Why Choosing the Right Method Matters
Choosing the right research method isn’t just a tactical decision, it determines whether the insights you gather are meaningful, actionable, and ultimately valuable to your bottom line.
Your chosen research method should align with your business objective, budget, timeline, and the type of insights you need (e.g., measurable, projectable numbers or deep, narrative understanding).
This is the third article in my series on creating a Market Research Roadmap, a four-step strategic framework to ensure your research efforts are aligned with your business goals and produce meaningful, actionable insights.
If you missed the earlier articles, you can read the roadmap overview here and Step 1: Defining Your Research Objectives here.
This article takes a closer look at Step 2: Choosing the Right Research Methods.
Think of research methods as tools in a toolbox. Every tool is designed for a specific job. You wouldn’t use a hammer when you really need a screwdriver, and the same goes for gathering insights to support your business decisions.
Some questions call for deep conversations. Others need measurable data. Sometimes, the answer is already out there, you just need to find it. Below are three core research methods: qualitative, quantitative, and secondary research. Each has its own strengths and is most effective in certain situations.
Qualitative Research: Explore the “Why”
Purpose: To explore motivations, perceptions, and language around a topic
Common methods:
- Focus Groups: Small, guided group discussions that uncover collective attitudes and reactions.
- In-Depth Interviews: One-on-one conversations that allow for deeper exploration of personal experiences and viewpoints.
Use qualitative research when:
- You want to explore how people think and feel about your product, brand, or message.
- You are developing new ideas or concepts.
- You need the language consumers use around your product to inform marketing or communications.
Quantitative Research: When you need to know what the numbers are
Purpose: To gather structured numerical data that you can analyze statistically and apply to a larger population (i.e., generalizable).
Common method:
- Surveys: Often conducted online where surveys can reach large samples quickly and cost-effectively. Other survey modalities include telephone, mail, and intercept surveys. Surveys typically include mostly closed-ended questions.
Use quantitative research when:
- You want statistically projectable results (e.g., “78% of our customers are extremely or very satisfied with our service”).
- You are making business decisions that rely on numbers (e.g., satisfaction scores, brand awareness, feature preferences).
- You want to track trends over time.
Secondary Research: Use What Already Exists
Purpose: To gather insights from existing data sources
Common sources:
- Industry reports
- Government datasets
- Trade association publications
- Competitor websites and press releases
Use secondary research when:
- You need a fast, cost-effective overview of your market or competitors.
- You want to supplement primary data or support internal strategy discussions.
Practical Tips for Selecting the Right Method
Let your objectives lead
Start with what you need to know. Is your goal to explore attitudes or measure performance? Your method should flow directly from your research objectives.
Consider depth vs. breadth
Need rich, detailed insights? Go qualitative. Need broad, statistically sound results? Choose quantitative. Often, a combination of both gives the most complete picture.
Balance insights with investment
Focus on the methods that will give you the clearest answers for the least complexity. You don’t need the most expensive approach; you need the right one.
Don’t go it alone if you don’t have to
If you are unsure how to design or execute your research, a professional market research partner can guide you to the best approach and ensure high-quality results.
Final Thought
Choosing the right research method is about aligning your approach with your goals. The method you use shapes the insights you get and how well those insights help drive decisions.
To recap, the four steps in creating a Market Research Roadmap are:
- Define your research objectives
- Choose the right research methods
- Set timelines and milestones
- Interpret and apply results
If you’re just joining this series, start here:
Articles on steps 3 and 4 are coming soon!
Need help selecting the right research methods for your business?
Let’s connect. I’d be happy to help you develop a research strategy that gets you the insights you need to make smarter, more confident decisions.
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