Are you planning to launch a brand or just need some key insights to underpin your marketing activity? We can help you gather information about consumers’ needs and preferences which will positively influence your marketing decisions.
Before undertaking any research project, it is crucial to define the research objectives i.e. what are you trying to achieve from the research and therefore, what do you need to know?
There are many types of market research techniques and methodologies to capture data which require preferably a mix of quantitative or qualitative information.
Quantitative research is based on facts and can be measured, usually in the form of statistical analysis. The key to good quantitative research is to ensure that each respondent is asked the same set of quantitative questions, most commonly in the format of a market research survey and can be carried out across different mediums such as face-to-face, post, telephone, e-mail etc
Qualitative research is used to explain why things are as they are and underpins insights into many buying decisions. Again there are a number of techniques and methodologies which can be used to ascertain this type of research. It can be conducted on a one-to-one basis but the most common being focus groups which encourage discussion and feedback; these are less prescriptive as the feedback can often lead to further discussion unravelling deeper insights into buyer behaviour.
The beauty of market research is that the findings can be evaluated to truly inform marketing strategy.
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