The 8 types of market research:

Definitions, uses and examples

Market research (also called marketing research) is the action or activity of gathering information about
market needs and preferences. This helps companies understand their target market — how the audience
feels and behaves. There are 8 variations of market research in our lineup that we’ll explore in more detail.

A number of the tools for carrying out market research can be classed under two main categories: primary
and secondary market research. Let’s start our list by exploring these two types first.

1. PRIMARY RESEARCH is research that you collect yourself but going directly
to the target market through a range of methods. Because it is data you create, you own the
data set.
Two types of results — exploratory information (determines the nature of a
problem that hasn’t yet been clearly defined)

and conclusive information (carried out to solve a problem that exploratory

research identified) — from participants are collected as raw data and then analyzed
to gather insights from trends and comparisons.

Focus groups – In primary research focus groups, a sample of participants that represent
your target market are brought together (based on demographics and characteristics). A
key researcher or interviewer conducts a conversation where questions are asked about a
product or service. Insights are taken from the answers of the group.

This method is good for getting the views of a lot of people at one time, especially when
time is short, but it comes with its own management issues. The interviewer must prepare a
way to gather answers and record these, while engaging in conversation with many people.

Participants may be affected by the group setting, either from acquiescence bias (the desire
to say yes to please the interviewer), dominance bias (stronger participants can alter the
results from less dominant participants) or researcher bias (where the research leads or
impacts the participant responses indirectly).

One to one interviews – This method is conducted directly between an interview and
another participant, where there is a two-way conversation happening between each
member on research topics. Often, the interviewer will prompt discussion by asking a series
of open-ended questions.
This provides a structured setting where the interviewer can listen to what’s being said and
investigate further into an answer. The interviewer can also pick up on non-verbal cues from
body language can help the interview understand where to deep-dive and broaden their
understanding.
However, some of the same biases (acquiescence and researcher) still exit in this format.
The method is time consuming to do the interviews and collect the data afterwards.

Surveys – A survey is a list of open and closed-ended questions that are put together and
sent to a participant digitally — either by email or through a survey software that collects the
answers automatically. Survey questions can vary and using the right survey question for
your goals is important — see this article on survey questions for more information.
A survey is an excellent method for carrying out primary research as participants do need to
be physically present with the interviewer to carry it out. The survey can be completed
anywhere there is an internet connection, meaning there is flexibility for the participants to
use different devices and for interviewers to contact participants in different geographical
time-zones. Preparation is key, however, as the researchers must segment the market and
create a list of participants to send the survey to. Hiring a panel or using existing marketing
lists can help with this.

2. Secondary research is the use of data that has previously been

collected, analysed and published (and therefore you do not own this data). An example of
this for market research is:

Desktop research – This can be public domain data from think tanks, government statistics
or research centers. It can also include paid for research from research journals, education
institutions, and commercial sources like newspapers.
Most information is freely available, so there are less costs associated with this kind of
secondary research over primary research methods.

Secondary research can often be the preparation for primary research activities, providing a
knowledge base. The information gathered may not provide the specific information to
explain the results, which is where primary market research would be used to enhance
understanding.

There is also a logistics planning need for a recording solution that can handle large
datasets, since manual management of the volumes of information can be tricky.

Both primary and secondary research have its advantages and disadvantages, as we’ve
seen, but they are best used when paired together. Combined, the data can give you the
confidence to act knowing that any hypothesis you have is backed up.

The next market research types can be defined as qualitative and quantitative
research types:
3. Qualitative research is the collection of primary or secondary
data that is non-numerical in nature, and therefore hard to measure.

Researchers collect this market research type because it can add more depth to the data.

This kind of market research is used to summarise and infer, rather than pin-points an exact
truth held by a target market. For example, qualitative market research can be done to find
out a new target market’s reaction to a new product to translate the reaction into a clear
explanation for the company.

4. Quantitative research
Quantitative research is the collection of primary or secondary data that is numerical in
nature, and so can be collected more easily.

Researchers collect this market research type because it can provide historical
benchmarking, based on facts and figures evidence.

There are a number of ways to collect this data — polls, surveys, desk research, web
statistics, financial records — which can be exploratory in nature without a lot of depth at
this stage.

Quantitative market research can create the foundation of knowledge needed by

researchers to investigate hypotheses further through qualitative market research.

The next four variations of market research are specific to topics areas, that bring about
specific information.:

5. Branding research
Branding market research assists a company to create, manage and maintain the company
brand. This can relate to the tone, branding, images, values or identity of the company.
Research can be carried out through interviews, focus groups or surveys. For example,
brand awareness surveys will ask your participants whether the brand is known to them and
whether it is something they would be interested in buying.

Additional areas for brand research is also around brand loyalty, brand perception, brand
positioning, brand value and brand identity .

The aim of research will be to understand how to know if:

• Your brand is performing in relation to other competitors

• There are areas to improve your brand activities
• There are positives to showcase to enhance your brand’s image

6. Customer research
Customer market research looks at the key influences on your target customers and how
your company can make changes to encourage sales.

The aim of this research is to know your customer inside out, and continuously learn about
how they interact with the company. Some themes covered by this include:

• Customer satisfaction – Exploring what keeps customers happy, as higher

customer satisfaction is more likely to lead to increased customer retention.
• Customer loyalty – This looks at what experiences have happened to lead to
greater customer loyalty across the customer lifecycle.
• Customer segmentation research – Discovering who the customers are, what their
behaviour and preferences are and their shared characteristics.

Relevant desk research may look at historical purchase records, customer journey
mapping, customer segmentation, demographics and persona templates.

Primary research, such as NPS and customer satisfaction surveys, or customer satisfaction
interviews at the end of customer support calls, can also give more details.

7. Competitor research
Competitor market research is about knowing who your competition is and understanding
their strengths and weaknesses, in comparison to your organization. It can also be about
your competitive offering in the market, or how to approach a new market.
The aim of this research is to find ways to make your organization stand out and future
planning through horizon scanning and listening to customer preferences.

For example, for competitive analysis, researchers would create a SWOT for your business
and your competitors, to see how your business compares.

Primary research could interview customers about their buying preferences, while
secondary sources would look at competitor’s market dominance, sales, structure and so
on. With this thorough analysis, you can understand where you can change to be more
competitive, and look for ideas that make you stand out.

8. Product research
Product market research is a key way to make sure your products and services are fit for
launching in the market, and are performing as well as they can.

The aim of this research is to see how your product is perceived by customers, if they are
providing value and working correctly. Ideas can also be formed about upgrades and future
product development.

There are a number of avenues within product research:

• Product branding – Does the product brand and design attract customers in the
intended way?
• Product feature testing – this can happen at various stages of development with
target markets (in early development, between versions, before product launch, etc.)
to check if there are positive reaction to new or improved features
• Product design thinking – what solutions would solve your customers’ current or
future problems?
• Product marketing – Do the marketing messages help your product’s memorability
and saleability, or can they be improved?

Primary research methods have a clear advantage in this kind of market research: Surveys
can ask for rankings on the popularity or usefulness of features or conduct conjoint analysis,
while in-person observation interviews (where the participant can handle a product) can be
particularly useful in seeing what customers do with the product in real time.