small gathering of people from various demographics who are brought together to share information about a good or service. It is one of the most popular ways to collect information during primary market research.

The focus group moderator typically oversees the group’s interactions and makes sure that they stay within the parameters of the study’s goals and objectives. This guarantees that the information gathered is pertinent for market research.

Depending on the specifics of the research, a focus group can have 6–12 participants and can ask both closed-ended and open-ended questions. Focus groups are intended to uncover perceptions, comprehend them, and gain understanding of how consumers feel about a specific good or service.

Focus groups not only make it simple to collect data from target markets, but they also give you access to detailed information about how customers feel about, view, and perceive your product or service. Participants are free to express their opinions and support or contradict each other’s experiences.

Secondary Market Research

In order to gain insights into consumers and target markets, secondary market research adopts an investigative strategy where the organization relies on information already in the public domain. In this case, the organization relies on existing data rather than directly collecting information from the research participants.

Libraries, journals, newspapers, publications, and research theses are just a few places to look for secondary market research data. Additionally, instead of spending resources on data collection and processing from scratch, this type of research enables organizations to save time and money.

Methods for Secondary Market Research

  • Reporting

Reporting is a type of secondary research that involves gathering information from reliable sources and then verifying and analyzing it. Reporting tools can be used to extract data from a variety of sources, including news websites, NGO reports, and newspapers.

When reporting data, you should rely on sources that effectively convey crucial information and offer crucial specifics about the market that can serve as a reliable foundation for an organization’s decision-making. Data accuracy is essential because erroneous data can impair your research’s conclusions.

  • Existing Market Research

As it contains specific details about the research environment and topic, existing market research is a useful and verifiable source of data in secondary market research (s). Despite the high degree of accuracy in the data from previous market research, you will need to develop new research questions as you use this data source.

Business journals and archives are a couple of examples of sources for already conducted market research.

How to Conduct Market Research.

What Are the 5 Types of Market Research

When choosing a research method, you need to ensure that the technique is appropriate for your target market. For example, if you’re interested in conducting market research for a startup, you might want to consider online surveys or focus groups. You can also use questionnaires or polling methods to gauge customer sentiment.

How to Conduct the Research

When conducting market research, it’s important to be aware of your own personal biases and preferences. To avoid any potential bias in your findings, it’s best to conduct your research in a neutral environment (like a public library). Additionally, be sure to follow the instructions provided by your study participants when completing the survey or questionnaire. This will help you maintain accuracy and impartiality in your results.

Tips for Conducting Market Research.

When conducting market research, it’s important to choose the method that best suits your situation. For example, if you want to know how customers feel about a new product or service, you may want to use a survey. If you want to learn about customer trends, you may want to use focus groups. Or if you just want to get a sense of what people think, you might prefer interviews.

Stay Up-to-Date on Financial News

It’s also important to stay up-to-date on financial news when conducting market research. This will help you understand current trends and how they might affect your target audience. For example, if you’re looking into a new product or service and you don’t have access to the latest information, it can be difficult to make informed decisions. By staying up-to-date on financial news, you can avoid making costly mistakes in your market research.

Be Prepared for Volatility

Another key factor when conducting market research is being prepared for volatility. This means knowing how to deal with unexpected changes and fluctuations in prices. It can be difficult not only to predict future price movements, but also determine whether or not those movements are really related to the product or service under study. By being prepared for volatility, you can minimize any potential consequences that could arise from your research findings.


Conducting market research is an important step in planning your business. By understanding your target market, you can create a product that appeals to them and price your product competitively. Additionally, staying up-to-date on financial news and being prepared for volatility can help youonduct the research accurately. Overall, conducting market research is a key part of any business plan.

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